Lennar Homes
Creative Design, Digital Media, Social, Website
There are more than 10,000 homes a year being built in Charlotte. What makes this community any different than the next?
Belonging that smells like fresh apple pie and cul-de-sac cookouts.
We found that people are drawn to the dream of the “ideal” and that belonging is actually the opposite of fitting in. To show new home buyers that these houses belonged in their lives, we produced a video with a heartwarming storyline: Greetings from Perfectville. A nostalgic portrayal of Davidson, NC where no one ever gets sick and lemonade stands thrive.
Using drone footage and dream-like ideals, we helped audiences envision themselves in their perfect home — a Lennar home. We used a hyperlocal, data-driven approach to reach potential homebuyers at the right time and place via targeted social media ads, email, and search engine optimization. By telling the right story to the right audience, Lennar Homes sold more homes in the campaign’s timeframe than expected, exceeded sales goals, and established an unbreakable community connection that elevated their brand reputation, one “perfect postcard” at a time.
