To break through, Linhart PR leveraged its human-first storytelling expertise, recognizing that compelling stories about real people are often the most memorable and shareable. The team set out to identify a homeowner whose journey would reflect Oakwood Homes’ core values of accessibility, affordability and community. The goal? Secure an Arizona homebuyer story with integrated messaging about the Homebuyers Club.
The following steps were taken to achieve this:
- Identify a homebuyer: Linhart PR collaborated with Oakwood Homes to identify compelling homebuyer stories – discovering Sharon, a 77-year-old Arizona woman who, with support from Oakwood Homes and guidance from the Homebuyers Club, achieved her lifelong dream of homeownership. To gain her trust and secure her participation, Linhart PR thoughtfully approached Sharon, emphasizing the potential impact of her story in inspiring others facing similar challenges. Once Sharon agreed to share her journey, the team worked closely with her and Oakwood Homes to ensure she was comfortable and confident throughout the storytelling process.
- Position the Homebuyers Club as a brand differentiator and tool for accessibility: To underscore the role of Oakwood Homes’ Homebuyers Club in Sharon’s success, Linhart PR gathered insights from Sharon about how the program directly impacted her journey for the pitch, while also coordinating with the Homebuyers Club representative to ensure their perspective in the opportunities. Messages emphasized the program’s resources and how it helps individuals like Sharon overcome homeownership challenges.
- Bringing the homeowner experience to life: Linhart PR strategically pitched Sharon’s story to Arizona media, focusing on outlets with an affinity for human-interest features. By highlighting the emotional resonance and relevance of Sharon’s journey, the team garnered interest from multiple outlets. Linhart PR coordinated the interviews and prep sessions with Sharon and the Homebuyers Club representative, managed logistics and shared messaging guidance to ensure key points about the Homebuyers Club were included.
