Being on target has always been important to Jim Doyle of REDdot Marketing, and when he started his own business, he incorporated that concept into the company name.
“That bull’s eye, that little red dot in the middle, is our aim,” Doyle said. “We assist our clients with targeted strategies to maximize their budgets and resources.”
Born in Indiana, Jim’s family moved to Bradenton as a child. It was there he returned after several years as an entertainment marketer to begin his real estate marketing career in 1994. As vice president of marketing for Schroeder-Manatee Ranch (SMR) Communities at Lakewood Ranch, a master-planned community situated within the 38-square-mile tract of land in Manatee and Sarasota counties, he was part of the team that created one of the most successful master-planned communities in that region.
From Lakewood Ranch, Jim was recruited to Jacksonville to join the LandMar Group, a leading developer that also builds master-planned communities. Jim was vice president of Marketing and Sales for LandMar from 2001 to 2008.
With that executive level leadership and extensive marketing experience under his belt, Jim launched his own marketing firm in 2008.
“It probably was the worst possible time to start a business for marketing anything and particularly new homes and developments, but I had several good clients and was fortunate to be able to partner with good people,” Jim said. “We specialize in strategic marketing, Web sites, direct marketing, digital environment and public relations, and those services are needed in all businesses and industries, not just real estate and development.”
Jim formed the Real Estate Marketing Alliance with Parker Associates and PTC Computer Solution that was also a boon to REDdot’s client base.
“This alliance gave us the strategic position to go to the developer with a unique package of services to meet the developer’s needs from raw land assessment to market analysis to the ad campaign,” Jim said. “Parker Associates had a client in Costa Rica who needed help with the tactical side of applied and digital marketing and that became our first Alliance client. Since then, we’ve been involved in three large developments, giving the client the benefit of having the same team bookend to bookend.”
REDdot’s client base has always included non-shelter related clients, and during the construction downturn, those clients gave the company an edge. Jim said the ratio was probably about a 50/50 split until mid-2012.
“We’ve seen a real change since the middle of 2012,” Jim said. “I would estimate now the ratio is more like 70 percent shelter-related. And, I’ve seen an increase in new communities, neighborhoods and new amenities coming on line. It’s a good sign for everyone, and having new models to promote gives us a lot more to talk about.”
Jim’s involvement in the National Association of Home Builders began in 1994 and he has served on the board of three local HBAs in Florida. His affiliation with NEFBA began when he joined LandMar. He has been a member of NEFBA’s Sales & Marketing Council, and this year he serves on the NEFBA Board of Directors and as chair of SMC.
“NEFBA was key to keeping the industry afloat during the recession,” Jim said. “I chaired the Parade of Homes in 2009 and 2010 when many other associations in Florida were not even having Parades. We had about 70 homes that year and were one of the largest in state. The builders in Northeast Florida really stepped up.”
At the recent Southeast Building Conference, Jim reported seeing more energy, more people and more excitement than he’s seen in several years.
“The challenge for NEFBA, for myself and for the members is to channel that excitement and grow at a controlled pace. We got lean, and ranks are thin throughout the industry. We were able to keep all SMC initiatives going without cutting programs and we’re in an enviable position. Some associations are now trying to re-start their SMCs.”
Jim credits NEFBA and SMC for the industry’s ability to come back strong.
“There’s no better way to stay current, and SMC gives me a real insider’s frame of reference,” he said. “Anyone who wants to do business with the builder-developer industry needs to belong and to participate. I don’t think I could generate the business I have without this direct tie to the industry.”
Jim splits his time between his Jacksonville office and his Ormond by the Sea home. When he’s not working, he devotes time to playing the guitar and cooking. His parents and a brother and sister still live in Bradenton.
Jim’s children are scattered from coast to coast and abroad – his son lives in New York, a daughter lives in Los Angeles, and another daughter lives in London.
Jim has a bachelor’s degree from the University of South Florida in mass communications, is a licensed real estate broker in Florida and Georgia and earned the MIRM designation from NAHB in 1997.
“Jim’s enthusiasm and energy are ideal for the SMC leadership role he so capably fills,” said Greg Matovina, interim NEFBA executive director. “His experience spanning the high-growth period through the lean years and now the recovery of the industry gives him an excellent grasp of what it takes to survive and thrive in all business climates. We are grateful for his leadership and energy in promoting the association and the industry.”