As tax season limps to the finish line, we wanted to highlight a particularly clever and successful digital promotion designed around tax time for our client Essex Homes. This timely event focused on immediately increasing new home sales while simultaneously boosting their social media engagement.
Twice as Nice
The promotion, entitled “Twice as Nice”, capitalized on spring tax time when it’s also a draw for new home buyers. In the Columbia, SC area where Essex Homes is based, these potential home buyers were in for a treat at a time that most dread. At the time of signing a contract, buyers simply presented a copy of their tax refund and they could double it, up to $10,000, towards their new home purchase!
To attract potential home buyers, behaviorally targeted ads were placed in conjunction with iHeart Media and Cox Media Group. Earned media as well as targeted Facebook ads enhanced the campaign’s visibility.
In the few weeks that this campaign was active, Essex Homes Facebook likes increased by 113 and engagement by over 20,000 impressions. The paid ads generated over 4,300 visits to the Essex Homes website. Their blog had higher views than ever before with the initial kick-off blog receiving over 1,800 views alone.
While the significant increase in social media engagement was an ancillary achievement, the most impressive outcome was the 68 home sales in just a few weeks! It’s safe to say that with all the social hype surrounding this fun and fitting promotion it was an overwhelming success.