Builders are updating their brands, launching new mortgage services, innovating smart home platforms and finding creative ways to deliver customer experiences in their markets at a brisk pace. Here are some of our favorites:
Taylor Morrison – Dorothy Mortgage Technology
D.R. Horton – Home is Connected – Smart Home Platform
TRI Pointe Homes – Smart Home Innovation HomeSmartR
Minto Homes Post-Sale Experience Mastercaresm
Ashton Woods Inspiration Collection – Realtor Program
Our large builder clients are almost always in “launch mode” for a new service or experience, Community or Corporate brand update. All of these require a consistent brand message when they are brought to market. In brand marketing, there is only one version of the truth and centralized resources are an easy way to ensure that your brand touches are sending the exact same message wherever a consumer engages with your new home builder brand.
Centralization is one of those things that sometimes feels counter-intuitive in an industry that operates in an intentionally decentralized business model that is designed to serve regional home buying preferences. However, our Builder clients are finding ways to centralize their brand marketing so that they can design consistent experiences that differentiate their brand at important milestones in the new home buying process. Signing Day and Welcome Home Experiences are two areas that are being centralized more and more as Builders discover the benefits of creating a customer experience that can differentiate them in all their local markets. Builder Procurement professionals are seeing the benefits of centralization economically too.
Companies like Brand Central Solutions provide centralized eco-systems for digital marketing and digital asset management in addition to brand launch portals for marketing collateral and print. Builder Promotions recently helped a top Home Builder centralize their Welcome Experience for their largest market. The outcome was a synchronized effort that supported their three brands in four key regional sub-markets. This helped them differentiate their own brands from each other and all the brands from the regional competition. It was a way to create simplicity for the marketing teams and speak the same brand message to all their new home buying consumers.
Brand Central Solutions, a Builder Promotions company, is addressing this shift to centralized resources that are designed specifically to serve an expanding and decentralized organization. You can read about how Brand Central Solutions is approaching all industries with the successful model we’ve used to help New Home Builders for over 20 years.
Are you communicating one version of the Brand truth? Are your systems set up to ensure that this is conveyed in every business unit or Division? We’d love to hear about what you are doing. If you’d like to know more about our Digital Asset Management solutions or our Digital Marketing Command Center, please connect with us. Our software partner, Aprimo is the leader in this space and we are excited about bringing their capabilities to New Home Builders who are investing in customer experience design and digital marketing efficiencies.
Thanks for stopping by! We look forward to seeing you again.
Chief Experience Officer
Builder Promotions is a branding and procurement solution designed to serve the needs of new home builder marketers. Our platform enables new home builders to centralize 100% of their brand marketing collateral to help drive more consistent brand engagements at the Division level. Our new partnership with Aprimo is designed to help New Home Builders make the most of leading digital marketing technology to streamline the relationship between Corporate Marketing and Division teams in service of the new home buyer consumer.