HomeTown – Neighborhood Development

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As a result, we go to market with two different themes:

1) Single Family Homes at Townhouse Prices

2) The Neighborly Neighborhood Lifestyle

i.e. price and lifestyle

For the first year we advertised exclusively SFHTP because the concept of an authentic neighborhood is so forgotten that the market did not believe that we were really capable of delivering on the promise until the lifestyle environment was built and people could see it and emotionally FEEL it.

This is the ad we have run for over a year now. Now the first neighborhood is 95% complete, so we are beginning to advertise lifestyle. Since builders now know that people want real neighborhoods, even though they are still building the same hostile sprawl subdivisions they've been building for the last 40 years, most builders advertise "neighborhood", "community", "hometown", etc. and use stock lifestyle photos. Our basic criteria for a HomeTown lifestyle ad is that it uses a real photo of HomeTown and makes a real, factual claim that no other builder would dare make. This is the first of a series of ads like this. It uses a photograph of our 4th of July parade. It has a headline and specific copy that describe real things you can really do in HomeTown.

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