A group of 32 of the largest home builders in the country announced the creation of a website and marketing plan to positively influence public perception of new construction homes. The multi-year, multi-million dollar marketing campaign is aimed at making new construction homes more attractive to potential home buyers who are comparing new homes with existing resale homes.
When you buy a home, you expect to feel a sense of pride and joy upon moving in. Unfortunately, that’s not the case for all homeowners. If you buy a previously-owned home, your joy is often surpassed by the stress and cost of repairs and remodeling. But, buy a truly new home, and you’re free to move in and start living the life you want. Don’t buy a to-do. Buy new.
Here are some of the other benefits referenced on the website:
WHY BUY NEW?
You have the right to a “want-to-do” list, instead of a “to-do” list.
Because it’s been built specifically for you, complete with superior materials and a warranty guaranteeing its quality, your new home allows you to spend your time and money the way you want.
You have the right to new, energy efficient technologies
and building materials that save on your monthly bills.
Newly constructed homes are 30% more energy efficient than homes that are 10 years old.
You have the right to a spacious floor plan that fits your life.
New homes are built to fit the needs of modern families with flexible, open floor plans, larger kitchens, built-in multi-media options and more closet space.
You have the right to build your dream, not fix up someone else’s.
New homes are built from the ground up to your specifications. From paint to cabinet to fixtures, your new home is your dream home from day one.
You have the right to relax, knowing you’re the first
owner to set foot in your house.
New homes are untouched and ready to be enjoyed.
The consortium, Builder Homesite, Inc. collaborated with advertising agency GSD&M to develop a campaign focused on redefining the “new” in new home. Initial campaign elements are driven by digital advertising and demonstrate the many benefits of new construction homes.
"We understand that consumers today face a wealth of choices when it comes to buying a home," said Tim Costello, president and chief executive officer of Builder Homesite, Inc. "New homes offer many advantages for today’s modern home buyer; however, many consumers simply aren’t aware of the benefits of new home ownership. Our goal is to arm prospective buyers with the tools needed to make an educated decision that best fits their needs and lifestyle."
BHI conducted research with Hanley Wood, the leading media company covering residential construction, and found buyers shopping for a home are most interested in lower cost of living through lower maintenance; improved energy efficiency; modern floor plans suited for today’s family; and superior construction quality.
Existing homes are often outdated and unpredictable, which can lead to costly repairs and maintenance. New homes feature warranty-backed construction, energy-efficient technologies and spacious floor plans — allowing homeowners to focus on their “want-to-do” list instead of their “must-do” list.
"Houses being built today boast superior structural soundness and durability, forward thinking designs and unprecedented efficiency standards, making this an opportune time for the industry to educate current and prospective home shoppers," said Deborah Wahl Meyer, chief marketing officer of national home builder PulteGroup.
Nationwide the new home market is showing signs of life. New home starts are up more than 29 percent from over a year ago, reaching an annual rate of 750,000, according to August figures from the U.S. Census Bureau and the Department of Housing and Urban Development. Permits for new homes rose in August to an annual rate of 803,000 — a 25 percent jump from August 2011.
Encouraged by the recent growth in new home sales, home builders are more optimistic about the future of their industry. Builder confidence is at its highest level since 2007, according to the most recent NAHB/Wells Fargo housing market index.
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