MILLER & SMITH SEES MORE THAN 80 PERCENT INCREASE IN SALES
Homebuilder creates extraordinary open house experience to skyrocket sales in first quarter
MCLEAN, VA (April 18, 2018) – Miller & Smith, the Washington region’s most award-winning homebuilder, saw an 83% increase in first quarter sales after launching its “One Visit Can Change Everything” regional roadshow. Through the “One Visit Experience,” Miller & Smith immersed potential homebuyers in the authentic lifestyle that comes from living in one of their homes and communities. From test driving Mini Coopers to sampling neighborhood fare, visitors were able to ‘try on’ a better life in a Miller & Smith home – experiencing the fullness of what comes with the purchase of a new home.
According to Doug Smith, President of Miller & Smith, “We are excited that this campaign resonated with homebuyers. It played off our tagline that “One Visit Can Change Everything” and emphasized our core mission of building distinctive, modern home designs for every family in the diverse DC Metro area. People really got a feel for not only the homes but the neighborhoods and their amenities and the success can be seen in our increased sales pace.”
The roadshow was held across 10 selected Miller & Smith communities in Maryland and Virginia on select weekends from February to April 2018. Guests who came to visit the homes not only had the opportunity to test drive a car (courtesy of Mini Cooper of Sterling), but they also had the opportunity to win a two-year lease on their very own Mini Cooper and people who purchased a new Miller & Smith home during this same period have the chance to win a customized home design session with renowned interior designer, Kerra Michelle, who is known for her popular lifestyle blog, Apartment Envy. All guests also received a community-curated swag bag containing local business offerings and products.
During the roll-out of this marketing campaign, Miller & Smith sold 135 homes, a significant increase from its 75 net sales in Q1 of 2017. The company also opened 18 new model homes over the past year, including homes in Frederick and Montgomery counties in Maryland, and Loudoun, Prince William County, and Stafford Counties in Virginia. The company plans to open additional new neighborhoods by the end of Q3 2018, including townhomes in Clarksburg Town Center in Montgomery County, Maryland, 55+ elevator townhomes in Fairfax County, VA at Walhaven at Kingstowne and a new collection of townhomes at West Village at One Loudoun in Loudoun County, VA. As Miller & Smith continues to pace ahead of its annual fiscal year goals, the company is bullish on the market and sees the trend continuing throughout 2018.
Miller & Smith’s marketing campaign brought homebuyers into their homes and communities and allowed them to experience the magnitude of starting a new chapter in a new home – which ultimately influenced homebuyers’ decision to purchase. The company now plans to release a study showcasing what was most important to the homebuyers who embarked on the “One Visit Experience” to purchase a new home.
About Miller & Smith:
Founded in 1964, Miller & Smith has been one of the Washington area’s top privately owned buildings and development firms for over 50 years. Active in both residential and commercial real estate, the company has earned a reputation for creating innovative and imaginative homes and communities. In 2017, Miller & Smith sold 113 single-family home and 185 townhomes. Miller & Smith has built 6,100+ single-family homes, nearly 9,400 townhomes and 2,200+ condominiums, and has developed approximately 13,770 homesites in 130 communities throughout Maryland, Virginia and Delaware. The company is headquartered in McLean, Virginia. For more information click here or follow Miller & Smith on Facebook, Twitter and YouTube.