Denim Marketing concepted and launched the home builder promotion Hip 2 B Square for Heatherland Homes to promote its two new Marietta communities that are walkable to the popular Marietta Square. The promotion not only made people aware of the community, but also encouraged people to visit the community model homes, as well as enjoy a meal at one of two popular Marietta Square eateries. This allowed potential buyers to fully experience the lifestyle they’d enjoy if they chose to call Marvelle or Promenade at the Square home.
The multi-site campaign was designed to reach buyers wherever they may be – on social media, via email, browsing other real estate-related websites, and more. During the month of May, the campaign was promoted on all of Heatherland Homes’ social media sites, including Facebook, Twitter, Instagram and LinkedIn, as well as the blog. The campaign was also promoted using traditional public relations, email marketing, digital advertising and social media advertising.
Hip 2 B Square offered buyers a full appliance package – a stainless steel side-by-side GE refrigerator and washer and dryer – when they had a binding contract on a home at Marvelle or Promenade at the Square by May 31, 2019.
This unique campaign helped bring awareness to two new communities in Marietta – one of which was lacking and traffic and one that was just being announced for the first time. The traction seen across Heatherland’s marketing efforts when the campaign ran were significant:
The campaign news release received placement in multiple online news outlets, and the blog on the Heatherland website was the second most popular piece of content on the website in May. The new Heatherland website launched May 20, 2019, and in just 10 days, social media sent the most traffic to the site – over 1,000 visits in 10 days! In addition, during the month of May, engagement on the Heatherland social media sites was up tremendously – Facebook engagements were up 43.6% and link clicks were up 50%, while Instagram impressions were up 104%, engagements were up 292.7% and profile clicks were up 136.4%.
We saw the most effect on traffic at Promenade at the Square. During the month of May, there were 191 total traffic sources to the community, compared with just 7 the previous month! In addition, sales doubled at these two communities in May when compared with the previous month, April.
The campaign was so successful, the builder chose to extend it for another month, adding in another nearby community!
When you have communities in need of foot traffic and sales, consider adding a campaign to your marketing mix. When planned and implemented correctly, campaigns bring awareness, drive traffic and increase sales! If you’re ready to see the success a campaign can bring, contact us today or call 770-383-3360 and let’s get started.