Spruce Homes is a custom home builder based in Saskatoon, Saskatchewan focused on creating simple, straightforward client experiences from start to finish.
From in-house architectural services to step-by-step interior design consulting, Spruce Homes is built around making the home building process as clear and memorable as possible.
Their design philosophy goes beyond aesthetics — by understanding each family’s dynamics, how they live day to day, and what matters most to them, Spruce walks clients through design decisions that will work beautifully both now and for years down the road.
Maintaining audience trust and brand awareness.
When Ian and Dean McArthur acquired Spruce Homes, they inherited more than a business —they inherited an established social media presence that had become a genuine competitive advantage in the local market. It was, in fact, a key reason for the acquisition.
The challenge: maintaining the audience trust and brand awareness that had been built under previous ownership while introducing two new faces to a community that had grown accustomed to a specific voice and personality.
In the custom home building space, trust is everything — and that trust had to transfer.
We knew the transition had to feel seamless, not abrupt. The Spruce Homes audience had built familiarity with a specific style of content, and disrupting that too quickly risked losing the engagement and goodwill the brand had earned.
Our strategy centered on continuity first —maintaining the content formats, quality, and tone the audience already responded to — while gradually and intentionally inserting Ian and Dean as the new faces of the brand.
We kept the content style, tone, and quality familiar so the existing audience did not feel like the brand had suddenly changed overnight.
Instead of forcing a hard reset, we gradually brought Ian and Dean into the content so followers could build trust with the new faces behind Spruce Homes.
We used short-form video, finished project highlights, and personality-driven content to keep engagement strong while helping the brand transition smoothly.
For a brand navigating a full ownership transition, maintaining above-average engagement rates through that period is a meaningful signal that the content strategy worked.
Average Organic Views Per Post
Average of Interactions Per Post
Engagement Rate Above Industry Average
