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Home Builder Marketing--Duane Sprague


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An edited proposal for a home builder using targeted database tools such as PRIZM lifestyle profiles and VantageScore credit profiles.

Published in: Business, Real Estate
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Home Builder Marketing--Duane Sprague

  1. 1. 2007 Advertising Proposal
  2. 2. Why LHM Advertising? <ul><ul><li>Database Marketing, Distilling and Analysis </li></ul></ul><ul><ul><li>Email Marketing </li></ul></ul><ul><ul><li>Targeted Web Site Marketing </li></ul></ul><ul><ul><li>Micro Sites for Tracking </li></ul></ul><ul><ul><li>Lowest Media Rates with #1 Buying Power </li></ul></ul><ul><ul><li>Diverse Resources </li></ul></ul><ul><ul><li>Experience </li></ul></ul><ul><ul><li>Proven Results </li></ul></ul><ul><ul><li>Client Site (tracking, budgets, ad review and more) </li></ul></ul>
  3. 3. Industry Stats <ul><li>On average homeowners move every 6.9 years </li></ul><ul><li>Most move within a 12 mile radius </li></ul><ul><li>20% of the population will move in a given year </li></ul><ul><li>There are 114,255 homes in Salt Lake County that make $60,000-125,000 per year </li></ul><ul><li>There are 340,000 housing units in SL County </li></ul><ul><li>218,000 Owner-occupied housing units </li></ul><ul><li>122,000 Renter-occupied housing units </li></ul>
  4. 4. Objectives <ul><li>Sell 300 Liberty Homes in 2007 </li></ul><ul><li>Get 9,000 groups through the model homes ($55.55 per group) </li></ul><ul><li>Funnel as many prospects through the tracking site as possible </li></ul><ul><li>Create brand awareness and recall in the market </li></ul><ul><li>Total Advertising Cost Per Unit Sold $1,666 </li></ul>
  5. 5. Our Strategy <ul><li>Name Awareness Media Campaign: </li></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><li>Database Marketing </li></ul><ul><li>Email Blasts </li></ul><ul><li>Micro Sites for tracking </li></ul><ul><li>Community Events </li></ul>
  6. 6. Database and Electronic Marketing <ul><li>PRIZM Lifestyle Segmentation </li></ul><ul><li>Email Lists </li></ul><ul><li>Vantage Credit Score </li></ul><ul><li>Targeted Web Site Banner Ads </li></ul>
  7. 7. Database Distilling Name and Address Demographic Attributes House Attributes Lifestyle Attributes Credit Attributes Target Profile
  8. 8. PRIZM Lifestyle Segmentation <ul><li>Every residential address and its occupants fall into one of 66 different lifestyle clusters </li></ul><ul><li>Clusters are based on a sampling of households on a census block area </li></ul><ul><li>Customer database or purchased database can be appended to include the PRIZM data </li></ul>
  9. 9. PRIZM <ul><li>When appending a customer database, you can see what types of people or cluster groups tour or buy your homes, and what their index rating is to do so </li></ul><ul><li>You can then identify where others live that match the model by zip code and address for targeted acquisition marketing </li></ul>
  10. 10. VantageScore Database <ul><li>VantageScore is the credit industry’s first credit score developed jointly by all 3 national credit bureaus using the same algorithms </li></ul><ul><li>A simple score that is the same across all 3 bureaus </li></ul><ul><li>5 score categories or grades </li></ul><ul><li>Provides greater score accuracy than buying a FICO or BEACON score list alone </li></ul>
  11. 11. VantageScore ranges from 501-990 <ul><li>A: 901-990 (Super Prime) </li></ul><ul><li>B: 801-900 (Prime Plus) </li></ul><ul><li>C: 701-800 (Prime) </li></ul><ul><li>D: 601-700 (Non-Prime) </li></ul><ul><li>F: 501-600 (High Risk) </li></ul>
  12. 12. Duane’s Bio A California native, Duane has 18 years of experience in executive level sales, marketing, advertising and PR. Specialist in integrated marketing communications, media strategist and digital/internet marketing. Worked with very large and very small companies throughout the U.S. and Canada, including Kodak, IBM, Lexus, Toyota, Hyundai , Utah Jazz, Southwestern Bell, NASCAR, J.D. Power and Associates, ACME Communications, Citadel Communications, University of Utah, Utah Flash, Idaho Stampede, and dozens of smaller companies and start-ups. Contributing author to 3 university textbooks on integrated marketing and branding, and published over 60 articles on marketing and advertising. National speaker and trainer in advertising, media and media sales. Masters in Internet Marketing, University of San Francisco, and Certified in Integrated Marketing Communication, University of Utah. Certified Focus Group Director, Media Buyer, Negotiator and Inbound Marketing Professional. Award winning speaker, writer, marketer and sales professional.  
  13. 13. Duane “DJ” Sprague <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>