History

In 2002 Matt Hasher had an idea. A creative spark. A simple, honest desire to build a different kind of agency. In the often complex world of branding and advertising, Matt saw a need for a smart alternative. An agency that approached clients’ needs in new, fun, and dynamic ways. No stranger to the industry, Matt’s career in marketing and advertising began in 1992, where he played integral roles at some of Phoenix’s top agencies. Today, thanks in no small part to Matt’s vision, Blufish is now recognized as one of the most effective, accomplished, and regarded marketing and design firms in the nation, with award-winning client history in over 20 major markets coast to coast.

Vision & Culture

This is the magic of Blufish. A collective of youthful energy, drive, unparalleled industry experience…. And a proactive commitment to never stop growing, learning, and evolving. Here, we choose to have fun and to push the boundaries of branding and design each and every day. Passionate and professional, we remain guided by our unwavering drive to exceed the expectations of not only our clients but for ourselves, delivering creative results that are both unexpected and thought-provoking. Internally, our employees are encouraged to share their lives and unique journeys with each other, regularly participating in one-of-a-kind, Blufish-bettering activities, and out-of-office adventures. We find this encouragement and mutual camaraderie contagious at all levels, even overflowing into the relationships with our vendors and clients. Who, over the years, have become not only our partners but also our friends.

The Blufish Difference – We are experts in the Homebuilding Industry

Simply stated– we have worked with homebuilders across the country since our inception on all-things marketing and advertising. This knowledge base has enabled us to intimately understand each builders strengths, weakness and most importantly, their immediate brand, marketing and advertising needs. In this specific RFP response for Neal Signature Homes, Blufish has been a part of creating and executing the “original” Neal Difference messaging and materials over the past 10+ years. We know Neal and are 100% focused on reinvigorating these past, proven and successful roots. When asked what makes truly Blufish different, we point to the relationships we’ve built with clients like you, and the feeling you get when you work with us. A feeling that there is always a friend and partner charging towards the same goal. Small by design, thanks to our experience and industry knowledge, Blufish is proud of our earned reputation in efficiency, agility and design—always punching above our class.

Media Planning & Buying

Our Account Services team has multiple media resources to handle the buying and planning needs, including digital media, print media, radio, billboards and CTV. We are experienced in preparing monthly and/or quarterly media plans, as well as keeping you on target and on budget. Proposals will always be provided before any campaign is started, and we will communicate with you pending a project going over budget or approaching deadline.

Our established relationships with media vendors such as: iHeart Media, CBS Media, Hulu, AdTaxi, MailChimpThe Trade Desk, Fire-TV, Cox Communications – among others – allows us to negotiate on our clients’ behalf to obtain the best rates for their media spend.

The Blufish Approach to the New Robson Communities Website

A Strategic Digital Experience Designed for Today’s Homebuyers and Tomorrow’s Growth

Our Vision

Robson Communities has built a reputation for quality, lifestyle, and thoughtfully designed communities. The new website should reflect that reputation while creating a modern, engaging digital experience that inspires prospective homebuyers, supports the homebuying journey, and strengthens Robson’s position in an increasingly competitive digital marketplace.

At Blufish Design Studio, we believe a successful homebuilder website must do more than look great. It must tell a compelling story, make information easy to find, generate qualified leads, support the sales team, and evolve as the business grows.

Our approach combines strategic design, intuitive user experience, rich visual storytelling, search visibility, and a flexible technology platform—all backed by 25 years of experience working with homebuilders.

1. Mobile-First, Modular Design

Today’s homebuyers increasingly discover communities, explore floor plans, watch videos, and research their next home on mobile devices. Our design process starts with the mobile experience and scales seamlessly to tablets and desktop screens.

We will develop a clean, contemporary design system built around modular components. This approach creates visual consistency across the website while allowing individual pages and sections to be assembled, updated, and expanded without requiring a complete redesign.

The Advantages:

• Mobile-first performance: Prioritize usability, readability, speed, and conversion on smaller screens.
• Flexible content modules: Easily add new communities, floor plans, amenities, promotions, and lifestyle content.
• Efficient ongoing revisions: Make updates without rebuilding entire pages.
• Consistent brand experience: Maintain a cohesive look and feel across every community and user touchpoint.
• Built for growth: Accommodate new communities, markets, and marketing initiatives as Robson evolves.

