Challenge:
HMS is a leading provider of home warranties that offer protection for appliances and systems. As a company with a national presence, they wanted to carve out a unique position in a marketplace where home warranty services are viewed as commodities and the market is jammed with "me too" advertising.

HMS needed to provide Real Estate Professionals (REPs), who are the prime sellers of the HMS Home Warranty, with education about the product and entice them to sell and convert more warranties.

Strategy:
Starmark repositioned HMS with an intriguing consumer "Pledge" campaign, and developed an online destination where REPs could learn more about the product, while accessing tools that help them sell and convert home warranties. Additionally, these professionals would be offered materials to creatively and competitively market themselves — and sell more homes.

Tactics:
Starmark designed and built a rich source of online sales and marketing tools that REPs could intuitively use to simplify the sale and conversion of home warranties and promote their own services. HMSMarketopia.com, powered by Starmark's proprietary ChannelPro, enables REPs to personalize and promote marketing materials, and print them on demand. These customized materials include Just Listed/Just Sold postcards, open house invitations and customer appreciation pieces. A promotional video, highlighting the value of HMS Marketopia, is available on the site, enclosed in a special introductory brochure and used at industry tradeshows.