|
Building Pros Expect to See Business Improve in 2007
Building professionals polled during last month’s International Builders’ Show in Orlando, Fla. aren’t in agreement about the current strength of the nation’s housing industry, but most expect to see their businesses perform better this year than last.
Almost 1,300 convention-goers participated in the brief survey, which was conducted on the exhibition floor by KL Communications’ DirectConnect Division.
Asked if they agreed that “the building industry is very strong right now,” on a scale of 1 to 5, with 5 indicating complete agreement and 1 total disagreement, 15% of those polled gave the statement a 5 and 30% said 4. About one-fourth were neutral and one-third did not agree.
Asked if they expected to see a substantial improvement in their business in 2007 over 2006, 31% completely agreed and 29% agreed, indicated 60% overall concurrence with the statement. Twenty-two percent expressed uncertainty and 18% disagreed.
Particularly optimistic about their prospects this year, indicating agreement at the 4 or 5 level, were:
- Professionals involved in national and international markets (68%)
- Those in mid-tier businesses with revenues between $1 million and $5 million (73%)
- Those involved in “green building” projects (73%)
Asked if their company was taking on more green projects, 38% responded affirmatively, 31% were neutral and 31% said no. Seventy-three percent of those who anticipated better conditions for home building in 2007 were involved in green projects.
Dealers, distributors and manufacturers were more likely to be involved in green building projects (46%) than other businesses, and those involved in national and international markets were more likely than regional players to be going green (52%).
More than half of those participating in the survey were the senior persons in their firm and three-fourths were decision-makers.
The respondents represented a wide range of business activities, with custom builders (22%), single-family residential builders (12%) and building/material dealer/distributors (11%) accounting for the largest shares of the participants.
Fifty-seven percent of those polled were based in the South, the region of the country that in general has been holding up the best during the current slowdown. The survey also found that those who expect their own business to improve are more optimistic about the current state of the industry (55%).
 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.
 '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.
|
