As spring selling season 2015 kicks into high gear, builders are looking for new ways to lure buyers into their model homes. Savvy marketing executives employ a range of techniques to set their companies apart with buyers and real estate agents, including blogs, media outreach, rebranding initiatives, "behind the walls" home tours, and old-fashioned print advertising.

Here, BUILDER looks at four companies that are known for creating innovative marketing campaigns that cater to buyers of all ages.

Among the builder’s latest offering is the Martha floor plan, which measures 2,050 square feet and is available in Odessa, Texas. The builder’s homes are priced from the $120s and sell for $5 to $15 per square foot less than its main competitors' houses.
Savant Photographic Artistry  

Betenbough Homes Sells Its Sustainability Story
Educating buyers about the benefits of energy-efficient construction is a big part of the Texas firm's marketing outreach.

Homes at the builder’s Ruth’s Farm development in Apharetta, Ga., are priced from the $600s to mid-$700s and feature three-car garages. Buyers may add on a third-level retreat or a media, bonus, or sun room in any of six floor plans. Some sites have basements. Shown is the Brentwood model.
Courtesy Providence Homes of Georgia  

The Providence Group Rebranded 
The high-end builder has made a name for itself by offering homes in Atlanta’s most sought-after neighborhoods.

Michael Kelley  

The New Home Co.'s Show-and-Tell Marketing
The California firm is known for its innovative designs, but its fresh approach to public relations is how everyone knows its name.

Evans Coghill's master-down bungalows in the sports-centric community of Riverwalk, S.C., have caught on with older buyers.
Courtesy Evans Coghill  

Evans Coghill Markets the Value of a New Home
Blogs, social media, print advertising, and strong Realtor relationships emphasize the company's new-vs.-old message.