Every builder has hopes of generating high-quality leads when they deploy an advertising campaign. It’s important to have specific goals in mind and reach your audience on the appropriate platforms with the right language. Group Two works with builders to determine the most effective collaboration of media and messaging to connect with buyers on a personal level.
FALL in Love with Sunrise Homes
We devised the “Fall in love with Sunrise Homes” campaign for our client, Sunrise Homes in New Orleans, with a few goals in mind.
- To raise awareness of their move-in ready homes among realtors and prospects
- To increase qualified traffic to their communities
- To promote a series of fun or informative events
- To keep the messaging consistent and engaging throughout all platforms
We communicated Sunrise Homes’ messages by utilizing relevant seasonal imagery to appeal to their audiences. For example, in order to connect with realtors, we created an eblast showcasing available homes for their clients, along with a chance for them to win a pair of tickets to a Saints football game. The eblast also featured information about realtor seminars and available listings.
We sent out a similar eblast to Sunrise Homes’ prospective buyers, relaying a variety of reasons they’d love this builder, from beautiful, move-in ready homes to festive events and activities within the communities. The builder’s decision to provide a fun and educational experience for potential homebuyers served as a differentiator from their competitors, while helping them appeal to a broader audience.
To expand the reach of the campaign, we continued the campaign across a variety of media. Anyone who clicked through to Sunrise Homes’ website or social pages from the eblast saw consistent messaging throughout. Not only did this reinforce the “Fall in Love” theme, it also increased awareness of the builder. Retargeting ads helped double the impact of this campaign by touching the same people on another platform. Anyone who visited their homepage received a subsequent retargeted message while browsing other sites, social media, etc.
The most important aspect of message consistency is reaching your audience more than once. Prospects should see your ads everywhere, and they should see the same theme and message. Why? People have a significantly higher probability of noticing the message the third or fourth time they see it, which increases the chance of recognition and response. When your advertising is well managed with a consistent theme and message, your prospects will feel more comfortable building a relationship with you.
The “Fall in Love” campaign resulted in open house events that were attended by more qualified prospects and realtors; not just curious couples browsing through home options. It streamlined Sunrise Homes’ message across multiple platforms for increased visibility, which was especially successful in attracting those further along in the process and ready to build in the short term.
With the holidays and the New Year right around the corner, now is the time to take advantage of the season within YOUR marketing strategy! Contact Group Two to learn more about how the right marketing can help achieve your specific goals this year!