Challenge: Create and sustain a nine-month Realtor incentive program to increase Realtor awareness, showings and sales. Market area Realtors overwhelmed with competitors’ over-the-top Realtor incentives ranging from as low as $10,000+ sales bonuses to luxury new car give-aways and two-week-long exotic destination trips.

Solution:
Created series of “All-Inclusive” vacation experiences with quarterly and cumulative grand prizes. Research indicated that Realtors rarely redeemed extended trip incentives and normally converted trip prizes to cash. Trips were designed as unique experiences that could easily be taken in three to seven days with once-in-a-lifetime entertainment venues.

First Quarter: Trip to Vegas — front row tickets to see Elton John.
Second Quarter: Trip to Chicago and tickets to see Oprah.
Grand Prizes: Seven-day trip to Tuscany with accommodations in a private villa, full housekeeping services, private car and wine tours.
2nd Grand Prize: Weekend spa trip to Arizona’s lavish all-inclusive Phoenician Spa.
3rd Grand Prize: Weekend trip to Yucatan all-inclusive Maroma Resort.

Campaign Elements:
Hand Delivery: Contest Program designed to look like a suit/dress bag displayed inside vintage suitcases stuffed with small luxury hotel like toiletries were hand delivered to all major Real Estate offices.

Direct Mail: Contest Program and Rules. Mailed directly to Realtor base.

Website: Home Page: Flash icon that links to contest promotion, rules and trip information.

Internet: Contest Campaign elements e-mail blasted to Realtor database. Updates on number of sales and possible winners received individual e-mails.

On-Site Events – Luncheon Invitations: Three themed invitations were mailed to Realtor database announcing a catered awards luncheon at the communities’ clubhouses. Realtor winners were presented with prize trips, door prizes and entertainment themed to the trip prizes.

Showing Thank You Gifts: $25.00 gift card inside an Ultimate Fly-Away thank you note were sent to Realtor after each showing.

Sale Thank You Gifts: $50.00 gift card inside an Ultimate Fly-Away thank you note were sent to Realtor upon each sales agreement.