Overview

• Award winning custom home builder and remodeler.
• Market focus on affluent and luxury urban homeowners.
• Growth based on build-renovate-sell business model that requires effective marketing.

Challenges

• No formal marketing strategy or tactics.
• Lack of marketing planning and budgeting created unnecessary expenditures and poor results.
• Company positioning, logo and marketing materials not focused on key affluent/luxury markets.
• Web site lacked persuasive design, content and search engine optimization.

Recommendations

• Implement baseline marketing planning and focus.
• Identify key marketing tactics based on available budget and projected ROI.

Process

• Initiated assessment of marketing needs.
• Researched co-op funds to subsidize marketing efforts.
• Identified special event advertising, neighborhood-specific direct mail, and local tradeshows as high priority/high ROI tactics.

Results

• Established annual marketing priorities and estimated costs.
• Leveraged co-op funds to offset marketing costs.
• Re-branded firm with updated logo, newsletter, capabilities folder and inserts.
• Reduced expenditures by utilizing newsletter as primary direct mail strategy and eliminating any others.
• Increased effectiveness by integrating print advertsing and direct mail with industry-funded Parade of Homes and Remodeler's Showcase marketing campaigns.
• Provided recommendations to further reduce marketing costs by eliminating outsourcing whenever possible.
• Currently in process of updating the web site and adding in-house search engine optimization capability.