The Standard of the Esplanade Brand
Personalized follow-up, in three working examples of one idea: every prospect touchpoint becomes a page built around that guest — their visit, their homes, and the life they came here to imagine.
Cammie Longnecker
President, Resort Lifestyle Brand
Taylor Morrison — Esplanade
Johnny Kraivec
Community Sales Manager
Esplanade
A follow-up that remembers
the visit.
Shown by the Cox example — a page built around one guest's actual visit, their homes, and their next step.
Doug & Christine Cox — visited October 23
Part-time buyers from New York, touring with their agent. Their page went out while the visit was still warm.
Nothing on their page is generic. It carries the homes they walked, the financing picture we discussed together, an invitation back for tomorrow's Grand Opening, and one clear next step — so when they share it with family back home in New York, the story travels intact.
It also plugs them into the wider Esplanade ecosystem — a Daycation Resort Pass to live the lifestyle for a day, the Sip Wine Club for Christine — a wine drinker, with Wine Down Wednesdays waiting for her — Esplanade Perks, Shop Esplanade, and travel through Destinations by Esplanade. It also connects them to Lifestyle Manager Megan Perretta's programming calendar — the clubs, events, and wellness programming behind the lifestyle they're being invited into, and exactly the social fabric Doug & Christine, part-time newcomers who want to meet new people, are hoping to step into, from club gatherings to evenings at the Bahama Bar & Grill.
Esplanade isn't a list of amenities — and the follow-up shouldn't read like one either.
View the live Cox follow-up →esplanade-follow-up-cox-pitch.pages.devWellness, woven into every day — mind, body & spirit
The Cox page doesn't append wellness as a brochure section. It weaves it into their rhythm: arriving part-time to a routine already running, and movement breaks steps from Doug's desk on work-from-home days.
The Venue — 16,800 sq ft with fitness center and movement spaces, zero-entry pool and spa, tennis, pickleball, bocce, and trails. Chance, their dog, is part of the picture too — the community dog park and on-site pet grooming woven into the week.
The Spa's treatment room and wellness services, the community garden, and quiet spaces to reset — built into the week, not booked as an escape.
Lifestyle Manager Megan Perretta curating clubs, events, and programming — plus fireside gathering spaces where neighbors become community.
One Esplanade home.
One bespoke page.
Shown by the Cresta example — a listing page built specifically around one Esplanade home, its story, and the lifestyle behind the address.
The Cresta — 13481 Manarola Way
$949,261 • Single-home luxury showcase • A worked example from one Esplanade community
For luxury inventory, a listing link isn't enough. This format gives a single home its own page: real photography as the hero, the home's story told properly, financing made clear, and the full Esplanade lifestyle — The Venue, The Spa, the courts, the programming — woven in as the reason the address matters.
One home. One offer.
One page that does the talking.
Shown by the Cassia Montauk example — a one-home page built around a specific offer, not a generic listing entry.
The Montauk — 10851 Eclipse St
$745,000 • Cassia • Lot 6119 • Single-home offer page
Bespoke in a different way. This page is built around one specific offer on one specific home: a flash-sale 4.99% rate, fixed for the full 30 years, with closing costs covered — on a brand-new two-story home with preserve views and no rear neighbors. Not a listing portal entry; an offer page that does the talking.
I'd love a few minutes
around tomorrow.
I'm excited for tomorrow's Grand Opening — it's the perfect first taste of this lifestyle for our guests, mind, body, and spirit, not just a tour of homes.
If you have any time around the Grand Opening — or in the days after — I'd love to walk you through how this works, talk through implementation, and answer any questions. No pitch deck needed; the pages above are the work.
Thank you for your time, and for the vision behind this brand. — Johnny
Johnny Kraivec
Community Sales Manager
Esplanade
Taylor Morrison
Call / Text
908-420-2940
Email
jkraiveciii@taylormorrison.com