Video builds response
Approach: Builder Homesite, a consortium of 38 of the nation’s largest homebuilders, launched an e-newsletter last year using integrated streaming video from Performance Communications Group. The goal was to promote new home searches on Builder Homesite’s Web site, NewHomeSource.com, and engage viewers with services offered by its partners to a list of approximately 250,000 consumers who had asked for more information.
Results: In an A/B test this summer comparing the video e-newsletter with an HTML version, PCG determined that the video format provided a 540% lift in page views and a 264% lift in Web site visits.
