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Gold Award Winners Announced for National Sales and Marketing Awards
NAHB’s National Sales and Marketing Council (NSMC) has announced Gold Award Winners for
The Nationals new home sales and marketing awards. Home builders, developers, associates
and consultants.
The Nationals salutes and honors the best in the building industry for their determination,
integrity, creativity and endurance.
Gold Award Winners are the top vote recipients in each category and emerged from the Silver
Awards Winners, the finalists for the Gold Award. Gold Awards in each category were presented
as part of the International Builders' Show, the awards ceremony on January 19th at Caesars
Palace and drew more than 700 attendees.
"The Nationals are the most prestigious awards of their kind, setting the benchmark for
innovations in new home design, marketing and sales," said Christy Beck, chairperson of the
Nationals. "NAHB's commitment to recognizing originality, imagination and success has been
exemplified by its award winners since the competition's inception."
Started in 1982 as the Institute of Residential Marketing, The Nationals award program
continues to recognize superior new home sales and marketing achievements. With 57
categories across various disciplines of the new home industry, the awards honor excellence in
product and community design, advertising, marketing and sales achievements by individuals
and sales teams.
During a three-day judging process, a panel of 7 industry professionals from across the country
determined the Silver and Gold award winners from a field of over 1,300 entries.
The Nationals are co-sponsored by Wells Fargo Home Mortgage.
View the digital winners book with full list of Silver and Gold Award winners
www.thenationals.com
For more information, e-mail Lisa Parrish, or call at 800-658-2751 or 909-987-2758.
National Sales & Marketing Council - William “Bill Molster” Award Honoree
Mitch Levinson, MBA, MIRM, CSP, CAPS, CGP
mRelevance
LEGENDS OF RESIDENTIAL MARKETING 2016 HONOREE
David Miles, MIRM, CSP, CAASH
President and Brand Strategist, Milesbrand
Below is the full list of Nationals Gold Award Winners featuring the marketing statement.
Category 01 - Rookie Sales Person of The Year
Gold Award Winners
Kaitlin Smith
Two Structures LLC
Oklahoma City, OK
Rookie Sales Person of the Year
Kaitlin’s success is her drive to succeed and her willingness to study and “perform” her sales
training.
She has a talent to study what she needs to do and perform what she has studied. She improves
on her process and it shows in her video shops. She has sold 2 homes on a customer’s first visit.
She really believes she is going to sell a home when she meets with potential customers.
Category 02 - Sales Person of The Year
Gold Award Winner
Ernie Kyger
Van Metre Homes
Brambleton, Virginia
Sales Person of the Year
We would all like to be the sales person who makes quotas, and exceeds quotas. We would all
like to be the sales person who exceeds the business plan and generates even more profit than
had been expected. We would all like to be the sales person who sees obstacles as challenges
and is driven to overcome those challenges and “unfavorable” market conditions, and achieve
the “miracle success story!” I think it is a safe bet that every sales person who has been deemed
worthy of nomination for this award, has accomplished these things in the past.
I like making my bosses feel happy, and I like making my customers feel happy. It also makes me
feel happy, but not necessarily, heroic
Category 03 - Sales Team of The Year
Gold Award Winners
Edwin Blanco, David Wrenn & Andy Tungka
The Marketing Directors
Jersey City, NJ
Edwin and David had a great deal of professional respect for one another before teaming up at
Charles & Co. They looked forward to the opportunity to work together and learn from each
other. Both of them had a reputation of great success as individual salespeople and of
possessing a competitive spirit.
They were able to translate that individual success to our team environment and channel that
competitive spirit not against each other, but against the competition. This was facilitated in
part by Andy who served as the glue of the team, the organizer and all‐important curator of
leasing information, and a more than capable salesperson. From day one, everyone helped
foster a winning team spirit in the office.
As a team they were given the task of leasing up the building with the least amenities, low
advertising budget, fewest incentives, and highest prices at a high velocity in a market ripe with
competition. (Also, the least air conditioning.) They relied on each other, performed as a team,
remained dedicated, and are proud to say we succeeded.
Category 04 - Online Sales Counselor of the Year
Gold Award Winner
Jen Barkan
Rose & Womble Realty
Suffolk, VA
Online Sales Counselor of the Year
Jennifer Barkan has built an amazing program at Rose & Womble Realty. She faces some unique
challenges creating an online sales program that services multiple builders. She created this role
for the New Homes Division and essentially had to “convince” their builder clients to let her
manage her leads. She was able to do this by demonstrating how powerful the online sales
program could be, which is now embraced by 10 builder partners.
Jen built the program based on speedy responses, diligent follow up, and by being pleasantly
persistent. Jennifer is the “face” and “voice” of her builder partners and represents them well.
Beyond building up a solid program she created the “Ask Jen Live” program featuring puppies
from the SPCA and was recognized by the local news media. And as if she had any free time, she
is also working with her alma mater, Old Dominion University, on creating a sales and marketing
curriculum.
She is a poster child for the Online Sales Specialist role
Category 05 - Sales Manager of the Year
Gold Award Winner
Martin Brady
The Marketing Directors
New York, NY
Sales Manager of the Year
Marty is a born leader. His loyalty and perseverance balances his challenging and inquisitive
mind. He is always pushing limits to improve the status quo: for himself, for his people, for his
builders, and for his employer. He is articulate and direct, inspiring trust and devotion from a
30+ person sales force. He never settles for “good enough” and always strives for “best.” His
sharp wit, tempered by his kind heart, reaches all. He gets results. Marty is a gem – an asset the
industry can point to as today’s professional, sophisticated, effective Sales Manager.
Category 06 - Marketing Director of the Year
Gold Award Winner
Jann Rowe
FivePoint
Aliso Viejo, CA
With experience as consultant, builder client and agency representative, Jann brought a wide
perspective to strategic planning, creative concepts, market research, team organizing and
leadership and budgeting and implementation of the master marketing program. Her key
marketing challenge with Beacon Park was to foster its identity as a distinctive new opportunity,
while sustaining the vibrant community brand she and the FivePoint marketing team established
with the launch of Pavilion Park. She has done this in a revitalized new home market that is also
more competitive, with new home choices dramatically multiplied and new home shoppers
careful and savvy. We applaud her amazing energy, intellect, integrity, perseverance and joy in
all that she is involved in.
Category 07 - Sales & Marketing Council of the Year – 3 Winners
Gold Award Winners
Sales & Marketing Council of the Year – Under 200 Members
Greater Sales & Marketing Council of Southern California
Building Industry Association of Southern California
Irvine, CA
Sales & Marketing Council of the Year – 200 to 300 Members
TBBA Sales & Marketing Council
Tampa Bay Builders Association
Tampa, Florida
Sales & Marketing Council of the Year – Over 300 Members
Triange SMC of Raleigh Wake Counties
HBA of Raleigh & Wake County
Raleigh, NC
Category 08 - Best Logo Design
Gold Award
The Cannery
Davis, CA
Builder/Developer: The New Home Company
Marketing Director: Megan Eltringham
Ad Agency: Paolucci Salling & Martin Communication Arts
Statement: Keeping in mind the classic and authentic characteristics of Davis, this Community’s
logo was concepted and designed to reflect the historic importance of cycling within Davis with
the iconic bike wheel. In this case, the bike wheel is also accompanied by a stem and leaf
sprouting from the top of it, signifying the city’s agricultural roots. This fact also pays homage
to the community being located on the site of the former Hunt Wesson Plant and the
community being designed and built as CA’s first ever farm-to-table new home company with
working urban farm, Farm House welcome center, and barn .
Supplementary to the fresh and farm-like logo mark, the font casing was chosen to align with
the homebuilder’s style guide - best shown in the form of a rotated “the” and strong font
selections for outdoor, billboard, signage and other large scale executions. The logo and its
hidden iconic significance combine the past, present, and future of Davis, truly illustrating that
life tastes better here within this Community.
Category 09 - Best Graphic Continuity
Gold Award
East United
Toronto, ON, Canada
Developer: SigNature Developments
Ad Agency: Blackjet Inc.
Statement: Objective: To sell our target a neighborhood instead of a condo by producing
material that remains true to the eclectic roots of the area.
Target: Our target is 30-40 year olds who identify with the culture of the West End but are
growing tired of the perceived ‘soulless’ condo developments that are beginning to dominate
those neighborhoods.
Narrative Statement: The graphic continuity of this project was achieved by using assets that
reflect the eclecticism of the neighbourhood. That’s why each letter of the logo uses a different
font for every character. It’s also why we designed a logo that would look exceptional in a
number mediums, from the 10ft. iron sculpture outside the presentation centre, to the woodcutting inside.
The consistent colour palette of black, cream, and orange earth tones help bind all the elements
together across all platforms.
