Ohio Country Acres
Client Background
Originally known as Acreage Investment, Inc., Ohio Country Acres is the premier Land Expert in Acreage sales in Ohio, Tennessee, North Carolina and South Carolina. Established in 1984, the company spent two decades helping people acquire country property for recreation, investment and quick weekend getaways. With over 3,000 acres of land from Lake Erie and Ashtabula to the Ohio River, Ohio Country Acres offers land near or on lakes, rivers, streams, and creeks to provide the perfect escape for people who prefer the rolling acres of country wilderness.
included those who purchased
property over the last few years.
It revealed that most country
property buyers were 40 to 50
years old.
aspects of the research to the
entire sales force. "Why should I
buy land from you" was the focus
of the sales team discussion.
buyers spent one to two years
contemplating country land
purchase before buying.
The sales cycle was longer
than expected.
team. It reinforced all the decisions made during
the creative development process.
ads ran in metro news and real estate sections
to establish brand awareness to real estate
"shoppers."
marketing program helped get
personalized messages to the
right audience. "From Suits to
Boots" targeted city dwellers
who sought a little slice of
country heaven.
urban commuters who looked to
spend weekends away from the
rat race.
weekend warriors the luxury
of hearing little else than the
splash of a fish on the line.
The Challenge
escape "from board room to barn
wood" in just 2 hours drive.
Visit the website here.
newspaper ads promoted
thousands of available
country acres in 15 counties
throughout Ohio.
Ohioans owning campers, trailers,
hunting licenses and fishing
licenses and offered free gas
cards when touring a property.
The Outcome
After extensive research, Caler&Company developed a strategic marketing communications plan to help alter consumer perceptions and alleviate intimidating notions of purchasing country property. Caler&Company worked with the organization to change the name from Acreage Investment, Inc. to Ohio Country Acres in order to instill a more memorable and marketable identity to better position the company.
Caler&Company also implemented other brand development initiatives including; a new logo, positioning statement, training support for the sales team, Web site and a targeted ad campaign promoting Ohio Country Acres as the Best of Both Worlds. In addition to newspaper ads and classifieds, Caler&Company conducted in-depth research to identify consumer perceptions of those still interested in buying land.
the creative direction. Property
purchasers wanted city life but an
option to escape to their "little slice
of heaven" in the country.
ran in real estate and "leisure"
publications steering leads to
the Web site or to a toll-free
phone number.
proved to be a major driver.
Owner financing was also a
major benefit that helped
secure in-bound inqueries.