The result is a website that launches with purpose and remains adaptable for years to come.

2. User Experience: The Two-Click Rule

We believe visitors should be able to find what they need quickly and intuitively. Our UX philosophy centers on a simple principle: make the most important information accessible within two clicks whenever practical.

Prospective buyers should not have to navigate through multiple layers of menus to find a community, explore available homes, view a floor plan, or request more information.

We will organize the website around the questions and decisions that matter most to buyers, with clear navigation, logical page hierarchies, prominent calls to action, and intuitive pathways between related content.

Key user journeys will include:

• Finding the right community based on location, lifestyle, and preferences.
• Exploring homes, floor plans, features, and amenities.
• Experiencing the lifestyle associated with each community.
• Requesting information, scheduling a visit, or connecting with a sales representative.
• Accessing relevant resources throughout the homebuying process.

The two-click rule is a guiding principle rather than a rigid limitation. Our goal is to minimize friction, reduce unnecessary navigation, and help every visitor take the next step with confidence.

3. Heavy Use of Video and Visual Storytelling

Buying a home is an emotional decision. Buyers are not simply evaluating square footage and floor plans; they are imagining their lives, their routines, and their future.

Video allows Robson Communities to bring that vision to life in ways that static photography and written descriptions alone cannot.

We envision video as a central component of the website experience, thoughtfully integrated throughout the homepage, community pages, lifestyle content, and other key sections.

Potential applications include:

• Community overview videos that showcase the atmosphere, setting, amenities, and overall lifestyle.
• Lifestyle and amenity videos that help buyers envision how they will live in a Robson community.
• Home and floor plan videos that provide a more immersive understanding of layouts and design features.
• Resident stories and testimonials that offer authentic perspectives on community living.
• Short-form video content that captures attention and supports digital advertising and social media campaigns.

Video will be implemented strategically, balancing visual impact with page speed, accessibility, mobile performance, and search engine requirements. Where appropriate, we will use optimized delivery, captions, and compelling static alternatives.

The objective is to create a more immersive experience that builds an emotional connection with prospective buyers and encourages deeper engagement.

4. SEO, AEO, and GEO from Day One

Search visibility must be built into the website from the beginning—not treated as an afterthought once the design is complete.

Our approach incorporates three complementary disciplines:

Search Engine Optimization (SEO)

The foundation for helping prospective buyers discover Robson Communities through traditional search engines. This includes site architecture, keyword strategy, page structure, metadata, internal linking, technical performance, and indexability.

Answer Engine Optimization (AEO)

Preparing content to answer the specific questions people ask through search engines, voice assistants, and AI-powered answer tools. This includes clear, useful content, well-structured answers, relevant FAQs, and appropriate structured data.

Generative Engine Optimization (GEO)

Improving the likelihood that Robson’s communities, expertise, and relevant content can be discovered, understood, and accurately represented by generative AI search experiences. This involves accessible and crawlable content, clear entity information, credible supporting content, consistent business details, and technically sound site architecture.

These disciplines will influence the website’s information architecture, content strategy, technical specifications, and development process from the outset.
Our goal is to establish a strong digital foundation that supports both immediate discoverability and long-term visibility as search behavior continues to evolve.

No website can guarantee rankings or AI citations. However, integrating SEO, AEO, and GEO into the initial strategy helps avoid costly retrofits and gives Robson a stronger foundation for competing in the changing search landscape.

5. WordPress: A Flexible Platform for Long-Term Success

We believe WordPress is an excellent platform for a website of this scope when it is properly architected, secured, and maintained.

Its flexibility, mature ecosystem, and intuitive content management capabilities make it well suited to a community-focused homebuilder website that needs to support ongoing marketing initiatives and frequent content updates.

