Our long-term advertising client, Brookfield Homes, came to Bailey Gardiner with an advertising problem. Their high end community, Calabria, was close to being sold-out—but traffic to the sales office had slowed down.

They needed to attract fresh blood to boost sales, and they needed to do it fast. We came back with three creative advertising campaigns that capitalized on the unique attributes of the property:

1. Calabria is one of the last, new home communities left in San Diego that’s just a short drive from beaches, downtown, wineries, the airport, fine dining, golf courses and great parks—to name a few.
2. Although it’s location is central, Calabria is entirely surrounded by canyons which makes it feel secluded. Here, there is more wildlife, less noise and even the stars are brighter due to the light pollution.
3. These homes are top of the line. From quieter sinks, stairs and cabinets to floor plans that take advantage of every square inch, these houses are the creme-de-la-creme.
4. At the start of the campaign there were only 9 homes left. Urgency was a key component to our message.

This campaign had to be up and running fast. We presented three concepts that included ideas for behaviorally targeted web banners, eblasts, radio and print ads for publications catering to niche markets (business newsletters, relocators, etc.). Samples of the print for each campaign are below:

Campaign 1: The right combination

Campaign 2: Live far away from it all.. but still close

Campaign 3: Last chance

Brookfield radio spot
And the winner is… campaign #3! And we are proud to announce that since the start of the campaign, Brookfield has sold $5 million worth of homes at Calabria… and counting.

I’m just returning home from speaking at the Pacific Coast Builders Conference (PCBC) in San Francisco, where I led a presentation on social media marketing for the homebuilding community.  And although I was there to teach along with Jason Baer and Lora Heramb, I was also there to learn.  And I learned a great deal about where homebuilder marketing is headed.

Happily, I can report that the homebuilding community is wholeheartedly embracing the new world order.  Everyone I talked with understands that as the economy sparks back to life (and it is) and homes start selling again (and they are) that it will not be business as usual in homebuilder marketing.  I keep saying this economic downturn has been a game changer, and it every sense of the phrase, it has.

Homebuilders will not return en masse to the newspapers where they dropped thousands — if not millions — of dollars in advertising over the past many years.  Print advertising will not go away, but it will become much more targeted, more selective.  Broadcast media will experience the same new order – when the dollars do come back from builders, those now-savvy marketing directors will be asking about TV and radio station’s websites, email databases and other forms of online marketing tools.  Behavioral online advertising, pay-per-click, search engine optimization, and e-marketing are the stuff of strategic marketing discussion now.

This is no surprise.  All marketing executives now know the web is the place to be.  But what’s interesting is watching the homebuilding community eagerly gathering information for the upswing that is to come.  When the tide changes and the marketing dollars start to flow again, those “mature” dogs are learning some great new tricks.  They will be armed and ready.

SOOOOO cool.  Let the games begin.

As part of a recent exercise on social media for a homebuilder client, I searched for examples of other homebuilders using Twitter as a marketing tool.  Yep, you guessed it — not so much.  There are a few examples of builders doing it really well (check out @lennar for example), and yet there is so much more that can be done.

Twitter is a tool that builders can embrace because of it’s immediacy, intimacy and personality.  Relationships can be built with potential homebuyers through twitter, or at the very least those relationships can be strengthened through continued communication via builder tweets.  For example, a residential community could tweet about price changes, incentives and — yes, they are actually happening — new phase releases.  Sales associates could direct message buyers with updates on the construction of their new home, send links to photos of the development, and let them know about upcoming milestones and special events.  A builder could be tweeting about his or her blog (ahem, Steve Doyle) and letting all its existing and future homeowners about news and trends.  Twitter really is a very powerful tool for homebuilders, just waiting to be tapped.

Builder Magazine recently published a list of builders using twitter.  Let’s hope that since it was released in March, this list has grown substantially along with the growth of twitter.

And another recent article in Brand Republic News ranked that top 100 brands most mentioned on twitter.  And no surprise – not a single homebuilder brand made the list.  But give us a little time — I’ll bet by next year builders and real estate developers are all over twitter like bees on honey.  It’s just a natural combination

Follow me @jonjonbailey for more…

I’m preparing a presentation on social media marketing for homebuilders at the industry’s preeminent annual convention, The Pacific Coast Builders Conference (PCBC).  As leaders in this relatively new marketing field, our marketing experts are asked frequently to speak on social media as it relates to a variety of industries — and part of our process is to identify success stories to share.  What’s difficult about this particular case is the dearth of examples I can cite in my presentation  — homebuilders are still in the very early stages of adoption of social media tactics.

