As I surf most Home Builders websites on a regular basis one thing that really stands out to me is that the average branding message is very consistent. The message, the look, the tone, the terminology all are very well done and do a great job in communicating with any potential purchaser.

Visuals is where I really see this consistency drop off. Most national developers have a myriad of rendering styles, floor plan styles and animation quality being presented to the buyer. Sometimes this can even be within the same community!

I urge you all to take a look at how consistent your visuals are across all developments, divisions and promotions. Talk to your divisions that aren’t measuring up and maybe even consider doing a company wide audit on what vendors are being used and why (i.e. Price, Quality, Service etc.). Who knows, that maverick division president from Albuquerque might just have done something right after all!

The next step will be to take all this information and look to choose one vendor who will partner in your branding look going forward. The best way to do this is by creating a generic RFQ that delves into pricing samples, production process, capacity and unique abilities.

Now I’ll refer back to an earlier post in which it is stated that, “This is not the time to blindly put your faith in an unproven vendor solution.”

Brad Jaycock, Vice President
Imagenius.com Inc.
888.439.4633