Marketing Professional..... a profile
By Beverly Thompson, President,
Beverly Thompson, Inc
'reprinted from a published article
from the Los Angeles Times'
Being the vice president of
marketing and sales for the Valencia Corporations a position that demands
not only vast experience in order to be able to direct the 55 employees in
the division, but also a thorough knowledge of the building industry which
includes planning architecture, interior design landscaping, advertising,
public relations, and most importantly “What makes people want to buy
The ‘total concept
formula” that Steve Hoesche has put together is working like a well
oiled machine, for it tripled the profit structure of the housing
development arm for the parent company Newhall land and farming in 1983
and will double that figure this year…
office is located on the first floor of the handsome Corporate
Headquarters building in Valencia. However, you are most likely to find
him in the ‘command center’ he has established directly in the middle
of the New Sales Presentation area of the community. The center is
actually in back of a small fenced patio which allows Steve and some of
his key people the privacy and quiet concentration space they require in
order to create the new 11 developments that are on the drawing boards and
still be close to the ‘sales hub’ of the ongoing projects.
square in for the office walls is covered with project plans and schedules
for the new Northern and Southern California projects. The atmosphere is
casual, but the mood is high powered. Electricity fills the air as Steve
discusses marketing and merchandising strategy with his staff and the
pride he feels in being involved with such overwhelming sales success..
His Robert Wagner
style of good looks, a slight Southern accent, and the European cut
clothes he favors only add to the ‘aura’ of the man himself. He is
soft-spoken, thinks before he speaks, and is self assured in a very
It is easy to see how
success came early to this young man when he talks about how a blend of
hard work and the knowledge of ones ‘goal structure’ becomes
invaluable in achieving ones ‘total’ potential..
"Steve & Studey @ Harvey's... Downey, Ca"
While attending college in the early
1960’s, he began a career in real estate by developing odd lot
properties including single-family, multifamily, and commercial. Even his
professors became investors in the company and within a three-year period
his development company had expanded into seven California communities. In
1962 he organized Hoesche Industries, a California corporation and parent
of American Homes Builders Marketing Services, Inc. As an adjunct to his
marketing group, he offered a full spectrum of marketing services to
clients which included model interiors, landscape design, and sales
By 1966, The Hoesche
Companies were in a position to offer innovative marketing systems,
merchandising services and sales management to clients in the western
During the peak of the
franchise boom, Hoesche Diversified, the marketing arm of the company,
represented seven franchising offerings with sales in access of $2 ˝
million annually. By 1971 Hoesche Industries had expanded its geographic
base to include ‘national’ accounts throughout the Midwestern,
eastern, and southern regions of the United States.
In order to move more
effectively service his ever growing client roster, he moved the company
to Atlanta, Georgia in late 1972 and began to travel more than a quarter
of a million miles annually, field-checking clients projects, initiating
feasibility studies, and conducting sales seminars. He also sold 15000
units in 27 states.
Steve also found time
to author several books dealing with sales management, sales training, and
motivation, plus winning the recognition of his peers by receiving
numerous national and regional awards for his activities and programs..
During all of the years of
heavy travel, Steve promised himself that he would retire at age 40. In
1979 just after turning, he gave himself a ‘gold watch’ then settled
back to enjoy the rewards of his labor. He moved to Florida and sat on the
beach for two years before realizing that sifting sand was not the way he
wanted to spend the rest of his life..
Valencia Corporation offered him the position to lead their marketing and
merchandising team in 1981, he was ready to devote the time, effort and
extensive experience needed to develop the programs that have given the
company one of the top sales records during the past three years..
Hoesche’s leadership, the firm has won a lions share of prestigious
awards including the Elan Award presented by the Sales and Marketing
Council of Los Angeles, Ventura and Santa Barbara Counties for Marketing
and Sales Director of the Year and the coveted “Grand Award” for best
brochure, ad, sales office, model complex, interior design, and best
Steve sees marketing and
sales not as a business function, but as a ‘profit building’ view of
the entire business process…
Working has been his vocation
and avocation since he left college and became a self-made millionaire.
However, in the last year he has discovered tennis and is enjoying the
physical and emotional side of the game in the same way he approaches
marketing and merchandizing.. With a firm grip on the handle, a wide
stroke, and the confidence and comfort level you only see in one of the
true professionals of our industry…