Marketing Relevance created a promotion in conjunction with our client, Essex Homes, to help promote its “Live the American Dream” summer incentive. The three-level program took place from July through September and gave buyers the opportunity to earn up to $7,500 toward their new home.
Homebuyers in Columbia, South Carolina were given the opportunity to save, no matter which community they purchased in. The 'red' incentive was available on homes in Essex Homes’ Premier Series and included blinds throughout the home, a refrigerator, a washer and dryer and a garage door opener. Buyers who selected a home in the Classic or Prestige Series were eligible for the 'white' incentive, which included up to $5,000 worth of upgrades for their home. Finally, buyers who purchased a home in the Signature and Executive Series’ could take advantage of the 'blue' incentive, which included a $7,500 credit to use toward designer options.
The art created for this promotion showcased a family and friends enjoying a summer pastime – a cookout in the backyard. This image was chosen to invoke feelings of nostalgia, summertime and the things that can be enjoyed when you own your own home. The text announcing the name of the campaign showcases the American Flag, which speaks to homeownership being a component of the American Dream.