PROJECT: In order to reach its sales goals for 2010, Firethorne, a master-designed residential community located just West of Houston, asked Freed to develop marketing initiatives that would not only help brand the development but increase awareness for the Homebuyer Tax Credit. Firethorne wished to inform potential homebuyers that the deadline for the tax credit had been extended to April 30, 2010 and was available for first time and repeat buyers.
SOLUTION: Freed developed a strategic, multi-media advertising campaign for Firethorne to promote the Homebuyer Tax Credit while generating awareness for the residential community and its offerings. The agency created informational print ads that ran in targeted, upscale monthly consumer and lifestyle publications. Other mediums were utilized including radio, TV and the Internet. Freed also employed an online search engine marketing tactic to drive traffic to the Firethorne website, which contained information about the development and on the specifics of the tax credit. To reach the Realtor community, which was critical in driving new homes sales, Freed designed a print flyer and E-mail blast that announced a Realtor® incentive that Firethorne offered to any Realtor® who established a contract by the tax credit deadline.
RESULTS: The campaign created by Freed helped Firethorne achieve a new milestone in 2010. The community sold 254 new homes, an all-time high for the five-year-old residential development. This represented a 6.7 percent increase in new home sales over 2009, when the 1,400-acre master-designed community marked its previous record-breaking 238 homes sold. The client credits, among other things, the Homebuyer Tax Credit and support from local Realtor®, who generated 80 percent of new homes sales in 2010, in generating record high sales of new homes.