Early Decorating Grabs Prospects' Attention

The Fort Worth, Texas, division of Melbourne, Fla.-based builder Mercedes Homes began battling the expected holiday traffic slowdown as early as Oct. 15. "All of our model homes were decorated for Christmas by Halloween," says Andy Bearden, the division's vice president of sales and marketing.

Even inventory homes, while not completely decorated, sport red and green spotlights at night. "This generates a lot of interest and questions about why we decorate so early," says Bearden, who credits the early start for a 10% October jump in traffic and a 78% increase in net sales compared with September numbers.

Mercedes' integrated holiday plan involves much more than Christmas decorations. Holiday open houses at Mercedes communities showcase choral groups from local elementary schools or churches who entertain invited prospects on file and existing residents.

And the A Home for the Holidays promotion promises a gift for buyers who close a home by Jan. 31. They can choose from a list that includes a $2,000 Home Depot gift card, a 51-inch television or $3,000 in decorator options at Mercedes' design center.