Lifestyle Brands Put Their Mark On Homes; Builders Tap John Deere, Orvis; Recognizable names draw buyers to communities that reflect the brands' mystique.(INSIDE REAL ESTATE)

Publication: Investor's Business Daily

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Byline: MARILYN ALVA

Lawn tractors and fly-fishing don't seem to have much in common.

But in the game of real estate, the two are helping some real estate companies build awareness and sell homes in nonurban areas.

It's all about hitching up with a well-known outdoors brand. North Carolina builder St. Lawrence Homes, for instance, has a joint marketing program under way with lawn-gear giant John Deere to sell homes in the new Trenton "John Deere Signature Community" in Durham, N.C.

In separate programs, Montana-based Rocky Mountain Log Homes and global real estate firm Cushman & Wakefield have tied up with the high-end sporting brand Orvis, known for...

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