Delivering More with More Brand Authenticity

Giving All Customers More of What They Love

Trendmaker Homes was ready to launch LakeHouse, its newest master-planned community in Katy, Texas. As Trendmaker Homes is the sole developer for this project, all marketing would derive from the placemaking brand developed for LakeHouse, a lifestyle community designed for a wide range of homebuyers.

Challenges

With LakeHouse, Trendmaker Homes recognized a need in the marketplace to develop a product that appealed to first-time homebuyers in addition to their traditional move-up buyers, all while retaining the premium quality that Trendmaker is known for in Houston. In addition to its large, core product offering at LakeHouse, Trendmaker added smaller homesites to its community plan, which would resonate with this customer.

Insights

The Wick team understood that LakeHouse needed a brand promise that would ring true for buyers at multiple price points and different lifestyles. Only a strong, simple statement would deliver the degree of messaging flexibility LakeHouse required. Research told us that LakeHouse could compete against other communities in terms of lot size, amenities, and the attractive lake feature but, most importantly, tax advantages.

Our Roles

Vision and Placemaking
Strategic Planning
Brand Development
Launch and Grand Opening Ad Campaigns
Email Marketing
Website Content
Social Media Management and Promotion
Signage Plan and Design

Strategy

LakeHouse offered a financial advantage over the competing communities that imposed a Municipal Utility District (MUD) tax, which adds substantially to homeowner’s mortgage payments. The Wick team developed “More of What You Love” as an overall brand statement to help customers connect emotionally with the financial equations. Messaging would help customers translate the financials to their personal opportunity to have more of what they most valued.

We conveyed the “More” theme out across multiple message points — more for your money, more choices, more backyard, more amenities and more money left for a boat, vacation or college for your kids. From a copy standpoint, we maintained the friendly Trendmaker Homes voice, relying on lifestyle photography to portray the wide range of customers who would feel at home at LakeHouse.

Trendmaker Houston sales brochure spread of happy people at leisure on lake fishing and in back yard

Sales Brochure — Creating an emotional connection with prospective customers was key at LakeHouse.

Trendmaker Houston sales brochure cover with four silhouettes jumping in the air in front of a lake at sunset

Results

Creating LakeHouse brand awareness was our first priority, followed closely by driving traffic to the Grand Opening. Historically, Trendmaker Grand Openings leaned on the modest side, with most prospects preferring a more private touring experience. The LakeHouse Grand Opening attracted as many as 150 attendees — which Trendmaker considered a great success. Ten sales were completed in just the first week.

Takeaway

Established homebuilders can expand beyond their traditional customer base without sacrificing their overall brand. It takes the right product, along with differentiating marketing strategy and brand stewardship.