The advantages for Robson Communities include:

• Content management independence: Authorized team members can update approved content, images, promotions, and other page elements without relying on a developer for every change.
• Modular page building: Reusable content components make it easier to create new pages and maintain consistency.
• Scalability: New communities, floor plans, content sections, and functionality can be added as needs evolve.
• Marketing flexibility: Support for landing pages, campaign content, analytics, and marketing integrations.
• SEO capabilities: Flexible control over page titles, metadata, URL structures, redirects, structured data, and other important optimization elements.
• Broad ecosystem: A large network of developers and established tools supports future enhancements and maintenance.

Blufish will focus on a purpose-built WordPress implementation rather than an unnecessarily complex collection of plugins. Performance, security, accessibility, maintainability, and editorial usability will be key considerations.

The goal is to give Robson a powerful digital platform that serves its marketing team today and remains flexible for future opportunities.

6. A Dedicated Realtor Portal

Realtors are an important extension of Robson Communities’ sales and marketing efforts. Providing them with a dedicated digital destination can make it easier for them to understand, promote, and sell Robson homes.

We propose a dedicated Realtor Portal designed around the information and resources real estate professionals need most.

Depending on Robson’s requirements, the portal could include:

• Community overviews and key selling points.
• Floor plans, home features, and community maps.
• Current incentives, promotions, and sales information.
• Downloadable brochures, photography, video, and marketing materials.
• Sales office details and contact information.
• Realtor-specific announcements, updates, and resources.
• Registration, lead-submission, or referral workflows where appropriate.

The portal should be easy to navigate, mobile-friendly, and designed to help Realtors find accurate information quickly. If certain resources are intended for an authorized audience, access controls can be incorporated as needed.

By centralizing these resources, Robson can improve communication with its Realtor network, support more consistent marketing, and make it easier for agents to confidently represent its communities.

Before development, Blufish will work with Robson to define the portal’s users, content requirements, access levels, and any necessary connections to existing systems.

7. 25 Years of Homebuilder Experience

Blufish brings approximately 25 years of experience working with homebuilders. That history provides a practical understanding of the unique challenges and opportunities associated with marketing homes and communities.

We understand that a homebuilder website must serve multiple audiences simultaneously: prospective buyers, existing residents where relevant, Realtors, sales teams, and internal marketing stakeholders.

We also understand that the homebuying journey is rarely linear. Buyers may discover a community through search, watch a video, revisit floor plans, compare locations, and return weeks later before requesting an appointment.

Our experience informs the decisions behind the website—not just its appearance, but also its structure, messaging, conversion paths, and long-term flexibility.

We approach the project with an understanding of:

• How buyers research and compare communities.
• How lifestyle, amenities, location, and home design influence purchasing decisions.
• How websites support sales teams and lead-generation programs.
• How homebuilder inventory, incentives, and community information change over time.
• How digital marketing and website strategy work together to drive measurable results.

For Robson, this means working with a team that understands the homebuilding business and can translate that understanding into a purposeful digital experience.

8. A Dedicated, Local Arizona Team

Strong partnerships require accessibility, communication, and accountability. Blufish offers Robson Communities a dedicated team based locally in Arizona, with an understanding of the regional market and the ability to collaborate directly when needed.

We believe proximity matters. Whether the need involves strategic planning, reviewing creative concepts, coordinating content, addressing a time-sensitive update, or discussing a new marketing opportunity, having an accessible team helps keep projects moving.

Our approach emphasizes:

• Direct communication and responsive collaboration.
• Familiarity with the Arizona market and regional homebuilding landscape.
• Consistent project coordination and clear accountability.
• Practical support during development, launch, and ongoing optimization.
• A long-term partnership that can adapt as Robson’s needs change.

We do not view a website launch as the end of the relationship. It is the beginning of the next phase of digital growth.

Blufish is prepared to work alongside Robson’s team to keep the website current, effective, and aligned with evolving business priorities.

Bringing It All Together

The new Robson Communities website represents an opportunity to create more than a redesigned digital presence. It is an opportunity to build a strategic marketing platform that connects buyers with the right communities, equips Realtors with the resources they need, and gives Robson the flexibility to grow and adapt.

