Background 

Framing the future for Jubilee Builders began with a Marketing Action Plan (MAP) in 2006. The MAP created a fully integrated, customized strategy for the new company that put them on the path to making their goals a reality. From there, our long and successful relationship has included a strategic, multi-layered approach to building their business through solid branding, sophisticated digital marketing, and clever traditional advertising efforts.

Reasoning 

Jubilee Builders’ unique approach to homebuilding is based on the promise of a high-quality home built to customers' needs, on their land, at a price that’s lower than the competition. From its beginnings, Jubilee has been focused on building affordable homes in south Alabama and the Florida Panhandle. Their brand and original logo, created so many years ago, embraced this purpose with graphic simplicity, a friendly tone of voice, and an eco-friendly color palette.

In 20 years, however, so much of the homebuilding industry has changed. Buyers were looking for increasing flexibility. A revisit to the goals of the Marketing Action Plan called for an update to the brand and would signal an update to how Jubilee delivered its services—still cost-conscious but more flexible and eco-friendly. A 20th-anniversary logo would celebrate the company’s success and reassure new families in search of an experienced homebuilder through the addition of customer testimonials. The MAP update identified do-it-yourself homebuyers as a target audience that was potentially untapped in their industry.

Challenges 

The growth of the DIY movement and home improvement industry taught consumers they were no longer dependent on a homebuilder to turnkey their new home. Today’s customers are seeking more flexibility, more ways to save, and more energy-efficiency options.

Solution

Jubilee Builders created options that appeal to the homeowner that prefers a more hands-on approach and can do some of the finish work themselves or coordinate with resources available to execute. An updated website helped educate potential homebuyers about their DIY Equity Now Program, offering homeowners additional ways to customize their Jubilee home as well as save money.