 To see additional National Sales and Marketing Award Winners, go to The Nationals web site. |
Now in its 26th year, the National Sales and Marketing Awards pay tribute to superior new-home sales and marketing achievements by individual sales and marketing professionals; home builders and associates; and sales and marketing councils.
The past year has been a challenge for anyone in new-home sales. The good news is that the successes prove superb design and savvy marketing for your target home buyers will keep your product first in the mind of prospects when they are ready to buy.
Take a look at some of the finalists winning gold this year. Many took a creative approach to a problem — reaching a niche market, building at a challenging location, differentiating themselves among similar products — and came out on top. See if any of their lessons learned can apply to your business and market.
Not Your Dad's Townhouse
Gold Winner: Sky Terrace at Stapleton, Denver
Sky Terrace was Infinity Home Collection's first attempt at an attached home, so its fresh look isn't surprising. What surprises is that with such a short learning curve, it built an attached-home community of edgy, contemporary houses that have generated lots of buzz, traffic and steady sales in a market that, like most in the country, isn't that hot.
Selling townhomes for over half a million dollars in a master-planned community with available attached homes for less was a challenge. Sky Terrace proves great design excels in any sales environment.
Floor plans soar two and three stories over main living areas, with 9-foot ceilings everywhere else. The design incorporates lots of glass, natural light and outdoor spaces, including a roof deck.
"Even the interior units have a very private indoor/outdoor relationship in the center of the unit that separates it from the other unit next to it," says David Steinke, marketing director for Infinity Home Collections, Greenwood Village, Colo. "You have no idea you're in the middle of the building at all. It has the same sense of light and privacy that they all do."
  Sky Terrace ws a gold winner for Best Attached Community of the Year. It also received awards for Best Attached Home Plan Priced over $500,000, and Best Interior Merchandising of a model priced $400,000 to $650,000. |
The redevelopment of Denver's Stapleton International Airport is one of the country's largest urban redevelopment projects. The site is being transformed into a community of 12,000 new homes. Infinity is one of about 20 builders there. "We're lucky to be able to bring product to market in a community like Stapleton," says Steinke. "They were okay with us taking a very bold step in the direction of the contemporary."
Target buyers are empty nesters or working people looking for a relatively maintenance-free home who have an appreciation for design.
"They are excited about some of the vertical designs we were creating and the blends of stucco and glass and soaring spaces," says Steinke.
"We wanted the accessories — the art and furnishings — to be every bit as exciting as the architecture. Hillary Reed Interiors did the merchandising, and they nailed it." The judges agree — the Guggenheim won gold for Best Interior Merchandising of a Model Priced $400,000 to $650,000.
The Pompidou, named Best Attached Home Plan Priced $500,000 and Under, has two bedrooms and a study. It features a three-story ceiling that leads to the sky deck — all visible from the main living area.
Builder: Infinity Home Collection, Greenwood Village, Colo.
Architect: Woodley Architecture Group, Highlands Ranch, Colo.
Interior Designer: Hillary Reed Interiors, Littleton, Colo.
Ad Agency/PR Firm: Milesbrand, Denver
Number of units: 44
Price range of units: $544,900 to $624,900
Square footage of units: 1,903 (plus 752 of finished outdoor living space) to 2,254 (plus 1,020 of finished outdoor living space); Pompidou — 1,988 indoor (plus 945 of finished outdoor living space)
Merchandising cost per square foot (Guggenheim): $33
Unify and Conquer
Gold Winner: Encantada, Ladera Ranch, Orange County, Calif.
  Encantada in Covenant Hills was a Gold Award Winner for Best Landscape Design for a Detached Community, as well as Best Detached Community of the Year. |
Encantada in Covenant Hills, the only gated village in Ladera Ranch, Calif., was designed to attract move-up buyers with a viable alternative to a custom home site. "We feel it's every bit the quality and the caliber of a custom home for someone who doesn't want to spend the time and money to build a custom home," says Jessica Fabricant, regional marketing director for the Orange County division of Los Angeles-based Pardee Homes.
The community pays homage to the arts and crafts tradition of the late 19th and early 20th centuries with a cohesive integration of architecture, landscaping, interiors and graphics. Encantada presented a strong, unified program. "We liked it. Its marketing was one of the best in this category," says Nationals judge Patti Guthrie of Marc-Michael Interior Design.
