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Lennar Atlanta Wins Five at 32nd OBIE Awards
Ginny Bryant and Rose Humphrey of the marketing team each took home Gold OBIEs in the personal achievement categories.
Receiving Sales Manager of the Year, Bryant credits her win to the team mentality at Lennar Atlanta. “Receiving this award is a testament to the great team we have at Lennar Atlanta, and I could not have won this award without their support,” said Bryant. “Rose (Humphrey) and I work exceptionally well together and that is reflected in the work we have accomplished at Lennar in a very short time.”
Bryant has been with Lennar Atlanta as the Director of Sales and Marketing for the past three years following her successful work with local homebuilder, The Providence Group and Jolly Development. Bryant is responsible for meeting corporate sales and marketing financial objectives, maintaining sales volume, monitoring supply and demand, and reacting to ever changing market trends. Her greatest accomplishment has been to recruit and train a top sales team from “scratch”. Since coming to Lennar, Bryant’s sales team has consistently met and exceeded sales goals. Bryant is also an active member of the Greater Atlanta Home Builders Association’
Humphrey was named Marketing Director of the Year at this year’s OBIEs. Following a successful marketing career in commercial and residential real estate, Humphrey brought experience and passion to Lennar when she joined the team two years ago. Her largest accomplishment of the year was to conceive, develop and implement the company’s “Paint the Town Blue” rebranding campaign. As Marketing Manager, Humphrey develops new marketing campaigns throughout the year and plans monthly events for prospects, realtors, community groups, etc.
She also credits her success to the team at Lennar. “It is a huge honor to be recognized as the Marketing Director of the Year, and I could not have done it without the team at Lennar,” said Humphrey. “We provide a great home at a great value, and it is a pleasure to provide families with the home of their dreams.”
Humphrey’s hard work and dedication have made her a huge asset to the Lennar marketing team. “She is the glue that keeps the marketing department together,” adds Bryant.
In addition to the personal awards, Lennar Atlanta took home two Gold OBIEs and one Silver OBIE for their marketing.
The “Paint the Town Blue” campaign won Gold in the Best Marketing Campaign/Promotion – Builder category. From teasers to a contest on Facebook, this multi-faceted campaign aimed to rebrand the company with the new blue and white logo, while increasing sales and potential buyer interaction. Sales during the campaign totaled 77, on site registrations increased, website traffic increased, new Facebook likes totaled 372 with 272 fans participating in the photo contest and 40.3 percent of people opened their e-blasts. Additionally, Lennar hosted a pre-reveal VIP event at the Georgia Aquarium and had a “Reveal” weekend where individuals were invited to stop by their 10 communities, enjoy refreshments and see the new logo.
“Rebranding can lead to a lot of nervousness among potential home buyers, but Rose (Humphrey) and Lennar tackled the rebranding in a way that caused excitement and expanded the reach of Lennar’s presence in Atlanta,” said Bryant.
Lennar also won Gold in the Best TV Spot category. Featuring local celebrity, Tom Sullivan and Bryant as co-star, this TV spot showcased Lennar’s nationally trademarked message “EI-Everything Included”. The spot focused on features that typically cost extra, but come included at Lennar and makes the buying process so much easier. During this campaign, sales in the EI communities accounted for 56 percent of overall sales.
The company’s Facebook page won Silver in the Best Interactive Tool category. Lennar Atlanta has the largest known Facebook presence of any homebuilder in Atlanta with 7,500 “Likes,” 156 “People Talking About This” and 22,570 “People Reached” during the week of the application deadline for the 32nd OBIEs, June 15, 2012, and has grown exponentially since then. Buyers can easily navigate the page with custom tabs that include online registration, community listings and links to other social media including Facebook, Pinterest, and YouTube.
Headquartered in Miami, Lennar was founded in 1954 and is one of the nation’s leading builders in quality homes for all generations. Lennar builds in 18 different states and builds affordable starter, move-up and retirement homes. They made their first sale in Atlanta in June 2010 and since then, they have consistently grown with 15 new home communities now located in sought-after Atlanta areas. Metrostudy ranks Lennar’s Atlanta communities among the best in the area with James Creek ranked number one, Hanover Pointe ranked number seven and Manchester Park-West Village ranked number 11. For more information on Lennar Atlanta, visit httpp://www.LennarAtlanta.com (http://www.LennarAtlanta.com) or call 404-931-7462.