Formerly the fastest-growing county in the nation, Loudoun County cooled with the real estate slump – and became the hardest-hit market in terms of new home sales. The pressure was on for Brambleton and Rosenthal Partners to draw residential home buyer traffic into this award-winning, gold-standard, master-planned community in spite of a dramatically worsening market forecast.
Positioned Brambleton as unique from all other communities, as a place that fosters connection. The campaign consisted of aspirational ads targeting the shared philosophies of those who appreciate Brambleton – their loyalists – switching the appeal from property lines and amenities (rational), to discovering a network of people who share common values and who can connect emotionally in a main street USA-type neighborhood architecture.
Incredibly, in a market where home sales were down 5.2% on the national landscape (NAR Economic Outlook 1Q 2007) and Loudoun County home sales had dropped 44% (Loudoun County Department of Economic Development 4Q 2006),
- Sales increased 19%
- Traffic increased nearly 9%
- Click-through rate of .23%, compared with industry average of .03% (nearly 8x industry average)
- Awarded community of the year (2007 MAME awards)