"I think we really did a good job of working together with our consultants and our team to make the details a harmonious blend both indoors and outdoors," says Fabricant. "We didn't do a contemporary interior with Spanish outside. We stayed very authentic to the period. The merchandising and the landscaping and the architecture all stayed true to form."
Fabricant says the architecture dictated the landscape.
"It really complimented rather than contrasted or overshadowed the architecture," she says. Plan 2, a Colonial Monterey, used brick elements on the house and in the landscaping and white climbing roses to capture the style.
Encantada creates a relationship between indoor and outdoor spaces through landscape details.
"We tried to capture through the landscaping how people can use the courtyards as part of their yard," says Fabricant. "Flooring used on the inside carries through to the outside so that there is a seamless blend."
Builder: Pardee Homes, Orange County
Architect: Scheurer Architects, Newport Beach, Calif.
Interior Designer: Color Art Design, Culver City, Calif.
Landscape Architect: The Collaborative West, San Clemente, Calif.
Ad Agency/PR Firm: Allan Zukor Advertising Design, San Diego
Number of units: 37
Price range per unit: $1,394,425 to $1,757,650
Square footage of units: Approximately 4,350 to 4,901
Where Captains Of Industry Can Sail Away
Gold Winner: Seabridge, Channel Islands Harbor, Oxnard, Calif.
 Seabridge received a Gold Award for Best Masterplanned Community of the Year. |
Seabridge, a 135-acre residential marina master-planned community, lies within easy water access of Santa Barbara, Los Angeles and Orange County. This gated island residence boasts exclusive recreation and waterfront amenities — a marina, pedestrian bridges and a village — all within walking distance. It offers a variety of homes — upscale flats over live-work units, attached homes and luxurious waterfront detached homes, many with private boat slips.
"The marketing objective for Seabridge was to brand the community as an enduring coastal lifestyle landmark, showcasing its character, promoting its lifestyle and generating compelling buyer motivation well before model homes were available," says Mike Higgins, vice president of sales and marketing for D.R. Horton's Los Angeles/Ventura/Kern division. "Our goal was to establish lasting brand equity while we aimed for the earliest and strongest possible sales success through previews, presales and ongoing buyer relationship building."
Easy access to nearby business centers makes this estate community accessible to entertainment industry executives and others of their ilk who can chart their own course close to home on their private vessels.
The variety of product Seabridge has to offer requires a marketing strategy that embraces buyers at every age and household makeup, both primary residence and second-home buyers.
"We were successful in speaking the language of that buyer," says Higgins, "both in graphics, imaging and copy. While this particular geographic area might not otherwise have drawn the luxury market buyer, the creation of Seabridge transformed the buying proposition, successfully redefining the location as a preferred destination.
"In spite of the volatility of the declining southern California real-estate market, Seabridge has enjoyed sustained sales momentum, with nearly half of its six neighborhoods sold out within the year," says Higgins.
Builder/Architect/Interior Designer: D.R. Horton, Los Angeles/Ventura/Kern Division, Simi Valley, Calif.
Ad Agency/PR Firm: Hayes Martin Associates, Newport Beach, Calif.
Number of units: 700
Price of units: $1,737,900 to $2,124,900
Square footage of units: 910 to 6395
A Plan that Corners the Small Lot
Gold Winner: Madeira Del Sur, San Diego, Residence 4
 These homes built by Shea Homes recieved a Gold Award for Best Single-family Detached home priced $650,000 to $1 million. |
The marketing objective for Shea Homes was to create a plan with curb appeal that maximized every square inch of the rather small lot — 31 feet in width, 2,131 square feet — with which the developer of Madera Del Sur gave the builder to work.
"We had fairly small lots," says Teri Shusterman, director of marketing for Shea Homes San Diego. "Most of them were alley loaded; a few of them — some corners — loaded from the street."
The solution was a successful interplay of indoor and outdoor spaces and a unique corner lot design.
"What's unique about Plan 4," says Shusterman, "is it's one of two front-loaded home designs, and it was specifically designed for corner lot conditions. The front could be considered the short side of the house where the garage is, and the long side of the house is what you would typically call your side yard."
"When you walk in from what you think is the front door," she adds, "you're actually walking into a covered courtyard that leads to an open courtyard that gets you to the actual interior of the home."
