Progressive is not usually a word associated with new-home marketing. Yet this year's National Sales & Marketing Awards winners show that the industry may not be so behind the times. Builders are using advertising and merchandising that appeal to buyers' emotions, but they've stopped selling fluff alone. They're telling consumers about the tangible benefits that will make their dreams come true. Take the Grant Ranch ad on page 119. Its site map uses leader lines to point out amenities like the lake and golf course, and it's not shy about telling prospects how those amenities will enhance their lives.
Different people have different dreams, of course, and the industry has definitely caught on to that fact: This year's winners show a clear understanding of their target markets and how to appeal to their unique desires. Consider The Merchandise Building on pages 114-115. The urban dwellers it targets want to feel streetwise and cool. Every image conveys that message.
Finally, builders are following the trend away from mass marketing to niche marketing and relationship marketing. This year's winners include some rather sophisticated direct mail programs that zero in on select prospects. Hualalai's marketing program (page 121) is a great example. The program takes its hottest leads and then develops an ongoing relationship with only those people.
All in all, these programs are not merely great for the industry. They' re state of the art.
There were 769 entries, 28 of which the 10 judges named gold winners. Winners not shown are listed on page 128.
Serrano El Dorado Detached Community of the Year
Improving on Mother Nature
Nestled in the foothills of the Sierra Nevada, Serrano El Dorado boasts a gorgeous setting unlike any other near Sacramento.
Its developer could have let the landscape alone sell the community. Instead, the company improved upon Mother Nature by putting in amenities - two schools, landscaped parks, an 18-hole Robert Trent Jones golf course, impressive entry monuments, and 10 miles of walking trails - before digging the first foundation.
The strategy helped allay prospects' fear of the unknown, says the developer's corporate communications director, Jill Shannon. "We created a place that was already quite visually impressive."
While she promoted Serrano's scenery, Shannon also had to work against the perception that its location-30 minutes from downtown - was too far away. Her solution: Lure prospects out with irresistible events. "I figured once they made the drive, they'd realize it wasn't so far," she says. So Serrano staged a Street of Dreams tour that brought out 60,000 people and a Senior PGA tournament that attracted 80,000.
Shannon built wide awareness with a four-color Sunday newspaper insert, too, distributing more than 600,000 copies in five papers across California. Then she reinforced the insert with radio and TV airtime, ads in airports and malls, billboards, and even a Web page. "I like to use media the real estate industry doesn't typically use," she says. "People should see your message in a couple of places, not just in the real estate section." Last year the community's marketing budget was about $900,000.
Since its pre-sale opening in September 1995, Serrano El Dorado has attracted more than 14,000 prospects. Each month the community sells, on average, seven custom-home sites and (with two production builders up and running) seven production houses.
The judges also gave Serrano the gold award for best logo design and best landscaping. The community won silver awards for its community brochure, radio spot, TV commercial, and sales center. Jill Shannon was named marketing director of the year.
PROJECT: Serrano El Dorado, El Dorado Hills, Calif.; DEVELOPER: El Dorado Hills Development Co., El Dorado Hills; ARCHITECT: Forrar Williams Architects, Sacramento, Calif.; LANDSCAPE ARCHITECTS: Strayer and Schneider, Davis, Calif.; The HLA Group, Sacramento; and Kelly Design Group, Roseville, Calif.; ADVERTISING: El Dorado Hills Development Co.; The Dunlavey Studio, Sacramento; and Jane and Ed Goldman Communications, Sacramento; PUBLIC RELATIONS: Jane and Ed Goldman Communications; SALES OFFICE DESIGN: The Dunlavey Studio; DBC, Sacramento; SIGNAGE: The Dunlavey Studio; Western Signs, Diamond Springs, Calif.; INTERIOR MERCHANDISER: Done, Brown, Baldwin, Collins, and Wood, San Francisco
Judge's view: "Serrano presents a cohesive marketing campaign that sets the stage for the community," said judge Cheryl O'Connor, of Ponderosa Homes in Pleasanton, Calif "The signage and landscaping, especially, create a great sense of arrival. Overall, they've done a great job of presenting an image that reads 'quality' and 'luxury.'"
