Have you ever wondered how homebuilders name their communities, series of homes or floor plans?
Some builders name them by plot number or a letter. Fulton Homes Vice President of Operations, Dennis Webb, takes his most memorable experiences and tries to visualize what will connect with the home buyer.
“I look for something different and exotic in the context of the market,” said the Vice President of Operations. “Something that resonates with the buyer.”
According to Webb, the names have to roll off the tongue and sound nice to the ear.” It’s about a connection that the homebuyer has with the brand.”
Webb often taps into his travel experiences or his love of classic literature.
In Ironwood Crossing for instance, the Paradise series was named after a group of islands off Tahiti, where he traveled a decade ago. The individual models in that particular series are named after the individual islands such as Motu, Raiatea, Maupiti, Rorotonga, Tahaa, Marquesas, Rangiroa, and Samoa. He also named the community, Ironwood Crossing, which was originally Barnes Farms. “We wanted to connect to the local area, but create some excitement,” he said. “Who would buy at a place called Barnes Farms?”
Another example of this is his frequent trips to Napa creates inspiration. This is where Mendocino at Ashcreek came from and the Reserve at Fulton Ranch.
Webb connected with a group of renowned Greek islands when he named Fulton Ranch Aegean Cove in Chandler. The individual models were named after the Greek city- states of Athens, Corinth, Olympia, and Delphi.
Trains and Bays
In one of Fulton Homes’s newest communities, Cooley Station in Gilbert, there are four series of homes named after trains: Santa Fe, Seaboard, Union Pacific, and Central Vermont. The models carry names of specific trains like the Flying Cloud, the Champion and the Comet. “I did quite a bit of online research on trains,” he said. Many of the names are chosen from specific trains from the 1800’s.
Webb has named series’ of homes after exotic locations in the Mediterranean, Caribbean, Napa’s picturesque towns, communities in the Palm Springs area, exotic colors like Siena and Cobalt and most recently, after a series of trees. He has named over 400 communities, series, and models over the last ten years. According to Webb, there was only one name that didn’t work out. “We did get a cease and desist on the Monterey series because it was too close to Monterey Homes,” he said. “So, we had to change it to Monterey Bay.” Other than that, Webb has a perfect record in naming the Fulton Homes’ properties.
Webb’s rules for naming communities, series and models
- Names must sound exotic and pleasant to the ear.
- They should be easy to spell.
- Must fit the home. For instance, he once named a large model, the Maximus.
- Create a connection to the consumer.
He is currently naming new communities, one planned for Maricopa and one planned for the Santan Heights area. “It never stops,” he said. “But just in case, I always have a few names set aside.”
Fulton Homes has been a knoodle client for eighteen years. Rosaria Cain, CEO, interviewed Dennis Webb for the content in this blog. Knoodle is a marketing firm that does content, offline and online media and branding for clients in the real estate industry, like Fulton Homes.