Project Overview
ECLIPSE Cottages is a housing technology company transforming the housing industry to support individuals’ pursuit of living an abundant life. They are the leader in home technology, construction, safety, health, and sustainability.
Every ECLIPSE cottage is equipped with up to 8kw of high-tech solar power technology, advanced water filtration, and options for lithium-ion battery backups. This allows them to produce more power than they consume, permitting them to comfortably live off-the-grid with these optional modifications.
ECLIPSE Cottages are built using steel SIPs recognized by the ICC-ES and approved by the FBC, and have received Florida Product Approval with HVHZ certification, meaning they are built to last even in extreme circumstances. With rising interest rates and housing becoming less affordable to many potential homebuyers, ECLIPSE Cottages are a great housing alternative.
The company’s CEO, Justin Draplin, had experience with public relations before partnering with Otter PR in October of 2022. However, the publicity and recognition he received did not adequately meet his goals. In talks with our team, he expressed that his company was looking for high-level media placements that brought brand awareness and a viable alternative to traditional housing.
The Problem
Draplin sought more brand awareness from top media placements to position ECLIPSE Cottages as a viable and affordable alternative to traditional housing. He passionately believes that tiny cottages can allow people to live their best lives while fulfilling their housing needs.
Through his affordable financing, starting at $99.00/month, Draplin knew he could give potential home buyers the chance to live the American dream without breaking the bank. His main concern was conveying this message clearly and concisely through top-tier media coverage for ECLIPSE Cottages.
The Strategy
Our team recognized Draplin had a product that people needed and could afford. Rather than focus on the eco-friendly angle and bringing sustainability to the forefront, we adapted to the changing trends in the real estate industry discussing housing affordability and economic uncertainty surrounding inflation.
Through strategic pitching and commenting opportunities, our team quickly brought brand awareness to ECLIPSE Cottages. Within weeks, both Draplin and his company were featured in The Street, talking about how tiny homes were a great alternative to traditional housing. Multiple outlets picked up the story following this high-end placement, significantly boosting Draplin’s recognition and his company’s credibility.
Following our strategy’s initial success, Draplin wanted to launch a fresh PR campaign promoting his company’s latest cottage model, The Comet. Our team ultimately decided to embargo the release, allowing us to land a prominent feature with two Forbes and Business Insider.
As a result of the embargo, both top-tier outlets expressed interest in adding Draplin’s story to their editorial calendars. Michelle Hofmann, the editor of Forbes’ Real Estate column, personally interviewed Draplin for an article that is planned for release in mid-2023.
Business Insider chose to write two features on Draplin and how his tiny cottages were a great alternative to traditional housing. The first included an actual tiny cottage homeowner; the second focused on the affordable financing that ECLIPSE Cottages offers.
Business Impact (results)
As a result of our comprehensive PR strategy, ECLIPSE Cottages garnered significant brand awareness and a growing number of qualified leads. Following this success, our team collaborated with Draplin to pursue a second avenue of messaging regarding the tax benefits of investing in Opportunity Zones (OZs).
For this approach, we outlined our pitches to detail how ECLIPSE Cottages’ affordability and sustainability could provide additional benefits to interested investors. Our new messaging landed Draplin and his company another feature with Benzinga on the topic of OZs. This feature was picked up by multiple outlets and promoted heavily on the client’s social media pages.
From his media coverage through Otter PR, Draplin has been positioned as the go-to thought leader and expert in tiny cottages, alternatives to traditional housing, and housing affordability. Moreover, as of March 2023, ECLIPSE Cottages has received over 100 orders for their latest tiny home model, The Comet. This number has only grown as they continue to acquire fresh deposits from qualified leads, signaling that consumer demand will soon outpace supply.