If you turn and enter the other side in the open courtyard, you're in the guest suite.
"You can use it for an office," says Shusterman. "It's kind of detached from the living area. It's attached from the roof."
This plan had a broader appeal than expected, divided almost evenly between couples with and without kids, singles and empty nesters.
"We had to put a sign on the model, saying it was not a model," says Shusterman, "because so many people wanted it and we only had so many of them."
Builder: Shea Homes, San Diego
Architect: Woodley Architectural Group, Highlands Ranch, Colo.
Interior Design: CH Design Group, San Diego
Price of Unit: $777,000
Square footage of unit: 2,131
A Place Where Singles Can Mingle
Gold Winner: Aragon Plan One, La Mesa, Calif.
 Aragon Plan One received a Gold Award for Best Attached Home Plan Priced Under $500,000. |
Just minutes from the trolley stop, shops, galleries, restaurants and downtown La Mesa, Calif., Aragon's infill condominium community revitalized the site of an abandoned trailer park, providing a well-positioned, appealing product for first-time home buyers seeking an urban residence outside the congestion of San Diego.
"The target market is first-time home buyers who know and love La Mesa," says Lenette Hewitt, vice president of sales and marketing for Carlsbad, Calif.-based Barratt American.
The neighborhood comprises 58 Mediterranean-style three-story attached homes available in eight floor plans. The layout allows homeowners entry at the street level, just above the parking structure, through their own individually gated porches. The three-story design also gives greater privacy because no one lives above or below them.
"The living space feels very open for the amount of square footage," says Hewitt of Plan One. "It was also designed to fit the 'mingles' buyer singles who buy a home together. It has two bedrooms — dual masters. With home prices where they are today, it takes two incomes for people to afford a home. So we have designed floor plans to work for this buyer profile."
Builder: Barratt American, Carlsbad, Calif.
Architect: Starck Architecture & Planning, San Diego
Interior Design: Ami Samuel Interiors, San Diego
Price of Unit: Low $400,000s
Square footage of unit: 1,052
Soft Touches Mix with Bold Contrasts
Gold Winner: Beaumere, Palm Beach Gardens, Fla.
 Beaumere received a Gold Award for Best Interior Merchandising of a Model Priced Over $2 million. |
Beaumere is WCI Communities' new product in its Old Palm Beach golf community.
"Our objective was to showcase these extremely unique home sites we have that back onto a water feature," says Connie McGinnis, community representative for WCI Homes. "This particular model has high ceilings and floor-to-ceiling glass in the living room. It's there to take advantage of the views."
"We were asked to create a unique interior for a very sophisticated and upscale potential buyer," says Lorraine Rogers-Bolton of Rogers Design Group. "We decided to create a cleaner, softer, more 'classical metropolitan,' contemporary interior. We assisted with the structural changes to compliment this theme ... eliminating many of the arches and all of the pre-cast stone work and creating multi-level coffered ceilings."
Builder: WCI Communities, Bonita Springs, Fla.
Architect: Randall Stofft Architects, Delray Beach, Fla.
Interior Designer: Rogers Design Group, Palm Beach Gardens, Fla.
Square footage of unit: 6,256
Merchandising cost per square foot: $55.00
Bold Colors Make a Memorable Impact
Gold Winner: Stockwell Manor, Innisbrook Model, Falls Church, Va.
 The Innisbrook Model at Stockwood Manor received a Gold Award for Best Interior Merchandising of a Model Priced $1-$2 million. |
Nestled in a quiet, established neighborhood just outside Washington, D.C., this semi-custom home is designed to appeal to young, dual-income professionals coming out of a smaller, less well-appointed home, or to those entering the area from myriad locations.
"The objective of the interior design of the Innisbrook model is to showcase the sophisticated, luxury style of living that urban families enjoy in D.C.," says Matt Lefler, Bethesda, Md.-based Camberley Homes' director of operations. "The Innisbrook model is designed and merchandised to meet the needs of today's executive family."
The bold design and color in the media room packs a punch.
"I think it's exciting," says Nationals judge Patti Guthrie of Marc-Michaels Interior Design. "The blue is unexpected. It was memorable. You don't see that everyday."
Builder/Architect: Camberley Homes, a division of Winchester Homes, Bethesda, Md.,
Interior Designer: Carlyn and Company Interiors, Great Falls, Va.
