Azzam Jordan has won the advertising accounts of Beazer Homes and TK Constructors. Billings total $4 million.
Atlanta-based Beazer selected the Towson, Md., agency in a review over Williams Whittle Associates, Alex-andria, Va.; The Bomstein Agency, Washington, D.C.; and Fraser Wallace Advertising, Reston, Va. TKC in Muncie, Ind., chose Azzam over one undisclosed agency in the Midwest.
Agency president and chief executive officer Gary Jordan said he decided to focus on real estate marketing because of the area's high turnover in housing. The specialization has paid off. The shop provides broadcast, print and Internet marketing for eight builders and developers based in the mid-Atlantic and Midwest regions.
"There are a lot of subtleties in this market that a newcomer wouldn't know," said Jordan. "In the last year I've sat in on research projects in six different cities for different home builders. You get a real handle on why people make the decisions they do.
"Most builders want to put all their money in the major market dailies, but shoppers are already looking there," he said. "We use broadcast to make their real estate ads work better by connecting the two thematically."