The Merchandise Building Attached Community of the Year
"The Merchandise Building is the coolest thing that's ever hit Toronto," says project marketing director Eve Lewis.
She may be right. Until recently, local law didn't allow commercial buildings to be converted. So the million-square-foot former warehouse, which opened in early June of last year, is the first loft-style condo project in town, and it's by far the largest.
Its developers are using the building's colossal spaces to create amenities previously unimaginable. They've planned a rock-climbing wall, a half-size basketball court, and a cappuccino bar for the building's fourth floor. The roof garden will include a compost area, a dog walk, and a few private gardening plots. And of course there will be the usual exercise room, pool, whirlpools, and saunas.
The lofts are cool, too. The developer hired architects of international renown to design the suites, which they spec'ed with very hip finishing materials. Four models show some of the possibilities, but buyers aren't restricted to the designers' tastes. They can plan their own spaces and even finish them themselves.
The marketing team determined in several focus groups that the amenities and design would be very attractive to the project's target market: urban dwellers age 25 to 40. To demonstrate the infinite possibilities loft space offers, the team created a 10,000-square-foot sales office. It houses a sample rock-climbing wall, a basketball court, and a cappuccino bar. And a theater. The team even put together a special music track for the sales office. The place has become quite the Toronto hangout, according to Lewis.
Ad-man Lawrence Ayliff created a campaign with the tag line, "Define your own space." The distinctive ads, he says, "convey the feeling of the project - a feeling of space and urbanity.
"We went to the streets with the campaign," says Ayliff. "We used subway and transit-shelter ads, and we made T-shirts people could wear around the street."
Instead of a brochure, Lewis and Ayliff created a tabloid-size four-color magazine. "It's so cool, people would not throw it out," says Lewis. The format allowed them to explain thoroughly the project's background and sell the urban lifestyle by writing about the surrounding neighborhood. The marketing budget is 6 percent of gross revenue.
The 360-unit project, with units priced from $120,000 to $500,000 (US$88,800 to US$370,000), is selling at a rate of 14.5 units a month.
The Merchandise Building also received silver awards for best direct mail piece, best black-and-white ad over one-half page, and best interior merchandising for a unit priced from $125,000 to $224,999.
PROJECT: The Merchandise Building, Toronto, Ontario; BUILDER/DEVELOPER: Cresford Developments; ARCHITECT: Northgrave Architect; ADVERTISING/SIGNAGE: LA Ads; PUBLIC RELATIONS: The Communications Group; SALES OFFICE DESIGN: LA Ads; Yabu Pushelberg; INTERIOR MERCHANDISING: Gluckstein Design Planning; Cecconi Simone, Inc. (All the firms are located in Toronto.)
Judge's view: "This is probably one of the best examples of targeted marketing I've ever seen," said judge Terry Rubenstein, of Westbrook Homes in Towson, Md. "It took a strong stand, then executed it down to the most minor detail. I liked that they took some risk. It was a very extreme presentation that could've backfired if it hadn't been handled so well. But it was clear that the marketers knew who they were after."
Country Crossings Affordable Community of the Year
Priced To Compete
Pacific Bay Homes is used to tough marketing problems: the developer (formerly The JM Development Co.) inherited an entire portfolio of distressed properties in 1993. Still, it knew Country Crossings would pose an especially formidable challenge. Located on the far fringes of exurbia in Riverside County, Calif., the community was all but boarded up.
"The former developer built 30 houses and decided he no longer wanted the financial obligation," says Debbie Olive, Pacific Bay Homes' sales and marketing vice president. "When we came here there were 239 lots left. Sales were at 0.31 a week. Traffic was at 22 a week."
Pacific Bay's ambitious goal: Move through the remaining 239 units in just two years.
