• by Erin Everhart , Staff Writer, Yesterday

There’s a certain type of chaos that comes with owning your home. Especially, when kids are involved. It’s the type of chaos where stuffed animals are in every room, playdoh colors are mixed, and glitter is in places glitter should never be. 

And yet you scroll through Instagram and see these pristine, beige, perfectly styled homes. No clutter. No crumbs. No chaos. 

And you start to wonder…Do people live like this?

I’m sure some do, but I wouldn’t trade the chaos for calm. Because those messy moments? That’s the good stuff. That’s the stuff that makes memories. Makes a home.

Taylor Morrison is one of the largest homebuilders in the country, and they’re challenging that entire mindset. Why can’t a homebuilder behave like a modern, direct-to-consumer brand? 

Their newest brand platform, Homes Built For Real Life, doesn’t sell the Instagram version of your home. It gives you permission to sit in the mess. To embrace the chaos. To stop performing perfection and start living in your space as it is.

What does it take to redefine marketing for an entire category? To shift from square footage to emotional resonance? To prove that a homebuilder can be a brand? In this week’s 1:1, we sat down with CMO Stephanie McCarty to talk about just that. 

Listen to the full episode here.