Have you ever been driving down the street, minding your own business, when a billboard catches your attention and you tell yourself "I need to check this out"? It happened to me recently on Route 34 in Aurora as I passed the sign shown here. I had to call Jamie Bigelow at Bigelow Homes to see what was going on. It turns out that the "World's First Recession Proof Home" is an ingenious marketing campaign that is helping Bigelow move units at its Hometown Aurora subdivision. The program is a series of incentives that help buyers feel at ease. The incentives include mortgage protection if you lose your job, home price protection, guaranteed heating bills and down payment assistance among other things. The beauty of the program is in the marketing. They are targeting renters in the general vicinity with a direct mail campaign in addition to bold signage, as shown here. The concept has worked so well that it has been featured on Fox News (here is the clip) as well as the New York Times (link to NY Times story).So far, the results have been impressive. As source at Bigelow Homes tells us that the week prior to the program beginning, they had a traffic count of 6. The week following the program's introduction, traffic increased to 76. Great results for a very creative program.
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