Early market research directed the developer to target seniors and families and to aim for a price point of about $90,000. But since competitors closer to the city were already offering attractive product in the $90,000 to $120,000 range, Pacific Bay decided to try something different. It undercut those prices by $20,000 - more than 20 percent. "People were going to be driving past those other communities to get to ours," says Olive. "We knew our prices were going to have to be very attractive to get people farther out."
Teamwork helped Pacific Bay accomplish the feat. The company came up with a focused vision: Build high-quality, cottage-style single-story houses at phenomenal prices. "We put together a plan based on that vision, and we communicated it very well to our architects, engineers, sales team, and merchandisers," says Olive. "We needed everybody working together to accomplish this; everybody had to understand what we were trying to do."
The team devised a simple advertising strategy: Promote the community's unheard-of prices with a nostalgic appeal. "We highlighted the prices by taking people back to a time when most housing really did start at $69,990," Olive explains. She staged an old-car show and similar events at the community to reinforce the theme.
At first Olive ran the ads in local papers only. After the first phase of 41 houses, she broadened her reach to Los Angeles, the city of Riverside, and Orange County.
An aggressive signage program also helped bring prospects out. Olive spent a quarter of her budget on billboards and signs. The marketing budget for the two-year project is about 9 percent of revenue.
Country Crossings may actually make its aggressive two-year sellout goal. As of November, the community had sold 179 of its 239 homes - nearly 9.5 a month, on average. Pretax profits have ranged from 5 to 8 percent over the community's four phases.
PROJECT: Country Crossings, Helmet, Calif., DEVELOPER: Pacific Bay Homes (formerly The JM Development Co.), Irvine, Calif.; ARCHITECT: William Hezmalhalch, Irvine; LANDSCAPE ARCHITECT: Robert Borthwick Associates, Irvine; ADVERTISING/PUBLIC RELATIONS: Light & Associates, Newport Beach, Calif.; SALES OFFICE DESIGN/SIGNAGE: Outdoor Dimensions, Fullerton, Calif.; INTERIOR MERCHANDISING: Design Tec, Costa Mesa, Calif.; SALES MANAGEMENT: Ultimate New Home Sales & Marketing, Anaheim, Calif.
Judge's view: "Just because a community is affordable and has limited budgets doesn't mean you can't do good work," said judge Suzanne Britsch, of Real Vision Research in Kirkland, Wash. "This community might not have spent much money, but the marketing program was consistent and effective."
If you've got a couple of million to buy a second home, you probably hate Kaanapali, and you certainly hate Waikiki. That's what Jim Preskitt, marketing vice president of Hualalai Development, discovered when he conducted focus groups with upscale Hawaii property owners. On the other hand, these people loved the idea of "Old Hawaii," the romantic and gentle islands of the 1930s and '40s. "We want people to think back to the Hawaii of old, when the true essence of 'the aloha spirit' was alive," says Preskitt.
So he planned his campaign for this 635-acre resort around paintings by post-war artist John Kelly, whose work evokes the relaxed, exotic feeling the islands had 50 years ago. These images team up with minimal copy in a stylized typeface to create subtle, elegant ads. They run in Worth, Forbes FYI, Travel and Leisure, and the like.
A business reply card, bound in the pages next to the ad, serves as the response mechanism. "We're trying to develop a personal relationship [with our prospects]," says Preskitt. "Everything we do is interactive - I want responses."
Preskitt asks questions on every response card. He wants to know if prospects have ever visited Hawaii, how many times, whether they've been to "the big island," and when they're coming back. "If someone doesn't have an affinity for the area, we aren't likely to sell them anything," he says. The response cards tell him where he stands and how to take the relationship further. "We want to build a relationship: not only between our prospects and our property. We want to build a relationship with the prospect and the area and its culture and history."
Preskitt builds that relationship with regular follow-up pieces - gifts like note cards, mugs, and a newsletter (see page 121). The campaign generated more than 16,000 inquiries. The resort includes 400 villas and homesites priced from $550,000 to $5.5 million. Fourteen villas and five homesites had sold at press time. Sales began in January 1996.
