Richmond Parade of Homes
Challenge: The Home Building Association of Richmond’s Parade of Homes – a month-long event that showcases the latest new home trends – is a signature program that increases awareness about local homebuilders and promotes the sales of new homes. The multi-site showcase had taken place for over 70 years and needed to stay fresh to attract buyers to homes in the Parade.
Solution: Gray Ryan Communications coordinated multiple campaigns to promote the Parade of Homes and participating home builders. Leveraging historic data about Parade attendees and broader buyer demographics in Central Virginia, the strategy included year-round public relations, social media, and video components that highlighted local home builders and drove on-site traffic to model homes.
Traffic increased year-over-year for each year Gray Ryan ran campaigns for the Parade. Social media content about the Parade averaged a reach of over 500,000 people a year. Gray Ryan also annually secured over 30 media placements in a variety of local news outlets and popular event calendars. Most significantly, home sales for builders that participated in the Parade increased between 5% – 7% year-over-year, representing millions in revenue for the home builders.