Pinnacle Custom has two motivations behind its marketing strategy. Obviously, the company wants potential clients to know the high caliber of the homes it builds. But it has the additional complication of a parent company, Pinnacle Communities, from which it needs to distinguish itself. “Pinnacle Custom is an extended brand of Pinnacle Communities,” says vice president of sales and marketing for both entities, Mary Boorman. “It’s important that the potential customer base understand what we’re about.”
To let the public in on the company’s custom home expertise, Boorman and Pinnacle Custom president Michael Cantor held a party in an unoccupied, unfurnished spec home. Working with their lender, PNC Bank, they lined up respected economists and financial advisers to speak on the global business climate and give their fiscal forecasts for the next few years. “There had to be something in it for the person invited besides being fed,” says Boorman. “The party couldn’t be rewarding for just us.” While guests got to learn about financial trends and predictions without hearing any hint of a sales pitch, Pinnacle got to show off the bones of the house. “It was an opportunity for guests to see the unembellished home and to really notice the fabulous details,” she adds. “People hadn’t realized we do really custom stuff.” With the wine tasting and hors d’oeuvres that also made up the evening, it’s safe to say the past and potential clients, real estate brokers, and suppliers that made up the guest list went home happy—and with a strong impression of Pinnacle Custom.
Boorman and Cantor will continue their soft-sell approach with a showcase home slated to open next fall. The home will be open to the public for three months and will feature luxury materials and technologies donated by manufacturers and dealers. They plan on teaming with local businesses to hold art openings and other community events in the house, all in the name of gently demonstrating Pinnacle Custom’s capabilities.
Pinnacle Custom Millburn, N.J. Type of business: custom builder/developer; Years in business: 7; Employees: 20; 2002 volume: $20 million; 2002 starts: 7