PROJECT: Hualalai at Historic Ka'upulehu, Kailua-Kona, Hawaii; BUILDER: Hualalai Development Co., Kailua-Kona; ADVERTISING: InterCommunicationsInc, Newport Beach, Calif.; CATEGORY: Best overall advertising campaign
Judge's view: "This campaign was spectacular, "said judge Suzanne Britsch, of Real Vision Research in Kirkland, Wash. "It made me want to get on a plane and check out the community immediately. It really said, 'This place is one of a kind: The softer, gentler, old Hawaii.'"
Grant Ranch Advertising
It's a Dog's Life
Placed in a relocation magazine, this four-page ad skillfully sells the Denver project's infill location. "We positioned this master planned community as 'The Last Great Place,' and the graphics had to support that," explains the ad's creator, David Miles. A site plan (in the center spread) includes quotes hyping the lifestyle benefits of the property, instead of merely showing its features. Judges applauded the clever copy: It begins by using a dog's "voice" to describe the project's natural amenities.
The ad has brought at least 40 out-of-state inquiries. The developers spent about $50,000 for the creative and about $200,000 for newspaper and magazine space. The community opened for pre-sales in July of last year and is selling at a rate of three houses a month.
PROJECT: Grant Ranch, Denver; DEVELOPER: Simeon Residential Properties, Denver; ADVERTISING: Miles Advertising, Greenwood Village, Colo.; CATEGORY: Best color ad, over a full page
Judge's view: "This ad is a wonderful example of how-to-soft-sell and still keep a sense of urgency," said judge Susan Onley, president of Onley Marketing in Columbia, S.C. "It does this by combining emotional, lifestyle images with copy like, 'The Last Great Place,' and, 'Don't miss the boat. '"
Elkhorn Lodge Advertising
Keeping It Simple
With nothing but a headline and a rendering, this ad zeros in on the primary selling point of this Colorado condo property: proximity to the ski lift.
"'Ski-in, ski-out' is what sells property in mountain resorts," says Dan Fitchett of Falcon Resort Development. "This ad demonstrates that you can't get any closer to the lifts."
Lots of white space and minimal copy echo the headline's simple message and keep the reader focused on the point.
Traffic has increased 22 percent since the ad began running. The condos - priced from $527,000 to $1.6 million - are selling at a rate of 1.5 a month.
PROJECT: Elkhorn Lodge, Beaver Creek, Colo.: BUILDER/DEVELOPER: Falcon Resort Development, Avon, Colo.; ADVERTISING: Miles Advertising, Greenwood Village, Colo.; CATEGORY: Best color ad, full page or under
Judge's view: "The simplicity of this ad gives it a subtle elegance - and that tells prospects that the project itself will have a subtle elegance, too," said judge Scott Black, president of BRSG, a Houston advertising agency.
Denver Parade of Homes Special Promotion
Most Denver folks don't go to the local parade of homes thinking they're going to plunk down a deposit on one of the million-dollar mansions. They just want to be entertained. And get decorating ideas.
So ads for last year's event used witty headlines to tell prospects they'd get their oohs, ahhs, and drapery ideas, all in one trip.
The judges chuckled, too, at the promotion piece mailed to the news media: A paper bag holding a pencil and pad, with instructions for use in case of hyperventilation.
For the campaign, the Denver HBA spent about $20,000 in creative and production and about $151,000 in media. The parade attracted 103,000 people, despite its location 40 minutes from town. Four of the six houses have sold.
PROJECT: 1996 Parade of Homes, Evergreen, Colo.; SPONSOR: HBA of Metropolitan Denver, Denver; ADVERTISING: Miles Advertising, Greenwood Village, Colo.; CATEGORY: Best special promotion
Judge's view: "This was such an unconventional approach to a parade of homes - the advertising was just great," said judge Terry Rubenstein, of Westbrook Homes in Towson, Md. "The headlines were outstanding. They really captured my attention and made me want to attend."