Now, this is a movement that has been slowly gaining in the real estate community for some time. Over the past two years, most builders decided to cease their print advertising in the local daily newspapers and other print outlets — whether that was forced by budget restraints or a desire to forge new territory. But still, with so many incredibly smart marketing professionals in this category, there are surprisingly few cases studies to share of savvy social media use.

And so, there is tremendous opportunity.  Homebuilders have some catching up to do, but they are a resourceful group and will tackle this new marketing world quickly.

My co-panelists, Lora Heramb from Brookfield Homes and Jason Baer from Convince & Convert, report similar findings — or lack thereof.  There are a few examples of real estate developers and companies out there giving it a go:

• lennar.com – their home page is optimized for social media, with their Twitter, Facebook, YouTube and other links easily accessible and right up front.
• Builder Magazine’s Twitter list – A listing of builders using Twitter to connect with buyers.
• A new blog started for Sales & Marketing Directors in the building industry called smartdirectors.com.
• Steve Doyle, our Brookfield Homes client, has had tremendous success with his blog on the industry.

Yet, there is still much opportunity for success and leadership in the building industry.  As we start to work our way out of a devastating downturn that has left the entire industry reeling, those that are in place to do the rebuilding are generally the more seasoned professionals with years of industry experience. They know the industry has to change, that we will never go back to the ways we did it before.  Some will try, and will soon realize the consumer has shifted -  forever.  Those that shift along with the consumer mindset will see the greatest success.

Stay tuned for more success stories and case studies about homebuilders using social media.  Our agency is leading our clients into the deep end, and others are as well.  I’m sure next year at PCBC, we will have tons of great examples as builders innovate and expand.

It’s hard not to get stuck in the day to day chaos of the economy and all the factors that go into the mix.  I find myself looking at each market change under a microscope, wondering what it means to my clients.  Which is why I’m relieved to have some retrospective, bigger picture data about the housing industry.

A little over a week ago, the National Association of Realtors released their 2008 home buyer and home seller survey results.  The results reveal broad trends that shed light on where we’re moving within the industry.  Here are some stats I found interesting:

• 87% of people who researched their home purchase online also used a real estate agent
• First-time home buyers have increased significantly due to tax credit and improvements to the FHA loan program
• Percentage of buyers who purchased a home in foreclosure increased 600%
• 41% of buyers said commuting costs were “very important”
• 90% of buyers said environmental features were important to them

Although this survey is industry-specific, it also shows marketing trends that can be applied to clients across the board.  For the quick marketing bullets and charts, check out this blogpost.

It’s not often that a homebuilder is open enough, honest enough, brave enough to try his hand at blogging.  (Let’s face it — this is not a group known for its transparency).  But that’s just what Brookfield Homes San Diego President Steve Doyle has started to do, and in my humble opinion he’s off to a pretty great start.  Steve launched expectmoreinahome.com/blog recently, and he presents a unique voice amidst the jabber of a million real estate opinions.

In an industry that has been widely vilified in the local and national media, blamed for the downturn in the economy and taken its share of hard hits financially, Steve’s voice remains clear and true.  His leadership and opinions about things and subjects much broader than today’s home prices help us all see there is a bigger picture.  And what a picture it is.

Steve covers subjects like our region’s shrinking water supply, and how that affects the way we will live in the future.  I like that Steve isn’t afraid to address tough issues like the economics of housing, or green building – WHICH HIS COMPANY DOESN’T EVEN DO (YET).  Obviously, his mind works beyond just self-serving fodder designed to sell his houses.  His opinions run deep.  And this is a subject worthy of digging.

Keep up the good work, Steve.  We’re listening.

Back in 2006ish, local economists claimed that San Diego would be the first market in the country to experience the bursting of the housing bubble. Those same people also said that we would be first to recover. The Union-Tribune published a report that supports the growing belief that it is now time that San Diego to lead the charge out of this downturn.In 2005, San Diego was the 29th most overvalued market in the country. Now, the report says that San Diego is the most under-valued.So please, everyone, find a deal and buy a home, or two. I’m kinda over this downturn.

Exciting news! We’ve added five new people to agency, rounding out our creative team.

Ian Graham is executive creative director (most recently CD and senior partner at Ogilvy, Los Angeles). He’s worked on Cisco Systems, ARCO gasoline, am/pm stores, Nestle, e*trade, the California Lottery, Dewar’s Scotch, A&E, NBC, and MGM Mirage Casinos in Las Vegas. Ian’s been responsible for pretty amazing work here, heading the creative team, and our literal integration of offices and workstations, giving a much-needed (literal) volume pump-up.

