Inspiring Confidence in Homeownership for Rancho Sahuarita

Rancho Sahuarita, a 3,000-acre master-planned community near Tucson, Arizona, is renowned for its affordable homes, extensive amenities, and vibrant lifestyle. However, rising interest rates and economic uncertainty challenged the community to motivate potential buyers, especially young families. Partnering with OTM, Rancho Sahuarita launched the “Invest in Your Future” campaign, emphasizing the enduring value of homeownership and the benefits of its amenity-rich community.

Check Out The Results
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THE PROBLEM

Rising interest rates sparked economic concerns, leaving many potential homebuyers—especially Rancho Sahuarita’s core audience of young families—feeling hesitant. The challenge was to reframe homeownership as a wise, long-term investment while showcasing the unique lifestyle the community provides.

THE SOLUTION

OTM crafted a strategic, multi-channel seasonal campaign to address buyer hesitations and showcase Rancho Sahuarita’s unparalleled community offerings.

Message House Creation

A cohesive message framework focused on community, affordability, and long-term value.

Social Media Ad Creation

Engaging visuals and motivational content targeting young families, overcoming ad restrictions through creative language and imagery.

OTT Advertising and Video Content

A refreshed commercial highlighted Rancho Sahuarita’s lifestyle, reaching audiences across streaming platforms.

Landing Page Creation

Informative, action-driven content on amenities and investing in your future, with clear calls to action.

Email Marketing Drip Campaign

A series of targeted emails guided prospects through the benefits of buying at Rancho Sahuarita, encouraging them to schedule tours and explore financing options.

Search Engine Marketing (SEM)

Targeted Google Ads captured homebuyer interest, driving traffic to key pages and boosting campaign visibility.

Collaboration and Execution

Close collaboration ensured alignment with Rancho Sahuarita’s brand and objectives. OTM provided regular updates, refined messaging based on engagement metrics, and delivered consistent branding across all touchpoints, including custom social media and email templates.

Obstacles Overcome

  1. Ad Targeting Restrictions: We focused on inclusive targeting that adhered to housing regulations, ensuring compliance while effectively reaching a broader audience.
  2. Interest Rate Concerns: Messaging reframed rates as a temporary condition, focusing instead on the long-term benefits of homeownership and providing education around refinancing opportunities.
mockup of website on laptop and email on tablet

RESULTS

Outcomes

  • Enhanced Brand Awareness: Increased engagement underscored heightened visibility and interest.
  • Improved Customer Engagement: A significant rise in form submissions demonstrated stronger buyer confidence and motivation.

Key Performance Indicators

  • 12% increase in website traffic
  • 34% increase in form submissions
  • 6% increase in new HubSpot contacts
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