Del Mar Heritage Uses Radio to Target First-Time Home Buyers

The right message... the right sale

Del Mar Heritage, a condo development in Escondido, set out to establish a unique identity and market within the increasingly competitive home/condo industry. Their Agency, Ad Ease, strategized to build awareness and traffic, using radio in addition to the traditional print media.

The campaign objective was to drive "start up" families to the development, with the ultimate focus on increasing their current traffic by 20%. Their ultimate goal was to ensure traffic was qualified. Established credit, consistent employment records and financial references make the purchase transaction efficient and successful. The campaign's success was measured by an overall increase in traffic of 25%... surpassing their goal. The success was all the more sweet as new closings reflected a measurable increase in qualified buyers 25-44 years of age. First time buyers can be a mixed bag of audience profiles. The objective of the campaign was to focus on the unique, distinctive quality of Canyon Pointe Del Mar Heritage.

The commercial spot featured a youthful sounding couple expressing an interest in quality housing, with an emphasis on the condo pricing of $200,000 and up... a great demo for first time buyers! A definite attention grabber featured in the spot, was the complimentary 2005 Mossy Nissan Xterra car with purchase of a condo! Account executive Rae Anne Deakins elaborated, "We focused on the right combination of media and maximized media references in our radio copy. For example, our radio referred to our ad mobile and mall advertising."

The client expressed confidence in the radio buy, due to the measurable increase in foot traffic, generating qualified buyers. They felt this translated into a great investment.

The agency used a preponderance of radio with a four station buy and traffic sponsorships for the campaign; they also utilized direct mail, in-store POP, in-car dealership print, ad mobile and mall advertising as supplemental and reference materials.