We then took these considerations and used them to create graphic continuity across touch
points. The project brochure cover and subsequent pages, for instance, are printed on natural
card stock to emphasize that unpolished aesthetic.
From digital assets to sales merchandising, all touch points have the unmistakable mark of the
eclectic Downtown East and the project itself.
Category 10A - Best Brochure for a Community
Gold Award
Timber
Newark, CA
Builder: Trumark Homes
Marketing Director: Mark Higgins
Ad Agency: Gunn | Jerkens Marketing Communications
Statement: To capture the spirit of a fresh new community is to create a brochure that’s equally
as fresh. With the target market of young tech-savvy Silicon Valley professionals and families,
the mission was to communicate a new, balanced lifestyle in reach of it all—and to do so in a
way that created a sense of discovery. Subtle, organic and understated, the brochure cleverly
welcomes viewers to the community’s two new neighborhoods, with each natural craft paperclad cover serving as the introduction to one neighborhood and echoing the overall community
theme of timber. Embossing and debossing of names and graphics add a tactile element,
complemented by the large rubber bands along the binding, which serve as a visual cue that ties
into the community’s logo. Inside, inspirational copy, warm imagery, a subtle color palette and
open floor plans invite viewers to explore a new way of life just across the bridge from Silicon
Valley’s heart, presenting shorter commutes, more opportunities and a home to let dreams take
root.
Category 10B - Best Brochure for a High Rise Community
Gold Award Winner
160 Madison
New York, NY
Ad Agency: RODE Advertising
Statement: The challenge this project presented was marketing a slick, modern glass tower in an
emerging residential neighborhood of Manhattan and branding it in a warm and welcoming way
to the target demographic. The target market was young, urban professionals looking for a
luxury rental in a vibrant neighborhood. The brochure design focused on a series of black and
white images, “moments”, artfully photographed by French photographer Guillame Gaudet. In
addition to the black and white photography, the renderings for the property were also created
in black and white. The copper color was integrated throughout, adding touches of warmth and
reflecting the wood present within the property. By focusing on the “moments” and using
modern touches such as the neighborhood word map and vellum, the brochure did more than
feature the building. It created an aspirational lifestyle for prospective tenants who could
envision themselves renting in this luxurious tower.
Category 10C - Best Brochure for a Master Planned Community
Gold Award
Tres Santos
Todos Santos, Mexico
Builder: MIRA Companies
Marketing Director: Wayne Trudeau
Ad Agency: Greenhaus
Statement: This was the first consumer-facing piece for the community, and needed to not only
educate about the vision for the community, but also the actual town where the community was
being developed.
Part of the charm of Todos Santos is the people. So a big component of the brochure was
photography of the people that already live in the village.
Another challenge was that no components of the new community existed yet. The large
newspaper format allowed us to showcase beautiful photos of the area from a renowned surf
photographer, to excite the target audience about the community that would later become an
extension of the town.
Category 11 - Best Direct Mail Program
Dual Gold Award Honors
East United
Toronto, ON, Canada
Developer: SigNature Developments
Ad Agency: Blackjet Inc.
Statement: An ongoing theme within the campaign is the rivalry between East and West. This
rivalry was embellished on a series of t-shirts adorned with East-centric mantras that playfully
jabbed at the West’s ‘trendy’ perception.
The t-shirts feature sayings like ‘I eat organic because it’s good, not the in thing’ and have
become a way for our fiercely loyal community to literally wear their Downtown East pride and
the motif made it’s way into a number campaign assets.
In order to reach the more specific, broker community we sent out custom t-shirts that read ‘I
like East United because I get exclusive access’ as a direct mail invite to an exclusive broker
event. The box, t-shirt inside, and invite all continue the visual and spiritual continuity of the
project, making for a one-of-a-kind direct mail piece.
True Homes Broker Campaign
Charlotte, NC
Builder: True Homes
Marketing Director: Chris Ashley
Ad Agency: Milesbrand
Statement:
This builder employs a proprietary Realtor Strategy that, among other things, requires each
sales professional to build relationships with a pre-qualified list of Realtors who have
demonstrated a historic track record of sales in comparable price ranges to the products this
builder offers.
Strategy:
• This Direct Mail campaign is 100% focused on supporting the sales counselors in their
efforts to connect with - and build ongoing relationships with – Realtors. • A series of unique, interactive direct mail pieces were created to stop Realtors in their
tracks and encourage interaction with each piece to learn how this builder is committed
to their success. Results: Through October of 2015, 72% of sales contracts include a Realtor. More importantly,
56% of all sales can be tracked back to Realtor’s who have sold at least one home per year for
this builder for 2 or more years.
Category 12 - Best Social Media Campaign
Gold Award
Art Shoppe
Toronto, ON Canada
Builders: Freed Developments & Capital Developments
Marketing Director: Kalliopi Karkas
Ad Agency: Montana Steele Strategic Marketing
Statement: Overall Major marketing objectives:
 To create an identity that is unique and with impact, that would engage buyers
emotionally
 Leverage an iconic address in a very desirable neighbourhood, and establish something
trend-setting, fresh and bold
Any unusual constraints or opportunities?
 Located south of the main urban activity areas in a crowded condo sub-market with
lower PSFs encouraged the development of high-quality, lifestyle-oriented amenities,
facilities and new linear city park
 Non-Traditional Building Form (Single Tower on a larger podium) allows for 2-Storey
Lofts
 Lobbies by Karl Lagerfeld…the internationally renowned designer makes his first-ever
trip to Toronto to announce his partnership with the developer in designing two lobbies
in the Art Shoppe Lofts + Condos
How objectives were met:
The most notable initiative of the Art Shoppe Lofts + Condos social media campaign was the
#LobbiesbyKarl event that framed the launch of the project. Style icon and fashion designer Karl
Lagerfeld’s collaboration with Art Shoppe Lofts + Condos and his first ever visit to Canada was
marked by leveraging photo, video and live posts via Facebook and Twitter had the project
trending on Twitter in Toronto the night of the launch party. More than 1,000 photos were
tagged by users for the event generating over 1.5 million impressions and a 10% growth on
Twitter.
https://www.facebook.com/ArtShoppeLoftsCondos?fref=ts
https://twitter.com/ArtShoppeCondos?lang=en
https://twitter.com/search?f=images&vertical=default&q=%23lobbiesByKarl&src=typd&lang=en
Category 13 - Best Email Marketing Campaign
Gold Award
Schumacher Homes Proactive Nurturing Campaign
Canton, OH
Builder: Schumacher Homes
Marketing Director: Mary Schumacher Becker, MIRM, CSP, CMP
Ad Agency: In House
Statement: The home buying decision takes many research avenues before the homeowner is
ready to build. Depending on where the customer is on their search – early, middle, or ready to
build stage – they’re looking for answers to different questions. We redesigned our nurturing
campaign from “one-size-fits-all” approach to one tailored to the needs of particular personas.
We combined multiple messages into a single eblast so customer feels less overwhelmed by the
number of communications. Strategic elements of this campaign and data to support why this
campaign should win include:
 Primary objective of the campaign is to increase customer knowledge and identify
“who” the customer is so we can provide information that best moves them toward
the buying decision.
 Just under 39,000 recipients in our nurturing campaign data base
 Proactive campaign based on the customer’s previous engagements i.e if they’ve
visited our locations they get a different campaign than someone who hasn’t.
 Our campaign actually “learns” customer behavior as it progresses and provides
information accordingly.
 More visually appealing and quicker paths to answers
 Increase in open rate of welcome email from 19% to 53% and increase in overall click
thrus of 24%.
Link: http://dev.schumacherhomes.com/NurturingCampaign/index
Category 14 - Best Web Banners/Rich Media Advertising
Gold Award Winner
Candelas
Arvada, CO
Developers: Terra Causa Capital, LLC/GF Properties Group
Marketing Director: Creig D Veldhuizen, CFA
Ad Agency: InterCommunicationsInc
How do you successfully market a project that’s located near the former site of one of the most
radioactively contaminated areas in the nation? That was the tremendous challenge facing
developers of this master-planned community situated adjacent to the former Rocky Flats
nuclear weapons facility. Although cleanup efforts are complete, the facility continues to disrupt
marketing efforts with negative PR and online commentary. Targeted to Denver-area buyers
including young families, move-ups and affluent older buyers, this campaign met the primary
objective of increasing brand awareness and successfully positioning the project as the next
great place on Colorado’s Front Range. Featuring provocative imagery and compelling copy, the
banners captured the many dimensions of the community—and true essence of its Life Wide
Open themeline. Part of a digital effort that helped the community become the second-most
successful project in the Denver area in terms of sales, the campaign achieved:
 Total visitor traffic up 43% with unique visitors up 71% Jan-Aug 2015 over Jan-Aug 2014
 Page views up 20% compared to Jan-Aug 2014
Given the exceptional online metrics and sales results, and satisfying the biggest challenge of
mitigating perceived risk of the Rocky Flats issue, this campaign warrants category recognition.
http://intercommobile.com/client/candelas/ads_2015/
Category 15 - Best Digital Marketing Campaign
Gold Award
Brookfield Residential - PureBlue Home Campaign
Bristow, VA
Builder: Brookfield Residential
Ad Agency: NDG Communications
Statement: Primary Objective:
To make all the complex details and features of energy-efficient concept home easily digestible.
