In December 2015, Metro Development Group hosted a holiday realtor event at Sereno, a new community in Southern Hillsborough. The purpose was to attract local realtors to this new community. To do so, Metro themed the event after the “Elf on the Shelf.” The elves brought gifts for the realtors — bluetooth headphones, Fitbits, GoPro cameras, etc. In order to receive an entry for the gift giveaway, realtors had to visit each model home and “find the elf.”
Promotion of the event and charity tie-in included a postcard, email blast, and telemarketing with a reminder to “bring an extra toy.”
As a charity element, Metro offered additional entries for realtors who brought a toy to donate to Toys for Tots. Using the Metro gift giveaways as a theme for the event, we kept gifts front-of-mind as they came out to the event. This encouraged them to all bring a gift for charity!
Almost 75% of the realtors in attendance brought gifts to donate — some even brought more than one gift!
The following week, a team working on behalf of Metro volunteered at the Toys for Tots of Pinellas County. We sorted thousands of donated toys from all over the county in anticipation of the upcoming local toy pick-up date.
This event was such a success that Metro has decided to make it an annual tradition! Each year, a new community will host the event, and then Metro will choose another Toys for Tots location to volunteer their time and spread holiday cheer.