Jagoe Homes

Profile

For more than 70 years, Jagoe Homes has been building new homes in the Owensboro, Henderson, Louisville and Bowling Green Kentucky areas and in Evansville and Newburgh, Indiana. Jagoe sells ready-to-move-in homes and builds custom homes to meet buyer specifications and budgets.

Challenge

To change the perception of Jagoe Homes from a quick, $1 down, low-budget builder to an experienced, quality home builder that designs and builds homes that fit individual lifestyles and budget requirements.

Strategy

Initially AXIOM developed and launched an intensive image campaign to re-establish Jagoe Homes’ image as a builder and to improve the consumer’s perceptions of the company. The marketing program then moved into promotions and incentives to increase home sales. This phase is ongoing and includes newspaper, radio and TV ads, outdoor boards, general signage, sales and point of purchase materials and promotional and incentive campaigns. AXIOM also re-designed Jagoe’s website and banner ads, improved its search engine optimization and developed an on-line campaign to drive buyers to the website.

Results

AXIOM has increased Jagoe website visitors by 56% (YTD) and website page views by 67% (YTD).