- Client: HomeVestors of America
- Location: Nationwide
- Purpose: To attract residential real estate investors
- Media coverage: Forbes and Mortgage Banking magazine
- Result: HomVestors successfully secured the biggest private residential real estate investor in the State of New York.
Driving leads with featured stories on media outlets
When BizCom landed two feature stories for HomeVestors of America in Forbes and Mortgage Banking magazine, they both did well in driving leads. But one delivered the best lead the national franchise had ever received in more than a decade of franchising. Can you guess which story landed the biggest private residential real estate investor in the State of New York?
International media outlet vs. Industry-specialized coverage?
A three-page feature in Forbes to its 927,000 readers brought enhanced credibility and respect to HomeVestors as a big player in the business world that could produce big money for its successful franchisees in an ethical manner. It produced numerous leads that HomeVestors closed.
But a six-page feature to Mortgage Banking’s 10,000 readers reached Mitch Cohen, who had bought, rehabbed and sold more than 3,000 houses on his own and turned him into the largest franchisee for HomeVestors overnight! Cohen became the poster child for the brand, appearing on TV in New York, taking franchise development calls and giving office tours to other HomeVestors prospects. The Mortgage Banking feature — the official magazine of the national Mortgage Bankers Association — also reached some of the most influential bankers across the country, cultivating a new level of interest in the franchise opportunity among a targeted and experienced real estate audience.
Don’t assume bigger is better among media outlets. Whether it’s 10,000 readers or 1 million, it’s who is in the audience that matters.
For a free analysis of how you can add more punch to your marketing message, contact BizCom Associates at 972-490-0903 or email@example.com.
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