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Advertising Strategies for Today's Housing Market Associations Can Help You Sell More Homes The New Model Home Free Online Marketing Help Creative Financing Product Showcase |
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Associations Can Help You Sell More HomesThrough legislative lobbying, education and creative marketing efforts, home builder groups can help drive sales.
HBAs have always been charged with monitoring local, state and federal legislative bodies for changes that could affect the building industry. Keeping a close watch on these changes alerts them to proposed regulations that could drive up costs and keep the sale price of homes out of consumers’ reach. "Our association uses its advocacy staff to aggressively lobby against legislation or regulatory initiatives that add to construction costs and increase the cost of housing," says Kelly Grudziecki, with the Maryland-National Capitol Building Industry Association (MNCBIA). But legislation isn’t the only area where associations are serving builders. Educational programs for prospective home buyers and builders have also proved valuable. On the builder side, many associations sponsor seminars on topics such as market trends and current regulations. "Builders need to be constantly vigilant about keeping up with market trends," says Grudziecki. "They need to stay aware of the economic outlook, housing statistics, vacancy rates, job growth and economic strength of local markets — and how these affect the buying power of the consumer." One way HBAs reach consumers is by hosting public-information programs to show current and prospective homeowners the continuing value of purchasing a new home. Another is to provide consumer-focused information on their Web sites. For example, the MNCBIA launched — and updated with 2007 numbers — a Web site, www.buyersmarket2006.com, in conjunction with a public-awareness campaign designed to educate consumers about the advantages of buying a home in the current market. The campaign also includes a special report explaining key characteristics of a buyers’ market. Reprints of the report are available for distribution at new-home sales offices and realty offices, along with signage and buttons for promotional use. Some associations have created Web sites where consumers can view information about new homes built by the association’s member builders. "We are revamping our home-finding site, www.modelhometour.org," says Kristine Thalman of the Orange County, Calif.-based Building Industry Association (BIA). "This site helps the buyer search for homes based on a variety of criteria, including price, amenities and location. Catering to all of Southern California, this site offers our builder members the opportunity to add current and future projects to the site and increase traffic to their residences." Other associations’ programs are more unique. One of these is the Home Builders Association of Greater Dallas, which recently introduced a green building program that it hopes will attract environmentally concerned consumers. To qualify for the program, homes must meet strict requirements regarding site management, water and energy efficiency, indoor air quality, material usage, and homeowner education. "There is a growing interest and demand from home buyers for environmentally preferable products and services," explains Bob Morris, executive vice president of HBA Dallas. "This initiative will serve as a platform for builders to meet consumer needs, and the needs of the region, around issues such as energy usage, air quality and water-use restrictions." Public relations are another area where associations can help their members. The Orange County BIA understands this, which is why their weekly "At Home in the O.C." feature in the new-homes section of the Orange County Register spotlights new-home projects by member builders. The BIA also uses the feature to recognize home builders and developers who make charitable contributions to the community. "Our goal is to promote the positive contributions and good works of our members to the public," says Thalman. "It’s not commonly known that home builders develop many public facilities such as parks, schools and recreational areas. It’s important for the public to be aware of these efforts, particularly when they are in the market for a new home."
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