Blufish’s approach brings together eight core principles:

• Mobile-first, modular design that is flexible and built to evolve.
• Intuitive user experience that makes essential information easy to find.
• Video-driven storytelling that brings the Robson lifestyle to life.
• SEO, AEO, and GEO from day one to support discoverability across traditional and emerging search experiences.
• A flexible WordPress foundation that empowers the marketing team and supports future growth.
• A dedicated Realtor Portal that strengthens communication and sales enablement.
• 25 years of homebuilder experience applied to the strategy, design, and execution.
• A dedicated local Arizona team committed to collaboration and ongoing support.

Project Vision

Blufish will plan, design, and develop a modern, mobile-first digital experience for Robson Resort Communities (RRC), designed to showcase the distinctive lifestyle of its communities while making it easier for prospective homebuyers to discover communities, explore homes, review available inventory, and connect with the RRC sales team.

The website will serve as a central digital destination for RRC’s marketing and lead-generation efforts, combining intuitive navigation, engaging visual content, flexible content management, and a search-optimized technical foundation.

Our approach emphasizes five priorities:

• User Experience: Make important information and actions easy to find.
• Lead Generation: Create clear pathways from discovery to inquiry.
• Community Storytelling: Showcase the homes, amenities, lifestyle, and experiences that distinguish Robson communities.
• Search Visibility: Establish a strong foundation for traditional search engines, answer engines, and generative AI discovery.
• Long-Term Flexibility: Build a modular WordPress platform that can evolve with RRC’s marketing and business needs.

Project Investment – $78,500

Individual category details below

1. Strategy + Planning — $2,500

Blufish will establish the strategic foundation for the website using the approved sitemap, existing brand assets, available content, and agreed project objectives.

This phase will focus on understanding the customer journey at the community, home, and inventory levels, identifying opportunities to move prospective buyers from initial interest to meaningful engagement.

Planning will address:

• Primary audiences and their information needs.
• Key customer journeys and conversion opportunities.
• Lead-generation touchpoints, including forms, click-to-call functionality, and other appropriate calls to action.
• Brand presentation, visual direction, typography, color, and tone.
• Opportunities to communicate the RRC lifestyle, community amenities, and home offerings.
• Initial SEO, AEO, and GEO considerations to inform website architecture and content strategy.
• Opportunities to leverage Blufish’s 25 years of experience working with homebuilders.

Outcome: An approved strategic direction that aligns the website experience with RRC’s brand, marketing objectives, and lead-generation goals.

2. Website Architecture + Wireframe Development — $2,500

Blufish will develop the website architecture and wireframes to establish clear, intuitive pathways through the RRC digital experience.

Our guiding principle is to make important information accessible within one or two clicks from relevant entry points wherever practical, without compromising usability or clarity.

The architecture and wireframes will address the approved sitemap and applicable page types, including:

• Homes and home plans.
• Communities and community detail pages.
• Available and standing inventory.
• Lifestyle, amenities, and the 55+ living experience.
• Map- and list-based community discovery.
• About Robson and brand differentiation.
• Warranty and other supporting information.
• Dedicated Realtor portal, subject to confirmation of its requirements and inclusion in the final scope.

Mobile-first wireframes will establish content hierarchy, navigation, page structure, and conversion opportunities before visual design begins.

Outcome: An approved website blueprint that defines page structure, key user journeys, and the intended experience across mobile, tablet, and desktop devices.

3. Website Design + Concept — $17,500

Blufish’s creative team will translate the approved strategy and wireframes into a distinctive, user-centered visual experience aligned with the RRC brand.

The design will balance compelling lifestyle storytelling with clear access to practical homebuying information. Visual hierarchy, intuitive navigation, consistent calls to action, and carefully placed lead-generation opportunities will help users move naturally from inspiration to consideration and inquiry.

The design process will emphasize:

• A welcoming, premium brand experience.
• Mobile-first responsive design.
• Clear presentation of homes, communities, amenities, and inventory.
• Strategic use of photography, video, and other visual assets.
• Consistent page layouts and reusable design elements.
• Conversion-focused placement of contact opportunities and calls to action.
• Visual consistency across community, home, inventory, and supporting pages.

Design will be reviewed and approved before corresponding development proceeds.

Outcome: An approved visual design system and set of page designs that bring the RRC brand and customer experience to life.

