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HomeLife Communities:

Creating an Emotional Connection With Buyers


The Challenge:

HomeLife Communities had grown into one of the Southeast’s largest homebuilders in the entry-level market, but found it difficult to get first-time homebuyers to commit. It soon found itself in a price war and wanted to avoid fighting battle to the bottom.

The Solution:

  1. Develop an ad campaign that tapped into buyers emotional need for home ownership

  2. Create campaign that could be community-specific, emphasizing each neighborhood’s unique features and benefits

  3. Use real buyers whenever possible to provide authenticity to campaign

  4. Use campaign to create much-needed unified and aligned branding program