Florida Builder Splits Marketing From HQ

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In a digital-age management move, Florida's third-largest builder, Transeastern Homes, recently moved its sales and marketing department out of the company's Coral Springs headquarters and into an Orlando office to place it nearer the bulk of new proje...

May 01, 2003

 

Transeastern's new $447,990 Monaco model (3,534 square feet with bonus room) at Mediterranea at Lake Butler Sound in Windermere, Fla..

 

In a digital-age management move, Florida's third-largest builder, Transeastern Homes, recently moved its sales and marketing department out of the company's Coral Springs headquarters and into an Orlando office to place it nearer the bulk of new projects coming on-stream in Tampa and Orlando.

It doesn't seem to be hurting the group's effectiveness. Transeastern recently opened a Fort Myers project that sold 167 homes in 22 hours. The firm hit $260 million in revenue during the fiscal year ending last June 30.

"It's a smart move for us," says Joel Lazar, vice president of sales and marketing. "We've been doing projects of 50 to 250 units, but we just launched one of 615 units in Fort Myers, and this year we will open one of 1,600 units in Tampa. We've also got about 4,000 units coming on in Orlando."

Lazar says the firm's long-established southeast Florida division needs little supervision from him. Transeastern is No. 65 in PB's new Giants rankings.

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