Why would a company with almost 100% of its customers being Hispanic already, need a full service Hispanic agency. Casa Linda Homes is the largest homebuilder in the Rio Grande Valley, and has been for each year for the last 4 years, having built more than 500+ homes there each year before 2006. Casa Linda Homes never had used a Hispanic agency before.

 

The owner wanted Casa Linda wanted to sell 1,000 homes and a change was needed. Sales had stalled. Image, language, brand, message, training, and sales, all had to change. The new President, hired by the Owner, recognized the need to change and from the customer, found the message to sell and present Casa Linda Homes to its neighbors and cities. Casa Linda built homes for its customers, its families, its communities. Using focus group research, the expertise of the delRio Agency team, the content style and image changed. Colors went from red, black, and yellow, to a variegated green, red, and white. Pictures of homes changed to pictures of families, model homes were built with a sales center, designed consistently around the image and community of the development. Information or “lead up signs” were incorporated into each subdivision emphasizing the positive attributes and choices of a Casa Linda subdivision, home/floor plan selection, and financing alternatives. The incremental value added by using del Rio for everything proved to be highly beneficial to sales. Spoken to the customer, the language changed from a formal ‘usted’ to a familiar ‘tu’, but not inappropriately so. The customer was directed to Casa Linda because Casa Linda was a home for their family

 

• Brand Identity
• Brand Strategy
• Media Strategy
• Multi Market Development
• Message Development Rollout