Lea Lagueux has been the marketing manager for both the Jacksonville and Tampa markets of Richmond American Homes of Florida for three months.
BOTH MARKETS?
“I divide my time between the two places. I live in Tampa, but generally spend two or three days in Jacksonville and the same in Tampa.” Lagueux has a little help in the Jacksonville market in Amber King, who is the marketing coordinator. “In Tampa, I’m it as far as marketing and sales goes, so I’m there doing both. Here, luckily I have Amber so she is able to do a lot of the day-to-day stuff.”
WHAT DO YOU DO AS THE MARKETING MANAGER?
“I’m responsible for the advertising placement and all their active and Internet media. They have an in house advertising agency that does all the design work. We work with them to create a media plan. We see that those advertisements get placed and that the design, materials and information in the advertisement are appropriate for the market. We do the same thing on the interactive Internet media, which has become very important part of anyone’s marketing plan. We make sure the information on the website is up-to-date and plan events. We look at what is going on in the communities and see if there is an area that needs more traffic or help on the sales side, then we figure out a way to get more traffic to them so they are able to make the sales that they need.”
CREATIVITY?
The first event she planned so far for Realtors to attend was an ice cream social at Panther Creek. They asked Realtors to come and enjoy ice cream and take a tour of the new golf course and homes in Panther Creek. They are also holding a Disney event for the public in August to celebrate the grand opening of their model in OakLeaf Plantation.
HOW MANY COMMUNITIES DO YOU OVERSEE?
Lagueux has 12 communities to market in Jacksonville, but none yet in Tampa.
HER HISTORY
Before coming to Richmond American Homes, she was the national marketing director for five years for Westfield Homes, which was purchased by Standard Pacific. “I was the national marketing director and they already had one of those.” Before that, she worked for some manufacturing companies and several large construction firms. “I did some marketing and other kinds of management.”
COLLEGE
She has a bachelor’s degree in social science from the University of South Florida.
WHAT DO YOU LIKE ABOUT YOUR JOB?
“I really love homebuilding. I just really enjoy it. I’m creative and really enjoy working with homes. One of the things that I do is direct photography, photo shoots and such. I find that is really interesting. I really like the creative side of it.”
HOW HAS YOUR PAST EXPERIENCE HELPED YOU NOW?
“It’s everything. Are you kidding? They needed someone who could help with national branding, make a cohesive appearance for the company. I think that understanding of the necessity of doing that type of branding is critical when you are working with a big national builder. I have a very good understanding of that and what is required.”
BIGGEST ISSUE FACING HOMEBUILDERS?
“The land and the difficulties of getting it.”
PROFESSIONAL ASSOCIATIONS?
She is a member of the Northeast Florida Builders Association’s Sales and Marketing Council, Tampa Bay Builders Association and Pasco Builders Association.
ADVICE FOR SOMEONE NEW IN MARKETING?
“You need to be very detailed oriented, well read and a good writer. Develop a visual eye and it’s very helpful if you like people.”
MARITAL STATUS?
Single.
PERSONAL SIDE?
Lagueux enjoys bicycle riding, gourmet cooking, traveling and spending time with family and friends. When relaxing at home, she enjoys reading mysteries, science fiction, history and biographies.
- by Michele Newbern Gillis