How do you reposition a builder?

SITUATION:

Benchmark Homes was well known in their marketplace as a builder of lower-end tract homes.

OBJECTIVE:

Become a player in the higher-end custom home market.

STRATEGY:

Create an upscale brand image with quality marketing materials, dramatically lit photos of upscale homes, elegant black backgrounds, and edgy copy. Use outdoor billboards aggressively to target commuter traffic. Ensure that all ads and marketing materials reinforce the upscale brand image.

RESULTS:

Benchmark was voted the number one builder in their marketplace.