Some years back, Bill Grant was driving with his family through their hometown of Dunwoody, a northern suburb of Atlanta, when he remarked on a weed-choked traffic triangle. “I wish somebody would fix that,” he complained. “It’s such an eyesore.” His young daughter agreed, and knew just the person for the job. “Why don’t you do it?” she asked. Neither of them could have known at the time, but that simple challenge, and Grant’s community-minded response, would revolutionize his company’s marketing strategy. Grant cleared and landscaped that patch of ground and planted a handsome sign that welcomes visitors to Dunwoody—and makes discreet mention of Bill Grant Homes. It was only when neighbors began calling and stopping him on the street to thank him that he realized that his good deed could pay off in more than just warm feelings.
“It didn’t start as a marketing effort,” Grant says. “It started as fixing an eyesore.” But the positive response made further, similar efforts a no-brainer. Over the years, Grant has adopted and rehabilitated three more Dunwoody traffic triangles, donated another small parcel of land to the town as a park, restored a historic well, and built hundreds of feet of sidewalk that were not required by the zoning ordinance. As a result of such small, high-visibility projects, he says, “We have virtually 100 percent recognition in our town. People ask me, ‘Are you that Bill Grant?’” And his neighbors reciprocate with a goodwill that is invaluable to his company. “I go to zoning, and half of the community comes out in favor,” he says. Grant’s marketing effort now consists almost entirely of public service. “It’s become the core of our marketing program.” The company still buys ads in the local paper, “but much less than we used to. Our marketing challenge is significantly less than most companies.” Today, Grant faces a challenge of a different sort. “We’ve run out of these things to fix,” he says. But not to worry: He has his eye on a couple of major streets in town that look like they could use some shade. “We’re going to start doing street trees.”
Bill Grant Homes, Dunwoody, Ga.
Type of business: custom builder
Years in business: 23
Employees: 10
2003 volume: $12 million
2003 starts: 12
