McMillin Homes
The Situation
McMillin Homes, a nationally recognized developer and builder, entered the South Texas market a little over a year ago in order to establish a presence and compete in the booming real estate market. After a few months of transition, McMillin Homes was ready to make its presence known to local residents, many of whom were unfamiliar with the prestigious West Coast company.
The Solution
McMillin Homes wanted to create a fresh South Texas approach to appeal to the unique market that is San Antonio. To accomplish this, they turned to esd & associates’ over 13 years of experience in this culturally diverse market to assist them in their endeavors.
In order to position McMillin Homes as a homebuilder who is truly on the buyer’s side, esd & associates did a competitive analysis in order to gauge the competition’s approach to the public. We then tackled their advertising on a communal level, targeting the specific demographics that each respective McMillin Homes community attracts.We built on this concept by appealing to the needs of the specific target demographics, whether it be a family’s starter home, an empty nester moving into a smaller home or a professional young woman who wants to build equity.
The Results
This new market strategy was implemented roughly two months ago, but has already generated positive preliminary results. A direct mail campaign that targeted young, professional women who were currently renting has already generated a 44% increase in call traffic. This campaign is still underway, with a six-month strategy for regional niche positioning.