case studies
Marketing and storytelling success stories.
“WELCOME HOME” CASE STUDY
MASTER-PLANNED COMMUNITY ROLLOUT
Client: A developer and homebuilder
Objective: Attract the attention of qualified homebuyers and achieve 1,500 interest list sign-ups prior to the grand opening.
Timeframe: One year
The builder exceeded traffic goals with more than 1,000 attendees during the grand opening weekend and several hundred visitors each week since. The target audiences are indeed those securing home sites and visiting the community.
- Informing media and consumers about the community’s construction progress through monthly press releases and/or pitches sent to targeted media, which resulted in 45 total placements, plus phone calls and interest list signups.
- Showcasing the two homebuilders’ innovation focus by announcing the rollout of virtual reality home tours. Media were the first to experience the tours during a “deskside” pitching session, which resulted in a 50% pitch success rate. The national average is 10%.
Along with the advertising team, we more than doubled our goal of 1,500 interest list signups. Our lead publicist even received calls from interested homebuyers who had seen our press releases! From fall 2016 to spring 2017, PR and e-communications were the exclusive traffic drivers to the interest list until the builder implemented its print advertising schedule.
There were 1,000 event attendees at the grand opening, which exceeded expectations and almost all the phase 1 homes were reserved for each neighborhood in less than three weeks. The builder applauded our efforts not only because of the interest list’s volume but because of its quality – most on the list were truly interested and able to successfully prequalify for a home.