Case Study – Real Estate
Lennar is one of the nation’s leading residential real estate builders and developers, and they needed to increase awareness and traffic for their signature Active Adult Community Brand – Greenbriar. The Greenbriar customer — and its family — are both involved in the homebuying decision, so we needed to reach a multiple-age demographic, that embraced both traditional and digital media.
We developed a multi-platform real estate advertising campaign that included newspaper, direct mail, outdoor, Facebook posts and eblasts. Facebook and outdoor was used to increase awareness of the Greenbriar brand, newspaper to elicit new traffic, while direct mail and eblasts targeted their existing database for return visits to the communities.
An immediate increase in traffic was seen in all the Greenbriar communities. Newspaper succeeded in bringing new customers to their sales offices. The direct mail and eblast efforts worked to bring potentials back for a “second look,” and the Facebook posts and outdoor contributed to a healthy uptick in the brand’s awareness levels. Overall, this multiple channel real estate marketing campaign resulted in record traffic numbers to the Greenbriar Sales Centers.