Although recovery for home building has been looking up for a while—with new-home starts in 2013 up 18 percent over 2012 and new-home sales in January at their highest level since July 2008—coming
Birdhouse Offer Touts Development's Trees
To stimulate traffic after a slight summer downturn in the Houston market, Sienna Plantation waived Sienna Golf Club's $3,000 initiation fee for anyone buying a Sienna home, plus buyers received for free a $1,000 birdhouse.
Touted in newspaper and radio ads, on billboards and on www.siennaplantation.com, the offer waived Sienna Golf Club's $3,000 initiation fee for anyone buying a Sienna home from Aug. 15 to Oct. 15. Plus, buyers received for free a $1,000 birdhouse custom-made by area artist Fletcher Mackey. Each birdhouse is made of the same materials used in Sienna homes, including fiber-cement siding and radiant barrier sheathing.
The "Texas Trio" (a home in Sienna, a home away from home at the club, and a home for birds) "got people out to investigate and was another good tool to create awareness," says Susie Mahoney, Sienna's marketing director.
Mahoney says the program helped Sienna Plantation increase sales by 10% over the same period last year despite the slowdown hitting many Houston-area builders.