{"id":770536,"date":"2026-01-06T06:08:06","date_gmt":"2026-01-06T14:08:06","guid":{"rendered":"https:\/\/www.esri.com\/about\/newsroom\/?post_type=wherenext&p=770536"},"modified":"2026-01-06T06:08:06","modified_gmt":"2026-01-06T14:08:06","slug":"taylor-morrison-homebuilding","status":"publish","type":"wherenext","link":"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/taylor-morrison-homebuilding","title":{"rendered":"A $12 Billion Bet on Building the Homes of Tomorrow\u2014Guided by Location Analytics"},"author":501,"featured_media":0,"parent":0,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"sync_status":"","episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","castos_file_data":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","_links_to":"","_links_to_target":""},"categories":[],"tags":[180122,11272,471991,6811,1261],"department":[476812],"wherenext-category":[],"industry":[],"class_list":["post-770536","wherenext","type-wherenext","status-publish","format-standard","hentry","tag-construction","tag-demographics","tag-market-analysis","tag-market-planning","tag-real-estate","department-business-growth"],"acf":{"short_description":"One of the largest homebuilders in the US is investing billions to build 20,000 new units, guided by mapping and analytics.","pdf":{"host_remotely":false,"file":"","file_url":""},"flexible_content":[{"acf_fc_layout":"content","content":"The US needs more homes\u2014perhaps as many as 4.5 million<\/a> more, according to Zillow. Economists for J.P. Morgan peg the current housing shortage\u2014in part a result of insufficient construction, zoning laws, and elevated prices and interest rates\u2014closer to 2.8 million units<\/a>."},{"acf_fc_layout":"sidebar","layout":"standard","image_reference":null,"image_reference_figure":"","spotlight_image":null,"section_title":"","spotlight_name":"","position":"Left","content":"Snapshot<\/strong>: With a housing shortage in the US, homebuilders have an opportunity in front of them. Taylor Morrison is using mapping and analytics to meet it.","snippet":""},{"acf_fc_layout":"content","content":"But homebuilders and real estate agents don\u2019t sell houses to statistics\u2014they sell them to people with varying views of what a home should be. For young parents expecting a baby, that might mean a two-car garage and proximity to good schools. For a retiree, it\u2019s a coastal condo with luxury touches that feel like just desserts for a lifetime of work.\r\n\r\nAt Taylor Morrison, one of the largest homebuilders in the US, mapping and analytics reveal those shifting customer preferences and evolving homebuying trends.\r\n\r\nAs the company invests billions in an effort to close 20,000 new homes by 2028<\/a>, geographic information system (GIS) technology is equipping the firm\u2019s land buyers, home designers, marketers, and C-suite leaders with a real-time picture of markets across the country.\r\n\r\nIn Taylor Morrison\u2019s market intelligence and strategy department, GIS analysts develop demographic and psychographic profiles of communities. They gauge migration patterns and track the pace of resales and other key indicators of real estate activity. Their maps have become a key tool in market development and planning, showing up everywhere from permitting requests to the decks executives use in earnings calls and board meetings.\r\n\r\n\u201cWith this data, we can make decisions in real time now instead of waiting and losing margins or not getting as many buyers,\u201d says Stephanie Soul\u00e9, a senior market intelligence and strategy analyst for Taylor Morrison and one of the firm\u2019s GIS power users. \u201cWe can start making the decisions faster.\u201d\r\n

The Analytics Engine Behind the Voice of the Customer<\/strong><\/h3>\r\nSoul\u00e9, who has worked in homebuilding for much of her career, discovered a different culture when she joined Taylor Morrison\u2014one driven by an intense focus on understanding customer needs.\r\n\r\nThe market intelligence and strategy unit plays an important role in supporting the company\u2019s motto: Love the customer. The department harmonizes location data, survey results, focus group findings, and other metrics into the \u201cvoice of the customer.\u201d\r\n\r\nThat intelligence is integral to navigating a market flush with change. Millennials are now the largest segment of Taylor Morrison buyers, and in 2024, Asian American buyers became the top contributors to company revenue<\/a> for the first time.\r\n\r\nInside the company, maps have become a critical tool for communicating the nuances of market dynamics, showing how and where conditions are changing.\r\n\r\n\u201cIf a picture is worth a thousand words, when you have a busy C-suite, it\u2019s probably worth a million words,\u201d says Lacey Miller, director of market intelligence and strategy at Taylor Morrison."},{"acf_fc_layout":"quote","image":770539,"text":"It's one of those things where you recognize that there's more meaningful data out there and maybe you don't have to work so hard to find it sometimes. [In GIS], it's all there integrated in front of you.","author_name":"Lacey Miller, Taylor Morrison","author_profession_organization":""},{"acf_fc_layout":"content","content":"

