The Challenge

During the market downturn in 2008, long-time luxury homebuilders Bill and Barry Frey founded Turn Key Residential LLC, a full-service real estate brokerage specializing in the acquisition, remodeling, marketing and sale of foreclosed and bank-owned homes. The company was formed around a number of building superintendents with reduced work opportunities who were experts. The Freys wanted a company that exuded expertise in refurbishing homes back into tip-top shape. This was not a company that was just replacing carpets, painting walls and cleaning up here and there. The company turned to Spiro & Associates to create a brand and marketing campaign to launch and sustain the fledgling firm.

The Plan

After an analysis and critique of the down housing market, The Brand Architects^® at Spiro developed a marketing strategy to position Turn Key Residential as a modest alternative to the traditional homebuilder choices, offering exceptional value for “like-new” homes. The Agency decided a major focus was needed on showing perfectly good homes that were remodeled, upgraded, and thoroughly inspected with the highest level of quality and craftsmanship. A new logo and brand campaign portrayed Turn Key as the company to choose to “…unlock the doors to your new home…” by unlocking value and fulfilling dreams. Campaign elements included print advertising, brochures, site signage and full wraps for the company’s fleet of vehicles that economically extended the exposure of the brand.

The Result

Spiro & Associates successfully re-positioned Turn Key Residential, the brokerage firm, and Turn Key Homes, the building arm, as experts that had returned to their primary business of building luxury, semi-custom homes.