Builders have long used sports team sponsorships to promote their companies and boost their images in the community. Two builders are using that marketing concept in different ways: sponsoring a Ladies Professional Golf Association (LPGA) golfer and teaming up with a women’s basketball legend to spread the message of homeownership.
Epcon Communities, based in Columbus, Ohio, sponsors Mollie Fankhauser-Cavanaugh, daughter of Epcon principal Phil Fankhauser. Mollie recently earned her LPGA tour card and is in her first year as a professional golfer.
Sponsoring a professional golfer made sense for Epcon, which markets its maintenance-free condos to active adult buyers, says Nanette Overly, vice president of sales and marketing.
“Golf symbolizes a lot of what we’re about,” she says. “We’re about lifestyle and things you can do with your free time. ”
Epcon’s logo will be prominently featured throughout the tour on Fankhauser-Cavanaugh’s hats and golf bag.
“I’m a walking billboard, I suppose,” Fankhauser-Cavanaugh says. “All our tournaments are televised nationally and sometimes internationally. It’s advertising no company can get unless they’re a sponsor.”
Beyond the logo placement, Epcon plans to run events at its communities that are located in cities on the tour.
“It’s a great way for our residents to feel a tie to the sponsorship,” Overly says.
Holiday Builders has partnered with Basketball Hall of Famer and ESPN broadcaster Nancy Lieberman. She’s a long-time friend of Holiday Builders’ president and CEO, Kim Shelpman, who is also a competitive athlete.
The partnership focuses on educating consumers, and particularly women, about homeownership.
“We know we’re role models.” Lieberman says. “There are 58 million women in the workforce today. We earn a trillion dollars. We want people to know as they’re shopping for homes [that] they can be doing that with Holiday Builders.”
Learn more about markets featured in this article: Columbus, OH.