Challenge: Increase market share, launch building brand into the Dallas, Collin and Kaufman County markets.

Solution:
History Maker Homes' target market is the first-time “value” buyer looking for large square footage at affordable prices. History Maker’s brand is well known in the Fort Worth and Tarrant County markets. Company expansion plans and growth goals called for new communities in Dallas County. Research showed that new Dallas County communities and current Tarrant County communities had high levels of Hispanic populations with incomes that could easily qualify for a home loan.

Television and Internet campaign was developed to target young first-time buyer Hispanic families. Univision was enlisted as the sole media source, and they delivered a broadcast and Internet proposal that reached qualified bilingual households in the whole North Texas market.

Campaign Elements
Television Commercials, Internet Banner Ads

Three television commercials were developed and filmed in model homes to showcase the product. History Maker’s value statement — More Home, Less Money — and their affordable price structure were key elements of the ads.

One spot was created to reach the male head of household, one to reach the multi-generational household and one to reach the female decision maker.

One script featured a male bragging to friends about his new home with a game room scene, a second featured a mother advising her daughter on the financial and emotional rewards of owning a History Maker Home, and the third featured two young women, one a History Maker homeowner and the other wishful of home ownership.

All television spots and Univision Internet banner ads, e-mail blast and special offers directed the prospect to a History Maker Homes call center staffed with bilingual sales counselors. History Maker Homes created a Spanish language website for more in-depth review of the company, floor plans and communities. The spots opened a new market segment for the builder. One multi-generational family actually repeated all three spots’ copy word for word to the sales counselor after he inquired what prompted their visit.