Redrow Homes’ ‘Come Home to Redrow’ campaign won the Best Marketing Initiative Award at the annual Housebuilder Awards.
It’s the fourth time in five years the developer has scooped the prestigious honour, this time for a campaign that aims to make potential buyers feel as though they are “coming home” when they visit one of its showhomes.
Judges said: “Redrow’s content-rich, sharable campaign is spread across various social media channels and promotes the brand, flagging up the company’s lifestyle offering including its ‘Interior Trends Guide’ and ‘What Makes a House a Home’ survey.
“The objective of this emotive campaign is to engage earlier with people looking to move and for longer within the home search / buying journey.”
Group brand director Kim Peters said: “’Come Home to Redrow’ captures the feelings we hope to evoke when our customers enter one of our showhomes. The tone of voice feels warm, personable and friendly and works well across various channels, including social media.
“Research tells us that prospective buyers can decide upon a new home before they have even walked through its front door. With this in mind, we sought to emphasise that positive first impression with our marketing campaign, featuring visuals of traditionally styled front doors from our Heritage Collection.”
In its first phase, during the first quarter of the year, the campaign triggered 394 direct sales enquiries, leading to 42 reservations, and a 2.5% increase in Redrow’s conversion to reservation rate.
Now in their tenth year, the Housebuilder Awards focus on all aspects of the industry. This year’s ceremony was held at The Tower Hotel, London.
Redrow London also picked up a highly commended award for its Kingston Riverside development in the best design of four storeys or more category. Judges called the two residential towers, which resemble boats, “dazzling and unique”.
For further details on the awards visit www.house-builder.co.uk/awards
For more on Redrow visit www.redrow.co.uk.
Currently celebrating its 40th year, Redrow Homes is one of the UK’s leading house builders, operating across England and Wales, with a strong emphasis on high quality family housing in prime locations. Its Heritage Collection of family homes combines traditional looking, ‘Arts & Crafts’ influenced exteriors with bright, modern, high specification interiors. The company has won numerous awards over the years, including, most recently, the 2014 Building Awards Housebuilder of the Year and four consecutive 5* awards in the Home Builder Federation (HBF) annual customer satisfaction survey in 2011, 2012, 2013 and 2014. Redrow also collected the Silver award in the Large Housebuilder category of the 2012 and 2013 What House? Awards; the award for best marketing initiative at the 2010, 2011 and 2012 Housebuilder Awards and its ‘My Redrow’ online tool won the overall Customer Engagement category at the 2013 Peer Awards for Excellence.