Every December, Lee BIA Builders Care surprises one deserving Lee County family with the lifechanging gift of a home renovation. The annual construction project makes the holidays truly unforgettable for a family in need, as well as dozens of businesses that help make it happen. Each year, Priority Marketing proudly offers pro–bono public relations services to help Builders Care tell this inspirational story.
In 2020, Builders Care selected the Garces family from Bonita Springs. Miriam Garces, a 46-year-old mother of five, has ALS. The progressive, degenerative disease affects nerve cells that control muscle movement. She needed an accessible bathroom with a roll-in shower.
The Garces family spent 10 days in a hotel during the renovation. The whole time, they were unaware Lennar Homes and a team of 30 project partners were transforming their entire home. Inside, teams installed an accessible bathroom, new flooring, customized cabinetry and countertops, new kitchen appliances, living room furniture, fresh linens, holiday décor and a bounty of presents under the Christmas tree. Outside, crews built a wheelchair ramp, installed new gutters, pressure-washed and painted the exterior, and refreshed the landscaping.
The “big reveal” is filled with raw emotion – tears of joy, nonstop hugs and more tears. It generally happens right before Christmas and is an incredible, feel-good story to close out the year.
Priority Marketing uses its strong relationships with reporters, editors and producers to help tell this story. We want the story to be seen on television and read in the newspaper. PR services provided at no cost include:
- Media advisory and personalized pitches to alert TV stations, newspapers and magazines to generate media interest and coverage.
- On-site media relations assistance to coordinate interviews, photos and video opportunities.
- Photography and videography to share with media unable to attend the “big reveal.”
- Post-event news release recapping the renovations and family’s reaction.
Reporters from WINK, FOX4 and The News-Press/Bonita Banner attended the “big reveal” in 2020, publishing heartwarming stories that captured the spirit of the holidays and this annual tradition:
Additionally, ABC7 used Priority Marketing’s video footage and copy to create an inspiring Positively SWFL segment: Free home renovation for woman living with ALS. The Cape Coral Daily Breeze reprinted information from the news release: Builders Care, Lennar partner to complete house remodel for homeowner in need
About Lee BIA Builders Care
Lee BIA Builders Care’s mission is to provide emergency construction services at no cost to needy and deserving elderly and/or disabled homeowners, and their families, who cannot obtain repairs through traditional means. Builders Care enlists the expertise and donated services and materials from local contractors and business partners.
To date, Builders Care has provided more than $4.75 million in construction services at no cost to homeowners in need. The nonprofit relies on donations, grants, pro bono services and donated materials to complete projects. Builders Care is a 501(c)(3) organization under the charitable arm of the Lee Building Industry Association.
To qualify for Builders Care services, applicants must meet the following requirements:
- Be elderly (65+) and/or disabled
- Be economically disadvantaged
- Own the home, not rent
- Live in the home full time
- Be a permanent residential structure, not a mobile or manufactured home
- Reside in the home at least two years before requesting
- Have not received home repair services from any local government funded agency of more than $5,000 within the last 10 years
- Live in Lee County
View Builders Care’s Application for Services for more information.
About the Builders Care holiday project
Throughout the year, Builders Care provides a variety of home renovations for seniors and individuals who are disabled. These projects include new HVAC and plumbing systems, wheelchair ramps, accessible bathrooms, roof repairs and more. The term “lifechanging” is indeed accurate for recipients.
However, the annual holiday project is a supersized version. Grateful homeowners believe they have been chosen for one renovation project, like wider doorways to enhance accessibility. Instead, they return home to find a series of unexpected improvements like new flooring, appliances, lighting and furniture. Builders Care and its partners even restock the pantry and refrigerator.
“We didn’t pay a dime here, not even a penny. It was all donated,” Carlos Garces said. “God bless every single person who put their sweat and tears in here. I can’t pay you, but the guy upstairs will pay you.”
It truly is a blessing for Priority Marketing to participate in the “big reveal” each year. Below are recaps from the past four years:
Priority Marketing is among dozens of local businesses that partner with Builders Care on the holiday project. In addition to Priority Marketing and Lennar Homes, project partners for 2020 included 84 Lumber, Bluewater Construction of SW Florida, Carrigan Brothers, Cemex Construction Materials, City Furniture, Division 16, EC Installations, Emser, Florida Heat & Air, Franceschi Marble & Granite, GMR Development Group, HomeTeam Pest Defense, Household Cleaning, Knights Creations, Mabri Painting, Moen, Nilles Design Group, Platinum Service Contracting, Prestige Cleaning, Raymond Building Supply, Rice Insulation and Glass, Ron’s Jons, Schlage Locks, Shaw, Sherwin-Williams, Southwest Disposal & Clean-Up, Sunnygrove Landscaping, V.F. Camacho Enterprises Inc., and Wayne Wiles Floor Coverings.
To view a recap of earned media coverage secured through Priority Marketing’s PR outreach, visit our monthly Client Headlines page.