Price of units: $1.6 million to $1.8 million
Square footage of model: 6,344
Merchandising cost per square foot: $43
Welcoming Spaces, Inside and Out
Gold Winner: Los Arboles, Portola Springs, Irvine, Calif.
 Los Arboles received a Gold Award for Best Landscaped Design for an Attached Community. |
Sunny courtyards, charming decks and sheltered loggias expand a home's living and entertainment spaces outdoors. These indoor/outdoor spaces are a southern California tradition, and the landscaping makes the most of it at Los Arboles.
The landscape conveys classic Santa Barbara and Monterey styles with natural plantings and rich hardscape materials — stone, slate, brick and colored, textured concrete. Wrought-iron gates frame the entry; the exterior is dotted with garden spaces fit for entertaining: a fireplace, barbecue, dining area and spa.
"We worked closely with Taylor Woodrow Homes to obtain our goal of providing quality outdoor rooms for young families to enjoy," says Faye Pokletar, associate with The Collaborative West, San Clemente, Calif.
Builder: Taylor Woodrow Homes, Irvine, Calif.
Architect: EBTA Architects, Irvine, Calif.
Landscape Design: The Collaborative West, San Clemente, Calif.
Price of units: High $900,000s and above
Happy Trails to Buyers
Gold Winner: Portola Springs, Irvine, Calif.
 The Portola Springs community received a Gold Award for Best Direct Mail. |
The Portola Springs community at Irvine Ranch was positioned as both "near and far," conveniently located in Orange County next to thousands of acres of open spaces and appealing to buyers wanting urban convenience with a rural feel.
"This piece was to communicate with the interest list and set the tone for the village from the time we started our marketing efforts about eight months prior all the way through to the grand opening," says Suzanne Maddalon, senior director of marketing research for The Irvine Company of Newport Beach, Calif, the master developer of Irvine Ranch.
Prospects were sent a trail map listing the different neighborhoods that would be offered at grand opening, including all the trails where you could go biking within and surrounding Portola Springs. The grand opening piece was a box that opens with three folds and reads, 'We would never suggest exploring 34 model homes without a little sustenance." The inside of the box holds a two-fold grand opening invitation that lists all the model homes that are going to be offered and even includes a little package of trail mix underneath.
"It drew you in," says Maddalon. "We had 10,000 people show up opening weekend,"
Developer: Irvine Community Development Co., Newport Beach, Calif.
Ad Agency/PR Firm: Greenhaus, San Diego
C Stands Out in a Sea of Sameness
Gold Winner: C, Tampa, Fla.
  C received a Gold Award for Best Overall Ad Campaign. |
In Tampa's competitive market, the marketing for C — a collection of 144 modern condominium residences, town homes and penthouses — needed to create strong recognition and differentiation, leveraging the cache of its Bayshore Boulevard address, urban walkability and spectacular downtown views.
Word play with the letter C as well as a bold, distinctive logo used in a variety of media and promotion materials did the trick.
"A series of billboards conveyed an initial 'C for yourself' teaser," says Joy Wynne Galatro, vice president of brand strategy at Tampa's Walker Brand Communications, "followed by 'What do you C?' and finally 'C it all' which revealed the development and call to action."
Other campaign components included a sales brochure bound with a single grommet and C logo medallion, a Web site with a video presentation of C views, and a sales center environment featuring branded storytelling graphics and C coasters.
Builder: Crescent Resources, Tampa, Fla.
Ad Agency/PR Firm: Walker Brand Communications, Tampa, Fla.
Campaign Makes Green Building as Easy as 1-2-3
Gold Winner: Green Built Home Program, Madison, Wis.
 The Green Built Home Program received a Gold Award for Best Marketing Campaign for a Green Built Community. |
Green Built Home is an award-winning green building initiative implemented in partnership with the Madison Area Builders Association.
"We wanted to create consumer recognition," says Jeffrey Ohm, account executive with Kennedy Communications, Madison, Wis. "We wanted consumers to ask builders about a Green Built home, why their home isn't Green Built, or how they can make their home Green Built."
The ad campaign demonstrates through clever visuals simple steps that can add up to the 60 points needed to qualify a home as Green Built, i.e., a camel representing the use of water conserving appliances and fixtures, and an upside down photo of penguins reflecting points granted to homes oriented within 15 degrees of south.
