Imagine Homes entered the healthy San Antonio real estate market in 2006 and has enjoyed a unique position as the only 100 percent green builder featuring environmentally responsible, energy-conscious homes. The lending crunch and rising energy prices forced a slowdown in San Antonio's booming real estate market. Imagine Homes needed to educate consumers about affordable, environmentally responsible, energy-conscious homes and further establish a unique position as the only 100 percent green builder in a market flooded with home builders.
KGBTexas developed a consumer-focused branding campaign to educate consumers about green building and its benefits. The campaign connected everyday objects used in building "Imagine Homes" in an educational yet humorous manner. It communicated the system of elements that work together to make the home an ideal environment to live in. It also leveraged Imagine Homes’ superior green builder status with a tagline true to its brand: "Imagine Homes. Possibly the best homes on the planet."
The campaign was launched using a combination of print and online media. Within one week, foot traffic to all model home subdivisions tripled and five homes were sold. Web traffic had more than doubled from the previous month with more than 41,000 page views, an average of 1,312 per day in a 31-day period. For the first month of the campaign, $3.1 million in sales closed equating to almost 25 percent of total sales from January to December 2006 ($14.1 million).