BEAZER ORLANDO CASE STUDY
A strategic partnership makes all the difference.
You’re the first division to roll out a brand new product series. You won’t have a model built for a while, but you need to start getting the word out ASAP. What do you do?
This was the scenario one of our clients came to us with. The Orlando division was launching a major company-wide initiative: Gatherings. We’re thrilled to have partnered with Beazer Homes for many years and this project gave us another reason to be excited.
The first of many Gatherings communities to be built across the nation, Gatherings at Lake Nona, is a 55+ active adult community featuring new condos with a ton of really cool amenities. Since Orlando is the first to officially build these plans, they had a great opportunity to help establish the brand behind this product.
They were also presented with a unique audience. Even though most buyers are looking for more than just a home, that is even more the case with the 55+ audience. A purchase in this community is a huge commitment – they are looking for their forever home.
“You’re not just selling a home – you’re selling a lifestyle. Buyers are wondering if they’ll find things to do, meet
people to hang out with, or find ways to get involved. To sum it up: in Gatherings, the lifestyle is everything.”
THE GAME PLAN
With such a huge opportunity in front of them, the Beazer team knew they wanted to do something different. They reached out to us as soon as they heard about the project.
We developed a strategic plan for reuse and optimal ROI by building one project off of another. This resulted in a suite of collateral including: Exterior and Interior Renderings, Panos, a Custom Interactive Site Map and their all-time fav: the Fly-Through.
“It’s hands down the best representation of the community. Buyers want to stand in your homes – practically
live in them – before they make a buying decision. Your tools (especially the Fly-Through) are certainly pushing
the barriers so that you don’t have to wait to see it.”
When we chatted with our contacts to reflect on the project, they told us that having one partner was a huge benefit for them. They even said there was way too much involved to use multiple vendors. “It would have been impossible,” said Marketing Manager Russ Beymer, “and you did a first class job of making Gatherings look like a beautiful place.”
The marketing material we created is being used on the Beazer website, in the sales office, at various events, for hand-out collateral, on social media, and more.
Make sure to check out this great community here. We can’t wait to hear more from the division on their progress when the models open this spring!