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1 Maronda Homes. What You Told Us Your customers are: –Empty- nesters –Move up buyers –First time home buyers –Women make the initial decision Competing.

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Presentation on theme: "1 Maronda Homes. What You Told Us Your customers are: –Empty- nesters –Move up buyers –First time home buyers –Women make the initial decision Competing."— Presentation transcript:

1 1 Maronda Homes

2 What You Told Us Your customers are: –Empty- nesters –Move up buyers –First time home buyers –Women make the initial decision Competing against other new home builders, short sales and foreclosures Currently running in FLORIDA TODAY Real Estate section, floridatoday.com local news and on Homefinder.com

3 The Right Audience Lisa: Mom to young children Age Highly likely to have young children at home, age 11 or younger – especially age 2 and younger Skew more conservative in their political views Employed, primarily full-time Heavy furniture buyers, with value dependent upon the ages of their children Watch health topics closely, especially weight loss Enjoy cycling, running yoga/pilates Lisa is a great example of a move up buyer Source: Scarborough Research, R1-2009/R1-2010

4 The Right Audience Sam: Boomer Source: Scarborough Research, R1-2009/R Median Age: 52 Employed, primarily full-time Highly likely to go online, multiple times per week Enjoy golf and professional sports Enjoys fine dining Interested in investing and will turn to a professional Will use the Internet to research travel options, but tend to turn to a travel agent Same is a great example of an early Empty- Nester who may be downsizing

5 The Right Audience The Shaws: First Time Home Buyers Age: Lower- to mid-income levels, $35,000-$49,999 Employed, more blue collar than white Enjoy outdoor activities like cycling and running Heavy consumers of weight loss products and programs Likely to be looking for a new job, or working on education toward a career Source: Scarborough Research, R1-2009/R1-2010

6 Running in advance of and during these peak times will maximize your potential for revenue. To draw customers into your models, we’ll want to message your audience to both raise awareness of your product and increase consideration during their decision making process. The Right Time Get in front of Lisa, Sam and The Shaws when they’re ready to buy Action DesireInterestAwareness

7 The Right Solution to Reach Lisa Mom to young children

8 8 The Right Solution to The Shaws First Time Home Buyers

9 9 The Right Solution to Reach Sam Boomer

10 In the local news section of floridatoday.com we are able to target more people like Sam plus in-market home shoppers on homefinder.com. Through Yahoo! we are able to target more people like Lisa and The Shaws as well as other in- market home shoppers through behavioral targeting. The combination of floridatoday.com and Yahoo! will help you REACH 77% of internet users in Brevard Source: The Right Solution Cont. With our high impact Sliding Billboards on floridatoday.com we will help BOOST traffic during your special sales and events.

11 Reach Targeting Results floridatoday.com ROS Yahoo! ROY 150,000 Total Impressions Homefinder.com Banners Homefinder.com Builder Package Top Homes Yahoo! Demo and Behavioral Targeting 200,000 Total Impressions Sliding Billboards as needed (not included in price) The Plan

12 These solutions will help you: 1)Reach first time home buyers, move up buyers, and empty nesters/ down sizers 2)Reach more women 3)Ultimately drive results! 1)Our consultative approach will ensure your campaign delivers the quality results you are seeking 2)Help with developing compelling creative 3)Review and optimize your campaign placements 4)Review monthly reports to verify you are seeing the results you need Our Commitment

13 Reach. Connect with more of your best customers through the combined power of the Florida Today family of products and the expanded digital reach of Yahoo! Targeting. Zero in on your ideal customers with our expanded audience targeting capabilities based on geography, demographics, interests, and user behaviors Results. Our growing collection of digital solutions will drive people like The Shaws, Lisa and Sam to your business when they are ready to buy. Results = Right Audience, the Right Time, the Right Solution

14 Thank you!


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