4. Website Programming + Build — $30,000

Blufish will develop the approved website within WordPress, using a modular approach designed to support maintainability, efficient content updates, and future expansion.

Reusable templates and components will provide consistency across the site while allowing authorized RRC personnel to manage agreed content types through the WordPress content management system.

Development will proceed in coordination with approved design deliverables, with responsive behavior considered throughout implementation.

The build will establish the approved page templates, navigation, content structures, calls to action, and agreed website functionality.

The modular architecture will be designed to accommodate future additions and revisions without requiring every change to be treated as a completely new page build.

The website will also be designed with attention to performance, usability, accessibility, and the technical requirements of search-engine discovery.

Outcome: A responsive, content-managed WordPress website built around the approved designs, functionality, and project requirements.

5. Website Launch + CMS Implementation — $5,000

Blufish will configure and implement the agreed WordPress content management experience to allow RRC personnel to manage routine website content independently.

The implementation will focus on making approved content types and page components straightforward to update while preserving the integrity and consistency of the overall website design.

CMS implementation will include:

• Agreed administrative configuration.
• Content-editing workflows for approved content types.
• Reusable page components and templates.
• Client orientation for day-to-day website management.
• Preparation for ongoing content additions and revisions.

Outcome: A manageable website platform that supports routine RRC content updates and provides a foundation for future growth.

6. Third-Party Feed Setups — $3,000

Blufish will coordinate the configuration and testing of the third-party listing and inventory integrations expressly included in the approved project scope.

Potential platforms and data sources include BHI, Zillow, Realtor.com, Homes.com, and applicable local MLS systems, subject to availability, access permissions, technical compatibility, and provider requirements.

The final integration scope will identify:

• The agreed data sources and integrations.
• Direction of data flow and applicable update requirements.
• Supported fields and inventory information.
• Integration responsibilities and testing requirements.
• Any provider-specific technical or access requirements.

Third-party access fees, subscriptions, API charges, and provider-imposed requirements will be identified and addressed separately unless expressly included in the approved scope.

Outcome: Tested, agreed-upon listing and inventory integrations that support the intended RRC website experience.

7. Search, Answer Engine & AI Visibility (SEO / AEO / GEO), Content Creation + Website Migration — $10,000

Robson.com carries more than five decades of brand authority and years of accumulated search equity across its communities in Arizona and Texas. Protecting and building upon that existing equity is a priority in the website rebuild.

Blufish will work with RRC to plan and execute a structured content migration and search optimization strategy designed to preserve valuable existing content, maintain search visibility where possible, and establish a strong foundation for future organic discovery.

Protecting Existing Search Equity

Before launch, Blufish will establish a baseline of available organic search performance, review existing indexed URLs, and identify important pages and content that contribute to Robson’s current visibility.

Each legacy URL within the agreed migration scope will be mapped to its appropriate destination on the new website, with a 301 redirect plan implemented and tested to help preserve relevant search signals and provide a seamless experience for visitors following existing links.

The migration process will also address appropriate metadata preservation, internal linking, indexability, XML sitemaps, and post-launch validation to help minimize disruption to existing search performance.

SEO, AEO + GEO Foundation

The new website architecture will be developed to help search engines and AI-powered discovery platforms understand Robson’s communities, home plans, amenities, lifestyle offerings, and available inventory.

The strategy will support discoverability across traditional search and AI-powered experiences, including Google AI Overviews, ChatGPT, Claude, Perplexity, and Gemini. Visibility and citations depend on each platform’s systems, available sources, and evolving algorithms and cannot be guaranteed.

Implementation will address:

• Technical SEO: A clean, crawlable website architecture, logical page hierarchy, indexable content, canonical URLs where appropriate, XML sitemap configuration, and search-engine indexing controls.
• Structured Data: Appropriate organization, community, and home-related schema markup where supported by the content and applicable schema types, helping search engines interpret key information accurately.
• AEO Content Strategy: Clear, well-organized content that addresses prospective homebuyers’ questions about communities, home plans, amenities, lifestyle, and the homebuying process.
• GEO Content Optimization: Accurate, consistent, context-rich information structured to improve the potential for discovery and reference by generative AI systems.
• Community + Inventory Discoverability: Search-friendly community pages, home plan content, and available inventory pages, with crawlability and indexability determined by the final search functionality and technical implementation.
• Content Migration + Optimization: Review, migration, and agreed optimization of existing content, including page titles, meta descriptions, heading structures, internal links, image alt text, and supplied photography and video assets.
• Performance + Accessibility: Responsive implementation with attention to page speed, Core Web Vitals, and accessible content and interactions, guided by agreed performance and accessibility targets.

