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