Challenge

Create and implement a marketing program that would introduce buyers to, and capture their interest in, a brand-new product offering from Pulte Homes in Yorba Linda. Devise a marketing presentation for a far more upscale prospect than this builder was accustomed to. Win over buyers of the unique nature of the offering without any tangible product. Overcome the notion that this wealthy target doesnât respond to internet-based marketing. Moreover, do it all with limited exposure in traditional publications due to budget restrictions.

Solution

Letter Campaign: With nothing for prospects to see (there were no models) and nowhere for them to go (there was also no trailer), the immediate goal was to drive traffic to the web instead of to the project. A multi-tiered letter campaign geared to a very specific buyer profile, one compiled from a combination of the builder's in-house interest list, and a purchased list that delineated our buyer by geographical location and income ÷ was created. The first letter was written as a personal invitation to an exclusive online registration that would secure the prospectâs place on the interest list. It was worded as a one-time opportunity with a limited time frame ÷ a challenge in and of itself because we had to create excitement and interest while maintaining the dignity required of this affluent market. The response from the registration was used for a bounce-back piece inviting potential buyers to a preview dinner at the adjacent Black Gold Golf Club, where a custom marketing piece, presentation materials and topography table revealed more information about the community. Sales representatives were available to answer questions, and upscale gifts were given to each guest.

Web site: A comprehensive Web site was created early on, with a complete breakdown of community and area amenities, as well as up-to-date news on plans, phase releases, and sales.

Print ads: Print advertising was kept to a minimum and limited to key publications, with magazine features planned for Fall 2002 when the model opens to regenerate excitement.

Results

14 homes were sold within the first month after the dinner, exceeding the clientâs expectations over 400%! The dinner alone generated over three times the anticipated response, proving that a well-targeted marketing program can use out-of-the-box thinking and alternative methods to capture an intended market.