RMR & Associates, Inc. (RMR) announced that the direct response TV advertising campaign it planned and implemented for its client, House Buyers of America, Inc. (House Buyers), has been a critical element in the dramatic increase in the lead generation, engagement and sales growth the company has seen over the past six months.
The integrated campaign included more than 5,000 ads running over top network television stations in the Washington, D.C., region, the 6th largest media market in the country. To date, it has generated the following key results:
• Overall website traffic increased by 53%;
• Website leads increased by over 77%; and
• Leads and information requests more than doubled.
To achieve these results, RMR leveraged its decades-long experience and success in direct response marketing, digital advertising, call center operations and TV advertising to develop a fully-customized, integrated campaign. The media buys centered on local contacts and outlets for a regional, as opposed to a typical national campaign, of direct response advertising. RMR also leveraged its proprietary Assessment Dashboard tool to operate as the ‘Secret Sauce’ throughout the campaign, measuring results daily and strategizing modifications every two weeks to maximize daypart response and overall results.
“For the House Buyers direct response TV campaign, we were able to bring a local focus to the advertising itself, to zero in on what was most important to our client,” RMR’s President and CEO Robyn Sachs said. “Direct response is typically strictly national in reach, and through our experience and industry contacts we were able to craft a hybrid program to generate measurable results quickly through RMR’s proprietary Assessment Dashboard.”
The direct response TV campaign complements House Buyers’ existing direct mail and digital campaigns and is running alongside its monthly public relations campaign.
“We continue to be blown away by the success of the direct response TV advertising we are doing and the dramatic effect it is having on our lead traffic and growth,” said Nick Ron, CEO of House Buyers of America. “At the core of our success has been the tight team integration and collaboration between us and RMR to ensure our campaign is consistently producing results and that we are on track with achieving our targets.”
RMR’s proprietary direct response model produces measurable results nearly immediately through accurate targeted, laser-focused media buys, and consistent progress monitoring through its dashboard tool to get to a granular level to show in real-time what messages and timeframes are having the greatest impact. Leveraging the power of direct response TV to House Buyers’ marketing communications mix is continuing to generate results in the form of increased traffic and engagement, but also in public relations’ power to amplify overall activity and information. The RMR team continues to secure a number of high-profile placements for House Buyers, including USA Today, The Wall Street Journal, and U.S. News and World Report, among many others.
ABOUT RMR & ASSOCIATES, INC.
Headquartered in Rockville, MD, RMR & Associates, Inc. (RMR), a Capitol Communicator sponsor, has been addressing the unique needs of clients serving commercial, B2B, B2G, B2C, government, non-profit, financial services and IT sectors for more than 25 years. RMR’s integrated marketing includes marketing and sales strategy, public relations, social media, digital marketing, advertising, direct mail, media buying, list rental, website design and interactive marketing. RMR’s unique national experience and knowledge base has helped to build an extensive network of key contacts among venture capitalists, key organizations and key business leaders. With more than 500 products and company rollouts and repositionings, RMR has garnered results for local, national and international clients such as AOL, Insoft Corporation (acquired by Netscape), Telogy Networks (acquired by Texas Instruments), and consumer accounts such as Subway, .ORG, the Public Interest Registry, AAFMAA, and Vonage.
For more information on RMR, please contact Lauren Hoke at RMR & Associates, Inc., 5870 Hubbard Drive, Rockville, MD, 20852 by phone at (301) 230-0045 ext. 101 or by e-mail at [email protected]. General information can be obtained by accessing the website at www.rmr.com. You can also find out more about RMR on our Facebook Page (https://www.facebook.com/rmrassociates) or our Twitter Page (https://twitter.com/rmrassociates).
ABOUT HOUSE BUYERS OF AMERICA, INC.
House Buyers of America, Inc. (House Buyers) is a residential real estate investment company headquartered in Chantilly, Virginia. As one of the leading cash home buyers, the company went from $0 to $50 million in annual revenue in its first three years of business. For more information, please visit www.housebuyersofamerica.com