Pardee Homes recently launched a new display campaign that caught my eye. The creative invites viewers to click on the banner to see what owners of Pardee Homes are saying about their homes. I like these banners because it’s a clever integration of traffic acquisition and social media. For years, we’ve been espousing how online media is different than traditional formats. The direct response model of online should pull in customers actively seeking new homes and give them a reason to click.
Social Media is also a different tool. Unlike online or traditional media, social media is a forum for advocacy. Consumers already familiar with a brand will praise, critique and share their experience with friends and family. People have been doing this off-line for years–and capturing ‘Word of Mouth’ has always been a marketer’s Holy Grail. That’s why I like Pardee’s new campaign. The placement and CTA drive traffic, but also allow potential home buyers to view comments from current Pardee Home owners. The home owners who participated in the videos are now advocates and serve as a third-party referrals for the brand. As I watch the videos, I know these are real home shoppers — and while they’re obviously speaking on behalf of Pardee, you can hear the sincerity in their voice. That speaks volumes.
This campaign also opens the door for even more interaction. For example, builders could ask recent homebuyers to respond to new customers interested in that builder’s communities. In my view, a forum moderated by a builder’s current home owners would have a much stronger impact than speaking with an on-site sales rep. As the influence of social media continues to grow, more consumers will rely on these types of referrals as compared to more-typical corporate positioning in other forms of media. I’m excited to see Pardee take the first step and invite existing and new customers to join in the conversation.
For more information about Display Marketing Strategies contact Thane Tennison, Advertising Manager for the BDX, or contact your local sales rep for Realtor.com pricing and availability in your market.