Page 28 - The Nationals 2015 Winners Book

THE NATIONALS2015
SM

BEST RADIO COMMERCIAL

GOLD AWARD

LISTEN

TRUE HOMES
Charlotte, NC

Builder: True Homes
Marketing Director: Chris Ashley

Ad Agency: MilesBrand DNA

STATEMENT

Target Audience: First and second time homebuyers in the $100,000 - $300,000 price range. Marketing Problem: How to

ensure all-important first quarter sales and sales pipeline goals are met. Strategy: Create a multimedia marketing promotion designed
to challenge home shoppers to experience how much more they will get for the same price from this builder. Results: At the time

of the promotion, this builder employed two full-time online sales counselors who are responsible for 15% of net sales. During the

3-week promotion, online leads increased 500%, overwhelming the online sales counselors’ capacity. While problematic during the
promotion, this lead base added a 3-month pipeline of prospects. First quarter objective of 200 homes sales was achieved and the

increased pipeline of leads resulted in a record 182 sales in April and May. The plan is to repeat this strategy in early 2015 and double

the number of online sales counselors to 4 in preparation for the anticipated volume of leads.

SILVER AWARDS

HALF OFF
STEPPING STONE

McLean, VA
Parker, CO
Builder: DR Horton Builder: Shea Homes
Marketing Director: Pam Swartz Marketing Director: Cheryl Haflich

Ad Agency: The Leigh Agency
Ad Agency: MilesBrand DNA

PARADE OF HOMES LAKES OF BELLA TERRA RADIO COMMERCIAL
Denver, CO
Richmond, TX
By: HBA of Denver Builders: Ashton Woods Homes, Brighton Homes,

Marketing Director: Jeff Whiton Chesmar Homes, Homes by David
Ad Agency: MilesBrand DNA
Powers
Ad Agency: On-Target! Agency

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