On Thursday, May 9, NDG Communications came together with the region’s top builders, sales teams and marketers at the MAX Awards just outside Baltimore.
Presented by the Maryland Building Industry Association (MBIA), the MAX Awards is an annual affair dedicated to honoring the best work and most impactful trends in the homebuilding industry. And by the end of the awards ceremony, NDG and our clients had come away with a total of 9 trophies for the work we had done in the year past.
As always, award-winning projects were selected by a group of industry-veteran judges based on their effectiveness as well as their overall form. Take a look below to see which clients and which projects were honored at this year’s show.
K. Hovnanian® Homes
Outstanding Social Media Campaign
“Kent Island Time”
This social media campaign was an extension of a larger campaign — “Kent Island Time” — that introduced K. Hovnanian’s® Four Seasons at Kent Island, a long-awaited 55+ community at the gateway to Maryland’s Eastern Shore. The concept painted a picture of the lifestyle home shoppers could expect when they choose to live on Kent Island Time.
Succeeding in driving high volumes of traffic to the community landing page, this campaign also generated a click-through rate that more than tripled the estimated industry average and was pivotal in helping the community build its presale VIP list.
Outstanding Print Ad
“The Fix Is Out”
It’s always a challenge explaining to home shoppers the benefits of choosing a new home over a resale home. One of the best ways to do it is promoting Quick Move-In Homes. This print ad takes a lighthearted but honest approach to calling out the potential pitfalls of a resale home and the corresponding benefits of choosing a new construction home that’s ready for a quick move.
“The Fix is Out” headline, along with font selection and a shiplap-inspired design, takes a subtle jab at the popular television show “Fixer Upper.” The ad launched just after it was announced that the show was coming to an end, adding additional relevance and timeliness to the approach.
Outstanding Direct Mail
“Kent Island Time”
Hovnanian’s® Four Seasons at Kent Island is a long-anticipated 55+ community with nearly two decades of lead-up to this year’s Grand Opening. With this direct mail and a corresponding email, K. Hovnanian® Homes was able to reintroduce the community to earlier prospects by grabbing their attention with bold imagery and a memorable, inviting headline.
This piece led to the retention of over 200 aged leads who subsequently re-engaged with the community after, in some cases, more than a decade had passed since they first expressed interest.
Outstanding TV Campaign
K. Hovnanian’s® Four Seasons at Kent Island
It can be a challenge to help prospects envision the lifestyle they could have when the community is still coming soon and amenities are not yet built. That’s the challenge that K. Hovnanian’s® Four Seasons at Kent Island faced ahead of its Grand Opening in December.
This long-form lifestyle video shows home shoppers what a day here might look like, starting with the first rays of sunshine on the Chester River and culminating with a glass of wine and a gorgeous sunset. And it contributed to consistent online and on-site traffic leading to and after the Grand Opening, as well as a high sales conversion rate in a community where planned waterfront amenities are still years away.
Chapman Row at Twinbrook Metro
This logo alludes to Twinbrook Metro station — part of this modern, accessible townhome community’s namesake — by incorporating a subtle railroad mark. It positions the newly developed neighborhood as an urban yet residential crossroads. The color palette is both retro and contemporary at the same time through the use of a rusty orange combined with navy blue and a pale peach color.
Outstanding Brochure (Associate Award)
As Winchester Homes prepared to unveil its new HomeSmart automation package, an attractive and informative brochure was essential to help convey the details of the technology being made available.
With this piece, we did more than list out the features and capabilities of the home automation. Instead, we used big, bright lifestyle imagery and messaging that told a story of how each of these technologies could be used within the home to make life easier, more efficient and more enjoyable.
Outstanding Use of Technology
My Time Home Tours
As Brookfield Residential works to further establish itself as “the Mid-Atlantic’s Most Innovative Homebuilder,” it worked in partnership with NDG Communications to launch a series of new technology-based initiatives aimed at helping home shoppers take control of their home search.
One such initiative was My Time Home Tours, which allow shoppers to go online and schedule a private tour of Move-In-Now Homes, even before or after business hours. Users receive a digital code to unlock the door at the scheduled time to gain access.
To make this happen, Brookfield Residential created a new website to serve as a portal that home shoppers could use to learn about the program and to schedule a tour of an available home. Meanwhile, a variety of digital deliverables were used to introduce My Time Home Tours to shoppers and encourage them to engage and schedule a tour.
Outstanding Sales Center
Villages of Savannah
The Villages of Savannah filled a unique need in its market, becoming the only community in Prince George’s County specifically designed for multi-generational living. In developing this sales center, we captured the spirit of a place built around family and the close connections made inside the home.
The sales center is an interactive experience that entertains, informs and intrigues visitors from the moment they arrive. The story is anchored by the community’s tagline –– “Your Home for Generations” –– and lifestyle imagery paints a portrait of large families enjoying life here together. Through wall displays, table displays, digital experiences and the guidance of a Mid-Atlantic Builders sales counselor, shoppers will discover all that life can be in The Villages of Savannah.
Outstanding Direct Mail (Associate Award)
Unplug & Recharge
Each year during the holidays, we look for a way to thank our clients, colleagues and friends for their support and to wish them happiness and success in the year ahead.
The holidays are always a busy time, the culmination of a year of hard work. It’s a great time to take a break and enjoy some time for yourself. But it can be hard to disconnect.
So NDG’s holiday campaign gave its recipients everything they needed to Unplug & Recharge. Each person received a box filled with a series of small gifts, including a book, a deck of playing cards, tea, chocolates and a booklet featuring suggestions for 12 Days of Recharging.
“These awards speak volumes about how our clients have embraced a forward-thinking approach to new home marketing. It’d be easy for all of them to be content with their mastery of traditional marketing; instead, they’ve made it clear that they want to be industry leaders in every aspect of the homebuying experience. And that’s an incredibly rewarding opportunity for all of us at NDG.”
-Tom Nelson, President
Learn more about the Maryland Building Industry Association and see the rest of the winners from this year’s MAX Awards by visiting the official MBIA website here.