Business Need:
With the tightening of the construction market, Powell Homes wanted to launch a high-end remodeling division and needed a fast start.
The Objective:
Secure at least 10 in-home presentations and convert at least 3 of them to sales. Projects needed to exceed $50,000 each.
Target Audience:
Powell Renovations targeted 800 homes in the Normandy Park, Washington area where Brooks and Todd Powell live. The list was a conventional compiled database based on postal carrier routes for their neighborhood.
Project Description:
Normandy Park is an exclusive area of Seattle, Washington. Homes are primarily custom or high-end spec homes. Powell Renovations wanted to make a personal appeal as “neighbors.” Powell Homes started three generations ago and enjoys an excellent reputation in the area. Budget was approximately $3000.00.
Graphic presentation on the jumbo card (10”x13”) included a personal letter and photos of Brooks and Todd on the address side of the card, with 4 photos of Powell-finished interiors on the back.
Powell Renovations offered a $50 Starbucks gift card as a thank you to those who responded and came to the meeting where they also received a free home renovation analysis. Response options included calling Powell Renovations’ local phone number or visiting a web landing page.
Results:
To date, Powell Renovations has completed 8 in-home presentations. These visits resulted in three renovation projects totaling $300,000. One project came about months after the mailer dropped. Powell Renovations also received a call from a homeowner on Mercer Island whose daughter had passed the card on. The homeowner contracted for a $150,000 remodeling project. Brooks and Todd are quite happy with their ROI of 10,000%!
For more great ideas, contact Patty Coldwater at pcoldwater@tmrdirect.com or call Toll-free: 1-866-396-7048.
