The DLBA wanted to attract new residents to unoccupied homes—individuals and families who were interested in living in the houses they would purchase. They didn’t want developers coming in and buying properties just to flip them six months later. 

 

We needed a message that would appeal specifically to homeowners. It was also important to get the community onboard, both to create a positive atmosphere and because neighbors could help provide new homeowners with resources and incentives they might be eligible to receive.

 

The inspiration for the "Neighbors Wanted" message came from a lawn sign. Our team was charged with designing lawn signs that could be posted in from of auction houses, as part of a full suite of collateral and marketing materials. We wanted the message to attract potential buyers without alienating the folks already living in the neighborhood -- they would see the signs everyday. Rather than focusing on the cheap prices (e.g. "for sale, starting at $1,000) or the auction itself, we wanted to focus on community and inclusiveness.