‘Buy Now’ Campaign Moves Fence Sitters in Upstate New York Market
The NAHB “Buy Now” Advertising Assistance Program initiated by the Capital Region Builders & Remodelers Association (CRBRA) in Latham, N.Y. near Albany helped change the minds of many potential home buyers who were sitting on the fence waiting for prices to fall, according the HBA’s executive officer, Pam Krison.
“Implementing the ‘Time to Buy/Buy Now Campaign’ at CRBRA exceeded our expectations,” Krison said. “It created positive effects on so many levels. In addition, it strengthened relationships within our association and with our media contacts.”
The HBA’s ad campaign was used to specifically target the potential home buyers who were getting most of their housing news from the national media, Krison said. Her HBA members wanted to tell potential buyers that, locally, the housing slowdown was much less dramatic than what they heard and read in the national news — and that buyers shouldn’t wait for the market to slip further.