A 20-year veteran in the Florida home building industry, Karen Sutherland brings many accomplishments to the table as the Marketing Director of ICI Homes. A member of NEFBA for four years and SMC for 18 years, she is active serving on NEFBA and SMC committees, Builders Care, Womenade, Mentoring, and the Jacksonville & Ponte Vedra Chambers of Commerce. In the span of Karen’s career she has been the recipient of 33 Marketing Excellence (MAME) awards, eight National Target Awards, 4four Florida SOLD awards, and the 1995 Excel Award and 1997 MAME award for Marketing Director of the Year.
In 2003, Karen’s marketing plan and responsibilities were replete with variety and number. The main focus was placed on media placement and TV which was geared to keeping ICI in a leadership position in the Jacksonville market and capitalizing on a successful three-year branding campaign. Emphasis was placed on increasing market share of sales in the $350,000-plus price point as well as becoming a new contender in the production arena.
Operating with a conservative $600,000 budget, an aggressive program of print advertising in newspaper and magazine, public and Realtor relations, TV, radio, and community events and sponsorships was utilized to achieve these goals. The approach to advertising was based on constant research with consumers, Realtors, and buying trends both locally and nationally.
With the support of a graphic artist Karen executed creative, managed media placement, and handled public and Realtor relations and special events. She also managed two co-op marketing budgets for communities with multiple builders. Her duties also included managing 18 site agents in 12 communities, compiling traffic and marketing reports for the corporate office, assisting in land acquisition analysis, product development, and customer relations.
As a result of Karen’s marketing efforts, ICI Homes had a banner sales year in 2003 resulting in 320 sales with an average sale price of $430,118. Realtor assisted sales participation at ICI communities was up 20% over 2002 at 58 percent. This increase is due in part to weekly sales office visits, sponsored office meetings, and the ICI Fast Track Program which Karen created, that pays Realtors 100 percent commission within 14 days of the issuance of permit.
Further evidence of her marketing achievements manifested in the close of $138 million in new home sales in 2003. Her marketing expertise has brought ICI Homes recognition in the market notably as a quality home builder with cutting edge designs.
In 2003 ICI Homes was ranked eighth, up from eleventh in 2002, among Jacksonville’s Top 25 Builders.
Among Karen’s personal and professional goals is a desire to be a major contributor in the growth and success of ICI Homes, and to give back to her community. True to her industry, she serves on NEFBA and SMC committees and in 2003 she was a member of the newly formed SMC Movers & Shakers Club.
She has three children and eight grandchildren in Atlanta and a passion for cruising and travel.
Karen’s motto regarding her life’s work is a quote by Leo Burnett. “Good advertising does not just circulate information. It penetrates the public mind with desires and belief.” The goal of ICI Homes is to make reality out of their buyer’s dreams and desires...a perfect match for the Marketing Director and her company.