Multigenerational living is a growing trend. Economic challenges, aging parents, the want and need to have family nearby … whatever the motivation, 51.5 million Americans are living in multigenerational housing, and this trend is expected to grow as baby boomers get older.
Lennar recognized a need and created a pretty incredible solution for today’s multigenerational family: Next Gen® - The Home Within a Home. Lennar has enabled families to have the best of both worlds with this concept: a family home built around a separate suite featuring a private entrance, bedroom, bathroom, laundry, eat-in kitchenette and living room, sometimes a separate garage.The differentiator of the Next Gen home is that its been holistically designed to house two families acting as one, not as a glued-on space or a mother-in-law apartment in the basement. Next Gen homes are purpose-built from scratch to be lived in, together.
And so, we arrived at a simple truth: it’s the smallest moments that make the biggest changes worth doing. It’s not the numbers. It’s having your mom teach your own daughter to make the cookies that you’ve loved your whole life. It’s reading quietly together on the porch while the sun sets. It’s getting to have help close by, while also being allowed the dignity of your own living space.
Partnering with the marketing team at Lennar, we built a campaign that shows the power of these moments—simply by talking to real Next Gen families and having them share their stories with us. No actors, no scripts. Just conversations where families had the opportunity to share what they’ve both learned and gained by choosing this lifestyle.
We’ve housed, no pun intended, these real stories on NextGen.Lennar.com, a responsive landing page that puts the entire Next Gen story in one place. This was then promoted by Lennar through a digital ad campaign, email blasts, social media efforts and also through face-to-face marketing materials as their new home consultants across the country talk to families each day in their model homes.
The campaign is new but we’ve had a significant response from multigenerational families, real estate agents and Lennar’s sales teams. The video has received 83,000 views in just a couple of months and the landing page has harvested a significant number of leads.
In the end, the most impactful output for us was what started this all: the smallest moments, honestly told.