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Find Out What Consumers Want in Home Electronics at IBS
 The results of research about what consumers want in home electronics will be presented at the 2007 International Builders’ Show by NAHB’s Institute of Residential Marketing (IRM).
IRM initiated research to determine what home buyers want in installed home electronics and how builders and other home building professionals can more effectively and profitably collaborate with residential electronic systems contractors (RESC) to create wired homes that meet consumer needs.
The research was conducted in 2006 as a joint venture with the Custom Electronics Design & Installation Association (CEDIA), an international trade association of companies that specialize in designing and installing electronic systems for the home.
Study Results Presented Friday, Feb. 7
The research results will be presented Friday, Feb. 7 from 11:00 a.m.-12:30 p.m. in South 310, EFGH, Level III of the Orange County Convention Center.
An $8 Billion Industry
Custom electronics installation is an $8 billion industry, and more new home builders are providing home technology integration (HTI) packages to their customers that include Category 5-enhanced data cables, distributed audio and video networks and fiber-optic cables.
Builders are beginning to understand how to best meet the connectivity needs of their customers in the short-term and to anticipate and fulfill their future needs.
The IRM research focused on how to:
- Encourage the use of software and other technology to help builders and home owners design home networks, whole house audio, home theaters and security surveillance, and how to effectively integrate these technologies.
- Design and install effective specifications of basic and enhanced structured wiring packages.
- Help salespeople educate home owners about the capabilities and benefits of home technology.
- Ensure that the technology is user-friendly and will require no lengthy programming on the part of the consumer.
- Create checklists so that builders and home owners will feel comfortable that the new home is being built to accommodate the latest in communications, entertainment and security technologies.
- Create a mutually beneficial partnership between builders and RESCs.
As part of the research, focus groups of prospective home buyers, home builders and remodelers around the country explored what home electronic equipment and systems are considered to be of most value. Their responses were compiled to help home builders and RESCs understand what home buyers want in home electronics.
S. Robert August, MIRM, the president and founder of S.Robert August & Company, Inc., a national marketing and public relations firm based in Denver, led the research project for IRM.
“This research will be extremely helpful to members of both NAHB and CEDIA as we work together to provide today’s tech-savvy home buyers with the best technological equipment professionally installed in the best homes,” August said. “This collaboration will also give us the opportunity to learn more about the newest electronic products and services on the market.”
This project is the second such research initiative by IRM.
To Register
To hear the results of the IRM study, visit the sales and marketing track of the educational seminars on the International Builders' Show Web site, www.buildersshow.com.
Use the "My Show Planne"r tool to register for the "2007 IRM Research Project of the Year: Profit by Working Effectively with Electronic Systems Contractors" seminar.
Results From Previous IRM Study on Internet Marketing
In May 2006, IRM released reseach it conducted on Internet marketing that found that more potential new-home buyers are using the Internet to find homes and communities. The study was commissioned by IRM and Move.com™, a consumer-oriented Web site with home listings, rentals, new-home plans and tools and professional connections that consumers need before, during and after a move. The study was conducted by Harris Interactive.
According to the survey, 27% of consumers who responded visit builder Web sites when searching for new homes and 26% use Internet listing services when they begin looking for new homes.
For the full results of that study, click here.
To learn more about the IRM Research Initiative and how to submit proposals visit www.nahb.org/mirm. For additional information about CEDIA visit www.cedia.org.
 Subscribe to Sales + Marketing Ideas Magazine for Cutting-Edge Information
For additional cutting-edge sales and marketing information, subscribe to NAHB’s Sales + Marketing Ideas Magazine (www.smimagazine.com).
Click here to learn about membership benefits of the National Sales and Marketing Council and the Institute of Residential Marketing.
Earn Valuable Sales and Marketing Designations Through IRM Programs
The Institute of Residential Marketing (IRM) offers four designation programs for sales and marketing professionals:
- The MIRM and CMP designation programs for new home marketing professionals
- The CSP and MCSP designation programs for new home sales professionals
For more information on these designation programs, click here.
Want to Know More? Ask an Expert
You also can ask designation holders questions about obtaining a designation, specific courses, case studies and more. "Ask An Expert" is available on the NAHB Web site by clicking here.
 'Sales and Marketing Checklists' Covers the Ins and Outs of New Home Sales
“Sales and Marketing Checklists for Profit-Driven Home Builders,” available through BuilderBooks.com, covers the major steps involved in successful new home sales.
Learn the ins and outs of the comprehensive contract, the move-in, warranty service, asking for referrals and a great close. This expanded second edition also includes a new chapter on utilizing technology in your marketing and a more extensive chapter on multicultural sales.
To view or purchase this publication online, click here, or call 800-223-2665.
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