By Iris Richmond. In an effort to separate itself from the pack, Beazer's Orlando division teamed up with Southwest Airlines' vacation program on a new marketing campaign aimed at buyers in Florida. Customers who signed contracts to buy a Beazer home in one of 11 central Florida communities between Feb. 4 and April 14 and with a closing date before Sept. 27, received a $2,000 Southwest Airlines vacation certificate. Beazer issues the vouchers at closing. They can be made out in anyone's name and are valid until October 2003. As an added bonus, all prospects received luggage tags and a world atlas.
Increasing Realtor traffic was part of Beazer's strategy. Agents received vouchers in the amount of $500 for their first sale, $1,000 for the second, and $1,500 for each sale after that. The money got their attention: Realtor sales jumped from a weekly average of 2.5 sales to nine.
Five weeks into the campaign, the Orlando division had nearly doubled it sales from the previous year -- 48 sales, compared to 29 last year. Beazer spent $180,000 on the promotion, including Realtor bonuses, flight certificates, and advertising. The bump in sales added about $12 million in revenue.