To encourage people to visit the K Hovnanian website where they would then complete a survey that would lead to the building of a database. This database would then provide strong leads. The survey collected information such as when and where they wanted to buy, price range, name, email, and phone number.
This campaign was created after the idea of matching customers with their ideal home after they create an account and complete a survey. The different aspects of the campaign consisted of:
Google Ad Words- 1 million+ impressions; over 5,000 unique page visits to survey page.
Banner Ads on Zillow and Trulia.
iHeart Radio spots, 60 second spots, radio homepage takeovers.
Custom Facebook tabs that clicked through to survey.
Direct Mail with personalized URL to take survey.
As a result of this campaign, K Hovanian gained 600 new leads and sold 25 homes. In addition, the collected data allowed for follow up marketing.