Problem:
Genesis Land Development and Genesis Builders Group were facing uncertainty during the COVID-19 global pandemic in March 2020. The Alberta market was suffering from job losses, plummeting oil prices and was heading towards a recession. They needed a new strategic plan that recalibrated their focus.
Solution:
When the COVID-19 pandemic hit North America, we swiftly repurposed quarterly and annual strategic marketing plans to protect the Genesis brand. We positioned Genesis Land and Genesis Builders Group alongside the crisis in a way that allowed them to be agile, and move in tandem with the psychology of their customers and stakeholders. We restructured strategic plans with a focus on bringing value to consumers and expanding relationships with stakeholders. A rehaul of the Genesis digital presence made engaging potential customers easy, regardless of the state of the pandemic. We also held a clear focus on bringing Genesis communities together by supporting valued builder partners, local businesses, and maintaining close relationships with community members.
Results
Genesis Land retained and further strengthened relationships with key investors and builder partners throughout the duration of the COVID-19 pandemic. Furthermore, Genesis was successful in bringing their communities together in a time marked by isolation and uncertainty.
In this challenging market, rather than seeing shrinking sales results, Genesis Builders Group met its quarterly goals, increased community engagement, and drove considerable traffic through their newly optimized and integrated online presence.
