Nohl Crest Homes
Description: As the oldest custom-home builder in Pinellas County, Nohl Crest Homes has a proven track record of crafting and building some of the finest homes in the state. Now in its 21st year of business, it has established itself as a leader in quality home construction. And, in the past year, it has reinvented itself by qualifying as the first “green” builder in Tampa Bay.
Target Audience: Nohl Crest Homes’ product line spans the range from move-up buyers to dream-home seekers. Ranging in price from the mid-$300’s to well over $1 million dollars, the Nohl Crest home has broad appeal, demographically and psychographically.
Situation: By partnering with Zelen Communications for more than 10 years, the company has experienced a successful growth pattern. Nohl Crest was well established as a lower-end builder and had become a stagnant brand. To take advantage of a burgeoning higher-end market, Nohl Crest refocused its design and construction quality. Zelen helped drive the company’s growth by positioning it as a preeminent player in the market with a new corporate and brand identity package that reflected its new strategy.
Solution: Through several phases of the brand evolution, Zelen Communications aided the metamorphosis of the company into a major homebuilder that is now sought out by national developers reaching into the state to tap growth opportunities. As the core product line and floor plans have consistently marched up the ladder, we have pushed the brand to meet consumers’ expectations.
Results: Nohl Crest continues to thrive, even under the industry downturn of recent years. Because of its solid reputation and brand awareness, consumers seek it out as one of the must-see products when considering a home in the top-level Florida communities. Innovative marketing approaches and exciting execution have propelled Nohl Crest traffic rates to above-average levels for the industry.