In 1999, manufactured housing sales in Louisiana were at a stand still. The association and its members weren’t getting a fair return on their investment…$400,000 produced a little over 2500 calls. In February 2000 Montgomery Stire Partners was awarded the account.
Montgomery Stire Partners recommended a revolutionary television campaign as the clients’ primary marketing vehicle. The 60 second direct response television commercial focused on the benefits of a family owning a home, building equity, reducing their Federal taxes, the improvements in these manufactured homes and dispelled the various myths that accompanied this product. A strong call to action offered inquirers a FREE video and brochure. We negotiated direct response buys in Louisiana’s eight ADI’s. Our media team was able to buy three times the number of spots than that of the previous year for the same budget. In the first year using this new approach, MSP produced 14,684 inquiries.
The LMHA has provided its membership with a vehicle that continues to show annual growth in sales with a BRAND that identifies with affordable housing.