We created a new positioning for hybrid modular houses, i.e., houses that combine modular materials and traditional masonry. We developed a marketing plan for a company that builds and assembles modular homes in Portugal. Modular houses represent a niche in the construction market that has been growing significantly in recent years. Considered the “new trend”, this type of housing shows advantages over traditional ones, since they are more practical, can be easily expanded and use sustainable materials. We started off with a characterization of the target consumer; macroenvironmental research, to learn about the main trends in the modular market; the identification of competition, through online research; identifying the strengths, opportunities, threats and weaknesses of the business, based on a SWOT analysis. In a second phase, we defined strategic decisions – targets, positioning, sources and segments; Marketing-Mix, with emphasis on communication and brand; Relational Marketing and CRM.