Hualalai Direct Mail to Realtors
These broker promotion pieces were expensive: $25 and $50 a pop. They include a CD of Hawaiian music, bath salts, a loofah, even logo-imprinted golf balls. But what impressed the judges was how they work. The upscale information packages each include a card and a phone number to induce recipients to request further details. The result: An ongoing dialogue that makes brokers feel connected to the project.
At press time, the 635-acre resort community had sold 14 villas and five homesites in 10 months (see page 118). Forty percent of the sales were through co-ops with brokers.
PROJECT: Hualalai at Historic Ka'upulehu, Kailua-Kona, Hawaii; BUILDER: Hualalai Development Co., Kailua-Kona; ADVERTISING: InterCommunicationsInc, Newport Beach, Calif.; CATEGORY: Best direct mail piece/Broker promotion
Judge's view: "The pricing of this product obviously demands quality communications pieces - and these are exquisite," said judge Scott Black, president of Houston ad agency BRSG. "The cost of getting the leads was phenomenal, but now they've got a great database of extremely qualified prospects. And these are some of the finest graphics I've seen for that target market. They really captured the essence of the product."
Hualalai Direct Mail to Consumers
You've got to go all out to get the attention of prospects in the market for $2-million houses. These tasteful brochures and expensive gift boxes did the trick for this community of luxury resort villas and homesites.
The builder's marketing vice president, Jim Preskitt, first mailed a personalized letter and raffia-tied brochure to 20,000 prospects selected by age, income, zip code, and personal interests. Each mailer included a response card that asked prospects about themselves. Though 3,000 people responded, only 250 who were deemed the most qualified received the next mailer: A $44 gift of kona coffee and mugs imprinted with a 1940s painting by artist John Kelly (see page 118).
The communication builds an ongoing relationship with top prospects - the key to winning the hearts of these affluent second-home buyers. The community, which offers villas and homesites priced from $550,000 to $5.5 million, is selling at a rate of two a month.
PROJECT: Hualalai at Historic Ka'upulehu, Kailua-Kona, Hawaii; BUILDER: Hualalai Development Co., Kailua-Kona; ADVERTISING: InterCommunicationsInc, Newport Beach, Calif.; CATEGORY: Best direct mail piece/Builder promotion
Tanglewood Interior Merchandising
Move-up buyers want their nests to be elegant and comfortable at the same time. "They want their homes to be sophisticated, but they also want a retreat from the world," says Laing Homes' marketing vice president, Marianne Browne.
Warm sage, brown, and cinnamon hues combine with a variety of fabric and flooring textures to provide Tanglewood's rich-yet-relaxed look. Built-in bookshelves and entertainment niches in the family room allow the fireplace and electronics equipment to work together. Buyers can purchase the option for about $4,500.
Tanglewood's merchandising cost about $24 a square foot. The community is selling at a rate of four houses a month. This model, priced at $370,000 with options and upgrades, is the community's best-seller.
PROJECT: Tanglewood, Coto de Caza, Calif.; BUILDER: Laing Homes, Irvine, Calif.; INTERIOR MERCHANDISING: Creative Design Consultants, Costa Mesa, Calif.; CATEGORY: Best interior merchandising for a model with an average sales price between $225,000 and $349,999
Judge's view: This model conveys an air of sophistication but also appeals to prospects as a cozy getaway, agreed the judges. "That's exactly what this target market wants," said one.
The Wentworth Interior Merchandising
Casual Yet Classic
The judges loved the timeless design and uniquely detailed ceilings in this $2-million-plus spec house. "The traditional look really appeals to the semi-retired second-home buyer," said one.
The builder's target buyer wants a home that works for both formal and informal lifestyle needs, according to Gemma Wilson, marketing director for London Bay Homes. "They want something that's appropriate for corporate entertaining, yet relaxed enough for when they are going in and out in their swimsuits," she says.
To that end, the merchandisers used a mixture of classic furniture and overstuffed Floridian-style pieces. The spec has helped the builder garner four contracts for custom homes. Merchandising cost $27 a square foot.
