Oakwood Homes

Driving Homebuyer Interest Through Human-Centered Storytelling

Linhart transformed a homeowner story into Oakwood Homes' most amplified earned media placement of the year, generating more than 120 syndications and 1.3 million potential impressions and increasing inbound buyer interest and calls to the Oakwood sales center.

Challenge

Oakwood Homes is a regional homebuilder and master-planned community developer operating in Colorado, Utah and Arizona. The company has a strong reputation in Arizona, but it was not getting much earned media attention in one of the country’s most competitive homebuilding markets. Economic headwinds, including rising interest rates, affordability concerns and shifting buyer behaviors, made it increasingly difficult to stand out and connect with prospective homebuyers.

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Strategy

Linhart saw an opportunity to tell a heartwarming, relevant story that supported the primary business goal: inbound interest in purchasing an Oakwood home. The team identified a 77-year-old buying her very first home in Arizona, then shaped that story into a strong local media opportunity focused on her Oakwood homebuying experience. The story aligned with Oakwood Homes’ mission of making homeownership more attainable and also offered an opportunity to highlight the company’s Homebuyers Club – which provides free counseling on the homebuying journey – as a key differentiator.

Execution

Linhart developed and pitched the story to Arizona media as a compelling human-interest feature, positioning it as a relatable example of overcoming barriers to homeownership. The team coordinated interviews, developed messaging and prepared interviewees to ensure the homeowner’s experience and the value of the Homebuyers Club were clearly reflected in coverage. The approach gave reporters something real to cover and helped Oakwood show up in a way that felt more human and more memorable.

120+

syndications to ABC affiliates nationwide

1.3 million

potential earned media reach

most-amplified Oakwood Homes earned media placement of the year

Results

ABC Phoenix feature segment and online article, with 120+ syndications to nationwide ABC affiliates and a potential reach of 1.3 million
A print feature in The Coolidge Examiner, the homeowner’s local market paper
Oakwood Homes’ most amplified earned media placement of the year
Increased inbound calls to the Homebuyers Club from prospective homebuyers

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