Who
Centex Homes
Centex is one of the nation's largest homebuilders. They worked with several large agencies in San Francisco and Los Angeles, but hired BCA to promote their Central Coast developments because of our unique Central Coast experience and point of view.
Strategy
We quickly realized there was a huge target market that had been overlooked in Centex' previous marketing efforts — visitors from San Francisco, Los Angeles and the Central Valley who want second homes on the Central Coast. We targeted this untapped market by expanding print advertising to local publications, hotels and local tourist media, and through targeted direct-mail marketing.
Results
Remarkable increase in foot traffic and increased sales to out-of-market buyers.
