USING PLACEMAKING TO CREATE A COMPETITIVE ADVANTAGE
The housing market crash and the resulting consolidation and growth of the big, public homebuilders left the remaining builders to wonder how they were going to compete. This consolidation gave the publics a lot of cost and process efficiencies that the independent builders were going to have to find a way to break through if they wanted to be around in 5 years.
With Lafferty Communities we decided that the best way to compete was to focus on placemaking their individual projects by creating unique identities that focus on what makes the communities unique and appealing. We did all of this while still maintaining a connective tissue to the Lafferty identity to build up brand affinity.
By focusing on placemaking, we have been able to successfully market and sell unique projects with different product offerings, target audiences and challenges. This community-first strategy has allowed us to effectively differentiate from the competition in a way that drives consideration and increases quality perception