BACKGROUND

This is a classic David vs. Goliath story. In one of the hottest markets, an upstart local residential real estate developer was confronted by giant U.S. homebuilders developing new-home communities, in their own backyard.

CHALLENGE

Our client was one among four homebuilders that were selected by a master developer to buy into a planned community in North Florida. Three were Goliath size national homebuilders with huge marketing budgets. Our client was the only local homebuilder. How does David standup to not one but three Goliaths? The first step was to develop a compelling brand value proposition strategy that helped homebuyers see past the name of the homebuilder and look deeper at the value of the home itself.

HOMES BUILT AS OF 2016

MasterCraft Builder Group
Lennar
David Weekly
Richmond Homes

THE SLINGSHOT
AND THE STONE

Homebuilders can increase profits by cutting corners. Our market research revealed that residents in our client’s market placed a high value on craftsmanship and community. We took aim at the high volume national homebuilders by developing a marketing campaign that compared cookie-cutter homebuilders with semi-custom, local craftsman. We conceived a campaign concept titled “Higher Standards” with the tagline “What other builders call upgrades, we call standards.” Our strategy was to reach local homebuyers with growing families that wanted more space, and educate them on the importance of better building materials, finishes and techniques. Every piece of Higher Standards creative featured a bold diamond icon, further emphasizing superlative quality. The diamond icon preceded visual and verbal examples of better homebuilding materials, finer craftsmanship, luxurious design finishes that came standard, and best in class warranty and service. The Higher Standards campaign spoke to how our client were residents of the communities they were building – better homebuilders, but even better neighbors.

Using highly targeted Facebook Advertising, Google AdWords, social media posts, email marketing, local realtor outreach, outdoor signage and local lifestyle magazine ads and articles, Higher Standards challenged the target market to not accept the status quo – to aspire for and get more without paying more.

PAID MEDIA
Facebook and Google AdWords campaigns reached several thousands that fit the demographic and psychographic profile.

Social Media
Thousands of fans engaged with posts featuring high quality finishes, new floor plans and 5-star customer reviews.

Content Development
Generated millions of impressions from stories posted to the blog, press releases and third-party media articles.

Email Marketing
Built an opt-in email database of realtors and prospects that want to receive the latest community news and information.

Graphic Design
Realtors and prospects were exposed to Higher Standards in magazine ads, outdoor signage and inside the model home.

Web Design
Thousands of unique website visitors each month peruse image galleries, floor plans and downloadable sales packets.

PAID MEDIA
Facebook and Google AdWords campaigns reached several thousands that fit the demographic and psychographic profile.

Social Media
Thousands of fans engaged with posts featuring high quality finishes, new floor plans and 5-star customer reviews.

Content Development
Generated millions of impressions from stories posted to the blog, press releases and third-party media articles.

Email Marketing
Built an opt-in email database of realtors and prospects that want to receive the latest community news and information.

Graphic Design
Realtors and prospects were exposed to Higher Standards in magazine ads, outdoor signage and inside the model home.

Web Design
Thousands of unique website visitors each month peruse image galleries, floor plans and downloadable sales packets.

RESULTS

The Higher Standards campaign helped our client achieve some early wins but more importantly, established a solid foundation for unlimited brand extensions and growth. Higher Standards put our client on equal footing if not ahead of the larger national homebuilders in terms of brand presentation. As a result of our in-depth understanding of local buyer motivations and behavior, the creative and messaging was so appealing it helped generate the following early results:

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 Increase in new home sales

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 Boost in unique website
visits per month

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 Lift in new Facebook fans

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 Rise in Twitter followers

 "We look like the high-end, semi-custom homebuilder we've always envisioned being"

CHRIS SHEE, PARTNER
MASTERCRAFT BUILDER GROUP

WE SPECIALIZE IN REAL ESTATE MARKETING