PROJECT: The Wentworth, Naples, Fla.; BUILDER: London Bay Homes, Naples; INTERIOR MERCHANDISING: Marc Michaels Interior Design, Winter Park, Fla.; CATEGORY: Best interior merchandising for a model with an average sales price more than $350,000
Judge's view: Mixing and matching traditional furniture with less formal pieces appeals strongly to the second-home buyer market, noted the judges. "They don't want trendy, but they do want to feel relaxed," said one.
The Home Store Sales Office
Judges liked the dramatic atrium and natural-looking materials used in this 8,000-square-foot pavilion. The structure serves as a one-stop-shopping point for all six communities built by Hearthside Homes by Koll (formerly the Kathryn G. Thompson Co.).
"All of our projects are in a single master planned community that has no information center of its own, so it made sense," says marketing director Suzanne Gilbertson. "We felt it would help us capture more buyers than our competitors here - and we do."
The facility also serves as a design center and lends itself to special events, like how-to seminars that retailers and vendors conduct for prospects and homeowners. The company has sold about 280 homes, priced from $125,000 to $250,000, since The Home Store opened 18 months ago.
PROJECT: The Home Store, Aliso Viejo, Calif.; BUILDER: Hearthside Homes by Koll (formerly The Kathryn G. Thompson Co.), Aliso Viejo; SALES OFFICE DESIGN: Karen Butera, Inc., Corona del Mar, Calif.; Motivational Systems, Corona, Calif.
Judge's view: "This was wonderful," said Suzanne Britsch, of Real Vision Research in Kirkland, Wash. "The point of model homes and sales offices is to help prospects get in touch with what the community and homes will really be like. This one gives prospects a sense of the options they can have in their home, and they can do it in a relaxed atmosphere."
Palatine Hills Sales Office
Setting the Tone
As the representative of the first project in a brand-new master planned community, this sales office set out to establish the developer's classical Italian theme. A three-dimensional topo map highlights the community's panoramic views.
The office cost about $36,000. The community is selling at a rate of six a month to move-up buyers.
PROJECT: Palatine Hills, Henderson, Nev.; BUILDER: JM Peters Co.-Nevada, Las Vegas; SALES OFFICE DESIGN: Karen Butera, Inc., Corona del Mar, Calif.
Judge's view: "This sales office creates a distinct and elegant image for the community," said one judge. "Even though it's a traditional sales office, it reads 'class and sophistication.'"
Sara Olesker, President, Sara Olesker, Ltd., Chicago
Susan Onley, President, Onley Marketing, Columbia, S.C.
Tom Mullen, President, T.E. Mullen & Associates, Indianapolis
Scott Black, Chairman/CEO, BRSG, Houston
Cheryl Cooper, President, Cheryl Cooper, Inc., Alpharetta, Ga.
Melissa Herron, Senior editor, BUILDER, Washington, D.C.
Terry Rubenstein, Vice president, Westbrook Homes, Towson, Md.
Suzanne Britsch, President, Real Vision Research, Kirkland, Wash.
Cheryl O'Connor, Sales and marketing vice president, Ponderosa Homes, Pleasanton, Calif.
Rick Maranhaus, Construction vice president, The Green Co., Newton Center, Mass.
Gold Winners Not Pictured
Logo design (tie)
PROJECT: Belmont Forrest, Ashburn, Va.; BUILDER: Traditional Neighborhood Design, Rockville, Md.; ADVERTISING: Irizarri Advertising and Design, Herndon, Va.
PROJECT: Serrano El Dorado, El Dorado Hills, Calif.; DEVELOPER: El Dorado Hills Development Co., El Dorado Hills; ADVERTISING: Sterling Group, Sacramento, Calif.
Black-and-white ad, under one-half page
PROJECT: Grant Ranch, Denver; DEVELOPER: Simeon Residential Properties, Denver; ADVERTISING: Miles Advertising, Greenwood Village, Colo.
