Dive Brief:
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Keystone Custom Home in central Pennsylvania has convinced more than 40 local engaged couples to “register” for a down payment on a new home instead of for china and crystal.
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The “Say ‘I Do’ to Your New Home” promotion on Pinterest and Facebook allows for couples to sign up for a Wells Fargo Bank gift registry, where wedding guests can deposit money for the newlyweds’ first home instead of buying a wedding gift. The couples may put that money toward their down payment and are not required to buy from Keystone.
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Janette Hawkins, Keystone's vice president of marketing and information technology, told BUILDER magazine that the program is designed to help newlywed renters, who often are saddled with college debt that makes it difficult to save for a down payment, become first-time buyers.
Dive Insight:
Whether or not Keystone actually sells any homes to participating newlyweds, this marketing gimmick has already increased the homebuilder’s brand awareness among a younger demographic. In addition to the 40 registered couples, 77 others are following the promotion on Pinterest, and 358 have provided the builder with their contact information so they can compete for a $250 Bed Bath & Beyond gift card. In addition, visits to the builder’s website increased by 20,335 hits, and 88 more Facebook visitors have “liked” they Keystone page.
At a time when more young adults are opting to rent rather than to buy, Keystone’s use of social media—and its clever marketing idea—are winning the builder plenty of attention from a hard-to-crack demographic.