As Middleburg, a rental housing developer in the Southeast and Sun Belt, looks to expand nationally, it’s taking a fresh approach to building brand awareness.
“We’re the largest builder in the fastest-growing markets throughout the Southeast and the Sun Belt. That’s how we built ourselves over the past 20 years, and the goal for the next 20 years is to grow beyond that and become a national player,” says Joshua Gardner, vice president of corporate communications. “In order to build in those areas, we have to grow our capital and revenue streams.”
While it’s hiring developers in regions where data shows Middleburg’s typical renter lives or is planning to live, it also is making a concerted effort raise its profile with a return on investment.
As part of its efforts, Middleburg has announced a multiyear sponsorship of professional golfer Jackson Van Paris, a promising professional on the Korn Ferry Tour, which is the pathway to the PGA Tour.
Van Paris will sport Middleburg’s name on his apparel and do some content collaboration as he heads on tour in the new year. The sponsorship marks a strategic alignment for Van Paris and Middleburg, which share some similarities.
"We were truly impressed by Jackson's preparation, his approach to the game, and how it directly mirrors our core corporate pillars: perseverance, grit, and disciplined execution. It was a natural alignment,” adds Gardner. “Part of the appeal lies in getting in on the ground floor with a rising talent—someone we could potentially help on the path toward future success. In many ways, this is analogous to how we serve our residents: providing them with high-quality, attainable housing solutions—the four walls, the community, the neighborhood—as they navigate new chapters or simply prefer the flexibility of renting."
Van Paris’ career is highlighted by a series of achievements. The 22-year-old had a historic victory at the 2023 Sunnehanna Amateur, an NCAA Amherst Regional title, and a top 10 finish at the 2024 Puerto Rico Open in his PGA Tour debut. At 14, he became the second-youngest competitor to win a match in the U.S. Amateur’s history.
“I am honored to represent Middleburg, a company that understands the importance of perseverance and the mental game in achieving success,” he says. “Every day I focus on the process of improvement, from my training to my on-course play, and it’s clear that Middleburg shares this commitment to excellence. I’m excited to have their support as a I pursue my goals and continue to build my career.”
While the goal was to drive external market awareness, the internal benefit has been amazing to see, says Gardner. “We've generated a genuine sense of excitement within the Middleburg team. The announcement’s digital performance, particularly on platforms like LinkedIn, has also demonstrated a high level of engagement, especially among our target demographic of 25- to 34-year-olds who represent a crucial pipeline for talent acquisition across our corporate and regional offices.”
“It’s really about trying something new and differentiating ourselves from our competitors,” he adds.