won the 2022 Market Proof Award for Best Community Launch Program. Jeannine Kranchick
, Marketing Communications Director at M/I Homes, developed the company's award-winning "First Look" program.
As Jeannine explains, the program was born out of a need to create excitement and differentiate M/I Homes from other builders in the market. With so many waitlists and high demand for new homes, Jeannine and her team wanted to find a way to build excitement about purchasing a home with M/I Homes. They looked to other industries for inspiration and found it in the form of a much-loved convenience store chain's marketing campaign announcing upcoming locations.
M/I’s "First Look" program is all about giving buyers the first opportunity to see and learn about their new communities, plans, site maps, amenities, pricing, and more. By signing up for the program, buyers can be among the first to know about new developments and be in the know about upcoming sales and model openings.
One of the key elements of the program is the element of surprise and excitement. By teasing buyers with the promise of being among the first to know about new developments, M/I Homes created a sense of anticipation among potential buyers.
The program was launched in the winter of 2021 and has been a big success. The program is still in use today and has helped M/I Homes stand out from competitors. It's a great example of how looking to other industries for inspiration can help a business stand out and offer something unique to its customers. By tapping into the excitement and anticipation of being "in the know" and getting a "first look" at new developments, M/I Homes created a sense of exclusivity and generated excitement in a crowded market.