A custom-built marketing plan
Many words could be used to describe Maillot Homes, and its owner, Rob Ohlson. Dynamic, visionary, audacious, full of personality, and impossible to ignore. As one of Calgary’s premier custom home builders, Maillot’s team prides itself as passionate perfectionists. Their breathtaking homes proudly reside in Calgary’s most coveted communities.
Maillot approached Everbrave to help market its custom-built luxury homes in Silverhorn: a master planned acreage community west of Calgary. We soon learned that they secretly longed for a dedicated, long-term marketing partner.
When you are marketing custom homes valued upwards of $4M, it is essential that your sales materials look the part. The launch of the Silverhorn grand opening gave Everbrave an opportunity to showcase our creative strengths and demonstrate the effectiveness of inbound marketing.
This initial campaign consisted of a personalized direct marketing campaign (via email and traditional means) to an A-list of potential homebuyers. An elegant booklet was created to sell the merits of the community, and Maillot Homes as a trusted builder.
This, together with a Silverhorn microsite and paid advertising campaign, set the tone for a big-picture corporate rebranding effort to follow. Everbrave was soon invited to partner with Maillot Homes on a company-wide level.
Maillot’s custom homes are big, bold and built to impress. Everbrave wanted a marketing piece to match. Printing a stylized, super-sized brochure did the trick nicely.
We worked with the Maillot management team to develop a detailed 5-year marketing plan. It involved setting gross revenue targets with projected year-over-year increases. Next, we helped formulate the sales and marketing budgets. This was proceeded with tactical recommendations designed to provide a high return on investment. As part of the process, we set measurable targets for web traffic, lead conversion rates and sales closing rates.
Step one for the creative team was to propose changes to refresh their logo. On the strength of the Silverhorn campaign, we then recommended a combination of inbound marketing strategies, traditional marketing (including high-impact signage, folders and brochures) and a complete rebuild of their website.
According to Everbrave partner and Inbound Marketing Lead, Brianne Hamilton, measurable results were important to Maillot Homes, but were only part of the puzzle.
“Maillot customers expect quality and craftsmanship – but they come to value a strong two-way relationship. Finding the right fit is equally important in marketing. We quickly formed a great connection with Rob Ohlson and the team at Maillot Homes and earned their trust through our ability to understand their needs and offer bold creative solutions,” Hamilton says.
increase in web traffic
increase in website sessions (14% above projections)
increase in new contacts/leads
“Rob’s philosophy is: if it’s not fun, it’s not worth doing. He encourages us to push the boundaries. It truly has been a model partnership.”
Amidst one of the worst economic downturns to face Calgary in recent memory, Maillot Homes is in an enviable position of growth. Everbrave is committed to helping them maintain momentum.
Branding is about understanding. We brought in Everbrave to capture the magic behind Maillot. From the start, they absolutely nailed it. They’ve perfectly reflected who we are – sophisticated yet fun – with elegance and flair. They “think big” and deliver big results.Rob Ohlson PrESIDENT/CEO, maillot homes