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Creating Results

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Traditions of America

Traditions of America Events

Traditions of America Events

The Situation

Traditions of America, Pennsylvania’s leading developer of resort-style retirement communities for active adults, was experiencing slower winter traffic. Throughout the recession, the builder had consistently bucked depressing national real estate sales trends, but now aggressive action was needed to bring new leads into the database and to motivate existing prospects to purchase at one of Traditions’ five new homes communities.

Traditions of America Events-situation

The Strategy

A series of “Live Better Now” events across the state was planned, with the goal of incorporating multiple "attractions" into the series to maximize the investment. The attractions included a grand opening of a decorated model home, a custom design seminar with the builder and the introduction of Traditions’ re-sale management program, which helps customers maximize the sale of their existing home. 

Traditions of America Events-strategy

The Solution

A series of five events was held, one at each of the communities across the state, mixing sales and marketing information with entertainment and education. Music, dance and live cooking demonstrations were featured. Existing homeowners and social clubs sponsored components of the events to demonstrate to prospects the health, fitness, fun, financial benefits and ease of moving to the community. 

The first event was held at Traditions of America at Hanover in Bethlehem, PA. To bring fresh faces to the event (and onto the prospect list), Creating Results used targeted direct mail to New Jersey and New York metro areas highlighting benefits of retiring in Pennsylvania.

Traditions of America Events-solution

The Results

Attendees at First Event = 400

Leads Generated = 300

New "First Visits" to the Community = 55%

Web Traffic Increase = 400%

More than 400 people attended the first event, including a mix of homeowners enthusiastically vouching for the community and their lifestyle. The event generated nearly 300 new leads, 55% of which were visiting for the first time. Thanks to targeted marketing, New York and New Jersey buyers comprised more than half of the prospect attendees.

After the event, web results also increased with visitors up more than 400% from the previous year. Sales for the year reflected this increase as well. The event resulted in four immediate contracts and laid the foundation for an outstanding sales year.

Traditions of America Events-results
Traditions of America Events-results
Traditions of America Events-results
Traditions of America Events-results

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