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Construction Company Generates Leads with Direct Mail

Challenge: To generate leads for a new housing development.
A construction company needed to devise an effective to strategy, not only to generate leads for a new housing development, but also to execute a strong follow-up plan. The company had a strong sales support staff for the project yet they had struggled in the past with advancing contacts to buy homes. After all, it’s a weighty purchase decision that cannot be forced.
Solution: Distribute plans for the new housing development via direct mail.
After the salespeople had meetings with prospects, they narrowed it down to 200 strong leads to follow up within two weeks. Promotional specialists recommended to send a desk caddy with 4-color process photo insert of the plans for the new housing development. The direct mail campaign would target the prospects in attendance at the first open house for the new models. Also enclosed with the caddy, the company sent an update of available properties to encourage the clients to study the details of model homes.
Result: The desk caddy made a great impression on potential buyers!
The potential home owners were surprised to receive such a thoughtful and creative display of the homes. It proved to be a method to invite leading prospects to return and discuss the possibilities of making the investment to purchase. More than 20 percent of the packages sent converted to individual appointments with the company’s sales representatives, helping each associate build strong rapports with their clients.


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