The entire campaign — print, radio and TV ads — cost about $20,000.
"We shot the TV spots ourselves using the cable company's facilities," says Annie Johnson, also an account executive with Kennedy Communications. "To further stretch the campaign, we want to solicit vendor dollars from some of the companies that produce goods, services and products that relate to green building, to roll their message into ours."
Builder: Madison Area Builders Association, Madison, Wis.
Ad Agency/PR Firm: Kennedy Communications, Madison, Wis.
Lofts Brought Down to Earth
Gold Winner: Redwood Lofts, Marina Del Rey, Calif.
 Redwood Lofts received a Gold Award for Best Brochure for a Community Priced $400,000 to $650,000. |
"We wanted to capture all the great qualities and essence of a home but with the hip and open lifestyle of a loft," says Alison Banks, marketing director at Standard Pacific Homes' L.A. division. "These lofts have hardwood floors, granite counters and no exposed ducts."
The target market for this "livable loft" product is the first-time buyer who's young, urban and eager to get into a place of his or her own.
"It's really all about location and lifestyle," says Kelly Borgen, account executive with the Roxburgh Agency, Costa Mesa, Calif. "So you see big visuals and photography throughout the brochure. It's very colorful and vibrant."
The brochure has high-gloss pages that depict the different materials and textures found within the loft, with velum sheets that overlay the floor plans to give potential buyers an idea where to put their furniture. Many people like the idea of a loft but have no idea how to furnish open spaces.
"Let's show them the basics," says Banks. "You can put your bed there, your dresser here. A lot of folks find that really helpful — that it's practical. You could actually live there."
Builder: Standard Pacific Homes — Los Angeles Division
Ad Agency/PR Firm: The Roxburgh Agency, Costa Mesa, Calif.
Cost: $8.47 per piece for 10,000
Coffee Table Piece Educates the Enthusiasts
Gold Winner: Brookfield Homes' Southland Group, Costa Mesa, Calif.
 Brookfield Homes received a Gold Award for Best Brochure for a Builder. |
Brookfield Homes' Southland Group division decided to "preach to the choir" with this piece.
"Rather than try to always go out to a broad-based audience to educate them as to who and what Brookfield is," says Tom Weston, a partner with Santa Monica-based Weston/Mason Marketing, "what better audience to focus on than existing buyers and new buyers as they come into the family."
The brochure is designed to reinforce the specialness of owning a Brookfield home to a group of about 5,000 homeowners expected to expand by another 500–800 each year, Weston says, as well as create a conversation piece with their friends and acquaintances.
The challenge was producing a brochure that mimics a coffee table book using a limited budget and small rollout. Weston/Mason used a "Chinese sew" instead of perfect binding for the brochures. The brochure is French folded — regular, uncoated paper stock printed only on one side and folded over so that only the printed side is visible — to give the feel of heavier stock. And it uses a thermo graphic process in which each layer of ink was heat-sealed as it was laid onto the paper, causing the ink to dry on top of the sheet instead of soaking in.
"As a result, the depth and richness of the photography is not something you've ever seen before," says Weston.
Builder: Brookfield Homes' Southland Group, Costa Mesa, Calif.
Ad Agency/PR Firm: Weston/Mason Marketing, Santa Monica, Calif.
Cost: $8.34 a piece for 3,500 brochures
An Ad with Brains, Heart and Courage
Gold Winner: "No Place Like A Jones Home"
 The ad campaign "No Place Like A Johes Home" received a Gold Award for Best Color Ad Corporate Combo. |
Most people start their search for a home on the Internet. And most people are familiar with Dorothy's wistful statement at the end of "The Wizard of Oz." This clever ad spoke loudly and clearly to a broad audience.
"The target market was anyone seeking a new home who would use the Internet for their search," says Bridgett Wright, marketing director at the Jones Company, Franklin, Tenn. "We wanted to draw traffic to our Web site. We saw a marked increase in traffic for the day that the ad ran, as well as the next day."
The advertisement ran full-page and full-color.
Says Wright: "Obviously, the size of the ad contributed to the sizzle."
Builder: The Jones Company of Tennessee, Franklin, Tenn.
Ad Agency/PR Firm: The Point Group, Dallas
Cost of ad: $450 for 2006 print campaign
Seahaus Lures Buyers with a Breath Of Fresh Air
Gold Winner: Seahaus, La Jolla, Calif.
