Lennar NextGen Homes

The Conroy Martinez Group Launches Lennar NextGen Homes in Florida

Lennar Southeast Florida Division wanted to premiere the NextGen “Home Within a Home” concept, a first for the home building industry. Lennar Corporation, founded in 1954 and headquartered in Miami, is one of the nation’s leading builders of quality homes for all generations. Lennar reached out to The Conroy Martinez Group to help launch and create awareness of their multi-generational family home concept in South Florida. The firm specializes in real estate PR, so it was a great match.

Strategies

The Conroy Martinez Group conducted an aggressive media relations campaign on behalf of Lennar. Research revealed that a higher percentage of young adults aged 25 to 34 were living with their parents than at any time since the early 1950s. Also, parents had begun moving in with their adult children at increasing rates. The NextGen-The Home Within a Home® design included a separate private suite with its own entrance, living area, eat-in kitchenette, bedroom, bathroom and laundry area as well as a connecting door to the larger family quarters.

The Conroy Martinez Group created a media preview for the press: a sneak peak of the NextGen home concept and the opportunity to speak with Lennar spokespeople about this unique concept.

Results

The new NextGen home was featured on the front page of the Miami Herald Business Section, South Florida Sun-Sentinel, Miami Today and several other local print and online publications. In addition, several television stations including WFOR, Ch. 4, (CBS), WSVN, Ch. 7 (FOX), WPLG, Ch. 10 (ABC) and WSCV, Ch. 51 (TEL) did feature stories on the home and its cutting-edge approach generating millions of impressions for Lennar. More importantly, foot traffic and sales at the Vineyards increased and a waiting list for the NextGen home was created due to the increase in demand.