The people who choose Rosehaven recognize that it is a superior product. And these buyers have needs and expectations that other builders don’t meet. The Seek Haven Campaign speaks directly to that dissatisfaction. Rosehaven is the name to turn to if common, average or run-of-the-mill isn’t good enough. The tone is slightly superior. The imagery is tasteful and elegant. We are asking them to join an elite group of people like them, and a brand that delivers on its promise.
Establish clearly that Rosehaven is not mainstream; it is an entry-level luxury product and well worth any price premium.
Sales have increased in the upper end of Rosehaven’s offering. Customer Satisfaction is strong. And brand identity is increasing.