Home builders are constantly striving to find unique and creative ways to grow their relationships with local real estate agents, and Essex Homes has done just that. Working with this Carolina home builder, mRELEVANCE recently launched a creative agent promotion called Essex Expedition. This year-long real estate campaign was designed to strengthen working relationships with local agents while introducing them to Essex Home’s communities throughout Columbia, South Carolina.
The creative for this promotion is based on the concept of a passport. When travelers visit foreign countries, they collect stamps from their various “ports of call.” To give the promotion a unique safari feel, mRELEVANCE built all of the graphics around the idea of a passport. When agents visit an Essex community during an Essex Expedition event, they get a sought-after stamp in their passport. mRELEVANCE Managing Partner Carol Morgan chimes in, “People love travel and they love exotic destinations. Incorporating the passport ties everything together – the surprise grand prize trip, the events and the stamps.”
Beginning in April, Essex Homes kicked off bi-weekly events held the first and third Wednesday of each month at a featured community. The first event jump started the promotion by providing a welcoming atmosphere for real estate agents to learn more about Essex Homes.
Agents are invited to an Essex Expedition luncheon at a model home where they are treated to a delicious lunch, visit and tour the model home, and socialize and network with other local real estate agents. Agents can earn a stamp on their Essex Expedition passport at each Essex Homes community they visit. Attendees are encouraged to attend several events throughout the year to be entered into the Essex Expedition grand prize drawing, which features a surprise getaway for the lucky winner!
Having a positive relationship with local real estate agents is important. In many markets, co-op agents account for anywhere between 50 to 80 percent of new home sales. Cultivating these relationships boosts sales and enhances brand. Real estate agents often make the best raving fans for builders. In fact, one strategy that Essex Homes implements helps to make it easy for this group to be raving fans. The private Essex Homes Key Club group on Facebook keeps agents updated with everything Essex has going on, including all future dates and locations for Essex Expedition events. By providing agents with the latest information in a special forum just for them, this creates a special relationship between the builder and the real estate agents.
The Essex Expedition is promoted to agents in a variety of ways: email, news releases, a series of blog posts, Facebook advertising, social media updates and online coverage – it was recently featured on BUILDER! All of this content promotes agent interaction and encourages participation in the events.
For more information on creating an interactive program to enhance your company’s relationship with local Realtors, contact Marketing RELEVANCE at www.mRELEVANCE.com.