CLIENT Lennar Bay Area Homes
TITLE "Strategic Positioning and Brand Development"
Deliverables
Magazines, Newspaper, Online, Search Engine Marketing
Target
Consumers actively searching for new homes
Challenge & Assignment
In 2006, the new home development market became super competitive. As a result, Lennar Bay Area asked Swirl to create a messaging strategy and then develop communications. Lennar has a competitive distinction in that it offers "Everything’s Included™" homes, where all the standard luxury features are included in the base price. However, Lennar had not communicated their value proposition effectively, and even sales people had a hard time explaining ’Everything’s Included’.
Strategy & Solution
Swirl’s approach used a combination of internal and external qualitative research. Swirl interviewed a wide range of Lennar stakeholders to determine what "Everything’s Included" meant to them, why it was important to customers, and how it should be communicated. Swirl synthesized these points of view into a creative strategy that was used as the basis of external focus group research.
Swirl’s insight was that customers realized two key benefits from Everything’s Included. First, buyers know exactly what they’ll be able to afford since there are no unexpected upgrade costs or other surprises. Second, Lennar’s buying power means that buyers get the luxury items at a cost significantly below what they'd otherwise pay for them. No surprises means that buyers are able to achieve the luxury homes they desire.
Swirl developed a campaign that differentiated itself visually from the other home builder noise and predictable advertising. Communications were delivered through a range of integrated media targeted to consumers currently engaged in the home buying process. The creative ran in new home sections in local newspapers, local lifestyle magazines, online real estate pages within popular local news sites, and through a targeted Search Marketing buy.
Results
- The campaign drove a 62% increase in website traffic for Lennar Bay Area, as compared with a 7% increase across the Lennar network.
- Home sales increased 24%, demonstrating that the increased web activity led directly to prospect action
- In recognition of the Lennar Bay Area campaign’s creative presentation and performance, Swirl was awarded a Gold Addy
