Greenhaus Takes Gold at The 2018 Nationals
February 16, 2018 | Greenhaus Agency News
Continuing its award-winning streak recognizing innovative creative campaigns, Greenhaus has been honored with four Gold and two Silver Awards by the National Association of Home Builders (NAHB) at the National Sales and Marketing Awards gala (known as ” The NationalsSM“).
One of the building industry’s most prestigious events, the awards were handed out during the 2018 International Builders’ Show in Orlando last month, and honored the year’s most outstanding work in residential real estate sales, marketing and design.
“The NationalsSM are the most prestigious awards of their kind, setting the benchmark for innovation in new home design, marketing and sales,” said Kerry Mulcrone, chairperson of The NationalsSM. “NAHB’s commitment to recognizing originality, imagination and success has been exemplified by its award winners since the competition’s inception.”
A diverse panel of industry professionals from across the country selected Gold award winners from more than 1,300 entries.
Greenhaus client Rancho Mission Viejo/The Village of Esencia in Mission Viejo was awarded gold in three categories:
Gold Award for Best Overall Advertising Campaign: #TheRanchRocks
#TheRanchRocks campaign enlisted actual Esencia residents sharing how they enjoy their neighborhoods and live The Ranch life using the imagery and language of social media.
Gold Award for Best Digital Marketing Campaign: #TheRanchRocks
Using resident-focused creative messaging from the Esencia #TheRanchRocks campaign in tandem with digital marketing agency Oak Creek Trail, the program connected with prospective buyers via targeted social media advertising, banner ads, AdWords, text ads and organically driven marketing. Web traffic was up 35% January-July 2017, and Facebook engagement increased 247% in the same period.
Gold Award for best Social Media Campaign: #TheRanchRocks
In partnership with social media agency Zenzi, this campaign focused on the Esencia lifestyle ‘in action’ using videos, microtargeted ads, influencer marketing and grassroots efforts, resulting in more than 2,800 new buyer leads.
Greenhaus also won a Gold Award for Best Direct Mail Program for Kukui’ula, located in Kaua’i. The six-month direct-to-client program was designed to build brand awareness with1,500 high net worth individuals in California, Arizona and Washington; and entice them to come experience the destination in person.
Greenhaus created a custom cover wrap for Travel & Leisure magazine delivered directly to prospects; each cover wrap told a different story reflective of the brand. The campaign resulted in higher brand awareness, increased web traffic and potential customers answering survey questions indicating they were more likely to visit the property, wanted to receive more information and/or told a friend about the property.
Rancho Mission Viejo/Village of Esencia was also selected for two Silver Awards at this year’s ceremony: Best Print Campaign Series of Ads – #TheRanchRocks and Best Email Marketing/Web Banners/Rich Media Advertising – #TheRanchRocks.