Atlanta Real Estate Forum congratulates Rocklyn Homes for winning a Gold OBIE in the Best Flyer/Mailer category. Presented by the Atlanta Sales and Marketing Council, the OBIE Awards are the premier awards given in the Atlanta new home construction industry.
Whether it is a 5-cent-per-gallon discount on gas or $5,000 off the price of a new home, consumers love getting something of value for free. The “It’s on the House,” 8.5- by 11-inch promotional flyer from Rocklyn Homes features the included features of eight townhome communities across the Atlanta metro. The collateral piece effectively meshes copy and graphics in an inviting flyer that looks and reads like a warm handshake. The up-tempo message hits the target market – renters, ready to make the transition to home ownership – with laser-like focus.
The headline, “It’s on the House,” is supported by an affirming payoff secondary copy line, “Yes, it’s all included!” The piece depicts the bent arm and hand of a formally dressed (not fully pictured/bleeding off the page) server balancing a tray on his open fingers. The tray holds a placard that lists the elements included in the buyer bonus offer: washer and dryer; refrigerator; blinds; privacy fence; closing costs; design upgrades, for a combined value up to $10,000, plus a $1,000 broker bonus.
The remaining space is devoted to the interior and exterior inset product photos, community-specific pricing and promotional details, a community map and disclaimers. In order to qualify for the incentives, buyers must use a Rocklyn Homes preferred lender. Contracts had to be written by March 31, 2018, and closed by May 31, 2018. The campaign launched March 1, 2018.
Printed flyers were delivered to targeted broker offices and to prospects who toured the eight Rocklyn Homes communities. In digital form, the piece was blasted widely to agents and consumers via email, social media and paid search campaigns. The content was also highlighted on the redesigned Rocklyn Homes website, with high-visibility landing page placement featuring a contact form and convenient link on every page.
The combined effect of the multi-channel effort was a total of 151 contracts – an average of 25 per week – during the first six weeks of the campaign. The extraordinary response generated by the flyer and other elements resulted in an extension of the campaign beyond the original six weeks, a first for Rocklyn Homes, for a record-setting total of 303 contracts to date.
To learn more, visit www.RocklynHomes.com.
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.