Target Demographic:
● All home shoppers in the D.C. Metro area
● Added emphasis on:
○ Those interested in new homes
○ Those interested in energy efficiency
○ Those interested in healthy living
○ Those interested in home technology
Why Does It Deserve to Win?
● The complexity of new energy-efficient concept home was made appealing and
understandable to the everyday home shopper
● Wide-ranging digital campaign was focused and cohesive, including:
○ Microsite
○ Mini-documentary
○ On-site touchscreen display
○ On-site tablet display
○ Email campaign
○ Banner ads
○ Social media
○ Multimedia press release
● Campaign successfully generated increased traffic to the community
● Campaign led to several major media opportunities, raising the public profile of
the homebuilder
Biggest Challenges to Overcome
● Making the complex subject matter easy to understand for the average
homebuyer
● Communicating both the environmental and financial benefits of the home’s
features
Maintaining a consistent and connected feel among a diverse collection of digital deliverables
Category 16 - Best Print Ad (Color or Black & White)
Gold Award
East United – T-shirt Ad
Toronto, ON, Canada
Developer: SigNature Developments
Ad Agency: Blackjet Inc.
Statement: Target: Our target is 30-40 year olds who identify with the culture of the West End
but are growing tired of the perceived ‘soulless’ condo developments that are beginning to
dominate those neighborhoods.
Narrative Statement: In order to achieve our marketing objective we positioned the Downtown
East as a rival of the West End and fleshed out a campaign based on a series of t-shirts adorned
with East-centric mantras that playfully jabbed at the West’s ‘trendy’ perception.
The t-shirts feature sayings like ‘I eat organic because it’s good, not the in thing' and have
become a way for our fiercely loyal community to literally wear their Downtown East pride and
the motif made it’s way into a number campaign assets.
We even used the t-shirt motif in this double-sided single-page print ad, the front of which
features what’s become known as the East United anthem. The back features the back of the
shirt utilizing the medium to it’s full potential by mimicking the front and back of a t-shirt.
Category 17 - Best Print Campaign - Series of Ads (2 or more)
Gold Award Winner
The New Home Company Corporate Reflection Ad
Aliso Viejo, CA
Builder/Developer: The New Home Company
Marketing Director: Megan Eltringham
Ad Agency: Paolucci Salling & Martin Communication Arts
Statement: The story of home is a personal one. It is one that each person connects with in
his/her own unique and emotional way. In many ways, the idea of “home” is one of the truest
reflections of an individual soul, their aspirations and their dreams.
This builder’s corporate ad campaign aspired to bring that sensibility to live through the
“reflection campaign”. It was a branded campaign that showcased a wide variety of buyer
demographics and visually showcased the concept of each residence being a reflection of the
human living it through a pool, glass table and an iPad. Creatively it is a concept that is strong,
impactful and elevated in tone.
To ensure this message was accurately delivered, a tremendous focus was placed on the
medium to deliver this branded campaign. A media strategy was developed that placed C
Magazine and its prominence as a California lifestyle publication as the delivery outlet.
Secondly, a strategy was developed to place and run consecutive pages with a final page
focused on a complete portfolio of new home opportunities.
This effort was a brand based tactical strategy. The results for this print campaign will be seen
over time and in various ways – buyer retention, referrals, immediate interest generated and
long-term awareness.
Category 18 - Best Radio Commercial
Gold Award Winner
Beacon Park at Great Park Neighborhoods – There’s a place
Irvine, CA
Developer: FivePoint
Marketing Director: Jann Rowe
Ad Agency: Strada Advertising
Statement: Goal: Radio spots that would boost project recognition and homebuyer interest,
supporting a marketing campaign that encompasses the multiple ways we receive information
today.
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This entertaining trifecta offers a gentle spoof of snake-oil claims of a stress-free Utopia,
having your cake and eating it, too, and being part of a perfect family.
Just for fun approach draws listeners in quickly, offers a subtle call to action and exits
promptly.
Scripts for all reinforce the “Life will be different here” brand message, all with a light
and humorous touch.
Rotating in regular Pandora placements August 1 through 31, these spots strengthened
pre and post grand opening, with 1,769,000 impressions, 2,238 website clicks and an
average Click Through Rate of .78%.
Category 19 - Best TV Commercial ( Broadcast or You Tube)
Dual Gold Award Winners
Bridgeland
Cypress, TX
By: Bridgeland – the Howard Hughes Corporation
Marketing Director: Lona Shipp
Agency: John Manlove Marketing & Communications (Agency)
Kerry Brown (Director) LAB Films (Production)
Post Asylum (Post-production and music)
Statement With striking cinematography and an unforgettable sound track, the spot highlights
the qualities for which our community has become known. With more than 3,000 acres
dedicated to lakes, trails and parks, our community offers the tranquility of a seemingly
untouched natural environment while also providing the convenience of modern facilities –
elements we strived to depict in the new spot.
With a target market of single-family home buyers, the objective was for viewers to get a strong
sense of what life in the community is like. We established a vision for the commercial that
featured emotional, memorable imagery and a beautiful balance of lyrics and melody.
Alongside the vibrant footage, we worked to develop an original song that would resonate with
audiences. After auditioning multiple singers, we chose 24-year-old, Dallas-based performer
Riley Deaver because of her voice’s unique, jazzy character.
The spot ran for six weeks on select cable channels and main networks during the morning and
evening news. The commercial spurred a 61% increase in web traffic and 21 sales, a 250%
uptick from the year before. Immediately following the commercial’s debut, viewers began to
inquire about downloading the song. As a result, “We’ve Arrived,” featuring Riley Deaver by
Hook Society is now available on iTunes and all other major digital music sites.
Trio Environments – Branding Spot
Denver, CO
By: Trio Environments
Marketing Director: Carrie Tempel
Producer: Kyle Johnson
Statement: GOAL:
As an interior designer and merchandising firm, we made a strategic decision
to utilize video as our key lead generation and branding tool. We wanted to leverage the
numerous strengths video provides including SEO benefits for organic search, proven ability to
improve Google quality scores on our website based on increasing relevance and time on site,
increase likes and engagement on social media, utilization in email marketing and to maximize
the power of sight and sound in the way only video can do to deliver our stories.
STRATEGY:
Develop an ongoing series of videos to promote the firm and build broad, national
awareness. For the first video, we focused on positioning the firm’s founder, President and
visionary leader as the face of the brand by telling her story of dedication and commitment to
the industry she loves.
RESULTS:
Results have exceeded expectations. At the time of roll-out the video generated 15%
in new “Likes” and followers to the firm’s social media sites. It also helped to generate three
new projects within the first 30 days. A second video has already been produced and a third is in
the works with a print component added to support the video strategy in 2016.
Category 20 - Best Overall Advertising
Gold Award Winner
Ashton Woods - Keyhole Campaign
Roswell, GA
Builder: Ashton Woods
Marketing Directors: Carrie Schonberg (VP) & Michael Ianzito (DIR)
Ad Agency: Anomaly, Toronto, Canada; Frederick-Swanston, Alpharetta, GA
Statement: Where does inspiration for an exceptionally designed home come from? That’s the
question this multi-media campaign seeks to answer. For us, exceptional design can come from
anywhere – oftentimes outside the world of homebuilding. We recognize it in the spires of a
French cathedral or in the towering redwoods in a national park. Targeting discerning
homebuyers who value high design, this campaign’s goal is to communicate how we are
redefining what it means to be a homebuilder, giving audiences a “keyhole peek” into the core
of our design philosophy. Rich media ads begin on the sculpted ceiling of the Arc de Triomphe as
the keyhole slowly reveals the neoclassic interior it inspired. The campaign then takes you deep
among the aged oak casts of a Lisbon port cellar -- inspiration for one of our exceptionally
crafted wine rooms. From online dynamic banners to mesh construction barriers, the “Keyhole”
campaign is being executed in a wide array of media. Most recently it has been adapted locally
with a print ad celebrating Atlanta’s iconic High Museum – inspiration for one of our
contemporary kitchen designs. Each communication carries a specific call to action and our new
tag line: “Home to Inspiration” ®
Category 21 - Best Special Promotion - Limited Time Marketing Promotion
Gold Award Winner
The Tribute – Realtor/Broker Pick your Prize Promotion
The Colony, TX
Developer: Matthews Southwest
Marketing Director: Mary Day
Ad Agency: Anderson Hanson Blanton
Statement: Pick Your Prize had a sales period of January 1, 2014 – June 30, 2015. The top ten
selling Realtors attended a lavish party in September where they chose, in ranking order, from
14 incredible fantasy prizes (incredible sports packages, shopping sprees, vacations, etc.). The
community developed strategic efforts specifically designed to increase Realtor awareness,
generate excitement, and to consistently stay top-of-mind with this non-traditional program:
A Top Ten ranking system meant Realtors could never settle because they could lose
their spot in the top ten.
