Lennar, one of the nation’s leading homebuilders since 1954, has announced that it is reigniting its Everything’s Included marketing platform across the nation. Lennar’s goal with Everything’s Included is to ensure that Lennar homes always offer the very best value in every market in which they build, by targeting the options and upgrades that are most desirable to its customers, and including them as standard in the price of the home.
Originally created by Lennar in the early 1990s, the Everything’s Included home buying concept helped to uniquely position Lennar in the homebuilding industry, compared to other builders who typically offer optional features on an a la carte basis, sometimes significantly adding to the overall price of the home. Lennar simplifies the process by including the most desired features at no extra charge.
After asking thousands of homebuyers over the past several years what features and upgrades they wanted most, Lennar simply included them. Lennar’s homeowners have indicated that they truly appreciate the ease of the process of purchasing an Everything’s Included Home, with the finest features and a great value already included.
As Lennar reignites its Everything’s Included Homes platform, it is also enhancing the meaning of Everything’s Included by including more quality green homebuilding practices and energy efficiency features – offering its homebuyers a better way to buy a home, and a better way to live in a home.
To highlight and communicate the new green advantages of its Everything’s Included Homes, Lennar is also introducing a fresh new brand identity, including new blue and white marketing colors, and a new “ei” Everything’s Included Homes logo which will be prominently featured in Lennar’s new communities, advertising, signage, social media websites and the Lennar.com website. Recognizing the need to save dollars in today’s economy, the transition to the new look and feel for Everything’s Included will occur with new community openings and on lennar.com when a substantial roll out at the community level is underway.
Prior to officially selecting the logo and colors for its new Everything’s Included Homes brand, Lennar turned to its customers for their opinions and feedback on the initial designs. In an online survey, a select group of Lennar’s potential new homebuyers were asked to select their favorite from six new logo designs. Nearly 2,400 people participated in the survey, selecting the one Everything’s Included Homes logo they felt was the most appealing, the most memorable, and that best communicated that Lennar is a builder focused on providing the best in quality, luxury and green homebuilding practices for the best value. The new “ei” Everything’s Included Homes logo that was selected by Lennar’s customers is the basis for the new brand identity Lennar is launching today.
In appreciation of its customers for taking the time to complete the survey, each participant was automatically entered into a drawing for the chance to win a $500 American Express Gift Card. Congratulations to John Barletta of Hollywood, Florida, who was randomly selected as Lennar’s prize winner.
Throughout 2011, Lennar will continue to roll out its new Everything’s Included Homes brand identity online and in new Lennar communities in each of its homebuilding markets across the country. For details on Lennar’s homes and communities, visit Lennar.com – or visit Lennar on Facebook at Facebook.com/Lennar. [Click here to visit the Everything’s Included page on Lennar.com]
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