Taylor Morrison Executive Shares Thoughts on What Makes MPCs Flourish
We sat down with Taylor Morrison Executive Cammie Longenecker for her thoughts on TM’s new Esplanade development.
BD Mag: Tell us about Esplanade at Azario Lakewood Ranch. What elements make the development unique?
CAMMIE LONGENECKER: Esplanade at Azario offers a beautiful selection of homes that perfectly suit the Esplanade signature lifestyle, grace the surroundings and complement the Lakewood Ranch ambiance. This community offers a true resort lifestyle with unique amenities, thoughtfully curated programming and concierge services only available to our residents. From a resort-style pool to a Wellness Center, state-of-the-art fitness center, a planned Culinary Center and an 18-hole championship golf course, living at Esplanade at Azario Lakewood Ranch means every day feels like a vacation.
BD: This community seems like a great example of what makes a great MPC. Can you tell us the inspiration and ideas behind development?
CL: Live a year-round vacation and never have to pack. That’s the Esplanade lifestyle you’ll realize at Esplanade at Azario Lakewood Ranch. Experience a new level of inspired living and enjoy an exciting array of resort-style amenities. From relaxing pursuits to active recreation, you’ll have plentiful opportunities to stay active, get fit and revitalize. It’s a luxurious, sophisticated experience that rivals a world-class vacation resort. With an on-site lifestyle manager to point the way, homeowners will soon discover that the possibilities are endless at Esplanade. Residents of Esplanade at Azario Lakewood Ranch have access to an array of signature resort amenities including a wellness center, a planned culinary center, resort-style pool, state-of-the-art fitness center, sports courts and more. The community also features an 18- hole championship golf course which is open for public tee-times. Designed by award-winning C.W. Golf Architecture, the course winds its way through the community’s scenery and preserves the natural beauty of its surroundings while presenting you with a day of golf to remember.
BD: What are the best ways to market a MPC and how did you go about promoting Esplanade at Azario?
CL: Digital Marketing, content marketing, social media, paid advertising, search engine marketing, display advertising, email marketing and more. Some of our best marketing comes from referrals. Our Esplanade communities see a much higher referral rate than our traditional communities.
BD: How does Taylor Morrison approach masterplan development?
CL: We know that many of our buyers are looking for friendship and community when purchasing their home and so we develop each Esplanade community with that motivation in mind. Esplanade offers a truly unique experience centered around curating moments that enrich the lives of our members every day and delivering an elevated living experience for our members, guests and staff. Our Esplanade Resort Experiences team all come from hospitality backgrounds to deliver upon that vacation feel. From golf to culinary experiences, spas and community events, residents who move to an Esplanade community will find lifelong friendships and experiences like no other.