The fact that the #1 Realtor had first pick, etc. increased competition even among the
very top selling Realtors.
A high-end catalog reminiscent of the Neiman’s holiday catalog was created and
distributed to top Realtors and at Realtor events to promote the fabulous prizes options.
Agents liked the flexible program where they could choose a prize that fit their interests
and schedules.
We visited office meetings to present each quarter’s top-selling agent with a special
prize and recognition in front of their peers, allowing us to simultaneously increase awareness
of our program.
The Top Ten leaderboard provided opportunities to stay in continuous contact with our
Realtor database to update them on current standings. Our monthly emails to ‘contenders’
averaged a high 42% open rate, and our monthly e-blasts to our Realtor database of over 5,000
agents averaged an impressive 17% open rate.
A prize poll was included on the promotion website to encourage engagement with the
Realtor community and monitor which prize options were the most popular (getting the agent
“vested” in their prize choice).
Realtors could (and did) monitor their position on the leaderboard via the Pick Your
Prize web page, which also listed agents “on the bubble” and showed weekly changes in ranking
points.
With each new home sale, the agent received a personalized congratulatory e-mail and
themed gift, each of which tied in to one of the 14 prize options, with a reminder message about
the promotion.
Full-page ads ran in Realtor publications with contest information and information on
newly delivered lots.
“Champagne Brunch” limo tours showcased the community and give a full Pick Your
Prize presentation on-site.
We delivered promotion-themed gifts to the top 31 Realtor offices in the area (2,200
agents with each delivery).
110 different Realtors sold 177 homes with limited inventory during the promotion– some
builders were completely out of lots for the summer and early fall. The interest when new lots
were released was unprecedented. We saw many Realtors who had never sold in the
community start making sales during this promotion – and we continue to hear dialogue about
their prize choices! The unique, non-trip promotion proved wildly successful.
Category 22 - Best Marketing of Green/Sustainable Program
CANCELLED
Category 23 - Best Microsite/Website for an Associate and Supplier
Gold Award Winner
www.cdcdesigns.com
Irvine, CA
CDC Designs
Marketing Director: Sarah Breen
Design: J Stokes
Statement: In early 2012 our company launched new branding and a new website. Amazingly,
just two short years later we found our web technology to be outdated as the emerging mobile
platforms, larger format graphics and faster loading speed became a concern. As a consultant
providing design services that are always on the cutting edge, having a website that matches
this goal is a must. Approaching this new platform, we also saw the opportunity to showcase
our company culture and add more personality to our online presence. Our objectives in
launching this new site are that users will quickly understand our firm’s services, view images of
our work in a full screen format while also having the opportunity to see a project at a glance
and share what makes our company unique by leadership interviews that speak in the true voice
of our brand. Concurrently with the development of this new website, our offices were
undergoing a full scale renovation and we felt that adding a separate section in our portfolio to
show our workspace would be a great way to share who we are as a company, for our clients
and as a recruiting tool for talent.
Category 24 - Best Microsite/Website for a Builder
Gold Award Winner
http://www.schumacherhomes.com
Canton, OH
Schumacher Homes
Marketing Director: Mary Schumacher Becker, MIRM, CSP, CMP
Design: In House
Statement: We completely redesigned our website not only visually, but strategically going into
the 2015 selling season. Felt it was important to make our site more about what the customer
needs to make their home buying journey informative and valuable – and less about what it
was that we as a company wanted them to do. If you give them what they want – and make the
path as clear and simple as possible, they will make the decision that ultimately works for both
parties involved. Some of the strategic elements of this campaign and data to support why this
campaign should win include:
 Top three objectives:
o Make it easier for customer to get information they are looking for
o Identify where in the buying cycle the customer is and address them
accordingly
o Increase number of users and their interaction
 Developed a new selling proposition – “Your inspiration has a home”
 Created a password protected format that made it possible for our customers to save
images on their own “Inspiration boards”
 Increased # of sessions by 21% and # of unique users by 24%
 Number of pages viewed up 27% and bounce rate declined 31%
Category 25 - Best Microsite/Website for a Community
Gold Award Winner
www.therockwellsf.com
San Francisco, CA
Builder: Oyster Development
Marketing Director: Dana Van Galder – Polaris Pacific
Design: Allis Inc
Statement: The website had three main objectives:
1. Allow the user to receive important buying information including floor plans, finishes,
amenities and neighborhood context
2. Create a user experience that elevated the information and gave the buyers a glimpse
into their prospective lifestyle
3. Aggressively push the barriers of technology with integration of video, high-fashion
photography and engaging content that aligned with our deeply tech-oriented audience
in San Francisco
This website broke boundaries in branding, technology, and effectiveness standards. We
weren’t creative, just for the sake of being creative, we gave people the information they want,
but served it in a way that drew them in and kept them wanting more.
The biggest challenge for this project was having the client take a leap of faith. A leap of faith
that creating a website that not only aligned with our target demographic, it moved past a ‘real
estate’ website, to a product website you may see the tech space.
We believe this website should win as it achieved the triple threat: marketing, sales and
technology excellence.
Category 26 - Best Computer Generated Sales Tools
Gold Award Winner
LUMINA
San Francisco, CA
Builder: Tishman Speyer
Marketing Director: Lindsay Lessman - Polaris Pacific
Ad Agency: Polaris Pacific/Allis
Link to videos: https://vimeo.com/126631243
https://vimeo.com/125748053
Statement: The development’s Sales Gallery is a world-class destination for discerning buyers,
featuring a full-sized, fully furnished two-bedroom residence along with interactive and
immersive visualization displays. A state-of-the-art, four station, interactive table surrounding a
dynamic five-foot architectural model is the centerpiece of the Sales Gallery, bringing each
residence to life before completion. The interactive technology allows prospective residents to
explore the community’s many floor plan options, explore views from each residence, and
discover the amenities of the SoMa neighborhood. An elaborate projection wall in the model
home showcases panoramic views, simulating low-, mid and high-points in the development
from different vantage points, including the San Francisco Bay and the City skyline, as well as
time-lapse views transitioning from daytime to nighttime. A separate interactive table reveals
the full range of the projects’ entertaining, fitness and rejuvenation spaces. This project
features two towers of 42 and 37 stories and two plaza buildings of eight stories each, all
connected by a shared amenity podium. Each of the 656 one-, two- and three-bedroom
residences offers the finest high-grade features and finishes with intuitive touches for modern
living, as well as a lavish array of amenities.
Category 27 - Best Marketing Promotion by Supplier or Industry Partner
Gold Award Winner
Huber Engineered Woods – 2015 Prove It Tour Promotion
Charlotte, NC
Huber Engineered Woods
Marketing Director: Scott Long
Statement: Building professionals want to see proof that products will perform as
advertised before deciding to use them on their jobsites, and there’s no better way to
prove performance than live, hands-on product demonstrations. That’s why our mobile
marketing fleet includes vans and walk-thru enclosed trailers that give building pros the
chance to interact with our products, see them in action and compare them directly to
competing products. Our mobile marketing fleet is a live testing and education facility
on wheels, giving building pros an incredible opportunity to receive in-depth installation
and building science education directly from our trained company representatives. In
addition to these builder benefits, our dealers thrive from having our events at their
locations. Our events engage their sales representatives, excite their local builders and
ultimately drive more sales through their location. In total, our mobile marketing tour
conducts 400 events and interacts with over 5,000 builders and dealer personnel per
year -- and the program is rapidly evolving to keep up with the demand for more of our
events. To demonstrate our investment, we conduct phone surveys with attendees to
prove an impressive ROI of $6 per $1 invested.
Category 28 - Building Industry Community Spirit Award
Dual Gold Award Winners
Charity Water Initiative
Newport Beach, CA
By: Trumark Homes
Ad Agency: Gunn | Jerkens Marketing Communications
Statement:
Where others merely see future homesites, this builder sees an opportunity to make a positive
difference. To reach their goal of enriching community here and around the world, the builder
set out to build homes that foster a better future, the enthusiasm to connect and the
compassion to give back, starting with their partnership with charity: water, a nonprofit that
uses donations to fund international water projects. For every 25 to 50 homes they develop, the
builder donates one new well to provide safe, clean water to villages and people who need it
most. Community spirit is also seen in the website, where a “Live Well” webpage raises
awareness of the worldwide water predicament, encouraging homeowners to unite and
embrace philanthropy. In addition, their efforts to cultivate communities shaped by friendship,
diversity and compassion ultimately help mold the global home we all create, resulting in
change felt in every community.
