Client Story: Lakes Of Bella Terra
TURN A NEGATIVE INTO A POSITIVE.
BAD SCHOOL DISTRICT, NO PROBLEM.
New home development turnaround on a dime.
After a big rebound year of sales (+122%) after we rebranded this struggling community, a new issue arose...'Bust-out' sales caused by REALTORS spiked because they were telling buyers not to buy in this community due to the school district. There was no time to lose, so we crafted a new campaign focusing on the A+ schools serving the community. It worked. Learn how below.
Find the positives
After a little research, we found that the Principal of the elementary school serving the community had received 'National Principal of the Year' award, and several faculty received other noteworthy recognitions.
These acknowledgements served as proofs for the A+ claim that drove the campaign.
Roles & Goals
- Minimize 'Bust-out' Sales
- Re-gain sales momentum
- Engage REALTORS
- Reposition Schools
- Accentuate positives
- Attract diverse prospects
- Maximize their budget that was 1/14th that of major competitor across the street
Recognizing the changing demographics.
The population of Fort Bend County in Texas was rapidly changing. The fastest growing segment was people of East Asian descent. Education ranked extremely high on their priority list for where to live. The campaign included media outlets with strong loyalty within this segment, and the creative was crafted to appeal to their sentiments.
Stretching the budget
The media mix included: newspaper, radio, paid search, paid social, magazine, direct mail, and REALTOR marketing/events. In order to stretch the budget, we utilized 1/3 of the budget for 'remnant' ads at the last minute. The result boosted our impressions 60% all on targeted media.
The combined impact of the strategies, creative and results contributed to incredible recognition and results. Most importantly, 'Bust-outs' due to the school district evaporated. It also won 'Campaign of the Year' at the Houston's Best PRISM Awards, and the Texas Association of Builders Star Awards, and was a finalist at the National Association of Homebuilders Nationals.
“It was amazing, almost overnight the perceptions changed and people were commenting on how excited they were to live in our community
and have their children attend our schools.”
- Lisa Clark, Ryko Communities
WHATEVER YOU'RE UP AGAINST, REST ASSURED THAT AFTER 20 YEARS WE'VE PROBABLY SEEN IT. IF YOU'RE READY TO GET REAL AND GET RESULTS...