The Challenge:

After investing more than two million dollars in advertising into  its new North Carolina, Arizona and New Mexico markets, brand recognition was near zero.

HomeLife Communities (later renamed Atreus Homes & Communities) provided great buyer value, was community minded, and built great homes, but couldn’t gain traction against existing builders.

The Solution:

  1. Leverage company’s philanthropic corporate values

  2. Partner with ABC-TV’s “Extreme Makeover: Home Edition” to build three homes for deserving families in the markets Atreus served

  3. Resulting good will jumped brand recognition from worst-to-first in all three markets