Evolve Vacation Rental
Helping real estate feel like vacation
Brand strategy
For many years, Evolve separated its two main audiences — people that owned vacation rentals and those that rented them — creating a branding mismatch depending on which web page you visited, ad you viewed, or post you happened to see on Facebook. My creative director and I teamed up to refresh the brand completely, both visually and vocally, to unite the two sides into one cohesive personality. With brand attributes, messaging guidance, and visual flexibility, the new Evolve was primed to feel like one cohesive company, one that any writer, designer, or AI tool could more easily emulate.
The result: Brand awareness increased 25 percentage points (a 250% relative lift), and became the basis of AI messaging framework that reduced writing requests from sales and frontline teams by 21%
Social media
Whether a vacation taker looking for fun ideas for their next adventure or tongue-and-cheek winks at the frustrations of being a property owner, I used Evolve’s social channels as the place were the personality of our brand could shine through in approachable ways. Our posts balanced education, entertainment, and company culture to appeal authentically to both sides of our audiences. After multiple team restructures, I became the social media manager, creating monthly calendars, producing all content, and managing external announcements with PR and executive teams. Channels included Instagram, Facebook, and LinkedIn.
The result: Clear content pillars, expanded organic reach by 19%, and 400+ quality UGC submissions
Sales Collateral
Evolve works with seasoned rental investors and complete industry newcomers alike, so I leaned into language that could make anyone understand the value we’d bring to their business. From digital one-pagers that went in-depth into specific offerings to mailers and decks that highlighted each plan and benefit, I equipped our sales force with the tools they needed to convince over 30,000 homeowners to trust us with their investment.
The result: Unified messaging for sales enablement and more benefit-specific resources
Digital Ads
Evolve’s marketing spend was most concentrated in paid search, banner ads, and paid social, so I was tasked to create campaigns that had longevity, flexibility, and the ability to create hundreds of versions for testing. I worked closely with our digital marketing manager to refresh creative, lean into new tools on Meta (including AI versioning), and partner with vendors while maintaining brand consistency.
The result: Increased “Excellent” ad ratings on Google from 42% to 74% and reduced CPL on Meta by 15%
Website & Landing Pages
Maximizing conversions, unifying brand, and making must-know info easy to access was all in a day’s work on the Evolve website. I managed copy for everything from a massive site restructure and brand overhaul to creating a multitude of landing page tweaks to test new ways to capture more leads. I also created new Help Center articles so homeowners had an accurate, ongoing database to learn about our products and quickly answer their own questions.
The result: Maximized SEO visibility, overhauled brand language, and reduced drop-off by 3.2%
