Reacquainting the market to Brookside Homes
Background
Brookside Custom Homes, a Central Pennsylvania and Southern Tier New York home builder, 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, when we began working with Brookside, 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?” from folks in the community.
How We Helped
Our first task 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% on 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 not mobile-friendly. Working with a local tech company to do the actual build, we helped redesign the site for an improved user experience.
