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NEW BUILDER PROGRAM CASE STUDY
Who:
In April 2007, the Sacramento Bee changed the look and feel of their Friday real estate section by adding a "New Home Map Guide" as a spadea to front the section. This "split front page" incorporates the New Builder locator map program from Classified Concepts along with accompanying premium ad positions to provide a colorful new print and online advertising vehicle to highlight new home developments in their community.
Results:
Only two months into their program, they are almost at maximum ad capacity. They sell a "panel" ad on the front and a "tower" ad on the back of the spadea. The panel is sold out through the end of the year, and the back tower is selling rapidly as well. Builder listings consist of a photo and description plus a plot on the map. They currently average 73 builder listings per week. The section has a maximum capacity of 82. They expect to sell out of that space very soon as well. Even at their current volume level, they have exceeded their revenue projections for this year. They cite the website interactivity as a key draw for their advertisers.
"The feedback on the New Builder map program has been excellent. Advertisers are saying they wish we would have had it earlier. The interactivity is key — driving people to the website is exactly what our builders are seeking."
Randy Seevers, Real Estate Advertising Manager
The Sacramento Bee, Sacramento, CA
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