Customer Relationship Marketing: How Toll Brothers' Smart ...

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Toll Brothers Inc., a leading builder of luxury homes, was one of a handful of home builders that remained profitable in the housing crisis of the late 1980s. Part of the company?s resilience can be traced to many wise decisions made over the years by Robert and Bruce Toll, the brothers who founded the company in Pennsylvania in 1967. They were pioneers in bringing the flexibility of computer-aided design to the luxury home segment. They even built and operated their own lumber and panel-fabrication plant and offered financing to buyers.

But wise customer profiling is also part of the success story, as you will discover in the company history on the Toll Brothers? website. In the years before the housing crash, the company would enter a new state or region by offering houses to its middle-tier customers. These houses, which Toll called ?Executive? models, were priced from $170,000 to $300,000. They were 2,400 to 3,000 square feet in size and were sited on lots that ranged from one-quarter to three-quarters of an acre. Once Toll Brothers established a foothold with those homes, the company went on to build both lower-end and high-end models. The lower-end homes, which were called the ?Glen? line, ranged from $120,000 to $170,000. The higher-end homes, the ?Estate? line, started at $500,000 and featured lots of luxury features.

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I believe it is an interesting and prudent marketing strategy to start in the middle, test the waters, and expand both upward and downward into different market segments. And Toll Brothers is applying new segmenting strategies today. Over the last five years, the company has started another to accommodate aging baby boomers by building multi-family homes.

To get a glimpse at how Toll Brothers introduces luxury homes in a new market, visit the company?s website for The Enclave at Short Hills, a new luxury development under construction in New Jersey. The website offers floor plans, information on schools, and other information that is targeted to reach upscale buyers.

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