Custom homebuilder London Bay Homes had developed a strong reputation in southeast Florida as a quality, luxury custom builder with a very personalized approach. It expanded its offerings into the Sarasota market with construction in multiple communities, including 100 homes at The Founders Club. London Bay then purchased the remaining 84 lots from the developer, inheriting the branding and marketing of the community and the existing sales center. Although The Founders Club brand was established in the local market, a more compelling representation was needed to re-engage brokers and target homebuyers to more effectively compete in the marketplace. London Bay sought a new strategic creative partnership with Walker to evolve the The Founders Club positioning and develop a strategic marketing communications plan to support sales moving forward.

Objectives

• To increase inquiries and traffic to the community, engage realtors, and increase home sales

Strategy

Walker Brands completed an initial brand evolution for this established community, which was not marketing the story of the offering in an authentic or distinctive way. A campaign was created profiling residents and their personal stories of why they loved living there and what they valued most about the custom homebuilding process. Blueprint-style illustrations portrayed their desires as just important as the design of the home. Advertising in print, digital, direct marketing, a redesigned sales center and tours were also included.

A second campaign – “Finally Found” – was then introduced to convey the aspirational lifestyle that would enhance the luxury product offering and show a breadth and depth of the elements of the community. The campaign not only emphasized the word “Found” in “Founders Club,” but also allowed for a multiplicity of community attributes and homebuyer desires highlighted in a series of print, digital and Facebook ads and sales center displays.

Services

• Evolved brand strategy
• Realtor communications
• Sales center graphics
• Collateral
• Advertising campaign
• Digital and email marketing
• Website
• Video
• Events

Success

The “Finally Found” campaign helped double home sales for the prior year, allowing prospective buyers and realtors to more clearly understand the distinction of the community over other marketplace choices. The community received the top honors at the 2015 Parade of Homes.