Challenge:
Increase Sales in Declining-Soft Residential New Home Market

Research proved that well above 90% of current homeowners in two of the developer’s master-planned communities were willing to refer a friend.  Point-of-sale prospect registration reinforced that a third of the communities’ traffic had been referred by a friend or had heard about them from a friend or family.  Goal of campaign was to tap into these happy homeowners’ fields of influence and reward them for a closed sale.

Solution:
Developed a developer-controlled and -funded homeowner referral program with a very simple message: Receive a $1000.00 reward for what you’re doing already — referring friends to the community.

Campaign Elements
Websites: Home page Flash icon leads browser to a registration database and rules page.  They simply register their referral and an automated response sends a reinforcing Thank You message and acceptance of the registration.

Door hanger: A campaign door hanger was developed and hand delivered to every occupied home within the two communities. This element has been repeated three times with each extension of the offer.

HOA Newsletter Ads: Feature Articles
A half-page full color ad has been placed inside the community newsletter each month. The newsletter editor features families accepting Referral Checks. To date over 30 $1000.00 checks have been rewarded and an average day has at least two referral registrations.