Operation Coming Home
Raleigh, NC
By: United States Veterans Corps & HBA Raleigh-Wake County
Leaders: Andrew Ladner & Tim Minton
Statement: The Unites States Veterans Corps (USVC) and the Home Builders Association of
Raleigh-Wake County work together in Operation: Coming Home to aid local military service
members who were severely wounded in combat, by fulfilling their desire to live the American
Dream of home ownership. We owe a huge debt of gratitude to our military forces and we strive
to honor these wounded American Heroes by giving them a completely free home of their own,
customized to meet their specific needs. Individuals and companies generously sponsor or
donate the homesite, labor and supplies to make this happen.
From 10/1/14 – 10/1/15 two heroes received homes and a third home was built for another
hero. US Marine Corporal Ryan Wightman received the key to Hero Home#9 on 3/26/15; US
Army SSG Tim Payne was welcomed into Hero Home #10 on 6/25/15; and Hero Home #11 for
US Army National Guard SGT Kyle Snyder was constructed with the dedication ceremony to be
held on 10/27/15.
The HBA of Raleigh-Wake County and USVC continue to select new recipients. This is our way to
contribute as much as we possibly can—for our heroes who have sacrificed so much for us.
Judges Special Awards
Massey Street of Hope at Hallsley
Midlothian, VA
By: East West Communities/ Massey Cancer Center
Marketing Director: Connie Pollard
Ad Agency: Becker & Calliott Marketing
Summerlin: The HomeAid Partnership
Las Vegas, NV
By: Summerlin - The Howard Hughes Corporation/
HomeAid of Southern Nevada
Marketing Director: Danielle Bisterfeldt
Category 29 - Best Sales/Leasing Center
Gold Award Winner
The Oaks
Meridian, Idaho Coleman Homes
Builder: Coleman Homes
Marketing Director: Susan Stanley
Design: MWC Design & Display
Statement: We wanted to create a welcoming, interactive sales center for visitors to enjoy and
incorporate our new interactive plat maps.
Built in a 3-car garage with an RV bay, we had a lot of space to fill. We installed 3 large fans, 3
custom pendant lights and accents like a brick wall, corrugated metal and wood-meets-metal
impact graphics. These touches bring the outside rural surroundings inside. We also added a
beautiful quartz hospitality bar, where coffee, water and snacks are available for anyone who
stops by. Enticing them with a treat or two makes it easier for them to stay a while and explore
what we have to offer on interactive floorplan touch-screens.
We did away with topo-tables that were a maintenance nightmare and replaced them with an
interactive plat map that is easily updated with the click of a mouse. Visitors can explore the
maps on the four big screens, two at work stations and two hanging from the ceiling. These
screens can also be used to make a huge impact as you walk in and see lifestyle photos
displayed from the website.
Category 30 - Best Sales/Welcome Center
Gold Award Winner
Windsong Ranch
Prosper, TX
Developer: Terra Verde Group
Design: Creative License, Intl
Statement: In a sea of Texas Ranch communities, this master planned community stands out as
a bright, modern gem. Located in the heart of the Amenity Center, the Welcome Center targets
a wide range of suburban buyers from first move-up families to empty nesters. Adjacent to the
Fitness Center, resort swimming pools and outdoor gathering spaces, the Welcome Center flows
into a colorful coffee bar and snack shop that brings visitors into the recreational lifestyle of the
community and provide a cool drink for the model home tour. Bright colors welcome guests and
fill the modern space and create an uplifting energy. Pierce cut metal display panels emulate the
windswept fields of Texas and monitors embedded in a community table provide information
about the community and homebuilders. Tree rounds harvested from the area and an insert of
turf and river rocks accentuate the custom furnishings and connect to the natural environment.
Category 31 - Best Presentation Center
Gold Award Winner
East United
Toronto, ON, Canada
Developer: SigNature Developments
Designer – The Design Agency
Fabricator – Solutionworx Inc
Statement: The presentation centre was designed to inspire a fresh vision for urban life while
reflecting the unique and diverse character of Toronto’s Downtown East.
The model suite is partially constructed in wireframe and traced in light, converting the suite
into a canvas onto which the owners can envision a home.
Finish options are displayed as one collage, loosely divided into three schemes, which were
inspired by the personalities of three unique areas in the surrounding neighbourhood - the
artist, the foodie, and the sleek business personality.
The availability board is a decorative but functional highlight featuring keys mounted on a series
of found, antique doors.
We also built a successful pop-up shop featuring the various branded materials that were used
in the campaign, hats, mugs, bags, and of course t-shirts.
Category 32 - Best Clubhouse
Gold Award Winner
The Cannery
Davis, CA
Builder/Developer: The New Home Company
Marketing Director: Megan Eltringham
Architect: Robert Hidey Architects
Interiors: Meridian Interiors
Statement: The Ranch House is a Community Clubhouse that serves as an amenity in this 547unit Master Planned Development. This farm-to-table new home Community is the first of its
kind in California. Its creation was inspired by the agricultural roots and environmental
innovation aimed to nourish a healthier and more sustainable way of life.
A tribute to the historic American farming and ranching heritage, The Ranch House was
designed with simple geometric forms incorporating gable roofs, vertically proportioned
windows, and a variety of textures to characterize the style. Richly detailed barn door entries
invite visitors inside the spacious contemporary interior, accented by high-beamed ceilings and
flanked by the architectural feature of two covered loggias. The porch is both deep and wide
and encourages significant outdoor living, also permitting residents to connect with neighbors
and their community. Residents will be excited by the spa and sprawling AAU pool, which is
comprised of five lanes and specially certified to host swim meets. In addition, there is a fully
operational Prep Kitchen for entertaining and a Game Room that includes a shuffleboard table,
a pool table, two flat screen TVs, and multiple high top tables.
Category 33 - Best Design Center
Gold Award Winner
Edward Andrews Homes - Design Center
Atlanta, GA
Builder: Edward Andrews Homes
Marketing Director: Caroline Simmel
Design: Cooper Carey & Debbie Naftel
Architect: Cooper Carey & Choate Construction
Statement: Our Design Center offers a technology-driven and approachable design experience
to deliver homes that meet each buyer’s design preferences, lifestyle, budget and timeline.
While our competitors do little-to-no upfront customer research, our process starts with buyers
completing a digital style quiz based on a matrix of algorithms and a lifestyle questionnaire.
With these results, our designers present a cultivated array of selections that align with the
buyers’ tastes. Instead of being overwhelmed with options, customers can more comfortably
approach the design experience and more confidently make decisions.
Just as our design experience differentiates us from other homebuilders, our Design Center
offers unparalleled aesthetics, pairing natural elements with muted tones and creating a designneutral look to avoid influencing customers. A two-story ceiling of open beams complements
the elegantly rustic workstations below, centered around individual flat screens for viewing
digital floor plans, renderings and inspirational images. Additionally, the Design Center includes
private design labs, conceal-and-reveal cabinetry with samples, a serving bar and a relaxing
patio.
Since the Design Center's launch in late 2014, it has become our number-one selling asset
thanks to the space's combination of technology and striking design, which helps customers feel
secure in partnering with us.
Category 34 - Best Signage for an Urban Community
Gold Award Winner
East United
Toronto, ON, Canada
Developer: SigNature Developments
Signage: Blackjet Inc. / Curb Sign, Inc.
Statement: The goal of our Presentation Signage was to develop a graphic continuity that would
authentically reflect the eclecticism of the Downtown East while maintaining the unalterable,
heritage facade of the building. In order to do this we had a 10ft. iron sculpture of the project
logo handcrafted by a master iron sculptor placed in front of the office. It serves both the
utilitarian purpose of grabbing attention and also acting as an individual campaign piece in and
of itself.
Category 34A - Best Signage for an Community
Gold Award Winner
The Cannery
Davis, CA
Builder/Developer: The New Home Company
Marketing Director: Megan Eltringham
Signage: Outdoor Dimensions
Statement: The signage was designed in alignment with the overall vision and branding of
California’s first farm-to-table community. The design features throughout reflect the organic,
lifestyle rich, essence of the community. The goal was to use images to reflect a way of living.
Elements were chosen that were simple, pure, and natural that represent sustainable and
organic components. All model and wayfinding structures were made out of natural wood. The
entry monument and Logo on The Barn were made from an aged corten steel that is visible, yet
subtle. The graphic continuity was critical from the entry monument letters that sit on the top of
the wall and logo mark on the Barn to all of the wayfinding and model signage at each
neighborhood.
