WHEN BEAZER HOMES VENTURED INTO THE MOVE-UP market with Riggs Country Estates, near Phoenix, in July 2003, it needed something that would distinguish the large-lot, higher-priced project in the competitive Deer Valley market. Playing off the concept “The Cure for the Common Community,” Beazer's advertising agency Cramer-Krasselt came up with a medical-themed direct mailer featuring an X-ray showing a human jaw in slack position. “It was the best way to articulate the effect the project has on people,” says Monica McQueen, an account supervisor with the agency's Phoenix office.
Beazer sent 10,000 Deer Valley residents a sealed manila envelope procured from a medical supply company. The envelopes contained the X-ray (printed digitally on translucent paper) and a handwritten prescription outlining the project's location and primary features (sans photos of homes or amenities).
“[The campaign] did exactly what we wanted,” says Carolyn Morrison, vice president of sales and marketing for Beazer's Phoenix division. “It brought a lot of people into the community who wanted to see what had inspired such a unique campaign.” What they found were 82 homes ranging from 2,937 to 5,123 square feet on half-acre lots, with prices starting in the $270s. “We couldn't handle the traffic we got from the direct mail piece,” says Morrison. “We could have played it safe, but the whole thing came together very well.”
Campaign Details Program: Direct mail campaign; Project: Riggs Country Estates, Chandler, Ariz.; Builder: Beazer Homes, Phoenix division, Phoenix; Cost: $180,000 each; Marketing/Advertising agency: Cramer-Krasselt, Phoenix
Learn more about markets featured in this article: Phoenix, AZ.