Empire Homes has undergone a transformative 12 months.
The Canada-based builder entered the Colorado Springs market in October 2024 through a partnership with Covington Homes, acquired Charlotte-based SouthCraft Home Builders in February, and, most recently, rebranded from Empire Communities to Empire Homes.
“The addition of ‘Homes’ to our name is a purposeful reflection of who we are and what we stand for: a builder committed to creating attainable, innovative homes that meet people where they are—at every stage of life,” chief marketing officer Sean Taggart and vice president of brand marketing and communication Ashley MacLaren tell BUILDER.
The No. 59 company on the 2025 Builder 100 list last refreshed its brand in 2014. In the decade since, the company has experienced significant growth, expanding into new regions, diversifying its offerings, and refining its overall strategy.
A key part of that growth was its entrance into Colorado Springs, Colorado—Empire’s eighth U.S. market—via a partnership with Covington Homes.
“Entering into the Colorado market marks a significant step forward in Empire’s growth strategy,” Empire Homes co-CEO Daniel Guizzetti said at the time of the partnership. “With this strategic partnership, we’re aligning with a well-established team that has a proven history of over 15 years as a successful operator in the Colorado Springs market.”
Empire Homes also deepened its presence in Charlotte, North Carolina, via its acquisition of SouthCraft Home Builders in February. SouthCraft provides duet-style, single-family detached, and townhomes across several communities in the Charlotte metro.
“As we evolved, so did the need to build a stronger, more recognizable presence in the markets we serve,” Taggart and MacLaren say. “It became clear that a more unified brand strategy—one that could support and align every corner of the organization—was key to creating a consistent experience for both our customers and our teams.”
The rebranding efforts involved a yearslong workshopping process across the builder’s operating regions and external primary research to understand what today’s home shoppers truly value.
“Through our research, it became clear that today’s buyers are looking for more than a transactional experience—they want a builder who listens, understands, and walks beside them every step of the journey,” Taggart and MacLaren say. “At Empire Homes, we talk a lot about growth—how every one of us, at any moment, is somewhere along a personal path of progress. The brand we’ve created is designed to reflect that belief: That no matter where someone is in life, we’re here to support their next step forward.”
The rebrand includes a redesigned website, updated signage and printed materials, and a redesigned customer journey. The redesigned website serves the dual purpose of generating leads and effectively communicating the core values of Empire Homes.
“As a home builder, we believe in forming real partnerships with our buyers, and offering a best-in-class digital experience is a key part of earning that trust,” Taggart and MacLaren say.
With a refreshed brand identity that reflects the core values of the company, Empire Homes remains focused on growing its presence in its eight operating markets across the U.S. The company reported 1,154 closings in 2024 across its divisions in Austin; Atlanta; the Carolinas; Chattanooga, Tennessee; Colorado Springs, Colorado; Houston; and San Antonio.
“We recently announced our expansion into Colorado, with new communities coming to Colorado Springs, and we’re continuing to grow our presence in Charlotte, North Carolina,” Taggart and MacLaren say. “At the same time, we remain committed to investing in and building vibrant communities across Ontario, as well as throughout Texas, Georgia, the Carolinas, and Tennessee.”
