Centex Homes Locates New Communities Using Maponics Street Maps

“Our business is very geography-centric,” says Travis Gardner, Strategic Marketing Manager of Centex Homes in the greater-Richmond, Virginia area. “We build communities, and we need to understand where our customers want to be today and three years from now. I need accurate maps to the right scale to help me communicate our current positioning to the rest of our team.”

As a $100MM Division of a $14B national homebuilder, Gardner had GIS support from the corporate office. But accurate street–level wall maps of his service area, to the right scale, were hard to come by. As he explains, “we had access to two kinds of maps: one might show half of Virginia, but a pushpin would cover a five-mile radius. The other, say an existing street map of metropolitan Richmond, was too fine a micro-slice – and probably not completely up-to-date.”

Unsatisfied, Gardner looked for custom street map providers online and found Maponics. He learned that a custom-sized street map of his large territory could be generated with both optimized street labeling and highly-customized features – in his case, parks, golf courses, water, and municipal boundaries. “Even customer defined submarkets that we have defined internally could be shown,” Gardner says, which would help him pinpoint the areas in which Centex could profitably serve its customer base.

“Some companies find creating a good street map of a large area challenging,” says Darrin Clement, the Maponics mapping expert who worked with Gardner, “but this is our specialty. We’ve created high quality street maps for developers and real estate companies around the country that show the features important to their businesses. And our street database is the most accurate and current on the market.”

Maponics created a map of Centex’s 60-mile service area that was roughly eight-feet square, and Gardner had four dry-erase laminated copies printed. One went on public display in the main office. The others went into the president’s, product development manager’s, and Gardner’s own office – where each could use pushpins and dry erase markers to plot demographic data, locate competitors, and further define and revise strategic plans.

“At this scale, you can get a feel for existing and future projects” says Gardner. “We were pleased enough to recommend Maponics’ solutions to other Centex offices.”

“Because this provides a better understanding of our market and the competition, and it gives me a visible talking platform, it is very much worth it.”

Read related customer stories, or learn more about sales territory mapping or detailed street mapping by Maponics.

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