Marketing

Houston homebuilder responds to spring sales season

Investment has previously increased traffic and home sales at the company's communities
Published on Mar 15, 2016
  • Communities that are part of this year's tour are primarily located in Fulshear/Katy, Fort Bend and adjacent to the Woodlands.
  • Johnson Development expects to sell 10 percent fewer homes this year.
  • Demand for new homes in Katy and Fulshear is being negatively impacted by the oil industry.

When the height of the new home sales season rolls around, one Houston homebuilder significantly ups its marketing campaign.During April, Johnson Development hosts its annual "Houston's Largest Home Tour," which aims to showcase and sell hundreds of its homes spread throughout the metro.Next month homes at 11 of its master-planned communities will be open daily from either 10 a.m. to 6 p.m. or noon to 6 p.m. The monthly "tour" also includes a number of community events including concerts, wine tastings, farmers markets and a crawfish boil.Hosting the tour represents a significant financial investment, but it's well worth the effort and expense, according to Doug Goff, chief operating officer of Johnson Development."In the prior years we've done this we've noticed our traffic and sales increased significantly," he said, adding the efforts in April often equate to sales in May and further down the road.Communities that are part of this year's tour are primaril...

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