Residential Construction Case Studies
Goal: Improve corporate image and increase custom home sales
A Mid-Michigan custom home builder needed to upgrade their corporate image to reflect the higher end homes they were building. We created a new logo and corporate identity that maintained a connection with their past while reflecting a more sophisticated company. We then developed a program that consisted of newspaper advertising, direct mail, billboards, brochures and website. The program was not only for the company, but specific strategies for each of the new developments. In working to create their horizontal marketing we developed a message that offered guarantees to alleviate the major concerns of homeowners. This message and promotion resulted in a 261% sales increase over three years.
Goal: Drive traffic to a condominium development.
A developer in Novi Michigan had built a 400+ unit condominium community. The traffic in their model/office had significantly dropped, despite working with a marketing company that specialized in Real Estate marketing. We came in and suggested employing the consumer-based technique of using a stylized and professional mascot to draw attention to their newspaper advertisements. The traffic on the weekend the first ad ran tripled and held steady through subsequent ads. The mascot was utilized throughout their marketing material.
Goal: Increase sales for a poured wall contractor.
A poured wall contractor targeting home builders, felt that no type of marketing would help them increase sales with the home builder market, because their services were mid-priced. After working through our messaging strategy, we developed value statements that educated the builders that it was actually less expensive to work with them because of the guarantees they offered. The result was over a 200% return on their marketing investment.
Goal: Assist a commercial builder to start a residential community.
A commercial contractor and developer wanted to launch a residential community for commuters to both the Lansing and Jackson Michigan area. With only a name for the company and several house plans, we were able to create a corporate identity, marketing messages and advertising program that included brochures, website, direct mail newspaper, development signage and billboard to reach commuter traffic on the busy U.S. 127 highway.
Goal: Develop a corporate image and message to match the approach of the builder.
Focusing on building $1 million+ custom homes, the client had developed an approach that allowed the homeowner to completely customize the home…truly a “if you want it, we will build it” philosophy. Working with the client, we developed a new corporate image and messages to be carried through a complete marketing program. The strategies and materials we developed were able to be modified for the client to break into regions across the country.
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