Challenge: Like most home builders across the United States, Emerald Homes was facing a downturn in sales in 2009. Emerald Homes realized it was losing its competitive advantage to larger home builders in the area by not undertaking numerous marketing strategies which could help to differentiate them. Commonwealth Partnerships (CWP) was engaged to develop a strategic and comprehensive marketing plan to identify new ways to connect with prospective buyers directly.
Solution: The development of a strategic marketing plan is only effective if there is a significant research component behind it. CWP interviewed members of the Emerald Homes staff regarding their thoughts on what differentiated them in the market. Additionally, we interviewed recent buyers from a variety of neighborhoods in order to get their perspective on the buying experience, the house itself, pricing, and why they ultimately selected Emerald Homes. One significant finding from the research was that many buyers had purchased an Emerald Home previously indicating that they appreciated the quality of the homes and the strong customer service they received. Another finding was that many recent buyers were discovering Emerald Homes through their own research – not from a real estate agent. These findings, among others, helped us to develop a marketing plan of action which included enhancing Emerald Homes’ search engine optimization through a new website, social media sites, and small online advertising campaigns. These would help boost traffic and bring greater awareness about Emerald Homes and their available inventory.
Results: The implementation of the new marketing strategy for Emerald Homes resulted in a 50 percent increase in sales for the builder within twelve months. These new sales leads were a direct result of prospective buyers learning about the company, neighborhoods, and floor plans through a digital platform. The results exceeded expectations. Additionally, CWP is still engaged by the builder and we work with them on a variety of new marketing and public relations initiatives.