Art Director Nik Helgaas and Copywriter Lindsay Cliett form the newest creative team. Both attended Miami Ad School and are from out of market. Not only are they concepting smart work for our clients – they’re funnier than heck.

Francis Floro has been hired as a designer. This guy has not only taught at the New York School of Visual Arts, he was also a dancer for Malashock, and a truck driver (who are you?!).

Callan Green is an advertising and public relations account coordinator. She’s rocking our social media efforts, especially for Vet-Stem.

You can officially consider Bailey Gardiner a creative agency.

Brookfield Homes campaign website launched by Bailey Gardiner on March 30:

Expectmoreinhome.com

William Lyon Homes’ campaign website launched very recently: BuyMoreThanaDeal.com

Come on!!! At least back up your statement on the page with facts, not just create a generic sounding URL.

Good news is that Brookfield still builds a better home, and has a better agen….never mind.

After two straight 18 hour days, a half case of Red Bull, two full-on raids of Whole Foods, and a few empty Sierra Nevadas, this weekend (is 2AM on Saturday morning the weekend?) we launched the most ambitious advertising campaign ever in homebuilder marketing.Don’t believe me? Find me one, because in 5 months of research, we couldn’t.

First, keep in mind, we don’t measure ambition by size (plenty), production(plenty), time (not enough), or money spent (have you seen real estate budgets these days!).We measure in strategic thinking and by positioning a client to be recognized, memorable, but above all, relevant as a leader in their category. These days if your ad doesn’t entertain or come across as relevant, then it’s a waste of time. The beauty is when you can pull off both-all with the intent of developing a brand to influence customer behavior.That’s it; it’s why we are here. And, if you’re not into slamming Red Bulls and working as a team every now and then, then there is a cubicle waiting for you somewhere else and a boss that lovvvvvves Powerpoint.

Simply: We have undertaken the task of changing how people buy a home. And, when we are done, we think our client will come out on top.Quick, name the difference between Brookfield Homes, Shea Homes, McMillin, KB Home, Centex, Lennar, Standard Pacific Communities and Cornerstone Communities? Now, name the difference between BMW, Honda, Lexus, Toyota, Dodge, Ford and Rolls Royce.

In a future blog, I will address why consumers cannot tell the difference between San Diego Homebuilders. It’s not money because in San Diego we estimate that homebuilders spent over 700 million dollars in media advertising from 1999-2007. And, all we got was a soon to be defunct newspaper, adjective laden fuzzy headlines, fuzzy photos of couples walking in the grass or toasting at sunset (with their child in the background blowing on a dandelion), and agency bills for $5,000 (M)Ad Libs–insert community logo here, just pick one, it doesn’t really matter. We’re all guilty of this shortsighted crime that gave us words like coastal-resort-style-mountain-view-living-style-that-is-ocean-close-to-everything.

Old marketing worked or we wouldn’t be calling it old marketing, it would be called dead marketing that never started.I can’t guarantee that in 6-9 months that all San Diegans will be able to distinguish between several dozen residential builders, our plan is to make sure that Brookfield Homes is not considered as one of them.

Brookfield is different.It’s time for San Diego Homebuilders to fully embrace branding as other industries have.The world needs Wal-Marts just as much as it needs Neiman Marcus, Target and Nordstrom, so why be so scared to tread on one another and talk about what makes you different? Is there really a non-compete oath taken by the very friendly BIA Board Members?

Can friends compete?If you try to be all things to all people, you get stuck in a price dominated retail market. For more information, look around.

And now, we have a fine mess on our hands for the entire homebuilder category

• zero brand awareness beyond name recognition for a few (name recognition is the ugly cousin of branding)
• shifting media habits among the public, daily.
• a lack of trust in….the economy…real estate…mortage companies….homebuilders, etc.
• shrinking media budgets
• the impression from data and friends that buying a home is a bad thing

We are at the exact moment when branding should help your company by providing comfort to customers about their decision. And those decisions are occurring slower, and with more caution. It now takes me 2 post-surf minutes to decide whether or not now is a prudent time to buy a coffee and bagel from Del Mar bagel on the way to work–I always give in, the economy isn’t that bad…yet.

Let’s get off our pretentious horse for once and stop telling people that this is the right moment for them to buy a home.
Let’s start telling them what is right for them, and to buy whenever they are ready. That’s our job as marketing communicators. Sales can handle the rest. And, it all needs to be done with respect and dignity. Customers will return the favor.

It’s time to expect more from your marketing.Congrats to Brookfield for once again being a category leader. And, if you can’t find your brand (everyone has one, somewhere), it’s time to expect more from your agency.

Love to hear what you think. Comment below, or email at scott@baileygardiner.com