Analytics + Launch Baseline

At launch, Blufish will configure or validate Google Search Console and Google Analytics 4 (GA4), subject to the necessary account access and permissions.

Agreed conversion events and relevant reporting will be established to provide a baseline for evaluating organic search performance, website engagement, and lead-generation activity.

Post-launch validation will include checks of redirects, indexability, sitemap submission, analytics operation, and key user journeys.

The content volume, number of URLs and page templates, extent of new copywriting, and inventory-related implementation requirements will be defined in the approved migration plan.

Outcome: A search-ready website designed to protect Robson’s existing search equity, support discoverability across traditional and AI-powered search experiences, and provide a measurable foundation for ongoing organic visibility and lead generation.

8. Programming, Testing + Launch Support — $5,500

Blufish will provide development support and consultation throughout implementation, testing, and launch preparation.

The testing process will validate the website against the approved scope, including agreed page templates, responsive layouts, navigation, forms, calls to action, and third-party integrations.

Launch preparation will address applicable technical SEO checks, redirects, analytics and conversion tracking where included, and the readiness of agreed website functionality.

Blufish will coordinate with RRC on launch readiness, outstanding issues, and the steps required to transition the website into production.

The final acceptance criteria and post-launch support period will be documented in the project agreement.

Outcome: A tested, launch-ready website with a coordinated transition to the live environment.

9. Project Management — $2,500

Blufish will coordinate the project from kickoff through launch, maintaining alignment between the approved scope, project milestones, client feedback, design approvals, development, and launch preparation.

Project management will include:

• Scheduling and milestone coordination.
• Status communication and project updates.
• Coordination of required client inputs.
• Tracking of decisions and approvals.
• Identification of issues that could affect scope or timing.
• Coordination among strategy, design, development, content, and launch activities.

Outcome: A coordinated project process designed to maintain accountability, communication, and progress from planning through delivery.

Onboarding

The 1st 30 days

Blufish would like to present our vision for the new Robson branding implementation, as it pertains to the website, to the Robson leadership team prior to beginning the design. Please note: we are NOT suggesting and brand new visual brand but our interpretation of how the newly modified brand looks/feels online. A full SalesForce buyer journey will be conducted to evaluate touch points, automation, manual communication and lead 1st click/last click attribution.

30-60 Days

Blufish has unique position of already understanding the Robson product, communities and database from the last website project we did with Robson. An evaluation of these assets, plus a wish list of potential new assets will take place during this time. The website design and build will begin at this time.

60-90 Days

This is the design/build period where Blufish and Robson will work together through design approvals, beta of section-by-section website, data/content migration and creation, full-beta, QC and launch plan.

Website Agency / CRM / Digital Marketing Agency Collaboration

Blufish will directly with the Robson SalesForce implementation team along with the digital advertising agency to make sure all feeds, data connections, 1st click/last click attributions and any other metric Robson identifies it needs during this process. We have launched many builder specific websites and are confident we understand the significance of this collaboration stage.

Support from Us

Volunteering

Blufish enthusiastically believes in giving back to our community. As a team, we participate in company-wide efforts benefiting such valued organizations as Feed My Starving Children, Phoenix Children’s Hospital, as well as a variety of groups in partnership with the academic community of Arizona State University. From food and clothing drives to natural disaster relief, Blufish knows the value of helping others in need.

Sponsorship & Pro-Bono Work

Through client relationships and charitable outreach efforts, Blufish is also happy to regularly volunteer with and sponsor established organizations like the Arizona Humane Society, Ryan House, Doors of Change, local youth sports programs throughout the Phoenix area, and major school sponsorships around the country. We also offer special creative services pro-bono to our clients’ charity outreach programs.