The right home, right under your nose
Thomas James Homes (TJH) is the nation’s leading builder of new, single-family urban homes across some of the country’s largest cities. Its promise to homebuyers is “the right home, right where you want it.” One of the innovative ways it makes good on this promise is through the Build on Your Homesite (BOYH) program, which enables a homeowner to build a customized TJH home on their existing lot. TJH tasked us with the development and execution of a year-long marketing campaign to drive qualified leads for BOYH in the greater Los Angeles and Silicon Valley markets.
Direct to the source
In a world where most consumer real estate research and marketing happens online, we took a different approach with BOYH. The niche nature of our target audience and uniqueness of the program made direct mail an ideal channel for us to introduce homeowners to its benefits.
The ideal BOYH customer is a homeowner who lives in an urban neighborhood, on a large homesite, in an old home with a significant amount of stored equity. TJH supplied us with a list of more than 9,000 homeowners who fit this profile. We worked with our mailhouse to scrub the list and generate unique IDs for each entry, ensuring our campaign was trackable every step of the way.
Same address, new home
The creative campaign invited homeowners to see their existing homesite in an entirely new light. Messaging focused on the benefits that BOYH offers—the space, contemporary design, elevated finishes, and magazine-worthy amenities that they want in the neighborhood they already know and love. In short, same address, new home.
Building the campaign architecture
We took a multi-channel approach to this campaign, ensuring our digital and direct mail strategies were in sync. Each direct mail drop included a unique ID that homeowners used to access a campaign landing page. It featured BOYH program details such as available home plans, video tours, customization options, and a detailed breakdown of the program’s economics. A lead form and well-placed calls to action drove homeowner inquiries to the inboxes of TJH sales specialists who followed up via phone.
Bringing the message home
Personalization, timeliness, creativity, and variety were all strategies we used to capture attention and ensure our message was well-received. Creative ranged from brochures that highlighted the custom home design process to long-form letters from TJH CEO Tommy Beadel that explained the dollars and cents of the program. Careful attention was paid to details that conveyed the luxury of the TJH product including cardstock and envelope quality, matte textured finishes, and beautifully styled photography. The campaign culminated with an invitation to a live event where prospective clients enjoyed a virtual “fireside” chat over charcuterie and wine with members of the TJH team and happy BOYH homeowners.
The Same Address, New Home direct mail campaign was a marked success for Thomas James Homes. Inquiries and lead forms started coming in immediately after our first drop and the momentum only continued to build across our six drops. We drove more than 700 unique visitors and 4,500+ page views to the campaign landing page, resulting in 200+ lead form conversions. In the end, TJH attributes approximately $6 million in ROI to this campaign.