Thursday 27 April 2006

Devine launches Adelaide's first central home information service

Proactive home-and-land developer Devine is behind a new concept to give Adelaide home builders greater exposure, and potential purchasers independent information and more choice.

It has enlisting many of Adelaide's most respected homebuilders to showcase their product through an independent information centre, and within a comprehensive catalogue.

AV Jennings, C.I.P. Homes, Dechellis Homes, Devine Homes, Distinctive Homes, Homestead Homes, Ian Wood Homes and Nusteel Homes will all have marketing material at the centre, which will be manned by independent staff who will provide a 'smorgasbord of options' for customers.

The general public can obtain an all-embracing catalogue providing information about a variety of housing styles, models, features and prices, forcing each participating builder to be innovative and competitive.

The catalogue and marketing centre will be promoted through a co-operative advertising campaign themed 'The Battle of the Builders'.

Devine will also provide the group with an experienced advertising professional to co-ordinate their marketing material. The prominent marketing campaign will give each builder exposure in more than 1,000 TV commercials, as well as radio and print media, reaching 93% of their target market.

'The Battle of the Builders' campaign is scheduled to run from April 26 to September 24, 2006.

Devine launched the innovative idea to a gathering of 70 building company representatives. Speakers included Adelaide Crows Premiership Captain Mark Bickley, Brisbane Lions Coach Leigh Matthews, Devine's National General Manager of Housing and Land Paul Nash, and Devine's head of Marketing Jim Shapcott.

The concept was embraced enthusiastically, reports Devine.

"Adelaide's homebuyer sector is extremely competitive, so 'Battle of the Builders' is designed to form a powerful marketing fund to increase exposure for participating builders and ensure top-of-mind consideration from potential customers," said Mr Nash. "The companies involved in this campaign are leaders in the industry, and they have quickly acknowledged its potential."

Devine says house sales in Adelaide have declined by 7% in the last two years, and new homes are now 1.2% less affordable than they were three months ago. Its presentation graphically illustrated how Adelaide builders who effectively market their products could turn around this situation and be at an immediate advantage over less innovative rivals.

"There are always more opportunities for a strategic marketer to increase their market share when times are tough than in boom times," said Mr Nash. "'Battle of the Builders' is an outstanding cut-through campaign that will maximise all opportunities and provide substantial media savings for each participant."

For more information on Devine and its 'Battle of the Builders' campaign, call 13 24 66.

Released by: Devine South Australia, Ground floor, 212 Pirie Street, Adelaide 5001
Contacts: Paul Nash, National GM Housing & Land, on (07) 3380 2500, (0439) 730 424

Prepared by: Barry Hyland, PR Plus, Level 1, 272 Pacific Highway, Crows Nest 2065;
Ph: (02) 9439 9191, (0412) 354 992; Email: pluspr@ozemail.com.au