The entire signage program acts as a stylish, functional accessory to a one of a kind unique
community. Fonts as well as neighborhood names and colors follow the project’s inspirations of
connectivity, and the iconic logo of a bike wheel with a stem and leaf sprouting off of it brings to
life the classic attributes of Davis living with cycling and its agricultural roots, as the community
was built where the Hunt Wesson Plant originally stood.
Category 35A – Best Landscape for a Master Planned Community
Gold Award Winner
Wesbrook Village
Vancouver, BC
Builder/Developer: UBC Properties Trust
Marketing Director: Ashley Willard Bauman
Landscape: Perry + Associates
Statement: A 115 acre neighbourhood with over 37 of those acres devoted to six parks and
abundant open space. Perimeter tree buffers and adjacent forest provide a natural setting.
Parks are established as nodes within blocks of development sites, connected by a network of
“green streets”.
The green street park system touches each development site to allow movement throughout
the neighbourhood on foot and bike.
A separate roadway system with sidewalks and landscaped boulevards completes a fine-grained
internal circulation system.
Trails and walkways connect directly to other parts of the campus and to the adjacent 1,800
acre Regional Park.
The park and open space system is designed to encourage community gathering and interaction,
provide areas for active and passive play, organized sports, community gardens, and water flow.
In addition to the amenity and visual value, the network of channels and ponds functions as part
of an overall stormwater management strategy to replicate pre-development run-off conditions.
Five parks were completed early in the development cycle so that new residents have
completed facilities at their doorstep as soon as buildings are completed.
The presence of completed park amenities is often mentioned as a key factor in the market
appeal of the neighbourhood.
Category 36 – Best Outdoor Living Space
Gold Award Winner
Bluffs at Bella Vista - The Laurel
Porter Ranch, CA
Builder: Toll Brothers Inc.
Marketing Director: Dottie Sweeney
Landscape: Land Creative
Statement: The Laurel Plan plays on the flavors of a hidden Spanish resort getaway, with
gardens that features different outdoor spaces and activities that offers luxurious privacy, as
well as provide dramatic viewpoints in a modern Mediterranean pool garden setting.
Elegant understated formal stone and tile materials complement the Spanish architecture of this
luxurious resort-style home. An outdoor courtyard bar and a spirited water table invite to pause
and spend a warm summer evening in this intimate setting, under the twinkling lights of the
Moroccan inspired ceiling.
Down the hall and out through the open California room, a playful sunken pool with numerous
water spouts, is surrounded by multi-level destination terraces for various garden activities,
surrounded by lush Mediterranean plantings and palms. An intimate fire pit hovers above a
private wood poolside deck with tanning lounge beds below, and balances out a raised terrace
that beckons for evening dinner parties while gazing at canyon views reminiscent of the
Andalusian country side.
Category 37 – Best Interior Merchandising of a Model priced under $350,000
Gold Award Winner
Vista Dulce – The Botticelli
Las Vegas, NV
Builder: Toll Brothers, Inc.
Marketing Director: Dottie Sweeney
Interiors: Ryan Young Interiors
Statement: A quintessential example of organic style, this home’s spacious floor plan is the
perfect design to create a warm and cozy home. Wood accents, earth tones and mid-century
style furniture help further define this fresh home’s features. Colors of citron, green and grey
combined with grey-washed wood floors throughout both levels of the home, give the added
style the growing young family craves. The Kitchen’s rich finishes and open layout adjacent to
the indoor/outdoor dining room, implies an easy transitional entertaining space. A quaint and
charming outdoor loggia is complimented by a built-in outdoor grilling and relaxation area.
Luxurious fabrics, delicate artwork, and natural textures captivate the buyer to succumb to the
implicit romance in the master bedroom. Dual closets with glass sliding doors create a boutique
style entrance to the master bathroom. Chiseled stone countertops mixed with copper tiles
accentuate the expansive shower for two. A home office and bonus room loft give the extra
living space the family needs. This home is perfect for a growing family excited to entertain
where their friends and family can truly relax.
Category 38 – Best Interior Merchandising of a Model priced $350,000 to $500,000
Gold Award Winner
Toll Brothers at Blackstone – The Costellana
Peoria, AZ
Builder: Toll Brothers, Inc.
Marketing Director: Kari Laszlo
Interiors: Ryan Young Interiors
Statement: This single-story luxury home has a quaint feel with multiple textures but light,
almost feminine fabrics. Layer of texture with the stone posts and fireplace, plus the beamed
ceilings and reclaimed wood furnishings serve to ground the design while still allowing the
house to feel light and airy. The same theme is carried throughout the home with the wood
treatment on the kitchen celling and floor while leaving the space in between almost whimsical.
Even the den and guest suite feel light yet elegant. The feminine tufted bench at the end of the
master bed plays with the contemporary art work hanging above which flows seamlessly into
the master bath.
Category 39 – Best Interior Merchandising of a Model priced $500,000 to $750,000
Gold Award Winner
Avery at Claremore Manor
Woodstock, GA
Builder: Ashton Woods
Marketing Director: Karen Reichert
Interiors: Ashton Woods - Valerio Muraro
Statement: The moment you enter downtown Woodstock, you sense a nostalgic charm ‐ from
the train station that has been converted into a restaurant to the old‐world pharmacy. Young
families move here for the small‐town feel, and our model incorporates the character of the city
with its exposed brick walls and stained wood beams. A unique tile reminiscent of antique tiles
fills the backsplash. Distressed bowls with apples accent the simple breakfast table. Layered
runners with fringe, a mix of two different styles of chairs, and a wooden shutter create a
distinct dining room. The study features an old Hollywood floor lamp and an antique book
behind a white washed glass cabinet. In the master bath, paver tiles in a terracotta color
compliment the brick accent wall. A rain shower head coupled with a handheld shower and
wall‐mounted shower head create the perfect spa shower. Scissor lights and a custom reclaimed
wood table with swivel stools create a wonderful game or craft table at which children and
adults can gather. If you prefer lounging, two matching sectionals can be set in different
configurations to accommodate smaller or larger movie nights with friends and family.
Category 40 – Best Interior Merchandising of a Model priced $750,000 to $1Million
Gold Award Winner
Pradera - Umbria Plan 6
Parker, CO
Builder: Celebrity Custom Homes
Marketing Director: Kurt Miller
Interiors: Kimberly Timmons Interiors (KTI)
Statement: Taking a modernist, but decidedly unpretentious approach with a calming
monochromatic color palette this home is the ultimate in ranch home living designed to appeal
to the luxury homebuyer. Secluded from the main home, off the courtyard up a flight of stairs is
an inviting casita guesthouse. Once inside the entry hall you are drawn inside by the dramatic
views of the private golf course just beyond the expansive outdoor room. The floor plan is
segmented with entertaining spaces on one side of the entry while sleeping and study spaces
are on the other. The entertaining portion of the home features a wine room viewable from the
formal dining and elegant great room just off the gourmet kitchen. The master suite feels like an
indulgent vacation getaway with two person steam shower and radiant heat bathtub. The lower
level is resort living at its finest, with a large entertainment area and men’s lounge. The
immense back patio, infinity edge pool and pool house, where glass garage doors lift to reveal a
secondary living room, bar and spa like bath to complete this outdoor oasis. Carefully chosen
finish materials and enhanced architectural details in every room create a customized
unforgettable dream home.
Category 41 – Best Interior Merchandising of a Model priced $1Million to $1.5Million
Gold Award Winner
Riverstone - 9012 Plan
Sugar Land, TX
Builder: Newmark Homes
Interiors: Five Star Interiors
Statement: Upon entering through 16’ of glass storefront doors it is obvious that this home is
unique. The neighborhood is well known for its traditional Mediterranean architecture and
interiors. The builder and designer took a risk with a soft contemporary design.
Walls, floors and cabinetry were purposefully kept light to reflect natural light from abundant
windows. Site lines were respected to reveal the pool and lake views. Volume ceilings were
accentuated by trim details, reverse coffers, lighting and metallic painting.
Furnishings are elegant yet inviting as each room blends perfectly into the next. The Cream
Travertine floors and soft white walls are accentuated by charcoal accent tiles.
The two story closet in the Owners Suite is the stand out memory point of this home and was
merchandised with designer clothing and accessories, exquisite finishes and amazing chandelier.
The “jewelry” of this home is without a doubt the specialty lighting which sets the tone for the
interior and adds sparkle as the perfect accessory to complete the design.
This model has received rave reviews from buyers, prospects, and industry professionals looking
for fresh finishes and design details that are new to this area.
