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Creating Results

everything mature consumers experience

Ross Commons

Ross Commons Advertising

Ross Commons Advertising

The Situation

Located in the charming upscale community of Rumford, Rhode Island, Ross Commons is a community featuring 54 quality-construction condos. For the first few years of build-out their sales had been strong, so the development team remained focused on completing the final building.

But by the spring of 2008 the housing market had taken a bad turn and their sales were not meeting expectations. Like in other areas around the country, Providence-area home buyers seemed to be waiting for prices to hit rock bottom. Ross Commons needed a new strategy and new energy to increase traffic and sales.

Ross Commons Advertising-situation

The Strategy

Marketing had previously focused almost exclusively on print ads and direct mail. Creating Results determined their efforts needed a broader reach and a more compelling call to action. To reach that wider audience and get the best ROI we determined that broadcast advertising was the best approach.

The Solution

Creating Results developed and placed the community’s first-ever radio ads. The campaign focused on promoting a "best time to buy” price-guarantee incentive. Two executions were written and produced using quirky, yet reassuring copy. One approach imagined a world where the weather could be guaranteed; the other suggested you could always say “I do” without fear. The goal was to drive interest to the community's website, where prospects could learn more about the community.

Working with the Ross Commons team and the radio station, Creating Results scheduled the ads strategically for a four-week flight, concentrating spots on weekends.

Listen

The Results

Web traffic jumped from average of 65 to 125 monthly visits in February, and another 94 online visits in March. Ten prospects visited the sales office the first weekend (the sales team had received only 2 the previous two months). During the promotion, traffic ranged from 6 to 10 a week.  

Most importantly, Ross Commons recorded one sale, one rental, and one lease-to-own within one month.

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