New Home Summer Promo
Recognizing the challenges of a struggling new home market, this multi-site builder desired a branded promotion that would stand out from the competition, increase traffic and maximize sales opportunities. The expectation that home sales would fall after the expiration of the first-time homebuyer tax credit necessitated development of a strategic campaign that would drive traffic through the summer months.
We wanted to communicate the positive side of the home buying experience and continue to play off the expired tax credit. The builder executed the “Yes Days of Summer” campaign by cobranding the “Welcome to Yes!” and “You Can Do New and Get $8,000 Too!” themes. The integrated promotion was created with the dual intent of stimulating the potential home buyer and empowering the sales team to say “Yes.”
The Ole South 2010 Toyota Scion was introduced in January at REALTOR kick-off events featuring appearances by the Tennessee Titans cheerleaders. Approximately 2,000 qualified to enter and win the car that was given away during the Titans football game on Sunday, October 24th. Throughout the year the builder hosted community events, in addition to other online and offline marketing efforts, in cooperation with the co-sponsors – Tennessee Titans and LP Building Products. Although summer sales slowed in comparison to the tax credit run-up through April, they exceeded expectations by more than 20%