Luxury real estate auction marketplace Concierge Auctions has created a unique giving program: Key for Key™, where for every home Concierge Auctions sells through their luxury real estate auction platform, a home is built for a deserving family alongside Giveback Homes. The ambitious plan will result in at least 100 new houses during the first year alone, and the initial focus is on Nicaragua.
The need in Nicaragua is dire and the global housing crisis is so large that it can seem insurmountable. Concierge Auctions has taken action by changing the picture, one family at a time.
The objective was to raise awareness for the project and to drive increased donations by showing why Nicaragua's housing crisis is so dire and why these homes matter. Support was added by telling the stories of the families who are receiving the life-changing power of a safe home of their own.
In order to capture the attention of these audiences it was important to have the right story to convey the full value of the program. Using paid, earned, social, and owned media together was crucial to the success of the program.
Creating a program with international impact requires a detailed logistic strategy. It was important to create the infrastructure to not only fund the houses but also to gather and share the stories of the families who are being directly impacted by this help. Giveback Homes is working with two organizations, Habitat for Humanity and Techo to deliver these homes. Both organizations deliver the homes with volunteer help and also provide financial education to the families they work with. Working with two organizations allows Giveback Homes and Concierge Auctions to scale the program as the interest and awareness grows.
Video and Photos: Concierge Auctions sent a team of staff members including the company chairman, Chad Roffers, and a videographer on a Giveback Homes build trip to Nicaragua. During this trip, the team built a home for a family in need and created a mini-documentary that told the story of the family's journey and the construction of the house. The film, titled L'Esperanza, won a bronze Telly award.
Website: Concierge Auctions acquired the URL conciergekeyforkey.com and trademarked the name Key for Key™, similar to the strategy used by TOMS® shoes to market their giving program. Together with Giveback Homes, the team created a dedicated donation page where potential donors can easily see the campaign and the results. The page also includes a tiered giving structure, designed to encourage people interested in supporting the cause to find the level that is right for them.
This is an ongoing program, and families who will receive homes continue to be announced. Concierge Auctions' clients have enthusiastically embraced the concept, and many have offered to contribute their own proceeds to fund the building of a home. Internally, the company has also reported positive feedback from employees who feel inspired that their work now has this additional layer of meaning.
The program has received 1,000s of likes on social media and has elevated the company's profile among team members, the real estate community, and the world at large. Team members have spoken of the program at real estate and technology conferences and shared the materials related to the campaign as part of ongoing outreach.
The combined online coverage has an estimate of over 280,000 views with 779 social shares so far.