NAHB ‘Buy Now’ Program Yields $8.3 Million in Advertising
NAHB’s $3 million “Buy Now” Advertising Assistance Program, launched at the 2007 International Builders' Show last February, was leveraged into HBA advertising campaigns valued at more than $8.3 million.
NAHB created the advertising assistance program to help local home builders associations bolster home sales in down housing markets. The program provided grants ranging from $5,000 to $75,000 to 168 associationss in 42 states. To view a list of the HBAs that received grants, and their grant level categories, click here.
Many of the funds went to areas hardest hit by the downturn, including markets in California, Florida, the Northeast and upper Midwest.
Four grants were awarded in the top 10 major media markets. In medium-sized markets, 89 HBAs received grants, and among HBAs with less than 250 members, 75 grants were distributed.
Many locals associations used creative and innovative advertising campaigns to reach potential buyers — including partnering with business and community groups.
The Barrow County Builders Association in Winder, Ga. used the grant money to create a marketing partnership with its chamber of commerce, school system and county government to bolster home sales, according to executive officer Amy Hurst.
The partnership created a “Buy Now” Web site and produced signs featuring the “Buy Now” message for all the new subdivisions in the county, Hurst said. In addition, working with the school system, the HBA created orientation material encouraging new teachers to buy homes in the county.
For more information, e-mail Gwyn Donohue at NAHB, or call her at 800-368-5242 x8447.