Situation: The Great Recession was a difficult time for home builders. Sales of new homes plummeted to historic lows. Emerald Homes, a regional home builder in business for over 35 years, had a presence in Powhatan County, New Kent County, Prince George County, and Chesterfield County but sales had completely dried up in 2008. Emerald wanted to create a comprehensive marketing strategy designed to leverage its unique selling propositions and communicate value for prospective home buyers.
Results: Gray Ryan Communications designed a holistic marketing and sales strategy which emphasized how Emerald Homes provided quality homes at a competitive price. The strategy included the complete re-design of their website so that there were direct calls to action and driving directions to each of their communities. The campaign also included a robust mix of organic and paid social media advertising which, in 2010, was not utilized by most home builders.
Gray Ryan’s work created immediate results. The number of leads visiting Emerald Homes communities increased by 600% and home sales began taking off. Emerald quickly became one of the top home builders in the Greater Richmond region, earning a coveted spot on the annual Richmond BizSense ranking of builders even above larger competitors. The increase in sales helped to boost its position in the market resulting in a Metro Business cover story in The Richmond Times-Dispatch and selling out of several communities which it had developed before the recession started.