Lennar's target audience is broad, from 20-somethings to retirees, however, the bulk of new home sales was trending towards a younger buyer and families buying their first home. Most potential home buyers want to feel that they will be part of a community, their motivators include choice, custom details and quality.
To increase calls and visits to the sales centers, we changed the old price-driven approach to a heart-warming multi-channel integrated campaign, using the media most effective for the South Florida DMA.
Components included online banners, radio, email and newspaper inserts. For the creative, we pivoted from hard-hitting, price-driven and instead created softer, much more emotion-driven messaging to draw the audience in. For example:
"We know you don’t always get to choose what life throws at you – a grandparent moving in, the arrival of a new baby, an empty nest is full again… But when you build your foundation on the strength of Lennar, you can enjoy all the little moments and still be ready for the big ones. Since 1954, Lennar has been helping families choose the perfect new home at affordable prices."