Atlanta Real Estate Forum congratulates Berkshire Hathaway New Homes Division and Marketing Results for winning a Gold OBIE for the Best Marketing Campaign/Promotion – Builder – Budget over $10,000 category for Skyland Brookhaven. Presented by the Atlanta Sales and Marketing Council, the OBIE Awards are the premier awards given in the Atlanta new home construction industry.
The marketing campaign for Skyland Brookhaven, a new townhome community with prices from the $500s, has been two-fold. First was the pre-grand opening campaign for the community, introducing Skyland Brookhaven to Realtors with impact gifts of wine, wine glasses, and a wine tote, and on on-site event letting the agents be the first introduced to the community.
Next, print ads and a cable tv spot were used to introduce the consumers to the community showing pictures of the product to let all know Skyland Brookhaven was now under construction even though the front entrance was not installed.
The second stage of the campaign was the #LOOKUP campaign designed to reach a large, diverse target market with a personal and fresh approach. The campaign focused on strong visuals for the target market, with simple, easy bullet points, and strong unique colors of dark blue and orange. At a quick glance, the consumer is able to process the main marketing attributes of the community due to simple, direct copy while the lifestyle photos targeted at different publications and target groups connect with the targeted consumer groups. The lifestyle photos used are an attractive single male, young family, millennial couple, and single female to represent and relate to the diverse target market.
The #LOOKUP headline is a direct reference to the community tagline Life in Balance. By living at Skyland Brookhaven, you have the best of both worlds. A great designed home made for living and entertaining in a community that is close to restaurants, retail, parks, and all the city has to offer – A Life in Balance. So Lookup and Enjoy.
The #LOOKUP is also a play on looking up at the tall three-story townhomes. The ads have been placed in targeted and strong distribution publications. The #LOOKUP campaign has worked very well in print and social media with the diverse target market. To date, the marketing campaign has generated excellent traffic and 45 sales before the front entrance and amenities to the community have been installed.
The marketing campaign was critical in letting agents and consumers know Skyland Brookhaven was now under construction after months of setbacks. Due to city issues, we could not install the front entrance and you could not see the construction in the back of the neighborhood. The campaign proved very successful in introducing the community to Realtors and the public by generating numerous pre-sales during the initial construction. In addition, the campaign had to resonate with a diverse target market.
The Greater Atlanta Home Builders Association’s OBIE Awards celebrates its 38th anniversary in 2018. The awards began in 1980 and have grown throughout the years to include more than 100 building, remodeling, marketing and personal achievement categories. The OBIE Awards are named after the obelisk shape of the actual award given. To see all of this year’s OBIE award winners, visit www.AtlantaRealEstateForum.com/category/OBIEs. Make sure to like, share and comment on this story.