End of Year Inventory Push

Project Background

In 2024, American Legend Homes had the highest number of inventory homes (homes that were already built and available to close) in the history of the company. Consequently, by the end of Q3 2024, American Legend Homes was behind plan by almost 100 homes and was experiencing the lowest sales numbers in recent years.

Goals

To increase the number of website views and phone calls for all inventory homes and to get as many homes as possible to close by Dec 31, 2024.

Reasoning

I created paid social campaigns on Facebook targeting potential home buyers, and on LinkedIn targeting real estate agents. The vast majority of ALH home buyers use a real estate agent when purchasing a home, so I wanted to target both interested parties.

Creative Process

For each of the 15 communities that contained inventory homes, I created an ad set that included an image about the total number of available homes in the community and an image with information about each individual home. I ran these as carousel ads and single image ads on both platforms. Since ALH has communities in both Texas and Colorado, the audience was narrowed to each state and on LinkedIn the audience was narrowed to those with current jobs in the housing/real estate market.

Results

Results varied based on the community but overall were positive. Across 12 communities there were a total of 70 available homes. The ads brought in a total of 6,253 landing page views and 11 phone calls, with higher numbers on the Facebook ads. Of the 70 available homes, 34 closed by Dec 31. 2024 though there is no way to attribute just how many of those sales were influenced through the social campaigns.