Winter Calls for Perfect Timing

'In Michigan, there are better things to do in winter than buy new homes," says Michael Bosgraaf, president of Bosgraaf Homes in Holland, Mich. So he implemented two strategies during the second week of November to boost traffic.

In the Perfect Timing promotion, the builder offers a free Rolex watch to any Realtor producing a buyer who closes by year-end. One watch already had been awarded by Nov. 13.

During the same time period, the 5-10-15 program offers customers $5,000 off the sales price to begin new home construction, $10,000 off on homes already under construction and $15,000 off on completed inventory, provided the buyers finance through Bosgraaf Capital.

Results of this promotion were unavailable at press time, but Bosgraaf says half-page newspaper advertisements and direct mail pieces to Realtors, past buyers and prospects were generating excitement.