“I embarked on a marketing campaign with the goal to create an upscale brand name for my company and to distinguish our product from those of our competitors,” explains designer/builder James McLagan. With the help of an outside communications firm, WriteEdge Communications, the veteran company launched a comprehensive five-year marketing plan that focuses on developing a niche in the area’s high-end custom home market.
In addition to producing traditional marketing materials, McLagan joined forces with other local builders to establish an annual showcase of homes. It’s currently the only home tour event in Saratoga Springs, N.Y., and it draws up to 7,000 people to McLagan’s homes each year. The money from ticket sales is donated to local charities like Habitat for Humanity, which received $50,000 from last year’s showcase.
Having newly completed homes immediately and professionally photographed is another key strategy. This allows the company to provide high-quality materials to interested publications on a moment’s notice. In the past year, McLagan has been featured four times in Better Homes and Gardens’ Home Planning Ideas magazine—twice on the cover. By fostering and maintaining relationships with local and national magazines as well as entering multiple awards programs, the company generates a steady media buzz. The resulting clippings can also be used as slick handouts.
“At the same time that we were creating an exclusive identity,” says McLagan, “I also wanted to improve our communication systems and that’s where the Web site has been invaluable.” The site features a regularly updated portfolio, a description of the company and its mission, and a place for media to access the latest press releases. McLagan’s favorite feature, however, is the Client Care Center where customers can enter their own password-protected site that keeps them continually updated on their home’s production schedule, budget, and other design details.
JMcLagan Builders Saratoga Springs, N.Y. Type of business: custom home design/build Years in business: 20 Employees: 7 2002 volume: $2.8 million 2002 starts: 9
