Ruvin Bros. Artisans & Trades caters to a highly exclusive market; its construction costs often run upwards of $500 a square foot. But its old marketing materials weren’t expressing that and CEO Richard Ruvin was wasting a lot of time on leads that didn’t pan out. “We wanted to reach buyers who have the resources needed for a house built by us,” he says. “Our goal was for our marketing to have the same level of sophistication as our houses.”
Their first step was to sit down with a group of Chicago advertising professionals. “We spent the better part of a day telling them who we are, what we do, what sets us apart,” Ruvin says. “It was important that they really understood us.” The group came up with a series of print ads emphasizing Ruvin Bros.’ ultra-custom approach. One relates an anecdote about a handmade copper and gunmetal range hood the company had made in France, and another highlights the old-fashioned finish techniques it uses on its homes. Each ad utilizes full-color photography and succinct copy, and runs full-page in local consumer publications.
In addition to its print ad campaign, Ruvin Bros. revamped its signage to convey a posh impression. The new signs feature handsome raised lettering and swing from custom-made signposts. The company also gives out boxes of Godiva chocolates to each project’s 10 closest neighbors. An accompanying note introduces Ruvin Bros. and its presence in the neighborhood, and provides a 24-hour pager number that neighbors can call with any concerns.
After all the time and effort that Ruvin, marketing coordinator Catherine Emerson, president Anthony Enea, and senior project manager Robert Ruvin have put into redirecting their marketing, is their new image having an impact? “Absolutely,” says Richard Ruvin. “We’re seeing about a 25 percent increase in the kind of leads we wanted.
Ruvin Bros. Artisans & Trades Inc., Glendale, Wis.
Type of business: custom builder
Years in business: 17
Employees: 16
2003 volume: $15 million
2003 starts: 8
