Ryland Homes Begins Review

Goswick Advertising in Houston has parted ways with Ryland Homes of Columbia, Md., throwing the client’s estimated $2 million Texas regional advertising account and its corporate marketing duties into review.
Agency president David Goswick said the shop resigned the business in wake of its decision to refocus homebuilder/developer marketing programs to include more advertising in the television and on-line arenas.
Goswick said his “paradigm” marketing shift, in which traditional newspaper print marketing has been the dominant form of branding for homebuilders, did not match Ryland’s plans.
In addition, he conceded the recent shift of Southeast U.S. marketing for Ryland from Goswick to Henderson Advertising in Greenville, S.C., played a role in the parting.
Anne Madison, client vice president of corporate communications, said Ryland would begin an immediate search for a new agency. She said “proximity” to Ryland’s headquarters would be important, but an agency’s creative capabilities will play the deciding factor.
She said she was not sure of the billings for Goswick’s portion of Ryland’ business. Sources have previously told Adweek that billings for Ryland’s three Texas markets (Dallas, Houston and the combined Austin/San Antonio region) were equal to the $2 million account for its five Southeast markets in Atlanta; Charleston, S.C.; Greenville, N.C.; and Orlando and Tampa, Fla.
In making the client resignation statement, Goswick also revealed the new marketing programs for the shop. With more home buyers seeking builders’ information through the Internet, establishing a brand identity there and via local television advertising have become paramount. Among Goswick clients utilizing the new marketing program is New Mark Homes.