STANLEY MARTIN HOMES
LEADING THE INDUSTRY
BUSINESS CHALLENGE: Stanley Martin Homes, a mid-Atlantic home builder has always been known for their quality built residential homes. With a slowing real estate market, it was vital for Stanley Martin Homes to define and differentiate in order to maintain their foothold against national competitors with national budgets.
OBJECTIVES: Create a meaningful brand story for Stanley Martin Homes.
TARGET INSIGHT: Stanley Martin Homes is known as an honest, quality focused home builder. They take more time to do things that result in outcomes that are a cut above their competitors. Because Stanley Martin Homes does things differently, they connect with their customers in a different way.
STRATEGIC POSITIONING: You will like doing business with Stanley Martin Homes.
RESULTS: Traffic increased 15% market-wide for the second quarter following the brand launch. Increase from 4.4% market share to 6.7% in Northern VA, ranking them fourth overall. Click-through rate of .16%, compared with industry average of .03%