Creative Challenge Altoliva was competing with another MBK neighborhood about 10 miles away in a golf course community in Valencia. Both neighborhoods were selling at a similar price point, but Altoliva's sales rate was falling short of MBK's goals, even though its homes were larger. The challenge was to convince buyers that Altoliva is a premier neighborhood and should be a first choice for the area's home buyers. Creating a campaign to compete with its Valencia neighborhood was a big risk for MBK and one it had never taken before.
Inspiration MBK decided to harvest buyers from the builder's “Insider's Club” (interest list) and VIB (Very Important Buyers) priority registry from the Valencia neighborhood. While most developers and their sales forces pay lip service to customer follow up, MBK knew that especially in this case, it had to give its sales force extra training in follow up and follow through with customers, and in creating interest in the larger homes at Altoliva.
Results Traffic increased from approximately 50 customer per week to 200 per week. The sales rate increased from approximately one per week to approximately five per week. The sales goal was accomplished within the eight-week deadline.