CASE STUDY · EVELYN HEIGHTS
A house for sale, sold as a horror film about the one you live in now.
THE PROBLEM
Twenty good homes, two miles from the people who should buy them.
A new community of twenty homes sits just across the county line: new construction, the same commute, and a price the neighbouring county can’t touch. Some homes stand finished today; the rest are lots waiting for a buyer’s own plan.
The buyers were already close. They were homeowners two miles north, sitting on equity in a house that had started to argue with them. Nobody had told them it was time to go.
THE IDEA
Don’t sell the new house. Indict the old one.
We wrote and cut Your House Is Toxic: a deadpan domestic horror film in which one family must escape the wrath of a jealous house. The furnace groans. The fridge leaks with intent. The house has opinions, and they are all about you. Two minutes and twenty-four seconds later, the family walks into Evelyn Heights.
Then we carried the conceit everywhere a buyer would meet it: a one-sheet poster, a gate-fold and an accordion-fold mailer (“Two miles. That’s the whole move.”), and a site built like a film’s trailer page, rated E for Equity.
THE SYSTEM UNDER IT
Every buyer arrives knowing which mailer sent them.
Each mailer’s QR code carries its own mark, so every inquiry on the site records where it came from. Calls go straight to the owner’s own line, not a call centre. And the owner gets a private board of every lead, exportable in one click.
The campaign doesn’t end at the doorstep. It knows who asked, when, and which piece of paper made them do it.
