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Quality, Not Speed, Important to Modular Home Buyers
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Though structural insulated panels (SIPs) are favored by builders for their speed of construction, builders should emphasize the quality SIPs construction because it is more likely to win clients. Photo: NAHB Research Center | Prospective home buyers of modular or panelized housing value quality over speed of construction or customization so systems-built home builders should emphasize quality when marketing to their prospects, according to a survey-based report issued by the U.S. Department of Housing and Urban Development (HUD) and the Partnership for Advancing Technology in Housing (PATH), a public-private partnership for advancing housing technology.
The report, “Factory-Built Construction and the American Homebuyer: Perceptions and Opportunities,” provides a glimpse into the minds of potential home buyers and offers modular and panelized home builders tips on how to plan effective marketing strategies. The report is based on an in-depth survey of almost 13,000 consumers.
The report was prepared by PATH and HUD’s Office of Policy Development and Research and is available free on the PATH Web site (www.pathnet.org) by clicking here.
Survey participants indicated their income, level of education, familiarity with four types of housing ― site-built, modular, panelized and manufactured ― and their attitudes about them. The information was then analyzed to determine what factors influence consumer attitudes.
Builders can use this information when marketing all four types of homes.
Experiencing Homes Helps Sway Buyers
The survey found that people who had lived in a certain type of home were more likely to consider purchasing that type of home again.
Based on that finding, the report advises builders to use marketing strategies that reinforce first-hand exposure to the homes — visits or overnight stays — rather than relying upon photographs and images.
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Home buyers are put off by factory photos, but can be influenced by information about improved quality of factory-built construction. Survey photo. | Photographs of homes being built in the factory dissuade potential buyers, but text describing the benefits of building homes in a controlled factory setting will improve chances of a sale, the report indicated.
Photos, however, are useful when providing side-by-side comparison images of site-built homes versus panelized or modular homes. The image comparison helps consumers overcome misconceptions about the look and quality of systems-built homes, the report said.
While the marketing strategies in the report primarily address marketing panelized and modular homes, an appendix ― “Likelihood to consider purchasing site-built homes by census region” — can help builders, including site-built builders, identify their clientele and target their most promising demographic.
 Attend the Modular and Panel Plant Tour May 18-20
Go behind the scenes of the modular and panelized home building industries at the 2008 Modular and Panel Plant Tour in Harrisburg, Pa. on May 18-20.
Tour several plants and network with modular and panelized professionals from across the country.
For more information, or to register, visit www.nahb.org/PlantTour.
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