SUMMARY:
West Point Builders is a family-owned and operated business based in Hinsdale, Illinois that has been in the homebuilding business for over 50 years. Their newest development, West Point Gardens in Elgin, Illinois, has won more new home and community awards than any other new home neighborhood in the Chicagoland area.
ISSUE:
Since the housing bubble burst, shortly after West Point Gardens was near completion, it has been challenging to move existing inventory and model homes. West Point Gardens needed to get all existing model homes sold before 2010, that’s when effinity stepped in.
SOLUTION:
After consulting West Point Gardens, effinity developed an email marketing campaign aptly named, Elgin’s Next Top Model.
In a play off the popularity of the newest season of America’s Next Top Model, West Point was able to use humor and popular culture recognition to move their remaining model homes for reduced costs. On America’s Next Top Model, one model is kicked off every week, and as a result of the new campaign the same started to happen to the selling of West Point homes.
RESULTS:
As a result of this targeted 2-month email marketing campaign, West Point Builders was able to sell 8 model homes. Buyers during the closing mentioned they had been interested in the West Point Gardens community previously but hadn’t made the decision to purchase until they received the Top Model eblast. As warm leads, one a year ago and the other six months ago, they were aware of what West Point had to offer, but just needed an incentive to act. With effinity’s help, West Point Gardens was able to sell their inventory model homes in two months in the midst of an extremely depressed local and national housing market and keep them at the top of their industry. |
West Point Builders, Web Site Design
|
West Point Builders, Web Site Design
|
West Point Builders, Opt-in E-mail
|
|
|
joint venture 