Marketing pros call it branding -- when the public knows your company by name, knows what it stands for, knows what it does and knows that it does it well. At that point, all the hard work pays off, for there is no need to sell yourself and your company to a prospect. Imagine knowing that whether you'll build a custom home is based upon your schedule, not your bid.

Mary Boorman, vice president of sales and marketing for Pinnacle Communities, a high-end residential builder in New Jersey, believes luxury home builders should be proactive in their marketing work and ...

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