‘Buy Now’ Campaign Helps Boost Activity in Smaller Michigan Market
The “Buy Now” campaign launched by the Home Builders Association of Midland County in Michigan, with funding from NAHB’s “Buy Now” Advertising Assistance Program, has been a hit with the HBA’s membership as activity in the Midland market has increased.
NAHB’s program provides advertising grants to qualifying HBAs hit hard by the housing downturn.
“It’s hard to say that it’s all because of the campaign,” said the HBA’s executive officer, Connie Valliere. “But our builders and remodelers have been busy and models are selling at our parade of homes. There is definitely increased activity.”
The HBA’s campaign, a two-week run of radio and newspaper advertising, featured the message “It’s a Great Time to Buy, Build or Improve.”
“Michigan has been really hard hit,” said Valliere. “We really felt it was important to get across the message that it’s never been a better time to invest in a home, whether it meant buying one, building one or improving one.”
“Many home owners who want to buy a new home are reluctant to move up because they have to sell their own homes first. Plus less and less people are relocating to Michigan, which has resulted in a high housing inventory,” Valliere said. “This campaign really got good information out to consumers, letting them know that even if their confidence in the housing market has been shaken, it truly is the best time to invest in a home right now.”
The Midland HBA received $5,000 from NAHB as a Tier 3 grant recipient to run its successful campaign. Valliere insists the association would not have been able to launch the campaign without the grant opportunity.
“Our total annual budget for public awareness campaigns of any type is $4,000,” Valliere said. “We would have never been able to focus our entire budget plus some for that kind of campaign.”
“As with many other HBAs, times are challenging and funding is tight, making it increasingly difficult to do public awareness campaigns at all, but we were able to run a successful campaign because of the grant we received from NAHB,” she added.
Because of the campaign's success, Valliere sings the praises of NAHB’s “Buy Now” Advertising Assistance Program every chance she gets, especially when talking with EOs of smaller HBAs.
“Just at our recent summer conference, I told the other EOs in the room that our buy now campaign has been such a success, any member or HBA that wants to use our radio scripts and print ads can have them,” said Valliere.
“This program is a gift from national and the most important thing is that people utilize these funds.”
“The small Tier 3 associations are the ones that don’t have the resources to do this type of thing,” she said. “NAHB is really benefiting our locals by running this program.”
$500,000 Still Available in ‘Buy Now’ Grant Funds, Apply Today
NAHB has more than $500,000 in “Buy Now” advertising assistance grant money still available and is encouraging HBAs that have not yet received or been approved to receive grant money to apply today.
Tier 2 HBAs that previously applied but did not receive the maximum of $40,000 are eligible to reapply for the difference.
To date, 129 HBAs in 38 states have received or been approved to receive just under $2.2 million in NAHB advertising assistance. Including the matching funds that the HBAs contributed, the total value of their advertising campaigns is approximately $6.3 million.
The NAHB “Buy Now” Advertising Assistance Program provides grants to qualifying HBAs in three categories:
- HBAs conducting ad campaigns in the top 10 media markets (Tier 1)
- HBAs with more than 250 members operating in areas outside of the top 10 major media markets (Tier 2)
- HBAs with 250 or fewer members (Tier 3)
To qualify for grants, the ads must deliver a “buy now” message, be placed in 2007 and conducted in markets that have experienced a major decline in home sales and housing production.
To learn more about the program, eligibility considerations and requirements, click here, or call Niki Clark at NAHB at 800-368-5242 x806l.
To view a list of the HBAs that have received or been approved for grants, and their grant level categories, click here.
Home Builders Association of Midland
It’s a Great Time to Buy, Build or Improve Radio Campaign
If you are like most of us, you’re concerned about the daily reports filled with news about the ailing economy. It’s enough to make anyone nervous about the future. But the fact is — there has never been a better time to invest in a home.
Whether you are a first-time home buyer, considering building or purchasing a new home or wanting to remodel your present home, the truth is:
Interest rates are low, competitive pricing abounds, attractive financing options are available, selection has never been better, housing is a great investment with huge rewards and professionals are ready to help.
To find a new home, a builder or a remodeler in the area, contact the Home Builders Association of Midland, or visit them on the Web at:
It’s a Buyer’s Market — The Choice Is Yours.
The HBA of Midland County, Mich. encourages NAHB members and HBAs to use the HBA's successful radio and prints ads. For more information, e-mail Connie Valliere, or call her at 989-853-2562.