A Multibillion-Dollar Bet on Growth, Grounded in Customer Connection<\/strong><\/h3>\r\nTaylor Morrison plans to invest $12 billion over the next three years to open more than 600 new communities. The company operates in 12 states and 20 markets, including hot real estate scenes like Phoenix, Atlanta, and Dallas.\r\n\r\nGIS plays a prominent role in the company\u2019s market planning and analysis, guiding Taylor Morrison toward the strongest investment opportunities and tailoring its offerings to specific customer segments.\r\n\r\n\u201cWe\u2019re not just putting up four walls and saying, \u2018Come buy,\u2019\u201d says Soul\u00e9. Instead, they ask: \u201cAre we giving them what they want?\u201d\r\n\r\nIn one instance, Soul\u00e9 geocoded buyer addresses to ensure that the company was placing marketing signage where key customers would see it.\r\n\r\nGIS analysis of the geocoded data revealed that Taylor Morrison was allocating marketing dollars to a freeway corridor that wasn\u2019t especially popular with its primary buyers.\r\n\r\nWhen Soul\u00e9 met with colleagues in sales and marketing, she showed them a map illustrating how they could access more buyers and increase conversion rates by marketing on another interstate.\r\n\r\nThe analysis proved so helpful that the practice of analyzing marketing with GIS was replicated nationwide."},{"acf_fc_layout":"quote","image":770540,"text":"We have quarterly calls where the executive team meets with the board, meets with Wall Street, and with GIS we\u2019re able to give them that visual representation.","author_name":"Stephanie Soul\u00e9, Taylor Morrison","author_profession_organization":""},{"acf_fc_layout":"content","content":"

Leveraging Market Intelligence and Maps, from Land Acquisition to Sales<\/strong><\/h3>\r\nMiller, Soul\u00e9, and other market intelligence colleagues work closely with Taylor Morrison\u2019s acquisition team as they look to purchase large parcels of land for new communities.\r\n\r\nMapping and analytics help land buyers understand an area\u2019s population, how that population may be evolving, the going rate for land and homes, and the activity of competitors.\r\n\r\nWithout geographic context, data can be misleading. A city might be selling homes at an alluringly fast clip\u2014but the area\u2019s demographics may be better suited to a local competitor. Meanwhile, a neighborhood reliably known for young singles may be maturing into a center for growing families seeking move-up homes.\r\n\r\n\u201cTo be able to map home prices and do a heat map [to] see how all of that has evolved in different locations is really powerful,\u201d Miller says. \u201cEspecially if you do that once a year and take stock of where the business is going and how a market is evolving.\u201d\r\n\r\nTo assess whether a parcel might be appropriate for Taylor Morrison\u2019s resort-style Esplanade community, for instance, Soul\u00e9 starts by analyzing other 55+ developments in the area. A GIS map showing the price ranges in those communities, square footage, and the pace of home sales provides a snapshot of the market. She then can layer on resale listings to gauge price thresholds, or toggle on population data<\/a> to see if there are enough potential buyers to support a new community.\r\n\r\nOnce a piece of land is purchased, Miller\u2019s team often partners with Taylor Morrison\u2019s designers, since demographic and psychographic analysis can inform even minute decisions about floor plans. For example, in a market where more than 15 percent of customers have kids, Soul\u00e9 would advise against two-bedroom houses with tandem garages in favor of three-bedroom floor plans with side-by-side garages.\r\n\r\nAfter a community has opened, the market intelligence and strategy team might work with the VP of sales. A precise understanding of customer preferences, created by mapping and analytics, can influence price concessions, interest rate locks, or interior upgrades meant to entice local homebuyers.\r\n

The Data Science\u2014and the Joy\u2014of Homebuilding<\/strong><\/h3>\r\nAs homebuilders like Taylor Morrison seek to shore up the US housing supply, they face a climate in which building costs are high and mortgage rates aren\u2019t low enough to tempt some would-be buyers.\r\n\r\nGIS technology supplies the market intelligence to ensure that company investments produce meaningful returns\u2014and that customers get what they want. For Miller and her team, that\u2019s where data science meets the beating heart of the job.\r\n\r\n\u201cThere is nothing more personal than being able to help figure out what a consumer wants to do,\u201d Miller says. \u201cI know it sounds like a rom-com, but I love my job for that reason: To be able to go and figure out the right house for somebody\u2014that gives me great joy.\u201d"}],"references":null},"yoast_head":"\nLoving the Customer at Tech-Savvy Homebuilder Taylor Morrison<\/title>\n<meta name=\"description\" content=\"Taylor Morrison has plans to build tens of thousands of homes, and location intelligence is guiding that effort.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/taylor-morrison-homebuilding\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" 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