When the market is down, turn it downside-up

The years of 2015-2017 helped many homebuilders triumph. Homes were selling fast, and prices kept rising. However, the implementation of new mortgage rules and barriers imposed on foreign money restricted the market. Many builders ended up with a considerable inventory of homes in sites already under construction. CountryWide Homes requested a plan to minimize the impact of this situation.

Building on years of positioning the brand as a premium builder, a retail-like campaign was created to present unmissable deals for quick closings homes loaded with upgrades: the perfect chance to attain a superior home by CountryWide that's also ready to move in. Using the concept of scarcity, this integrated strategy helped sell all 85 inventory homes distributed among seven different neighbourhoods.