Helped Beal Homes sell 25 houses in a single day.
Implemented a large-scale Partially Addressed Mail campaign.
Drove significant attendance and sales despite challenging weather.
The challenge
Our client, a full-service creative agency, was working with a family-owned home builder in East Yorkshire.
The challenge was to improve the publicity around the home builder’s sales events, with the goal of increasing home sales on their new developments. Previously, the approach had been limited to hand-delivered flyers to a small number of local households. However, our client convinced them to undertake a Partially Addressed Mail campaign on a much larger scale.
The objective
Our data analysts identified the postal sectors relevant to two new housing developments, targeting households at a geo-demographic level and similar look-a-like households. This process generated mailing lists of 10,000 and 25,000 households, respectively.
Working closely with our agency client, we developed direct mail campaigns that were timed to arrive the week before the sales events, encouraging local residents to attend. The home builder also benefited from the cost savings associated with Partially Addressed Mail compared to traditional Advertising Mail.
What we did
The campaign was a resounding success, greatly enhancing the effectiveness of the sales events:
The first event saw a strong turnout, even with the challenging weather conditions brought by Storm Dennis. Many attendees mentioned that the direct mail piece was the reason they decided to attend.
The second event was even more impressive, with a 3% turnout and 25 homes sold on the day!
The client was so pleased with the results that they stated they would never again host an event without using this type of direct mail campaign.
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