Owner Christopher
Burton with Tom Davis, vice president and
director of business development and residential sales
reviewing blueprints
of one of their luxury, custom homes.
consistent with those values.” – Christopher Burton
potential clients, even during months when new home construc- tion was virtually at a standstill. They knew it was important to consistently deliver and reinforce the message of a stable and secure company, grounded in family-first principles. “Many of our marketing plans and strategies are time
proven and employed by successful companies across the board and in other industries,” says Davis, who joined the Burton team in 2007 with over 30 years of building, real estate and marketing experience. “The big difference in what we have done over the past several years is that we have continued to invest in our future by getting the message out and remaining viable and visible to the public.” Christopher Burton Homes anchored its marketing efforts
in print campaigns, establishing its brand as a company that loves to build homes and make people happy. Its advertisements also delivered the message that although Christopher Burton Luxury Homes is a high-end builder their homes are affordable and available in many price ranges. At a time when marketing dollars are stretched thin over vari-
ous media platforms, Burton and Davis believed in the influence and sustainability of print to garner more attention and outperform other media in driving positive shifts in purchase consideration. Complementing its print campaigns, the company redesigned
BurtonHomes.com as an interactive website replete with photo galleries, blog, and forum posts. The company is also developing a newsletter; has launched Facebook and Twitter pages; and has hosted creative contests, such as the giveaway of an Apple iPad to visitors who stopped by and registered at the Burton Showplace Home located in Wyndam at Duran in Viera in March 2010, resulting in one of their most successful Parade of Homes events. Burton Homes took bold steps to not only maintain a public
presence, but to gain a market share through strategic marketing, improved web presence and the roll-out of new and contem- porary designs.
Today, Tomorrow and Beyond While residential construction is the flagship of Christopher
Burton Luxury Homes, projects through Burton Commercial Development have allowed the company to sustain a significant commercial presence, as well. Moving forward, diversification is high amongst the
company’s priorities. In March of this year, the company launched Burton Home Services, an ancillary company dedicated to helping local homeowners with their home maintenance and repair needs. This branch will specialize in smaller remodeling products, such as kitchen and bath makeovers, services not previously offered by Burton. The company also is fine tuning their “green” practices this
year by becoming a member of the Florida Green Building Coalition (FGBC), and recently designed two new series of homes, The Fairway Collection and Storybook Villas. While the national real estate landscape may take years
to thrive once again, statistics indicate that as the economy improves, consumer confidence will continue on an upward climb, especially in Florida and other southern states. According to the National Association of Home Builders (NAHB), the homebuyer tax credit began showing an impact in March as existing single-family home sales rose 7.3 percent, a 16.6 percent increase over the sales pace of the prior year. And although few of today’s new homebuyers are likely purchasers of custom-designed Burton Homes, the company, which closed 12 construction deals in 2009 and is on pace to outperform those numbers in 2010, is looking forward to the future. Says Davis, “As the availability of mortgage money increases
and the economy stabilizes there will be more and more people who will dust off their dream of building a new home and Christopher Burton Homes will be here to exceed their expectations.” Chris Burton would not have it any other way.u
spacecoastbusiness.com JULY2010[31
“Our relationships with our subcontractors, clients, and employees are meant to last a lifetime, so we build homes
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