Category 42 – Best Interior Merchandising of a Model priced over $1.5Million
Gold Award Winner
Main House
Encinitas, CA
Builder: City Ventures Homebuilding, LLC
Marketing Director: Amanda Larson
Interiors: CDC Designs
Statement: In this unique coastal community, the classic concept of compound living has been
modernized at the luxury level. A ‘Coastal Collectible Living’ theme was chosen for this home
marketed towards a growing family. The goal for this design was to make the spaces feel light,
airy and beachy – casual California living at its finest. Driftwood flooring, white tongue and
groove ceiling with rustic beam details, and stacked stone fireplace are shown in the great room.
The gourmet kitchen features double islands, washed gray cabinetry and open shelving with a
white marble backsplash. A secondary bedroom is merchandised as home office with built-in
cabinetry, reverse trim and a custom rope light fixture. In the master suite, box beam ceilings,
espresso wood furnishings, soft fabrics and antique metal accents create a feeling of relaxed
elegance. The high-volume vaulted ceiling in the master bath presented a design challenge so
our team featured the same stacked stone as the great room next to the stand-alone spa tub
and anchored the space with a custom hanging light fixture.
Category 43 – Best Interior Merchandising of a Custom Home
Gold Award Winners
Jacksonville Modern
Jacksonville, FL
Builder: Browdy & Browdy, Inc.
Interiors: Phil Kean Design Group
Statement: The objective and challenge of this interior design project was to create a warm
sanctuary for this clean lined, contemporary home. 90% of the furniture was custom made and
designed to fit the home. The tones and colors of the furniture pull directly from the
surrounding cabinetry and finish materials.
The beautiful cabinetry is a contemporary textured melamine used in the kitchen as well as for
the TV surround in the family room. The warmth of the dark cabinetry grounds the spaces. A
smoked mirror ceiling detail defines the dining space and creates a connection with the
bar/wine room. The master bedroom features a horizontally wall-mounted upholstered
headboard and the floating ceiling is painted one shade darker than the walls. In the master
bath, the juxtaposition of the veined porcelain wall tile, pebble flooring and white soaking tub
creates an organic, architectural space. The glass wall in the bathroom ensures unobstructed
river views from this relaxing second floor master bathroom.
We believe this interior design project deserves an award for its successful creation of seamless
connections and definitions within the home while allowing the view to always be present and
of most importance.
Category 44 – Best Architectural Design of a Single Family Detached Home Priced Under
$350,000
Gold Award Winner
Astoria - The Charlotte
Prescott, AZ
Builder: Dorn Homes
Architect: Felten Group
Statement: Elevation options include Modern Farmhouse (pictured), Victorian, and
Craftsman architecture
 Farmhouse architecture features steep pitched roof, rustic wood posts, exposed wood
rafter tails at the overhangs, and exposed corbels at the gable ends.
 Single-story living and a low maintenance lock-and-go lifestyle to appeal to retirees.
 Designed for people searching for a brand new home, without loosing the “character” of
the local historic homes.
 Exclusive Building Science, a holistic approach to home building to provide a healthy
indoor environment, high performance home, and thousands of dollars saved off utility
bills
 Due to the 45’ wide home-sites of the community, our team was challenged to create a
product with a narrow width while still incorporating a 2-car front load garage and a
dramatic entry statement. A stylish barn-door garage door and a defined front porch
draw the eye to the home.
 Above the front porch is a standing metal seam at the roof as well as a shed style
dormer that creates the appearance of a usable attic.
 The interior has traditional bat and board siding to bring the farmhouse architecture
into the home and has been designed to capture the rear views from the entry and
owners suite.
Category 45 - Best Architectural Design of a Single Family Detached Home Priced $350,000 to
$500,000
Gold Award Winner
Battles Trace at The Colony at The Grand
Fairhope, AL
Builder: Stuart Contracting Co., Inc.
Marketing Director: Barbara Thomas
Architect: Larry Garnett Designs
Statement: Coming out of the housing crunch in 2015, this parcel was designed as part of a
larger adjoining proposed community planned to be targeted to an upscale resort / secondhome and retiree user. Offering 43 single family cluster homes on 18.5 net buildable acres with
a neo-traditional craftsman style, signs were placed on the property during site work which
generated a strong market response, creating an over-subscribed waiting list which resulted in
sellout within 9 months at prices 25% above the market.
Category 46 - Best Architectural Design of a Single Family Detached Home Priced $500,000 to
$750,000
Gold Award Winners
Midtown – The Alto
Denver, CO
Builder: Infinity Home Collection
Architect: Woodley Architectural Group
Statement: Artfully expressing the modern tates of today’s buyers, this home creates an
impressive feel to the street. Inside, the three levels of living interlock and are connect by a
minimalistic, yet elegant stair. The three-story volume is further accentuated by windows,
daylighting the entry and main living spaces, while providing stunning views. The first two floors
provide the main living areas; the kitchen, great room, a study, the bedrooms and a loft space,
while a penthouse with a roof terrace on the third floor expands the living upstairs and outside.
The roof terrace serves as the home’s ultimate destination retreat, providing views to the
Denver skyline. Establishing living on a vertical scale, the home provides an innovative solution
for urban areas, while reaching buyers seeking a metropolitan aesthetic in a suburban setting.
Category 47 - Best Architectural Design of a Single Family Detached Home Priced $750,000 to
$1 Million
Gold Award Winner
Apex at Civita - Plan 1
San Diego, CA
Builder: CalAtlantic Homes
Architect: Woodley Architectural Group
Statement: The objective was to create detached single-family homes for young professionals
and new families that maximize indoor and outdoor living while having lot size and height
constraints. The homes feature modern, urban exterior design elements such as flat roofs and
expansive glass woven into industrially produced materials with a strong visual emphasis on
horizontal and vertical lines and dual outdoor entertaining areas. The interiors were thoughtfully
designed with flex spaces allowing homeowners to maximize their livable space. Residence 1
entry features widened stairs leading down to the guest suite and two-story volume with a
stunning glass staircase, creating a greater sense of space. The main floor is optimized for
entertaining with an oversized island anchoring the open plan that flow onto a covered deck.
Unlike our competition our plans have first floor guest suites that open up to 10-18’ deep
private backyards and the 2-car garages with an extended carport.
Category 48 - Best Architectural Design of A Single Family Detached Home Priced $1 Million to
$1.5 Million
Gold Award Winner
Avery at Alamo Creek - Pinebrook
Danville, CA
Builder: Toll Brothers, Inc.
Marketing Director: Dottie Sweeney
Architect: Bassenian Lagoni
Statement: Authentic details combine with the warm white color of this well-detailed elevation
to set the state for this family oriented home.
This plan creates an impressive indoor/outdoor living space throughout the home with lots of
sliding glass walls. The intimate courtyard with unobstructed views of the circular staircase can
be seen from the foyer, library, great room, kitchen and dining room, and also accessible from
the foyer and library. The abundance of windows and sliding glass walls enhances an open,
sunny and airy feel promoting ease of entertainment for formal and information gathering.
The second floor features a beautiful Master Bedroom Suite complemented by a luxurious
Master Bathroom, dual walk-in closets, shower with bench seating and separate dressing vanity.
The neighboring bonus room/loft offers alternative living space containing sliding glass walls
that opens to a covered outdoor deck.
Category 49 - Best Architectural Design of a Single Family Detached Home Priced over $1.5
Million
Gold Award Winner
Fiano - Plan 1
Newport Beach, CA
Builder: The New Home Company
Marketing Director: Megan Eltringham
Architect: Robert Hidey Architects
Statement: With single-story living wrapping around a spacious central courtyard, two generous
covered outdoor rooms accessible through wide glass doors and primary living spaces
proportionately sized and strategically located at the rear of the home to take full advantage of
breathtaking view opportunities, this home masterfully accomplishes these principal objectives.
Contributing greatly to the formidable outdoor connectivity of this design, expansive sliding
glass doors and a multitude of French doors adorn the ground floor walls, framing views and
allowing unrestricted flow of air and occupants from outside to inside and back out again.
Equally important to this attribute, ceilings throughout have been raised to uncommon heights
and transom glass has been added above each opening to invite in more daylight and expand
views. And, while the deliberately limited second floor has been purposely located toward the
front to afford this home a grander street presence and allow for greater volume in the focal
rooms at the rear, two private bedroom suites and a generous bonus room are connected to
exterior spaces and views through a collection of French doors and Juliet balconies.
All dressed up in Formal Italian style, and owing to a wonderfully temperate coastal climate and
resplendent ocean views, this new semi-custom home is ideally alluring to a long list of affluent
families with a taste for luxury and an adoration for nature and all its beauty who have been
eagerly waiting for its completion.
