Precedent Development is the residential development division of The Precedent Companies, which is primarily known for commercial real estate development in Indianapolis.

Typically known for its array of commercial properties throughout Indianapolis, Precedent needed positioning for its relatively unknown custom home development division in order to drive sales for several locations on Indianapolis’ northeast side.

By identifying Precedent Development as Custom Home Living, Scheitlin positioned this residential real estate division as a viable option offering lifestyle amenities and high-end custom homes in Indianapolis. Due to intense competition in that market sector, Scheitlin also partnered Precedent Development with its custom home builders to promote neighborhoods, using multiple media (print, radio, outdoor, online) to drive traffic to special events. The net result was increased interest and sales with individual homebuyers as well as builders who purchased lots as a result of the custom home builder ad series.