First America Homes, a Signorelli Company and No. 109 on Builder’s 2024 Next 100, recently unveiled its rebrand, featuring an updated logo and new slogan “Built Different.”
The rebranding initiative includes an updated visual identity and marketing materials, new model home sales offices, and a new design center space. Plus, in the coming months, the home builder plans to introduce new home products including new elevations, new styles, and updated floor plans.
“At First America Homes, our priority is enhancing the home buying experience and ensuring long-term satisfaction, recognizing that a home is so much more than bricks and sticks—it is the center of family life and a key part of the American dream,” says Dave Barnhart, First America Homes president. “It is embedded in the culture of First America Homes that our mission is helping home buyers attain their dream home.”
To hear more about the company’s refreshed look, BUILDER spoke with Barnhart. Read on to learn the driving force behind the decision to rebrand, the process of developing a new brand identity, the initial response, and more.
What’s the history of First America Homes?
After becoming one of the most successful land developers in Montgomery County, Texas, Danny Signorelli, president and CEO of The Signorelli Co., saw an opportunity in the market to make the dream of homeownership more attainable. This led to the creation of First America Homes, a division of The Signorelli Co. in 2010. Fast forward to 2024, First America Homes currently builds in more than 37 communities in Houston and San Antonio—two major markets—and has made the joy of owning a home possible for thousands of families.
What sets First America Homes apart from other home builders in the popular Texas markets?
- Personalized service from start to finish: We recognize what a life-changing decision a home purchase is. That’s why we carefully walk customers through every aspect of the sale and their selections. We equip customers with information because we want them to have every confidence in their decision to buy a First America Home.
- Industry-leading warranty: First America Homes offers a 10-year structural warranty that goes beyond the Texas-mandated, six-year warranty and includes a two-year limited warranty, whereas most builders provide only a one-year limited warranty. Our commitment to excellent customer care is essential to our warranty program. We guarantee two-hour response times, home visits within 24 hours, and work to resolve concerns in seven business days or less. We also have an emergency on-call team available on the weekends to handle any urgent issues. This kind of support allows our customers to have peace of mind, knowing their homes are in great hands, so they can focus on the things that matter most in their life.
- Resale value: Resale data shows that First America Homes retain and increase their value over time. Given that a home is the biggest investment for many families, it’s important to know that First America builds a product that stands up to the test of time.
What was the main driving force behind the decision to rebrand?
Our goal is to broaden the recognition of First America Homes as a premier home builder in Texas. Whether it’s first-time or upgrading home buyers, or the realtors assisting them, we want to be the home builder they think of when it comes to product quality, value, good design, and great customer service. In the coming months, we’ll introduce new home products and updated floor plans we believe will reinforce our position as a standout in this industry.
How did the company choose the new logo and slogan? What significance do they hold?
The selection of our new logo and slogan was a collaborative effort that involved input from across the entire First America Homes and Signorelli Co. teams. We conducted a survey of all team members, giving everyone a voice in the final decision. This process not only allowed us to choose a logo and slogan that represent our company but also foster a sense of shared vision within the organization.
By aligning our branding with our emphasis on product quality, value, good design, and great customer service, we’re reinforcing the trust and loyalty we've built over the years. There are a lot of home builders out there, but we set ourselves apart by being privately-owned, guided by unwavering American values, and driven to make the most positive impact on the families and communities we serve. That’s what makes us “Built Different.”
Can you walk us through the process of developing the new brand identity, including any challenges faced along the way?
To start developing the new identity, our first approach is to understand the purpose and goals of the rebranding effort. Beyond updating and enhancing the visual elements, we are also mindful about ensuring our values and messages are communicated effectively. This process involves careful planning, strategic thinking, and a clear grasp of our objectives and target audience. The primary challenge was ensuring we provided sufficient information, and appropriately mapping the scale of the rebrand to assure everyone has the clarity of what we are trying to accomplish.
How has the initial response been from customers, employees, and other stakeholders?
The initial response to our new brand has been overwhelmingly positive across the board. Our team views this rebranding as a much better reflection of who we are as a company and that sentiment has been echoed by our customers, employees, and other stakeholders. Customers have expressed their appreciation for the clarity and connection to our values that the new brand embodies.
How does this rebrand position First America Homes for future growth?
This rebrand sets the stage for anticipated growth by expanding First America Homes’ market presence, appeal, and customer base. By introducing upgraded home sales offices and opening a new design center space, First America Homes is better positioned to cater to more home buyers and maintain our competitive edge. These changes are a direct result of listening to feedback from prospective home buyers about how we can improve their home buying experience, and we’re excited to see the vision come to life.
