KB Home aspires to be the “most customer-obsessed home builder in the world.”

This aspiration is a guiding force for the decisions made by the home builder and is represented through KB Home’s new “We See You” brand platform. The platform is designed to showcase KB Home’s customer-centric focus, highlighting how the company listens to customers and is responsive to their own hopes and dreams.

As part of the launch of the new platform, KB Home debuted a video campaign earlier this year titled “New Beginnings,” highlighting the story of a young girl’s reluctance to move and the role of KB Home in helping overcome her reservations.

To further discuss the “We See You” brand platform and understand the customer-centric approach at KB Home, BUILDER spoke with KB Home chief marketing officer Amit Desai. Desai also spoke about how this approach distinguishes KB Home in the single-family space and is a manifestation of the builder’s internal company culture.

How is KB Home’s relationship with its customers distinctive in the new-home residential market?

KB Home has always led with purpose and an unrelenting focus on delivering the most personal value to our over 680,000 new homeowners in our history— and changing the trajectory of lives in the process. At KB Home, everything starts with our vision—the big picture of who we are and who we aspire to be. For us, that is: To be the most customer-obsessed home builder in the world. Customer obsession is the North Star that informs and guides every decision we make. It goes far beyond customer service to define an organization that truly puts the customer at the center of everything we do.

We embody and operationalize customer obsession through a customer-centric approach that begins with data-driven product design based on thousands of extensive surveys of actual recent buyers. The company then builds choice into every one of our home designs and home buying process. Our customers can tailor their home to their unique lifestyle and budget, from homesites and floor plans to design choices. Every homebuyer is supported by a dedicated team to see their purchase through and guide them every step of the way throughout the design and building process. Additionally, we conduct a series of follow-up visits after move-in to ensure an exceptional homeowner experience. In recognition of our commitment to going above and beyond, in 2024 KB Home achieved the highest level of customer satisfaction in our history and continued to earn the distinction of being the No. 1 customer-ranked national home builder based on home buyer satisfaction surveys from a leading third-party review site.

What was the inspiration for the “We See You” brand platform and what was the process of developing it?

The KB team has been doing an incredible job on delivering on the promise of customer obsession, and we wanted to be sure our marketing efforts were as effective in communicating the company’s true point of difference and reinforcing what sets us apart in the category.

Many buyers continue to assume all builders say and do the same things. To overcome this misperception, we embarked on finding the perfect creative expression for customer obsession that would position us as the most “sought-after” home builder brand. As we set out to find that expression, it was important that it:

  • Be ownable, relevant, true and distinctive.
  • Serve as a unifying thematic across all communications.
  • Provide the latitude to effortlessly showcase not only our brand but also our brand pillars—those that are focused on the homes that we build—personalized, innovatively designed, sustainable and affordable as well as how we deliver them—through partnership.

After exploring a range of creative concepts and conducting extensive consumer research, we landed on a pitch-perfect new creative expression. Our winning new brand platform is defined by three simple yet powerful words: We See You.

What I love about our new brand platform is that it effectively communicates who we are and what we stand for. It does a really fantastic job of differentiating our brand as unique in the category based on an emotional appeal and a demonstration of expertise in both buyers and homes. And it gives our customers a reason to believe that we are truly built on relationships.

How does KB Home plan to utilize the brand platform and where will the creative campaign appear?

We are reinforcing our new “We See You” brand platform’s bold design and language system consistently and distinctively across all customer touch points, including paid media, social media, digital platforms, collateral, sales office and design studio spaces, out of home signage and more.

Additionally, to bring our new platform to life, we recently launched our very first campaign.

Titled “New Beginnings”, our campaign tells the heartwarming story of a young girl’s reluctance to move to a new home and how the KB team partners with her parents to ease the girl’s transition to a new beginning.

Buying a home is one of the most important and emotional purchases that people make in their lifetimes. Our new creative campaign honors this major milestone and embodies all the hopes and goals that go into purchasing a home.

We decided to pursue an approach unlike anything else we’ve seen and one that allows us to effectively engage our audience through emotional storytelling and enables us to fully demonstrate our passion for putting the customer at the center of everything we do.

The “New Beginnings” campaign is running across multiple platforms, including digital streaming, online video and social media.

How does the “We See You” messaging and customer-centric approach from KB Home mirror the company’s internal culture?

Since launch, the new “We See You” brand platform has resonated strongly with our employees who believe that relationships are the foundation for everything we do and everything we are. Our employees are the heart and soul of KB, and that belief in relationships defines how we behave toward each other and how we treat our customers through every step of the process.

For this reason, we have expanded our new platform across all employee communications, including newsletters, employee portals, recruiting materials, and business office signage.