Few have been able to capitalize on branding as successfully as Foxterra Design has. These days pool companies rely on the internet the way the generation that preceded them relied on the Yellow Pages. The way that we consume information is much different than in generations past. Today, people are as likely to stumble across brands on their smartphone as they are while flipping through channels on their TV at home.
How consumers interact with the brands they engage with has also definitely changed over the past decade. With platforms like YouTube, Instagram, and TikTok quickly supplanting traditional forms of consumable media, the rise of the Social Influencer has become a real thing. No where is this more true than in California which has one of the most socially engaged populations in the country. In a world where over 167 million TikTok videos get watched each minute, it’s clear to see that social media is winning the fight for eyeballs.
Going Viral
In 2022, going viral can be the equivalent of getting the same visibility as if you spent millions of dollars on a Super Bowl ad. If you’re hot, followers will share, repost and do more to spread the word than 100 PR firms working around the clock.
@foxterradesign Tag someone you’d share this with!🙌🏼#foryoupage #luxury #luxuryhome #pools #backyard #inspiration ♬ Girls Want Girls – Drake
Foxterra Design certainly seems to understand the intricacies of using social media the right way. With over a million TikTok followers and over half a million on Instagram, their videos have been viewed hundreds of millions of times. To get a better understanding of how they’re able to propel their brand we met with owners Justin and Nate to find out their secret sauce.
“We used to do construction and had around 50 guys building what we were designing, but switching to design only has freed us up to focus on what we really love to do,” said Justin Fox, “having a team of around 15 working on projects all over the country is a dream.”
Showcasing The Possibilities
Focusing specifically on design has allowed them to channel more energy into building their team and their brand. Justin credits the seeds that were planted when they first began the company as the catalyst for their current success. “Fifteen years of hard work has finally gotten us to the place where we can open the floodgates to creativity and help people really maximize the potential of their space,” said Fox.
The two brothers routinely post captivating videos of their over-the-top luxury pool and outdoor living designs which garner millions of likes and shares. The videos are a mix of content capturing the design aspect, recommendations, and the finished end result which is often breathtaking.
“For us, we’re always trying to give our audience something that they haven’t seen before,” said Nate Fox, “and that’s just really imaginative, creative ideas for the outdoors.”
“We really want to draw people in on multiple levels,” said Justin, “to let people see the potential in their own backyard. Whether they use us as a design service or not, there is just so much to be unlocked in their space and we want to be the conduit that opens peoples eyes to the possibilities. That’s why our tag line is ‘from residence to resort’.”
Planning and creating videos for their social media calendar is a monumentous task given the frequency and quality of the content they are posting. Both brothers give credit to their social media team who is helping them capture the essence of what they are creating in the backyard to disseminate to the public.
“Nathaniel and I are still in awe that we get to work with these clients and develop these stunning properties,” said Justin, “but we’re not out there trying to push that we’re the best. We’re like ‘wow, how in the world did they come to us and trust us’”.
Truly the two are humbled by the recognition and visibility they are receiving on social media. The videos they are posting showcase a variety of different backyard concepts in various parts of the country. Showcasing their talent for design has led to even more resort style luxury outoor living projects for the firm.
“I want people to experience this and the awe and wonder we have in the space and allow them to feel like ‘hey, maybe I can do that myself in my own backyard’”, said Justin Fox.
What Makes Foxterra Design So Watchable?
A major aspect of what makes their videos so appealing is the fact that both brothers have their unique areas of expertise, tone and style. The flow and chemistry the two share is similar to that of the Property Brothers (a popular show on HGTV), making for entertaining and engaging content.
“We’re always looking for what’s new and trending,” said Nate Fox, “but beyond that, how people use the space, how they live. When it comes to trends we’re aiming for things that are timeless and try not to focus on things that are very of the moment and will be irrelevant or look dated a few years from now.”
Connecting the audience with the lifestyle of owning a luxury backyard is perhaps one of the most appealing aspects of following Foxterra Design. Aside from informative content that illustrates the possibilities of redesigning your outdoor living space, it’s simply fun to watch these backyard transformations take place.
It’s impossible not to notice that it appears as if Justin and Nate are genuinely having fun doing what they are doing. This is something that resonates with the audience and makes the two immensely watchable. If you’re not following them already, you should be. Check out Justin and Nate Fox, two brothers with a passion for luxury outdoor living and landscape design on their Instagram and on TikTok.
Listen to our interview with Foxterra Design on the Pool Magazine podcast.
