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What makes Taylor Morrison different from other Charlotte area builders? Dynamic leadership and an open ear to the voice of its customers make this builder one of the most innovative in the industry.
written By: Allison Michaels Parker
Meeting Charlotte Division President Kevin Granelli allowed me to see the pulse behind the national builder that has its heart in Charlotte. In tune with the vibe of Charlotte, Kevin, an area native, hails from Gastonia, a suburb of the Queen City. As a result, he has an innate understanding of the Charlotte people and market. His love of the area prevails in his way of life as well: during college, he attended NC State (Go Pack!) and started his career in the Queen City with Centex Homes. Before settling in with his family in the Elizabeth area, he had the chance to experience many different areas of Charlotte as a homebuyer himself. With his wife, Katie, a native Charlottean as well, the family has lived in the Chantilly and Plaza Midwood sections of the city.
Kevin joined Orleans Homes in 2014 and stayed on with Taylor Morrison after the company acquired the Charlotte, Raleigh, and Chicago operations of Orleans in 2015. In 2018 when Taylor Morrison acquired AV Homes, Kevin was experienced and polished in the knack of merging corporate cultures and systems. Kevin found the merger last year to be a great combination, with the spirit of the people and the home design process matching up in basic ideology. Floor plans, price points, and design studio processes are all functioning in sync.
“The corporate culture and home designs synergize well, which made the re-branding mainly a conversion of internal systems, which is working out great,” Kevin notes. Taylor Morrison is big on customer focus within its business model. With Taylor Morrison, a significant difference is that they start listening to the customer way before they ever walk into a model home or look them up on the website. How do they do this? Focus groups.
By inviting realtors and consumers to an onsite location, Taylor Morrison introduces product offering ideas and opens the floor up to hear what the current needs are as well as what is not working in existing builder offerings. Who better to explain what the newest floor plans should include other than potential clients or realtors? Kevin shares, “We value our realtor partners in these focus groups as they are the connection to the clients. They see and hear likes and dislikes and, most important, the needs in the housing search.” With its realtor and customer friendly approach, it’s no wonder that Taylor Morrison’s broker participation is close to 90%.
For the homebuyer, Taylor Morrison offers a one-stop shop with its own beautifully decorated home design studio (presently in south Charlotte), as well as in-house mortgage experts. Buyers can peruse the different flooring, kitchen, and interior options, and experienced design consultants make the process a breeze with helpful suggestions and listening ears for first-time homebuyers or move up buyers. At Taylor Morrison, there is an option for all at the studio. Open Monday through Friday, the studio makes designing a new home a breeze!
Financing is made simple with the mortgage gurus at Taylor Morrison Home Funding. Working side by side with the sales agents, the loan consultants make the sometimes tricky details of mortgages easy for the customers. They tailor their approach to the needs of the customers and pride themselves on finding the right loan for each customer. As no two customers are alike, neither are their
Taylor Morrison has 28 fabulous communities within the greater Charlotte area. Stretching north of the Queen city and into South Carolina, the communities offer varying price points to delight every potential buyer. The latest development, Wendwood Terrace, is a beautiful townhome community with price points starting in the $400’s. The development is in the Randolph Road area of Charlotte with close proximity to major highways such as 277. The townhomes were influenced by feedback from the customer focus groups.
In lovely South Carolina, the latest community to break ground has been Massey in the bustling and popular Fort Mill area. A bedroom community of the Charlotte area, families flock to Fort Mill for beautiful suburban living close enough to work within the city. With starting price points at $300,000, it is ideal for many families. Easily accessible from Interstate 485 or Interstate 77, the community is a haven of convenience and luxury
With all of the resources of a national builder yet the small town feel of a local business, Taylor Morrison is thriving. “It’s an exciting time for us in Charlotte,” Marketing Director Marie Yeung Lorimer notes. “With the recent merger, we’re now a top five builder in the region, but we’re still very focused on the customer service and attention to detail that have been key to our success.”
Jodi Mosser, Vice President of Sales, is key to keeping the momentum pumped and the positive vibes flowing. Wonder what the best part of working at Taylor Morrison is for its sales team? “We’re very fortunate to work for a company that has established a deep level of trust with homebuyers,” she says. “That’s a real advantage, and the confidence and sense of optimism it gives our team is invaluable.”
With the market expanding, Taylor Morrison will be on the cutting edge with its innovative approach to capturing the market’s voice and providing superior home living options for its customers. As America’s Most Trusted Home Builder for four years in a row, this fabulous group will keep rolling forward on the momentum of success.
For more information, see www.TaylorMorrison.com.