Black-and-white ad, one-half page or larger
PROJECT: Cascade Homes at Highlands Ranch, Highlands Ranch, Colo.; BUILDER: Cascade Homes, Highlands Ranch; ADVERTISING: Miles Advertising, Greenwood Village, Colo.
PROJECT: Kingwood, Kingwood, Texas; DEVELOPER: Friendswood Development Co., Kingwood; ADVERTISING: The Ad Team, Miami
PROJECT: Weston Lakes, Fulshear, Texas; DEVELOPER: New Homes Houston, Fulshear; ADVERTISING: Goswick Advertising, Houston
Overall advertising campaign, associate member
ASSOCIATE: Southern California Fair Housing Advertising Task Force, Los Angeles; ADVERTISING: RAP Communications, Los Angeles
Brochure for a community with an average sales price less than $150,000
PROJECT: Lakes of Bridgewater, Houston; BUILDER: Royce Homes, Houston; ADVERTISING: in-house
Brochure for a community with an average sales price between $150,000 and $299,999
PROJECT: River Valley Ranch, Carbondale, Colo.; BUILDER: Hines Interests Limited Partnership, Carbondale; ADVERTISING: Miles Advertising, Greenwood Village, Colo.
Brochure for a community with an average sales price $300,000 or more
PROJECT: Hualalai at Historic Ka'upulehu, Kailua-Kona, Hawaii; BUILDER: Hualalai Development Co., Kailua-Kona; ADVERTISING: InterCommunications Inc, Newport Beach, Calif.
PROJECT: Hualalai at Historic Ka'upulehu, Kailua-Kona, Hawaii; BUILDER: Hualalai Development Co., Kailua-Kona; SIGNAGE: Sign Source, Santa Ana, Calif.
Sales Office over 600 Square Feet
PROJECT: Celebration, Celebration, Fla.; DEVELOPER: The Celebration Co., Celebration; SALES OFFICE DESIGN: Pentagram, New York City
Interior merchandising for a model with an average sales price less than $125,000 (tie)
PROJECT: Kaufman and Broad at Palm Desert (Plan Three), Palm Desert, Calif.; BUILDER: Kaufman and Broad, Anaheim, Calif.; INTERIOR MERCHANDISING: Creative Design Consultants, Costa Mesa, Calif.
PROJECT: Fairway Groves, Tucson, Ariz.; BUILDER: Estes Homebuilding Co., Tucson; INTERIOR MERCHANDISING: Memory Merchandising, Tucson
Interior merchandising for a model with an average sales price of $125,000 to $224,999
PROJECT: The Merchandise Building, Toronto, Ontario; BUILDER: Cresford Developments, Toronto; INTERIOR MERCHANDISING: Gluckstein Design Planning, Toronto
PROJECT: Serrano El Dorado, El Dorado Hills, Calif.; DEVELOPER: El Dorado Hills Development Co., El Dorado Hills; LANDSCAPING: Strayer and Schneider, Davis, Calif.; The HLA Group, Sacramento, Calif.
Salesperson of the year: Karen Freeman, Mayer Homes, St. Louis
Rookie salesperson of the year: Joni McMahan, Ryland Homes, Cincinnati
Sales manager of the year: Larry Mills, Atack Properties, Richmond, Va.
Marketing director of the year: Jill Shannon, El Dorado Hills Development Co., El Dorado Hills, Calif.
These winners will be featured in depth in an upcoming issue of BUILDER.
This program is sponsored by the National Sales and Marketing Council of NAHB in conjunction with dozens of corporate sponsors. This year's preferred sponsors were:
Housing Guides of America Norwest Mortgage
FOR MORE INFORMATION
For a direct link to the Web sites of many of the builders who won sales and marketing awards, see BUILDER Online at http://www.builderonline.com
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|Title Annotation:||winners of the National Association of Home Builders' National Sales and Marketing Council's 1997 National Sales and Marketing Awards|
|Date:||Feb 1, 1997|
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