Decision Due This Month for Texas Markets
DALLAS--Ryland Homes, headquartered in Columbia, Md., has selected four undisclosed finalists for the $2 million advertising account in its Texas markets.
Anne Madison, client vice president of corporate communications, said a decision is due by the end of the month. She would not confirm the number of agencies nor reveal their identities, although sources have said the home builder is looking at Lone Star shops for the regional business.
The account was previously at Houston's Goswick Advertising, which resigned the business in February shortly after Ryland reassigned that shop's Southeast regional ad duties to Henderson Advertising in Greenville, S.C.
Ryland concentrates its new home marketing in three key areas in Texas: Dallas, Houston and the combined Austin/San Antonio region covering Central Texas.
Ryland Homes, according to a request for proposal obtained by Adweek, is looking for an agency to mold its strategic marketing plans and creative campaigns. The shop must be familiar with the client's Texas homebuilding competitors and target audience--both initial home buyers and consumers upgrading their residence for the first time, per Hoovers Online.
The company sells most of its residential properties under the Ryland Homes banner, although it brands itself Scott Felder Homes in some Texas communities, according to Hoovers Online.
In January, the company reported record earnings of $80.1 million in 1998, nearly double that of 1997, based on revenues of $1.77 billion.