New Homes Division Established by Crye-Leike
Nashville, Tenn. – Crye-Leike, the largest real estate company in Tennessee and the Mid-South, has established a new homes division, Crye-Leike Builder Resources, that specializes in comprehensive builder services, creating one source for all builders’ needs in Middle Tennessee. Crye-Leike Builder Resources is focusing its efforts on handling direct sales and consulting to increase marketing opportunities for builders and developers in Middle Tennessee through such services as on-site staffing, sales management, sales training and research on expansion markets.
Last year in seven surrounding counties within the metropolitan statistical area of Nashville, there were 8,960 building permits issued for new homes construction, according to Edsel Charles of MarketGraphics in Brentwood, Tenn. Those counties included: Cheatham, Davidson, Robertson, Rutherford, Sumner, Williamson and Wilson.
“We feel there is a market for our services in new homes construction, ” said Harold Crye, chief executive officer of Crye-Leike. “Builders and developers need our connections – our relationships with other real estate firms, our experience in the community and our expertise in site selection, sales and marketing of their products.”
The Jones Company, a leading residential new home builder, was the first to sign-on as a client of Crye-Leike Builder Resources. Crye-Leike formed a strategic alliance with The Jones Company, providing marketing services for its new home sales in Middle Tennessee.
The Jones Company (www.thejonesco.com), a 74-year-old residential home builder with corporate headquarters in St. Louis, Mo., had a total sales volume of $ 215 million in 1999, ranking it
No. 59 nationally, according to Builder magazine’s Builder 100 report, a publication of the National Association of Home Builders.
“We know that 75 percent of our sales transactions involve Realtors,” said Charles Zeni, corporate vice president of sales for The Jones Company of St. Louis, Mo. “Crye-Leike, Realtors has a large market share in the Greater Nashville area and access to over 850 Crye-Leike sales associates in the Middle Tennessee area as well as a national relocation network. This is a powerful combination to increase awareness of our new home communities in the Greater Nashville area.”
The engagement with The Jones Company has led to other marketing agreements for Crye-Leike Builder Resources such as the one with Keystone, a large regional builder based in Richmond, Va. with annual volumes of 1,000 units. Keystone, expanding rapidly throughout the southeast, is listed as one of the “Giant 400” builders by Professional Builder magazine, every year since 1994. Crye-Leike Builder Resources is providing marketing services for Keystone’s classic American homes in a planned community called Summerfield in Davidson County, Tenn.
Beth Sturm is the newly-appointed director of Crye-Leike Builder Resources. Sturm, a residential sales and marketing professional, was previously with The Jones Company, serving as its vice president of marketing. She is a member of the board of directors of the Home Builders Association of Middle Tennessee and served as past president of its Middle Tennessee Sales & Marketing Council. Sturm was recognized among the top five by the National Association of Home Builders as Associate of the Year in 2000 and Marketing Director of the Year in 1999. She holds the MIRM designation from the Institute of Residential Marketing, the highest achievement level possible for professionals in new home marketing. The institute is the educational arm of the National Sales and Marketing Council of the National Association of Home Builders.
Crye-Leike Builder Resources offers a menu of customized services and programs for the smaller custom home builder to the largest production and merchant builders, notes Sturm. Such services include: market research and analysis; project evaluation; sales staffing; sales training; communication and sales reporting and promotional marketing.
Sturm’s new home marketing expertise brings the builder’s perspective to the table. “At Crye-Leike Builder Resources, our team of experts recognizes the difference between new home sales and resale of existing homes and understands the sophistication and specialization of the new home sales market,” said Sturm.
Crye-Leike (www.crye-leike.com) is the largest real estate company in Tennessee and the Mid-South with a network of over 52 branch offices, 2,100 sales associates and over 480 employees. As a privately held company, it attained sales of nearly $3 billion corporatewide in 2000, the second best year in the company’s 23-year history. Nationally, Crye-Leike is ranked No. 10 among the nation’s top 500 residential real estate brokerage firms, as reported in May 2000 by REAL Trends Magazine.
As a full service real estate company, Crye-Leike offers real estate and related services, including: mortgage lending facilities; an insurance division, a commercial property division, a property leasing and management company, a home improvement division, a title company, an auction division, a relocation services company, franchise division, premier properties division and builder resources division.