flexiblefullpage - default
Currently Reading

Animal Ads Make Sales Jump

Advertisement
billboard - default

Animal Ads Make Sales Jump

Animals added a mark of distinction to the advertising for Olympia Lofts in the Greektown area of Chicago.


July 31, 1999
This article first appeared in the PB August 1999 issue of Pro Builder.
Animals added a mark of distinction to the advertising for Olympia Lofts in the Greektown area of Chicago.

Traffic skyrocketed when Joseph Freed Homes began running ads that used animals to illustrate features of the lofts. Banners on a street-facing side of the building also featured animals.

People came into the sales office smiling during the ad campaign, according to Len Koenig, director of sales and marketing for Freed. "Then we handed them animal cookies. They loved it. The whole effect was great. We wrote 90% of our contracts during this campaign."

Two other ad campaigns that used renderings produced only 12 sales in five months. When the animals showed up, buyers purchased 54 units in four months. Most were young single professionals.

Koenig told his advertising and public relations agency, Taylor Johnson Associates, Chicago, that he wanted something different to attract buyers to lofts that were priced from $120,000 to $275,000 for 800 to 1600 square feet. The ads, which used a hippopotamus (wider spaces), a giraffe (taller ceilings) and a lion (killer views) met that request. A turtle (on-floor storage) joined the group for an appearance on the street-side banners.

Deborah Johnson, president of Taylor Johnson, says, "We knew we had to compete in crowded real estate sections for a buyer who had many choices of lofts to visit. We had to do something to make the ads jump off the page. Because most of the other loft ads were touting views and showing pictures of skylines, we decided to illustrate the amenities in a completely unconventional way--with animals. Large amounts of white space made the animals pop out."

Koenig says using animals in advertising works in certain circumstances, but at other times the animal theme has fallen flat on its face. With a more unique product, he says, the company needs to show floor plans and other features.

--Dan McLeister

Advertisement
leaderboard2 - default

Related Stories

Market Data + Trends

January's Mortgage Rate Dip Prompts Some Thawing of the Housing Market

A drop in mortgage rates from recent peaks nudged more homebuyers and sellers into the market, signaling the start of greater supply and demand

Demographics

Report Explores US Homeownership Trends, Finds Minorities Making Gains

A new National Association of Realtors report finds Asian Americans and Hispanics have made the greatest gains in homeownership over the past decade

Market Data + Trends

Consumers Show Renewed Optimism About Homebuying

Fannie Mae's Home Purchase Sentiment Index reaches its highest level in almost two years

Advertisement
boombox1 -
Advertisement
native1 - default
halfpage2 -

More in Category

Delaware-based Schell Brothers, our 2023 Builder of the Year, brings a refreshing approach to delivering homes and measuring success with an overriding mission of happiness

NAHB Chairman's Message: In a challenging business environment for home builders, and with higher housing costs for families, the National Association of Home Builders is working to help home builders better meet the nation's housing needs

Sure there are challenges, but overall, Pro Builder's annual Housing Forecast Survey finds home builders are optimistic about the coming year

Advertisement
native2 - default
Advertisement
halfpage1 -

Create an account

By creating an account, you agree to Pro Builder's terms of service and privacy policy.


Daily Feed Newsletter

Get Pro Builder in your inbox

Each day, Pro Builder's editors assemble the latest breaking industry news, hottest trends, and most relevant research, delivered to your inbox.

Save the stories you care about

Lorem ipsum dolor sit amet lorem ipsum dolor sit amet lorem ipsum dolor sit amet.

The bookmark icon allows you to save any story to your account to read it later
Tap it once to save, and tap it again to unsave

It looks like you’re using an ad-blocker!

Pro Builder is an advertisting supported site and we noticed you have ad-blocking enabled in your browser. There are two ways you can keep reading:

Disable your ad-blocker
Disable now
Subscribe to Pro Builder
Subscribe
Already a member? Sign in
Become a Member

Subscribe to Pro Builder for unlimited access

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.