Victorian builder, Fairhaven Homes, has launched its latest marketing campaign, with a build guarantee never before seen by the industry.
Fairhaven’s new guarantee is “taking the guess work out of building,” providing a guaranteed start and completion time for all builds and to allow for peace of mind and surety for customers.
The campaign provides a transparent look into the data of previous builds completed by Fairhaven Homes in the past 18 months, outlining how soon customers can expect their new home to be completed following confirmation of their guaranteed start date.
Based on the data, Fairhaven is guaranteeing a site start and completion time agreed upon with each customer’s purchase on its Simplicity, Bridgewater or Elegance homes.
To date, no other builder has been as transparent, with statistics surrounding volume and build schedules often a tightly held trade secret.
With the current property market shrouded in uncertainty and trepidation, Fairhaven’s latest campaign boldly shares their guarantee to instill confidence and trust back into the market.
Head of Brand & Marketing at Fairhaven Homes, Chris Wilmes, said the campaign focuses on controlling what Fairhaven can control and relies on tangible results from a comprehensive data set to establish their actions and provide a realistic guarantee.
Chris Wilmes continued:
“The overall premise was based on a concern of trust in the industry, which is something we’ve been working through for a while.”
“We felt the concern would be best answered by ‘actions’ and not simply statements, you can’t just ask the public to trust you. This is where actions really do speak louder than words.”
“Our actions are clearly evident in our results we achieved over 18 months thanks to our efficiencies, experience, and tried and tested methods.”
Wilmes says the initiative is a result of extensive collaboration throughout the entire business, particularly with the construction team, to ensure clarity and importantly capacity to deliver on the guarantee.
“The effort to compile all the data, develop the direction and complete the most extensive campaign this business has completed to date was certainly significant for our team, but it doesn’t hold a candle to the continued efforts of the rest of the business to put us in a position where we could showcase such positive data and such fantastic case studies.”
“It’s why the Construction team, in particular, was the first to be shown any early concepts or ideation. These efforts align with our ‘Built With Care’ ethos, and basically helps to define it.”
Combining the results with a dollar figure on potential rent with interactive tools on Fairhaven’s website provides additional context to a common pain point in the home building process.
These, combined with case studies, were implemented to target clients currently considering Fairhaven as a builder, with the goal of providing some certainty in their decision-making process.
Fairhaven’s campaign consists of bold typeface statements centred on the time and money saved according to the data analysed.
Messaging is clear and concise, specifically outlining the results of the research.
“We were 94.3% ahead of schedule, and 2.76 months early on average” headlines the initiative’s landing page.
The builder gets specific with each product type it offers and outlines how it performed regarding schedules over 18 months.
Wilmes added:
“The creative direction was developed to provide a highly consistent campaign across all assets and platforms, with a focus on repetition for high recognisability.”
“It cuts through a lot of the noise, which was specifically chosen to provide a stark contrast against other campaigns in the market, and to match expectations of how data would technically be presented.”
The campaign is currently live through digital channels managed internally, with out of home advertising including billboards, bus stops and retail also in market.
The guarantees allow for surety in planning for future customers and gets them into their new homes on time, easing costs on temporary accommodation as a result of unnecessary timeline blowouts.
Benjamin Smarrelli, General Manager at Fairhaven Homes said:
“One of the common questions we get from anyone about to begin building their first home, is ‘when can we move in?’ and our build time guarantees can give a strong indication as any of that date.”
“We know that embarking on a new build can be both thrilling and overwhelming. That's why we're committed to providing our customers with a clear timeline for construction. By offering a guaranteed start and completion date, we aim to alleviate the stress associated with budgeting and planning, especially when it comes to temporary accommodation costs.”
For more information on the campaign, visit www.fairhavenhomes.com.au.
About Fairhaven Homes
We believe the home buying journey is one of the biggest decisions in any customer’s lives. As a family-owned business, we bring five generations of building experience to each project, ensuring that every home is crafted with the utmost care and attention. We strive to provide every customer with a memorable experience built on connection and trust, while delivering quality, well-designed homes that offer great value.
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