Brand Tone

Aspirational, professional, and design-forward. It balances a friendly, family-oriented voice with the confident authority of an expert builder, emphasizing quality, community, and forward-thinking trends.

Brand Values

• •Quality and Craftsmanship
• •Design Excellence
• •Customer-Centricity
• •Family and Community
• •Experience and Expertise

Best Practices

• •Lead with "Design-Forward": Always frame descriptions in terms of modern, fashion-forward, and thoughtful design. Use words like curated, bespoke, trend-setting, and elevated to describe features.
• •Maintain a Professional Yet Personal Voice: Balance expert real estate and construction terminology with the relatable story of the Deru family. Use "we" and "our" to foster a sense of a dedicated team behind every project.
• •Showcase, Don't Just Tell: Let high-quality visuals do the heavy lifting. Copy should complement the images and videos, pointing out specific details, craftsmanship, and the lifestyle the home enables.
• •Emphasize Quality and Trust: Consistently use keywords like quality, craftsmanship, attention to detail, and award-winning to reinforce the brand's core promise and build trust with the audience.
• •Center the Customer's Dream: Write copy that speaks to the aspirations of the homebuyer. Focus on the benefits of living in a Deru Home—the memories to be made, the ease of living in a functional space, and the pride of owning a beautifully designed home.

Social Perception

Perceived as a high-end, reputable home builder in Northern Utah, known for leading design trends and delivering beautiful, high-quality homes. They are viewed as professional and reliable, with Allie Deru adding a personal, trustworthy, and stylish dimension to their public image.

Copy Examples

• •Award-Winning Design Meets Livable Luxury. At Deru Homes, we don't just build houses; we create the spaces where your family's story unfolds. Discover our fashion-forward layouts in Utah's most sought-after communities.
• •It all happens in the heart of the home. That's why our kitchens blend award-winning design with family-focused functionality. From the custom cabinetry to the oversized island, every detail is crafted for making memories. ✨ #DeruHomes #UtahRealEstate #DreamKitchen #CustomHome
• •For over 20 years, we've believed in building homes a different way. Daren’s on-the-ground expertise and Allie’s eye for design trends come together to create unique, gorgeous homes that are as smart as they are beautiful. We're Deru Homes, and we're proud to build the foundation for your future.
• •Is your home keeping up with your family? Deru Homes builds with every family size in mind, offering forward-thinking layouts in beautiful communities. Click to tour our latest project and find the space you need to grow.
• •Join Allie Deru for a full tour of 'The Element,' our award-winning home from the Northern Wasatch Parade of Homes! We'll walk you through the floor plan, highlight the unique design features, and share the story behind this stunning project. Subscribe for more home inspiration and Utah real estate insights!