Challenge:
Driving traffic to Riverside Home’s on-site events and to their website and helping potential home-buyers remember the domain name, which was RiversideHome.com instead of RiversideHomes.com.
Solution:
We wrote a tag line that was repeated in all media “go to Riverside Home dot com, that’s Riverside Home without an “s”". Additionally, in exchange for being tagged in radio commercials, we partnered with businesses that would give us a large quantity of desirable $3-$5 items and send these out to anyone that inquired for more information online.
Over the years, some of these partners have included:
When potential homebuyers went to Riverside Homes’ website, they were asked to fill out a survey to receive their free item. Once that was filled out, they were mailed a packet of information that met their specified interests in Riverside’s homes as well as the free $3‐$5 item.
In addition, these partnerships crossed over into meaningful and fun on-site events which drew potential homebuyers to check out the model homes in person. These events would include having a partner mascot onsite, doing kid-focused activities, holding decorating and organizing workshops and much more.
Edge handled contacting, negotiating and coordinating all promotional partners to donate the $3‐$5 items. Through that process, we were able to develop long lasting relationships that we continue to utilize with clients. We planned and coordinated all of the on-site events and we also worked with the client and the promotional partner to write and produce effective radio creative and gain necessary approvals.
We wrote an effective tag for all broadcast media that was repetitious and branded the website domain in the mind of the homebuyer: “…go to Riverside Home dot com, that’s Riverside Home without an “s”.”
Results:
Growth from 60,000 website hits per month to an average of 350,000 hits per month with approximately 40% of closed home sales being directly coorelated to the website. Through consistency, smart promotional partnerships, meamingful on-site events and strategic radio and TV creative, Riverside Homes was able to surpass their initial goals and become highly-regarded as a leading homebuilder in their market and in their industry.
Riverside Homes was able to build a targeted email database as well as gather information on the desires of home buyers thru their survey.
Riverside Homes was able to sell homes on their website as well as dramatically increase home sales overall as we continued this strategy each year.
We overcame a huge issue – not having the client name be the same as the website domain name. So, achieving the frequency that we needed through careful negotiation and smart partnerships was a huge success! We were successful in motivating them to go to Riverside’s website. Additionally, Riverside Homes was able to brand themselves using the verbiage for their website direction as well as sell homes!
