We are always honored to attend the NAHB Nationals Awards hosted by the National Sales & Marketing Council. And this year the team at Milesbrand is delighted to bring home six Gold Awards for branding and marketing excellence. Held in Vegas during the International Builder’s Show, it is always an excellent opportunity to network with our peers nationwide at the black-tie event.
As the world’s most awarded real estate branding and marketing agency, we are always excited to collaborate with home builders and real estate developers across the country to create impactful and memorable branding and marketing initiatives that produce outstanding results for our clients.
1. Master-Planned Community of the Year - Tesoro Viejo by McCaffrey Homes
2. Best Overall Advertising Campaign - Tesoro Viejo by McCaffrey Homes
3. Best Graphic Continuity - Tesoro Viejo by McCaffrey Homes
4. Best Digital Marketing Campaign - Tesoro Viejo by McCaffrey Homes
5. Best Radio Commercial - Homecoming by True Homes
6. Best Website for an Associate - Milesbrand
At Tesoro Viejo, everything starts with the land. Located in the rolling foothills of the Sierra Nevada Mountain Range, the 1,600-acre property features unique landforms like Little Table Mountain, the San Joaquin River, and various natural habitats. The community plan not only honors these features but also leverages the opportunities for expansive views, preserved open space, dedicated trails, an onsite elementary school, and outdoor recreation.
Marketing Challenge
The community’s location in the Central Valley of California is beautiful but presents challenges for the master-planned community. We needed to educate 40-50% of local home shoppers, i.e., our top target audience, on the value of an amenity-rich master-planned community versus a typical single-family home neighborhood.
Second, the community was not on the radar for many home shoppers interested in moving out of San Jose, San Francisco and Sacramento— potential customers in our second target audience. The master-planned community marketing needed to get on their radar to show them the high quality of life and attractive value.
Over the past year, an additional national builder and two new collections were added, increasing sales by 12.5% year-over-year to 652 in 2022. A new park, Oak Knoll, opened and joined an extensive list of existing amenities. Numerous events occurred throughout the year, including charity runs, farmer’s markets, concerts on the community lawn, holiday celebrations, and parades. Camarena Health Care Center recently opened, providing medical, dental, health education and other wellness services onsite for the community residents.
Marketing Strategy
A new marketing campaign was launched in January 2022, utilizing a full scope of online and offline tactics to reinforce the community positioning of “Raise Your Expectations” at every touchpoint.
Already nationally recognized, this community’s thoughtful design and remarkable amenities place it in the top tier of master-planned communities (MPCs) in the country.
Results
A consistent focus on the community positioning across this omnichannel marketing campaign produced a 12.5% increase in sales year-over-year for 652 homes sold to happy homeowners, through September 2022, despite challenging market conditions.
This nationally recognized community’s thoughtful design and remarkable amenities place it in the top tier of MPCs in the country. Milesbrand created an omnichannel marketing campaign utilizing a full scope of online and offline tactics to reinforce the community positioning of “Raise Your Expectations.”
Tesoro Viejo’s beautiful setting is highly compelling and fun to promote via graphics and images of the stunning community, its views, amenities and homes.
The Milesbrand strategy reinforced the “Raise Your Expectations” community positioning at every touchpoint with graphics. Milesbrand worked to remind home shoppers that “Where you live is more important than ever.” And then, the team worked to build credibility and interest by immersing the target audiences in multiple community images. Finally, we focused on changing the dialog in a national housing market dominated by fear.
As the primary source of lead generation, the digital strategy was to create an omnichannel marketing campaign utilizing a full scope of digital tactics, including some of the latest home builder digital marketing trends -- streaming video-connected television (CTV) ads, digital radio –(both Pandora and streaming audio), PPC, eblasts, display and social media advertising.
Marketing Results
In addition to the strong results listed above, this campaign resulted in impressive website metrics.
• 144,578 visitors to the website through Sept 2022
• 1 min 25 seconds average time on site
• 217.22 forms completed on average each month
• 1,804,932 impressions served through Sept 2022
• .18% CTR on average across all tactics
Situated on the edge of the East Edisto Woods, Homecoming is a picturesque new home community. New homes with comfortable floor plans are close to good schools, shopping, dining and professional services. And Homecoming features robust amenities – a clubhouse, resort-style pool, nature trails, wooded walkways, parks, playgrounds and ponds.
Marketing Challenge
Charleston, South Carolina, is a highly competitive market dominated by public home builders focused on affordable products for first-time buyers. Homecoming’s remote location outside Charleston meant a strong community differentiation strategy was imperative. And because the 1,000-home community was developed by a single home building company that is privately owned, a focused and creative approach was important.
Marketing Strategy
Digital radio and streaming audio provided broad awareness for this community and connected with its target audience – first-time home buyers, between the music they love or when tuning in to the latest streaming talk and podcasts.
Results
The Digital radio and streaming audio campaign is part of a multi-media marketing strategy that has positioned Homecoming to reach their sales goals during their grand opening of the community and beyond.
We are honored to have been recognized as the Gold Award winner for Best Website for an Associate. We recently launched our website to showcase not only our creative work and our valued and experienced team, we also placed high prominence on our 3-Step Propriety Branding Process for the real estate industry, lead generation and strong blog content.
Our website provides valuable information for master plan community developers and privately owned home builders including downloadable guides, client case studies, live chat, 150+ blogs plus a sign up form to receive our monthly newsletter full of strong industry content. Our website also includes multiple ways to interact with Milesbrand and a full-time Director of Client Services to quickly respond to all inquiries on marketing and branding services.
If so, look no further than Milesbrand to partner with you on your next master-planned community or home builder rebrand and ongoing marketing initiatives. Meet our award-winning real estate branding and luxury real estate marketing team, and we can create award-winning work that resonates with your target audience for your home building company or master-planned community. We can help you define and communicate your Brand DNA. Contact Milesbrand today.