 This ad for Seahaus received a Gold Award for Best Color Ad for a Single Project. |
"This particular ad was designed to reach out-of-state buyers in Arizona and Nevada where it is very hot in the summer months," says Lenette Hewitt, marketing director at Barratt American, Carlsbad, Calif. "The ocean view shot — taken from one of the actual units at Seahaus — was the draw to get buyers to purchase a second home in La Jolla.
"The biggest challenge," says Hewitt, "was selling to an upscale buyer that could afford to pay $1.2 million to $1.9 million for a luxury or second home. And the market really took a turn for us in the last year and we went from 75–100 a week traffic to 15–35 a week."
"It paints a picture immediately that is very simple, says Nationals judge Laura Lynn Reising of Petros Homes. "It's amazing how powerful it is."
Seahaus' sales were very successful all 138 town homes and condominiums were completely sold out by last November.
Builder/Developer: Barrett American, Carlsbad, Calif.
Ad Agency/PR Firm: Greenhaus, San Diego
A Diamond on the Green
Gold Winner: Reynolds Plantation, Greensboro, Ga.
 This ad for Reynolds Plantation received a Gold Award for Best Color Ad for a Masterplanned Community. |
The Reynolds Plantation is a luxury golf resort community.
"There were four or five courses down there already," says Todd Haislip, creative director at Denmark agency, Atlanta. "They were opening another more exclusive golf course — the Creek Club. This is going to be the first members' only golf course — a bit higher echelon."
Ads for golf communities play to the natural strengths, showing beautiful photography of acres and acres of meticulously landscaped courses. But these visual aren't the best course for differentiation because they all look virtually the same. Instead, the Creek Club features a diamond.
"Our goal was to stop people in their tracks," says Haislip. "We thought the diamond on the tee was a good way to do that. The diamond represents a new standard in golf."
Builder/Developer: Linger Longer Development Company, Greensboro, Ga.
Ad Agency/PR Firm: Denmark agency, Atlanta
Artists in Residence
Gold Winner: Azzurra, Marina Del Rey, Calif.
 This campaign for Azzurra received a Gold Award for Best Special Promotion. |
Twenty artists, 200 guests and 60 members of the media attended the opening, but it wasn't that of a movie, theater or gallery. Instead, they visited Azzurra, a high-rise luxury condominium project in Marina del Rey.
The developer purchased a $2 million art collection representing the artists from the L.A. school of art: painters, sculptors and photographers such as David Hockney, Roy Lichtenstein and Dennis Hopper who lived together and practiced their respective arts together in the 1960s just blocks from where Azzurra is now located. Each floor of the building would feature one particular artist in the hallways.
A group photo was taken in front of a billboard of Dennis Hopper's famous photo, "Double Standard, 1961" — identical to the shot taken 40 years ago of the same guys.
The artists were invited back to celebrate their art and mingle with potential buyers and brokers. The opening was promoted though an invitation, brochure, note cards and other promotional activities. People, Forbes and Variety were among the publications covering this event.
"It created a buzz that allowed us to sell 390 units at price points between $1.5 (million) and $1.8 million in essentially 11 months," says Alexander. "And we were able to get Dennis Hopper, Joe Goode and Peter Alexander to move into this building to paint in residence."
Developer: Colony Capital, Los Angeles
Architect: GMP Architects, Santa Monica, Calif.
Ad Agency/PR Firm: InterCommunications, Newport Beach, Calif.
Price range of units: $600,000 to $4.4 million
Square footage of unit: 811 to 3571
Gold winners not pictured
Gold Winner
*Best Rookie Sales Person of the Year
Kyle Krecklow, Ryland Homes, Twin Cities, Eden Prairie, Minn.
*Best Sales Person of the Year
Sheena M. Guido, The Marketing Directors, a Ryness Company, New York
*Best Sales Team of the Year
Maria Sirgo, Eduardo Pena, Johnny Hackett, Michelle Lo, Robert Taylor, Paul Cinciripini, Lisa Tran, Gus Garcia, Sarah Ta and Quyen Nguyen - Royce Builders, Houston
AND
Theresa Maisen, CSP; James I. Park, CSP, and Lindsay Wilson, CSP
The Ryness Company, Urban West, Irvine, Calif.
