In 2013-2014, KB Home (One of the largest home builders in the United States) was under serious social media attack for the perceived quality of some of its homes. These widely circulated negatives contributed to the company’s key business measure of “Homes Delivered” flattening out during this period.
While a partner at another agency before he founded Verso, David LaRosa led the creative team and personally created much of the work for KB Home’s response.
David believed that, in the social media environment, it’s virtually impossible to credibly counter specific allegations on a case-by-case basis. His approach was to negate the negatives through a broad, ongoing and highly visible stream of good news and positives about KB Home as seen through the eyes and experiences of its real-life home buyers.
More and more home buyers became engaged with the new content and ongoing messaging. In concert with other actions taken by KB Home, “What makes a house a home” helped to get “Homes Delivered” growing again. In 2015, 2016 and 2017, this critically important metric increased year-to-year by 13.6%, 19.9% and 11.0% respectively.