Do you know exactly what your target market wants? Well, S&A Homes decided to find out what market demand was for a new product before making a final decision on whether to move forward with land acquisition, community design and home plans. To facilitate the process the Pennsylvania builder partnered with mRELEVANCE to create and implement the State College 55+ Survey.
The purpose of the survey was to explore the possibility of building a 55+ community in the State College area. Does the market have enough demand to warrant the community, and if so, which community features and amenities are the most important to this demographic? A series of 16 questions explored the importance of community amenities and features such as maintenance-free home exteriors, close proximity to shopping and dining, community pool and more. Other questions sought to discover home style and features preferences like a large kitchen, hardwood flooring or a fireplace; homeowner’s association fees; and other key information.
“The insight we gathered from the State College 55+ Survey was invaluable for identifying trends and has proved useful in ensuring consumer preferences are a top priority when developing new product lines and communities,” said Ashleigh B. Shelter, Manager, Marketing & Sales at S&A Homes.
The key to the success of the survey was presenting it in a relevant way to the target audience – 55+ buyers in the State College area, their adult children, and local Realtors. The survey was created in Survey Monkey and promoted via email, through age and location targeted Facebook ads, on banner ads, blog posts and with social media updates. A custom tab on the S&A Homes Facebook page allowed visitors to complete the survey without ever leaving Facebook. Using social media to implement the survey was a cost-effective and efficient way to reach the right people in a short time span on budget.
Participants were entered into a drawing for a chance to win a $150 gift card to HomeGoods or Home Depot as a thank you for completing the survey. The response was high! A total of 226 participants responded in a matter of days giving S&A Homes a large amount of invaluable information. Using the survey data as a guide, S&A Homes is planning to build a new 55+ community in State College, Pennsylvania.
Whether you are looking for a simple Survey Monkey solution or a more elaborate custom tool, mRELEVANCE is here to help with your survey needs. mRELEVANCE builds powerful CMS driven websites with proprietary Relevant ADMIN (rADMIN) software. rADMIN offers an Interactive Survey Module where users can create unlimited customized surveys to gather information from prospective, current and past customers, along with Realtors and other influencers. These surveys offer excellent insight into the minds of your potential buyers and customers.
For more information about how to utilize surveys to define your next project, or about how mRELEVANCE can help your company better serve its market, visit us at www.MarketingRELEVANCE.com or call at 770-383-3360.