- They placed a site sign at the construction site directing people to a website (not the one that exists now).
- At that site, they ran a short slideshow of what some would call benefit pictures - no renderings of a pool, just a guy sitting by a pool.
- Once the slideshow ended, they offered people a chance to "get on the list" for more information.
- When they had permission from these people, they began updating them on their progress once a month, including revealing in more detail each feature of the building.
- By the time they began the next step, over 5,000 people had signed up (85% saying they were recommended by a friend.)
- About 500 of those people had come by the office and REALLY expressed interest/granted permission.
- They hosted about 45 parties for those people, about 15 at a time, at a restaurant in the neighborhood. They brought no collateral. No models. Instead, they just spent time with them. Answered their questions. Filled them in on the details that mattered to them.
- They then created a private website for those people who had expressed interest answering the most common questions they had heard at the parties.
- From there, using a system that met some pretty stringent real estate law requirements, they offered those people who had expressed the most interest in Glass House an opportunity to purchase.
- Upon moving the first people in they completely bought out - 389 residences before the completion of construction in a market that is decidedly not booming.
After reading about Glass House I couldn't help but think that there has to be a way we can use our church website to be a more effective tool in reaching out to those who don't know the Lord. My mind is full of ideas. I hope this example spurs you on as well. Don't stop dreaming.
