Joshua Phillips
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Attracting 55+ affluent audience to 1M homes set in a nature preserve.


A project to understand and completely redefine The Carriage Homes at Haverford Reserve marketing strategy, along with a website redesign. The Carriage Homes at Haverford Reserve was a real estate development project in the Main Line area of Philadelphia, developed and planned by Guidi Homes and The Goldenberg Group. Their vision was to develop 100 custom-built, maintenance-free, homes, surrounded by 200+ acres of nature – and they needed help with outreach, marketing and managing an online presence that desperately needed updating.

It should be noted that over the course of this multi-year relationship, we developed several iterations of the site, with various goals and objectives through multiple sales phases.


This first thing we established was the who, and the why of the project. Our audience was 55+ Main Line residents who were growing tired of the maintenance, and in-efficiencies of a larger home with unused rooms. We had extensive discovery sessions with the development group, sales team, as well as video interviews with current residents and gathered insights which we used to inform our marketing and web planning decisions.

This sitemap was built to guide overall development, and incorporates the main content sections of the site.

Sketches and basic wireframes were created to guide the information architecture, and presented to the client for approval.
This version of the site was completed in 2016.


Over the course of the project I designed and produced a multitude of wireframes, and iterations on the website and landing pages. When needed I determined the plan for simplifying the website further. Ultimately the project was a success and wrapped up when the last homes we sold in Feb 2020.

Work in progress. Coming soon.

Josh was able to bridge the gap between our need for something that worked without our knowing how and his infinite knowledge of the "nuts and bolts" of website design!
Linda Walters
Owner, Sage Realty LLC
Josh asked all the right questions, and took the time to learn my business and customer base. So far my new website has far outperformed my previous website. I'm so happy I hired Josh.
Phillip Mazza
Owner, Providence School of Music

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