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Tax Promotion Results in 68 Sales

strategic marketing tax promotionThe Essex Homes Tax Promotion was a huge success attracting the attention of new home buyers in Columbia, South Carolina and resulting in 68 home sales. mRELEVANCE launched “Twice as Nice” to promote new home sales and increase leads by offering home buyers the opportunity to double their tax refund up to $5,000 with the purchase of a new home. Home buyers simply shared a copy of their tax refund when they wrote a contract and received a discount of double their tax refund amount (up to $5,000).

“This unique promotion capitalized on a time of year that most people detest – tax time,” said Carol Morgan, managing partner of mRELEVANCE. “The promotion attracted a lot of attention and encouraged potential buyers to buy now versus waiting.”

Kathie McDaniel, Division Sales Manager for Essex Homes states, “Essex was not doing any digital promotions prior to bringing mRELEVANCE on board as our marketing partner. With these results, it is obvious that when implemented correctly digital marketing campaigns have a bigger impact than traditional.” McDaniel continued, “In fact, the Tax Promotion contributed to Essex Homes’ highest ever sales month ever in Columbia, South Carolina in March with 75 total homes sold. As an added bonus, the tax incentive assisted Essex Homes in reaching a milestone by leading the Columbia homebuilding market in building permits for the first quarter of 2015.”

mRELEVANCE promoted the campaign through a variety of tactics including behaviorally targeted ads, social media, public relations, banner ads, email and more. Sales skyrocketed during the campaign, and Essex Homes’ social media presence was enhanced through increased interaction and engagement. The Facebook page grew by 113 likes during the campaign.

Essex Homes builds in more than 25 communities throughout the greater Columbia area. With such diversity, not only in floor plans and price points, but also in location, homeowners have options when it comes to whether they want to choose a home in Columbia’s pristine lake country or within arm’s reach of the activity in downtown Columbia. To learn more about Essex Homes, visit

To learn more about the innovative and strategic marketing promotions that mRELEVANCE can create for your business, contact mRELEVANCE at 770-383-3360 or visit