“Anyone who clicks on our informational materials on our Web site will be exposed to our new e-book,” explains Dave Reed, the company’s vice president of marketing. “This provides both our casual browsers and home plan purchasers with what they’re looking for — instant gratification.”
Reed noted that when the company’s popular CD-ROM or home planning portfolio are ordered, the e-book will help people learn about wood homes and the “Town & Country difference.”
In Fairfax, VA, Brookfield Homes used a treasure chest promotion to double traffic for a solid month at its nearly two-dozen communities in the Washington market.
The promotion started with a four-color newspaper insert featuring a treasure map of places where prospective buyers could find free upgrades. Each sales center received an authentic looking, but inexpensive treasure chest filled with scrolls that awarded free upgrades to the bearer if they purchased a Brookfield Home. Visitors selected a scroll at random.
Photos by Douglas Handel and Brookfield Homes
Joseph P. McGaw is the group publisher for NAHB’s Builder, Associates & Affiliate Services Group and editor-in-chief of Sales and Marketing Ideas magazine, the award winning publication of NAHB’s National Sales and Marketing Council. With approximately 13,000 members, the NSMC enhances and promotes skills and professionalism in sales and marketing throughout the home building industry. McGaw has more than 10 years of professional experience in marketing communications, and he can be reached by e-mail or at 800-368-5242 x8693.
For additional cutting-edge sales and marketing information, subscribe to NAHB’s Sales and Marketing Ideas magazine. Call 800-368-5242 x8192 or click here to subscribe or order a copy. Click here to learn about membership benefits of the National Sales and Marketing Council and the Institute of Residential Marketing.
BuilderBooks.com offers a variety of sales and marketing publications online. To view or purchase these publications, click here.
[ Go to Top ]