*Best Sales Manager of the Year
Rich Rudnicki, Winchester Homes, Bethesda, Md.
*Best Marketing Director of the Year
Peggy Sullivan, Pathway Communities, Atlanta
Sales and Marketing Council of the Year — Under 250 Members
Horry Georgetown Sales & Marketing Council, Conway, S.C.
Sales and Marketing Council of the Year — 250–500 Members
Atlanta Sales and Marketing Council of the Greater Atlanta Home Builders Association
Sales and Marketing Council of the Year — Over 500 Members
Inland Sales & Marketing Council, Huntington Beach, Calif.
Best Logo
East Pier, Boston, Mass.
Builder: Lennar Urban, Weehawken, N.J.
Ad Agency/PR Firm: ADD Inc., Cambridge, Mass.
Best Graphic Continuity
The Ocean Club, Revere Beach, Mass.
Builder: Fustolo Development, Burlington, Mass.
Ad Agency/PR Firm: Doerr Associates/Conventures, Winchester, Mass.
Best Brochure for a Community Priced Under $400,000
Alley24, Seattle
Builder: Vulcan Real Estate, Seattle
Ad Agency/PR Firm: DEI Creative, Seattle
Best Brochure for a Community Priced $650,000–$1,000,000
Union Row, Washington, D.C.
Builder: PN Hoffman, Washington, D.C.
Ad Agency/PR Firm: Eason Associates, Washington, D.C.
Best Brochure for a Community Priced Over $1 Million
Henley on Hudson, Weehawken, N.J.
Builder: Lennar Urban, Weehawken, N.J.
Ad Agency/PR Firm: The 7th Art, New York City
Special Award: Best Brochure for a Community Priced Over $1 Million
Azzurra, Marina del Rey, Calif.
Developer: Colony Capital, Los Angeles
Ad Agency/PR Firm: InterCommunications, Newport Beach, Calif.
Best Brochure for a Resort Community
Mountain Air, Burnsville, N.C.
Developer: Mountain Air Development Corp.
Ad Agency/PR Firm: Applied Communications
Best Brochure for a Masterplanned Community
River Hall, Alva, Fla.
Developer: The LandMar Group, Jacksonville, Fla.
Ad Agency/PR Firm: Full Circle Productions, Atlanta
Best Internet Marketing Campaign
John Laing Homes Corporate Lost Looker Survey, San Diego
Builder: John Laing Homes Corporate, Newport Beach, Calif.
Online Marketing Firm: Interactivate, San Diego
Ad Agency/PR Firm: Greenhaus, San Diego
Best Black & White Ad
Watermark, San Francisco
Builder: San Francisco Cruise Terminal, San Francisco
Ad Agency/PR Firm: Gauger + Associates, San Francisco
Best Radio Commercial
Stapleton, "Mr. In Between Guy"
Developer: Forest City Stapleton, Denver
Ad Agency: Strada Advertising, Denver
Best Television Commercial
Centex Homes, "Dad"
Builder: Centex Homes New Mexico, Albuquerque, N.M.
Ad Agency: MudHouse Advertising, Albuquerque, N.M.
Best Buyer Retention Program
"My Home" Online Membership
Builder: John Laing Homes, Newport Beach, Calif.
Ad Agency: Greenhaus, San Diego
Best Marketing Promotion by an Associate or Supplier Serving the Housing Industry
Gauger + Associates Real Estate Brochure
Associate: Gauger + Associates, San Francisco
Best Community Service Project or Promotion
Clay Shoot/Golf Tournament, Houston
Builder: Royce Builders, Houston
Ad Agency/PR Firm: In-house
Best Website for a Community
Builder: Schell Brothers, Milton. Del.
Web site Designer: Elevated Line Design, Chicago
Best Website for a Builder
www.thejackparkercorporation.com
Builder: The Jack Parker Corporation, Fort Myers, Fla.
Web site Designer: B-Squared Advertising, Naples, Fla.
Best Website for an Associate
D & T Design Concepts, Cape Coral, Fla.
Web Site Designer: Devious Design Studio, Fort Meyers, Fla.
Best Urban Sales Office
The Residences at Maple Leaf, Toronto
Developer: Lanterra Developments, Toronto
Interior Design: Munge/Leung Design Associates, Toronto
Best Suburban Sales Office
Harbors at Haverstraw, Haverstraw, N.Y.
