Here’s how Taylor Morrison (#6 on the 2026 Builder 100 list) maximizes lead production with Spotlight Ads on NewHomeSource.
We spoke with Tim Delaca, Taylor Morrison’s paid media manager. Here’s what he had to say. This interview has been edited for space and clarity.
We saw roughly an 80% lift in lead volume from Spotlight ads, along with a 55% increase in views across those markets.
Tim Delaca, Paid Media Manager at Taylor Morrison
Zonda: Would you just tell us what you do for Taylor Morrison?
Delaca: I’m the Paid Media Manager at Taylor Morrison. I focus mainly on paid search, while also helping manage and support our listing channels.
How did you hear about Zonda and specifically about NHS advertising?
From Kashmira [our customer success manager]. We’ve been testing Spotlight ads since the beginning, which was about three years ago. We started with a small pilot across eight markets, and the results were very strong. In that initial test, we saw roughly an 80% lift in lead volume from Spotlight ads, along with a 55% increase in views across those markets.
We also received positive feedback from our divisions, which gave us the confidence to expand the program. Today, we’re active in 31 out of 35 markets. What began as a small test delivered strong performance and quickly scaled into one of our core initiatives across most of our markets.
Is there one area or a few areas where you’re more concentrated than others?
We have a presence in 12 states, mainly concentrated in the Sun Belt, with additional markets in Oregon, Washington, and Indiana.
So what was the rollout process like? Was it easy getting set up? Was there anything that was harder than expected?
It was actually very easy for us to roll out, which is one of the reasons we like Spotlight ads. The dashboard is very user-friendly and allows us to quickly boost one of our existing listings without any heavy lift on our side.
There’s no need for additional creative, images, or copy. We’re basically elevating a listing we already have to a top position. And the platform makes it easy to choose which communities we want to promote, whether that’s a single community, multiple, or all communities within a market.
It sounds really easy. If you had to estimate how much time it takes you to boost a listing, how long do you think? Is it like minutes?
Yeah, minutes, maybe even less. Just a couple of clicks and we’re ready to go.
So what’s next?
Next, we’re focused on testing the ability to showcase all communities in each market. That’s a newer enhancement that was introduced earlier this year, and it’s something we’re excited to test.
Editor’s note: Starting January of this year, Zonda added the ability to select multiple communities to spotlight, as opposed to just one previously. And now with relevancy features, the search matches the community that is best suited for the user.
So you’re going to try that out?
Yes, we plan to test this across all of our markets. We believe it will help us reach a broader range of buyers and drive stronger interest across each market as a whole.
