A sales campaign featuring a combination of price reductions and lifetime warranties on its homes helped double John Wieland Homes and Neighborhoods' sales in January and February.
The Atlanta-based builder, which also builds in a total of 60 communities in Charlotte and Raleigh, N.C, Charleston, S.C., and Nashville, Tenn., sold 89 homes during the event ran from Jan. 25 through Feb. 17. The sale brought in $50 million in revenue.
"It was very well received," said Jennifer Nilsson, the company's marketing manager. While the company did not release specific sales figures for each market, she said the promotion seemed equally successful in all the company's markets.
The company offered price incentives of between $10,000 and $100,000 on every home, not just inventory homes. And, to give the sales campaign a new twist, it was dubbed "Sale of a Lifetime" because the company included a lifetime structural warranty on every house. Typically, the builder offers a 20-year warranty on its structures.
Wieland, like many builders who operate in Atlanta, had a challenging year in 2007. Last November, it suspended its $350 million luxury condominium project in Atlanta for at least 18 months and laid off 59 employees a few days later, the Atlanta Journal Constitution reported.
"The end of last year was the most miserable time of my life," the newspaper quoted company founder John Wieland as saying.
The market fall caught the owner of the 35-year-old building company by surprise.
"I am shocked, and I don't shock too easily," he was quoted as saying last summer to EconoSouth, the Atlanta Federal Reserve Bank's quarterly publication. "I don't know anybody out there that is 'doing well.' And bankruptcies of the builders in Atlanta are starting."
Learn more about markets featured in this article: Atlanta, GA.