K. Hovnanian Homes
The trick to success for any industry-leading company is making a national business feel personal. It’s easier said than done. The sixth-ranking homebuilder in the nation, one of the key differentiators of the K. Hovnanian Homes model is that it adapts its business model to fit the unique context of local communities. When K. Hovnanian’s Minnesota division was having trouble gaining traction in the regional market, it came to IWM for guidance.
Where K. Hovnanian saw a crowded and competitive homebuilding market, IWM saw an opportunity to increase local exposure by highlighting the company’s untapped differentiators. K. Hovnanian deserved better than defaulting to standard industry sales gimmicks. IWM’s market analysis defined localized audiences for each of K. Hovnanian’s Minnesota communities. From demographic descriptors, we curated market-specific content designed to increase traffic, drive engagement, and spread brand awareness through online advertising, social media, email marketing, and SEO. Our segmented marketing strategy has helped K. Hovnanian generate and convert qualified leads while growing its regional presence.