Brookfield Homes

challenge:

During the most serious economic recession in decades, accompanied by a spiraling real estate market, Brookfield has nine new home communities throughout San Diego and Riverside Counties that need to sell. The catch – Brookfield homes are more expensive because they’re built on a commitment to quality, but the market is buying solely on price.

strategy:

Focus on something that home builder marketing is not typically known for: transparency. Develop a campaign and website around expectmoreinahome.com. Create advertising messaging and web content that help inform potential buyers about all the non-cosmetic differences that make Brookfield Homes a better value for the dollar. Include sales office materials and signage throughout model homes that reinforce Brookfield’s “expect more” brand position. And (with a limited budget) support the messaging with geographically targeted search engine marketing, rich media banner advertising and teaser print ads.

To build trust between Brookfield and potential buyers, develop (what’s believed to be) the first executive-level blog for a homebuilder. This involves teaching the company president proper blogging techniques, which includes writing content for search engine optimization.

results:

Brookfield Homes’ president, Steve Doyle, blogs regularly and has emerged as an important expert voice in real estate. His honest blogging approach, open dialogue with homeowners and buyers, and his “expect more” message, have garnered numerous interviews with top journalists.

Together with expectmoreinahome.com, the president’s blog was read by over 11,000 people in the first 6 months alone and averages over 150 readers per day.