Category 50 - Best Architectural Design of an Attached Home Plan (Single Plan)
Gold Award Winner
Grand Monarch - Residence 2
Dana Point, CA
Builder: William Lyon Signature Homes
Marketing Director: Janet Kemmerer
Architect: Bassenian Lagoni
Statement: A one-of-a-kind location that hugs the shores of Monarch Beach requires a home
just as unique. Plan two in this stunning triplex building forever raises the bar on townhome
living. At first glance, the eye sees an Italianate mansion befitting such an amazing site. Once
inside, the truth is revealed: a luxury living townhome environment reserved for the very few.
The particulars:
 3,797 SF with 2 bedrooms, 2 full and 2 half baths
 2-car garage
 Covered loggia
 Lower level game room, media room, office
 Great room, master bedroom opens to expansive covered loggia and outdoor area with
multiple living environments
Life in the community comes with an amazing amenity: homeowners have immediate access to
the St. Regis Monarch Beach Resort and the resorts many services.
Category 51 - Best Architectural Design of an Attached Community
Gold Award Winner
Best Architectural Design of an Attached Community
LUMINA
Builder: Tishman Speyer
Marketing Director: Lindsay Lessman - Polaris Pacific
Architect: Bernardo Fort-Brescia, Arquitectonica.
Statement: This is the largest condominium development in San Francisco’s history, comprising
656 residences in two towers of 42 and 37 stories and two 8-story mid-rise buildings, all rising
above a two-level amenity podium. The project’s glass curves and angles capture the elegance,
modernity and vibrancy of San Francisco.
The architect infused his nautical vision of the development with soft, curvilinear lines, almost as
though the towers were shaped by the City breezes, lending a unique organic expression. Each
of the residences offer the finest high-grade features and finishes with intuitive touches for
modern living, as well as a lavish array of amenities that will include a bi-level club lounge,
rooftop terrace, Jay Wright designed fitness center and climbing wall, and a 70-foot heated lap
pool. The property has experienced approximately 6,000 visits to the Sales Gallery, 7,400
registrations on the project interest list and, 375 sales to date (estimated $638 Million in sales) –
nearly 60% of the project, averaging more than 1 sale per day.
Category 52 - Best Architectural Design of a One of a Kind Home - Custom or Spec
Gold Award Winner
Collingwood Residence
Los Angeles, CA
Builder: Finton Construction
Architect: Landry Design Group
Statement: If you’re looking for a home designed for entertaining, then high above the famed
Sunset Strip sits the ultimate party-pad. This playful modern home uses a series of sweeping
arcs to capture dramatic views stretching from Santa Monica to downtown Los Angeles and the
scenic canyons above Sunset Plaza. The client envisioned a design that allowed for both large
gatherings and intimate entertaining.
Curved stucco and Italian basalt walls engage a two-story glass stair tower, while a backlit
bronze screen contains the large glass entry door. Together, they frame a captivating view of
city lights beyond.
The entry is on the middle level, overlooking the double-height living spaces. Guests descend a
circular stair to the entertainment level below.
The great room, dining room and kitchen are large open spaces with plenty of light. A curved
Venetian plaster wall divides the public spaces from the private spaces.
The third-level master bedroom, bath and office all feature panoramic views. Retractable glass
walls provide openness and transparency, while canopies overhead shield the sun and create
animated light patterns throughout the day.
Whether you are outside by the pool, lounging in the covered bar area, gathering for dinner at
the outdoor kitchen, or having a drink at the wine bar before enjoying a movie in the theater,
this stunning home provides ample opportunities for entertaining.
Category 54 - On the Boards Community (Defined as under construction - but not yet open for
sale or rent)
Gold Award Winner
Riverstone
Madera, CA
Developer: Riverstone Development, LLC
Architect/Planner: William Hezmalhalch Architects, Inc.
Statement: An evolutionary project located in Southeast Madera County situated in the heart of
the Fresno Metro path of growth. The community enjoys great access to a wide variety of local
and regional recreation areas including a one-hour drive to Yosemite.
Comprised of eight distinct districts, the community will offer 6,578 residential units,
commercial and mixed-use spaces including office, service retail, elementary schools and a high
school. Over 200 AC of local and regional parks, recreation centers and access to open space
reserves including the San Joaquin River.
Project Goals
 Establish a unique community that offers a balance of housing, employment, retail,
education and recreational opportunities
 Celebrate the unique architectural character of the Central California
 Set aside land for community farming enhancing landscape, honoring regional heritage
and inspiring healthy living
 Build a sustainable legacy of lasting value to be enjoyed by future generations
Five Tenants for Community Identity
 Evolutionary Design—Forward thinking design of California Country Contemporary
 Experiences—Give families every opportunity to have memorable adventures
 Education—Champion excellence in education throughout the community
 Entertainment—Celebrate "Look forward to life"
 Environmental respect—Foster a community-wide spirit of environmental stewardship
Category 55 - Attached Community of the Year
Gold Award Winner
Tour des Canadiens 2
Toronto, ON Canada
Developer: Cadillac Fairview, Canderel, Montreal Canadiens, Fonds FTQ
Ad Agency: Montana Steele Strategic Marketing
Statement: Major marketing objectives:
 showcase the highly anticipated second residential building of TDC2 |(part of
Montreal’s visionary new $2 billion Quad Windsor downtown community)
 Get people excited about being part of a spectacular master planned downtown
community, connected to the iconic Bell Centre with world-class residential,
office and retail, and urban park space.
Any unusual constraints or opportunities
 Superior location directly in the heart of new 2-billion dollar quad Windsor downtown
community and directly beside the Bell Centre
 Exceptional amenities: wine bar, games room, skylounge, indoor pool, terrace, fitness
room
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
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Direct connection to the Bell Centre through pedestrian link
Amenities were integrated into the heritage component to make best & most unique
use of the space
Huge opportunity to leverage partnership with the Montreal Canadiens –
unprecedented perks & privileges and access to the Canadiens team for purchasers
How objectives were met:
 Incredible 8200 square foot fully-appointed Digital Sales Centre with towering 20’
artwork at the entrance
o 5 interactive touchscreen systems featuring VR
o 1 3-screen digital wall
o 2 spacious & luxurious designer model suites
o Elegant brochure slipped into a perfectly sized brochure ‘bag’
 Fully-integrated marketing strategy including print, massive downtown full-building
signage wraps, Montreal Canadiens playoffs teaser campaign, marketing video, radio,
social media and blog campaigns, paid search and social media advertising, email
marketing, Toronto sales centre, temporary Montreal sales centre, full Montreal sales
centre, broker/agent events, TDC1 past purchaser events, VIP events, and countless
Montreal Canadiens game events & promotions, numerous collateral pieces incl. mini
air hockey table, VIP event access cards,
Category 56 - Detached Community of the Year
Gold Award Winner
Marbella at Hidden Canyon
Irvine, CA
Irvine, CA
Builder: Toll Brothers Inc.
Marketing Director: Dottie Sweeney
Architect: Bassenian Lagoni
Interiors: CDC Designs
Landscape: Land Creative
Statement: Small lots challenged the entire project team to create home environments bigger
than the plot by erasing the lines between indoors and outside. This limited offering – 138
homes in 5 unique designs -- delivers the luxury features and showy design details that appeal to
the target buyer: an Asian family (from the local market or overseas) interested in showcasing
their status and wealth. A new sales office design -- complete with its own outdoor living
experience -- whetted the appetite of buyers and resulted in 42 sales before models were even
complete. Designed by an architect and built by a builder with strong brand names in China
helped to push prices up more than 20%.
Category 57 - Master Planned Community of the Year
Gold Award Winner
The Cannery
Davis, CA
Builder/Developer: The New Home Company
Marketing Director: Megan Eltringham
Ad Agency: Paolucci Salling & Martin Communication Arts
Sales Office: Robert Hidey Architects/ Meridian Interiors / Display Graphics
Landscape: SWA Group
Signage: Outdoor Dimensions
Statement: As California’s first farm-to-table new home community, this Master Planned
Community offers 547 total residences within six neighborhoods, a welcome center – The Farm
House, a recreational center – The Ranch House, a 7.4-acre Urban Farm, a 5,800-square-foot
working barn, a loop trail for biking, several public parks, a retail and office plaza, and more. The
distinct neighborhoods – Sage, Tilton, Persimmon, Beech, Heirloom, and Gala – offer energy
efficient and Livable Design™ features in every residence.
The Community has a historic agricultural significance being built on the former Hunt Wesson
Plant, located proximal to downtown Davis. It’s also signified by connectivity with a network of
loops and trails to ensure any destination within the Community is no more than a 10-minute
walk or five-minute bike ride away.
Most importantly, the farm-to-table luxury the Community provides is beyond innovative,
allowing residents to walk to the store that sells Community grown fruits and vegetables, and
even cook meals with produce picked the same day in their own backyard. The self-sustaining
environment of the Community goes beyond the working farm, also including green
alternatives, like net-zero living. From residences to recreation, retail, and more, this
Community has a simple, yet profound premise – life tastes better here.