Landex Companies

About Landex Companies

For more than two decades, the Landex Companies have helped redevelop housing communities in urban settings. Established in 1983, this woman-owned real estate development company initially specialized in the renovation of affordable housing. Today, however, the company has expanded its work to include a broad range of mixed-income housing for both rental and sale. Landex’s portfolio includes properties throughout the Mid-Atlantic States as well as Florida, Massachusetts and Missouri.

Building a Brand and a Company

Though Landex is not the largest real estate developer in the area, it has enjoyed rapid growth and success over the years. The company distinguishes itself from others in the industry through its commitment and careful attention to the physical, social and financial aspects of each and every development. In 2003, the company recognized the need to establish a marketing strategy that would create consistency and leverage brand recognition for both property development and property management and better help them achieve their goals.

In order to meet this objective, Landex needed an independent marketing strategist to help them articulate who they were as a company; what differentiated them from competitors; where they wanted to take the company; and how they should communicate it to the industry. MarketPoint provided a professional, objective and ‘big picture’ perspective. In doing so, MarketPoint helped Landex focus its efforts, so they could maximize their opportunities for growth.

“MarketPoint listens well,” says Judy Siegel, president, Landex Corporation. “They are great at extracting the key bits of information vital to formulating a marketing strategy.”

Creating a Framework for Growth

After interviewing key personnel, clients, vendors and partners, MarketPoint was able to detail a comprehensive marketing strategy that would allow Landex’s development and management companies to be more targeted in their efforts and position them appropriately in the marketplace. MarketPoint also underscored the need for Landex to communicate its strengths and differentiators more effectively to employees, clients, partners and the public. Strategic recommendations included

• Establishing a consistent brand
• Offering comprehensive training to staff
• Conducting customer and partner research surveys to assess perceptions and help shape the business practices
• Implementation of a public relations campaign to convey changes to employees, clients, vendors, partners and the public

By developing a long-term plan to bring focus and cohesion to the company’s marketing efforts, and ultimately, its brand, all of its businesses have greater potential for growth. Additionally, MarketPoint helped Landex understand the importance of consistently leveraging its brand across all aspects of its businesses. In turn, this new approach is allowing Landex to expand with greater ease and minimal cost, while reassuring staff, clients, partners, vendors and the public that the company’s core values remain unchanged and that it is focused on continuous improvement to make Landex a stronger and more effective entity.

Growing through Better Brand Management

As a result, Landex has been able to effectively manage a marketing plan that has strengthened their brand and spurred growth within both the development and management divisions. Moreover, they are better equipped to consistently communicate their brand during periods of growth and change. The company continues to expand its geographical reach and attract premier partners and vendors.

“MarketPoint helped us take stock of our marketing strategy,” explains Siegel. “They helped us build a more targeted and efficient strategy.”

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