My first project at a copywriter is still one I’m proud to talk about. A new client, K. Hovnanian Homes, came to us with a big problem. They a standing inventory of townhomes in the Raleigh-Durham-Chapel Hill area that wasn’t selling. They weren’t meeting their sales goals. And they were behind in needing to move forward on new homes to continue meeting their goals.
Fortunately, as a new home owner, I had a thought that made a lot of sense for them. The homebuying experience can be overwhelming, so why not simplify it? We developed a plan: help people living in apartments who had never before purchased a home realize how easy the process could be. We built a website around educating first-time homebuyers and we gave them the tools they needed to become a homeowner.
Using pain points of renters, we reminded them of the issues with not owning the place they live. I worked closely with my art director and creative director to brainstorm strong headlines with a simple image to convey the idea. We then drove our audience online to request an organizer to help them prepare for the homebuying process. In total, the campaign included direct mail, radio spots, billboards, and ads as well as the website and organizer.
The best part? The campaign helped increase sales by 82 percent in the first month alone. One location, which hadn’t sold any townhomes in months, sold 7 townhomes in one week because of this campaign.