Developer: Ginsburg Development Companies, Valhalla, N.Y.
Architect: Niles Bolton Associates, Atlanta/Do Chung and Partners, Stamford, Conn.
Interior Design: DEI Design Environment
Ad Agency: The Marcon Group/Miller-Mohr
Best Sales Information Center
Del Sur Ranch House Welcome Center
Builder: Black Mountain Ranch, San Diego
Architect: Nick Fullerton Architects, P.C., Kalispell, Mont.
Interior Design: Design Line Interiors, San Diego
Landscape Designer: Vita Planning and Landscape Architecture, San Rafael, Calif.
Ad Agency/PR Firm: InterCommunication, Newport Beach, Calif.
Best Design Center
Renaissance Homes Design Center
Builder: Renaissance Homes, Lake Oswego, Ore.
Interior Design: Renaissance Homes Design Team and Jane Meagher, consultant
Best Signage
Seacrest, Crystal Cove, Calif.
Builder: Laing Luxury, Newport Beach, Calif.
Ad Agency/PR Firm: P11 Creative, Santa Ana Heights, Calif.
Best Interior Merchandising of a Model Priced Under $400,000
Southtown — The Uptown, Southgate, Mich.
Builder/Architect: Adco Group, Novi, Mich.
Interior Designer: Stephanie Kallen, Boerema Chaben & Company, Novi, Mich.
Best Interior Merchandising of a Model Priced $650,000–$1,000,000
La Cantera - The Santa Rosa. La Quinta, Calif.
Builder/Architect: La Playa Properties, Santa Barbara, Calif.
Interior designer: Parisi, Del Mar, Calif.
Best Single Family Detached Home Priced Under $400,000
Parkway Lakes - The Jefferson, Richmond, Texas
Builder: Royce Builders, Houston
Architect: P.L. Murray & Associates, Plano, Texas
Interior Designer: Impact Design, Houston
Best Single Family Detached Home Priced $400,000 to $650,000
Inspiration - Lexington Lodge Plan, Bayport, Minn.
Builder/Architect: Rottlund Company, Roseville, Minn.
Interior Designer: Janelle Rasmussen, Rottlund Company, Roseville, Minn.
**Best Single Family Detached Home Priced $1 million to $2 million
Capistrano Plan 3, Ladera Ranch, Calif.
Builder: K. Hovnanian Homes, Bakersfield, Calif.
Architect: Lim Chang Rohling Architects, Pasadena, Calif.
Interior Designer: Design Tec Inc., Newport Beach, Calif.
Landscape Designer: Land Concern, Santa Ana, Calif.
**Best Single Family Detached Home Priced Over $2 million
Atterbury at Villanova, Montgomery Model, Villanova, Pa.
Builder: Moser Builders, Berwyn, Pa.
Architects: McIntyre, Capron & Associates, Paoli, Pa.
Landscape Designer: Gordon Eadie, Valley Forge, Pa.
Interior Designer: Alex Cole Interiors, Tampa
**Best One-of-a-Kind Home
Kinsley Place, Deland, Fla.
Builder: The St. Joe Company, Deland, Fla.
Architect: Looney Ricks Kiss Architects
Landscape Designer: Dix Lathrop & Associates, Longwood, Fla.
Interior Designer: Brooks Interior Design, Maitland, Fla.
*Will be featured in the April issue of Housing Giants.
**Will be featured in our April issue of Custom Builder.
For more information about the National Sales and Marketing Awards, visit www.thenationals.com.
Judges
|
2007 Nationals Judges
LYDA AKIN
The Point Group, Dallas
PATTI GUTHRIE
Marc-Michael Interior Design, Winter Park, Fla.
JIM HALE
Fonville Morisey, Builder Marketing Group
Raleigh, N.C.
BILL KREAGER
Mithun Pier 56, Seattle
NICK LEHNERT
Lehnert & Associates, Placentia, Calif.
LAURA LYNN REISING
Petros Homes, Broadview Heights, Ohio
DOMINIQUE SAMPSON
The Green Companies , Newton, Mass.
JOHN SIMS
Builder Marketing Services, Long Valley, N.J.
MICHAEL COPP
NAHB Liaison
PETER M. MAYER
Judging Chairman
Peter M. Mayer Productions, Alta Loma, Calif.
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