John Deere Homes Add New Wrinkle

Here’s an interesting brand extension story

The John Deere name will be featured on the entrance sign for the subdivision with homes ranging from roughly $375,000 to $500,000. The purchase price includes a choice of landscape designs prepared and installed by Deere. Thousands of dollars worth of riding lawnmowers, leaf-blowers and other equipment will fill one of the three garage bays.

St. Lawrence Homes vice president Rick Ohmann says the John Deere link should amount to a stamp of approval for people who care about having a beautifully landscaped yard from the day they move in.

It was that promise, not the John Deere name, that attracted Joseph Crayton to sign a contract this month to build a 3,100 square foot house. ‘It wasn’t my primary decision-driver, but it was great to have,’ Crayton, 37, said of the Deere name associated with his new home. ‘A lot of us are brand conscious.’

John Deere officials look for the strategy to help broaden their products’ appeal among people who may associate the name strictly with tractors and lawnmowers.

‘The ultimate message is to have homeowners consider John Deere as the place they can turn for all of the things they need to take care of their yard. Right now, we might only be considered as a place to buy equipment,’ said Tosh Brinkerhoff with Deere & Co.’s consumer equipment division in nearby Cary. ‘We feel like this community is a way that we can showcase our abilities.’

Read the full story

Not the first time, incidentally, that John Deere has sought an unusual co-brand. Videogames?


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