Prudential C. Dan Joyner Co., REALTORS

Despite record sales in 1997, C. Dan Joyner, president of Prudential C. Dan Joyner Company REALTORS made a decision that would have far-reaching effects. Believing there was room for continued growth, Joyner engaged the services of Shafer Huguley to conduct an in-depth branding analysis. The analysis, marketing communications plan and subsequent “Power to Perform™” multi-media branding campaign resulted in a remarkable 40% growth to $523 million in 1999. In the years following, Prudential C. Dan Joyner Company REALTORS’s numbers grew to over a billion in gross sales and is the largest residential real estate company headquartered in South Carolina.