Taylor Morrison is one of the largest homebuilders in the country, and they’re asking one simple question. 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.