goal:
Generate leads and sales
the challenge:
Lennar builds affordable, move-up and retirement homes in Communities that cater to almost any lifestyle – such as urban, golf course, Active Adult or suburban Communities.
With younger audiences becoming prominent in new home sales, Lennar needed a fresh approach to increase leads and sales center visits. They reached out to us to help create integrated campaigns, adding online, digital and email strategies to what had formerly been a purely traditional advertising approach.
insight & strategy:
Lennar's target audience is broad, from 20-somethings to retirees, however, the bulk of new home sales was trending towards a younger buyer and families buying their first home. Most potential home buyers want to feel that they will be part of a community, their motivators include choice, custom details and quality.
To increase calls and visits to the sales centers, we changed the old price-driven approach to a heart-warming multi-channel integrated campaign, using the media most effective for the South Florida DMA.
Components included online banners, radio, email and newspaper inserts. For the creative, we pivoted from hard-hitting, price-driven and instead created softer, much more emotion-driven messaging to draw the audience in. For example:
"We know you don’t always get to choose what life throws at you – a grandparent moving in, the arrival of a new baby, an empty nest is full again… But when you build your foundation on the strength of Lennar, you can enjoy all the little moments and still be ready for the big ones. Since 1954, Lennar has been helping families choose the perfect new home at affordable prices."
the result:
- The campaign was so successful, agency was asked to pull back on traditional advertising to allow sales group to keep pace with demand.
- 25% increase in calls to the sales center
- Within 4 weeks, sales doubled from 28 to 60 a week
2x increase in weekly sales
about the client:
One of America's leading homebuilders, since 1954 Lennar has been building homes in some of the most desirable cities in the nation. Lennar's home plans demonstrate a commitment to their customers by showcasing outstanding new home construction and a dedication to excellence in homebuilding. Every new home for sale offers the simplicity of included options featured in model homes and inventory homes.
