Real Estate

Portfolio projects for the Real Estate market

From 2002 to 2008, I was the Director of Marketing and Public Relations for several new home builder brands, commercial real estate, and residential real estate companies/locations throughout Florida: DiVosta Homes, Pulte Homes, Del Webb, Minto Communities, Town Center Realty.  There were over 85 locations.  I transitioned these brands from 90% print and newspaper based to 80% E-Communication based.  Part of that was implementing a news and feature story strategy in all media that grew qualified leads from  70,000 to over 300,000 a year.  In addition to leading the marketing effort, I wrote and produced hundreds of articles, radio, and TV segments. Brand journalism is an excellent strategy for real estate marketing. See the examples below.

Email News, Marketing, & Public Relations

Brand Journalism
Producing content that is news, looks like news, and sounds like news always results in more opens, clickthrus, a growing email distribution list, and qualified traffic and leads.

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Promotions Work
Weekly or periodic promotions keeps your brand and offerings fresh in the minds of your email list.  This “Floor Plan of the Week” campaign resulted in more traffic to see the models and options.

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Olympia: Another Community, Another Successful Promotion
The “Floor Plan of the Week” campaigns work especially well with inventory homes that are completed or near-complete.

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BUILDER CLOSEUP: VillageWalk at Lake Nona

By R. Michael Brown, Special to Orlando Homebuyer Magazine

Lake Nona Golf and Country Club has long been one of the most exclusive communities in Orlando. This private, gated enclave with its internationally renowned Tom Fazio-designed golf course, located just 20 minutes from downtown Orlando, boasts a heavily wooded setting encompassing some of the region’s most pristine lakes.

While Lake Nona contains a spectacular array of stunning single-family homes selling for $1 million and up, DiVosta Homes now offers the prestige of a Lake Nona address coupled with the convenience of living in an amenity-rich mixed-use development—at prices starting in the $300s.

The development is VillageWalk at Lake Nona, a master-planned, 1,416-home neighborhood of single-family homes, town homes, patio homes and villas within a charming waterfront Village Center with retail shops and amenities such as two heated pools, lighted tennis courts, a fitness center, walking trails, a tot lot and a playground. Adding to the small-town ambiance, there’ll even be a library, gas station and post office.

Residents of VillageWalk at Lake Nona will enjoy resort-style living with no additional membership fees—in a community synonymous worldwide with luxury. Best of all, the lifestyle is virtually maintenance free, with lawn maintenance provided. And an on-site activities director will make certain that residents are as busy as they choose to be.

For more than 45 years, DiVosta Homes, a member of the Pulte Homes family, has helped individuals, couples and families make their dreams come true. With more than 25,000 homes completed since its founding, DiVosta Homes is today one of Florida’s largest home builders.

The company, with 1,800-plus employees, is committed to quality and has been ranked for excellence in construction and superior customer service.

Like all DiVosta Homes offerings, homes in VillageWalk at Lake Nona will come standard with high-end specifications, like an in-wall central vacuum-cleaning system, security system, porcelain floor tiles, custom modular closet organizers with adjustable shelves, ceiling fans, and built using reinforced steel and concrete block construction, combining beautiful design with incredible strength and durability.

“This kind of building requires specialists,” says Mike Brown, Florida Area Marketing Director. “Each crew works from one home to the next using a manufacturing engineering model instead of spot building at different lots in a community. That’s one of the reasons why we can build quality homes so efficiently.”

DiVosta’s homes are all built using this assembly line method by a crew of nearly 250 construction professionals, each with his or her own specialty. The average time from the start of the home until it’s ready for occupancy is 48 to 54 days, according to Brown. “This system produces quality homes that are beautiful and built to last,” Brown notes.

Plus, residents of VillageWalk at Lake Nona will enjoy being part of a well-established community that has attracted some of the most discerning homebuyers from around the world.

Lake Nona, located in east Orlando, is just minutes from Orlando International Airport. That’s one reason its residents include a large number of top-tier executives, professional athletes—particularly golfers—and others whose responsibilities require travel.

In addition to the championship golf course, other Lake Nona amenities include a spectacular Georgian-style clubhouse and guest lodge, along with a bath and racquet club. The community is set under a canopy of massive oak, pine and cypress trees.

DiVosta Homes’ parent company, Pulte Homes, was last year’s recipient of the J.D. Power and Associates Platinum Award for customer satisfaction among the country’s largest home builders. And in a survey of 25 major markets nationwide, J.D. Power found that Pulte Homes was Orlando’s top-ranked builder for customer satisfaction.

For more information about VillageWalk at Lake Nona and other DiVosta Homes projects, log onto the company’s Web site at or call (866) 348-6782.

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