Shea Homes "For Real Life"
SHEA HOMES
Shea Homes is one of the nation's largest private homebuilders, known for thoughtful design, enduring quality—and creating spaces where real life happens.
Services Provided
The Opportunity
In an increasingly crowded homebuilding market, two issues kept Shea Homes from breaking through: brand awareness often came too late in the buyer journey, and buyers who did encounter Shea Homes often couldn’t see what made them distinct.
The Insight
Through market research and surveys, we uncovered that prospective buyers had low brand awareness of Shea, despite high customer satisfaction. There also existed a critical buyer tension: the need to choose between a livable home and a lasting investment.
Capturing the everyday in a brand platform
To address both the visibility gap and buyer misconception, we knew the platform concept needed to not only shift perception in the short term, but emotionally resonate over time. Our resulting creative strategy, therefore, was anchored in a universal truth: Home is more than square footage or resale value. It's where life happens, unfiltered.
Shea Homes: Designed for real life
The "For Real Life" campaign concept moved Shea beyond marketing homes to celebrating the honest, joyful, and sometimes chaotic moments that make up everyday life. Rather than the staged perfection typical of the industry, we spotlighted authenticity, positioning Shea as the homebuilder that can adapt, support, and inspire the next chapter.
A scalable, fully integrated campaign
“For Real Life” centered around a 60-second anthem video that we took from concept to post-production, showcasing the authenticity and energy of real life inside a Shea home. We then expanded into a robust list of assets, including 15-second video vignettes, paid social and display ads, a campaign landing page, print, and sales materials.
