Brookside Homes

REACQUAINTING THE MARKET TO BROOKSIDE HOMES

2016-2019

Background

Central Pennsylvania and Southern Tier New York home builder, Brookside Custom Homes, reached out to Uptrend Marketing after going through a series of local advertising agencies. Despite having been in business since 1979, sales had stalled recently and the market seemed to have forgotten about Brookside Homes. In fact, we heard comments like “Brookside Homes – I haven’t heard about them in years!” and “Oh, they built my parents’ home. Are they still around?” when we first started working with the Brookside Homes team.

How We Helped

Our first task upon becoming Brookside Home’s advertising agency was to conduct a quick but deep business and market analysis. Our analysis found some improvement opportunities, in addition to clarifying the target market segments and how the brand should touch them. We refreshed the messaging, imagery and layouts of advertisements. The advertising plan was also recast, with a modified marketing mix aligned to the business goals and outcomes from the initial analysis. We then went to the media outlets and negotiated new placements, scoring Brookside Homes savings between 10-30% from previous years’ contracts.

During our tenure, we also helped Brookside Homes launch a refreshed website. The previous site was dated, with too much text, a design that didn’t flow and lacking in device responsiveness. Working with a local tech company to do the actual build, we helped redesign the site for an improved user experience.