A go-to-market plan for the launch buying event, and the brand stewardship that follows. Prepared by Nativz for the Cypress Point development team.
Cypress Point sits on Bois d'Arc Lake with a primary lakefront parcel and a complementary inland community. The site plan below is the canvas. Our marketing turns it into the North Texas lake address in the affluent DFW imagination.
Cypress Point isn't another DFW exurb development. Heavily wooded, lakefront, amenity-rich lots between $300K and $1.2M place it in the rare air of true destination communities. Places people don't buy into. They arrive at. Bois d'Arc Lake gives North Texas its first credible answer to that category, and Cypress Point is the address that defines it.
The hard part isn't the inventory. The hard part is the perception. North Texas's affluent buyer pool, the DFW executives, surgeons, founders, and family-office principals, has never been told they can have that kind of place 45 minutes from home. Our job is to tell them, then bring them to a buying event that feels like an arrival, not a sales floor.
"We're not running ads for lots. We're staging the launch of a place, and a moment buyers will tell their friends they were there for."
This proposal lays out the four pillars that drive the launch: organic content production and social management, paid media, press and publicity, and event activation. Each is delivered in the format Nativz has refined across its content engagements.
Each pillar runs in parallel from kickoff through event day, with one accountable lead at Nativz and a clear deliverable cadence. After the launch buying event, the engagement transitions into an ongoing retainer.
The visual identity of Cypress Point, captured, edited, and published by Nativz. Drone, on-site shoots, lifestyle reels, and the tone-of-voice that signals "destination community," not "subdivision."
A 90-day, ramped paid spend across Meta and Google, geo-fenced and income-targeted to the high-affluence DFW corridor. Spend escalates each month toward event day.
A press release written, distributed, and personally pitched by Kristen Skladd, senior publicist with 20+ years of media relationships and direct outreach to publication editors.
A buying event that reads like an invitation, not an open house. Custom landing page, application-style RSVP, day-of orchestration, and a follow-through funnel that converts attendees into closed lots.
The visual language we'd bring to Cypress Point isn't theoretical. Below are three pieces from recent residential engagements, the kind of cinematic, place-driven storytelling that makes a development feel like an arrival.
A motion-graphics-led, drone-driven place piece. The directorial register we'd bring to a Cypress Point hero film, lake aerials cut against typographic moments, scored to feel like an arrival.
Videography, editing, and posting handled end-to-end by Nativz. We show up on-site, capture the place, edit it into reels and stills that feel cinematic, and publish on the cadence that builds an audience. One monthly fee covers the full content engine.
Where organic builds the brand, paid drives the buying event. We segment the DFW affluence pool by ZIP, household income, and lifestyle indicators, then sequence them through a four-stage funnel from cold awareness to RSVP. Spend ramps each month so the heaviest weight lands closest to event day.
Total ad spend of $12,000 across the 90-day runway, weighted toward the final stretch when intent is highest.
Cypress Point deserves a launch story told by someone who knows the editors picking it up. Our PR engagement is led by senior publicist Kristen Skladd and includes the press release, distribution, and direct outreach to publication editors for positioning.
Two decades of media relationships across luxury real estate, lifestyle, and Texas business. Personally writes, distributes, and pitches the Cypress Point story to the editors who matter, with relationships that get the call returned.
The buying event is the proposal's center of gravity. Everything else exists to bring the right 200 people to it. This pillar covers the digital architecture: an application-style RSVP that filters tire-kickers, a landing page that reads like a brand book, and a follow-through sequence that turns RSVP into attendance into showing into close.
Onboarding takes 10 to 14 days. Sign-off in the next two weeks puts kickoff and the first on-site capture day inside the same calendar month.
Identity codified. Engines built. The first wave of content goes live.
The drumbeat. Paid spend doubles, organic tells the story, RSVPs accumulate.
Event week. Paid spend peaks at $6,000. Then close, and the next chapter as ongoing retainer.
All figures below are Nativz fees and platform spend for the 90-day launch buying event package. Ad spend is paid directly to platforms (Meta, Google, YouTube). The 30% media fee is calculated on that spend.
Of the $37,600 total, $25,600 is Nativz fees and $12,000 is platform ad spend paid directly to Meta, Google, and YouTube.
After the buying event, the engagement transitions to a monthly retainer (organic + paid management) carrying Cypress Point through Phase 2 sales. Pricing scoped at handoff.
The buying event isn't a milestone. It's the brand. We'd like 30 minutes to walk through this proposal, refine pricing where it needs refining, and lock kickoff so we can begin the foundation phase before the runway compresses.
Schedule the walk-through →