Toms Shoes, quite possibly the world’s most famous social enterprise, employs a one for one gifting model with the slippers they sell. This concept is genius when it come to marketing because it taps consumers’ affective attitudes. When deciphering this business plan it becomes quite evident that it could be applicable to many other products if executed properly. Out of the many possibilities, however, I would not expect it to apply to real estate. Pete Dupuis and Sid Landolt, two individuals I am fortunate enough to have personal relationships with, thought differently, and that is how World Housing was created.
The founders of World Housing took the Toms business model and applied it to housing. A system has been implemented where developers can get in contact with World Housing and organize a plan where a house is given to a “dump dwelling” family in a third world country for every condo the developer sells. This is a desirable tactic for developers because the housing market is so competitive that any advantage should be used.
World Housing effectively uses integrated marketing communications to convey its unified message of using first world real estate to help the less fortunate in the third world. The different mediums this company markets through have contributed to its growth to date and will surely continue to as the company continues to gain popularity. Certain tactics that are employed are features such as the ability to view the house being put up and given to the family, and a rapidly expanding Facebook page, just to name a few.
What really strikes me about world housing, however, is not the marketing aspect of the company or the intelligence of the business model; it’s the commitment of the company to making a difference in the lives of those that need it most.
Please check out the World Housing Website and Facebook Page!!
https://www.facebook.com/WorldHousing
http://www.worldhousing.ca
An example of the houses World Housing provides.
Living conditions at the Smokey Mountain Landfill in Manilla, Philippines.
The Stung Meanchey Landfill in Phnom Penh, Cambodia.
All images from http://www.worldhousing.ca/media/#