Even Jim Cramer, host of “Mad Money,” recently said during an appearance on “The Chris Matthews Show” that “I now guarantee this — nine months from now you'll regret it if you haven't bought a house.”

Savvy HBAs are going all-out hitting both consumers and local media with positive messages about home buying, using resources such as the Press Release Template: Housing 'Window of Opportunity' May be Closing that can be found in the online Myth Buster section on nahb.org.

Turnaround in Hard-Hit Florida

While Florida is among the areas of the country that have been hardest hit by the housing downturn, the Lee Building Industry Association is letting prospective home buyers know that conditions have starting turning around in the local market.

The association attributes the recent turnaround to its aggressive "Buy Now in Southwest Florida" public relations campaign reminding consumers that the lifestyle in southwestern Florida is unparalleled and now is a great time to buy property there.

The BIA began the campaign by setting up a Web site with sections including "Good News" that shares positive stories from media and industry sources about the local and national markets, and "Facts" which explains why Lee County is faring better than the rest of the state.

Local news media outlets including television, radio, newspaper and billboard companies were invited to a breakfast outlining the campaign and submitted proposals for advertising opportunities which secured nearly $400,000 worth of advertising for only $80,000.The association also ran the campaign ads at the baggage claim area at the Southwest Florida International Airport.

"Several sales managers are reporting an increase in sales," said JoAnn Orr, executive vice president of the association. "They are slowly pulling back on the incentives they were offering - including golf memberships and master association dues for a year - and are slowly raising prices. And some of the builders are actually pulling permits due to the lack of inventory."

Basic Messages Address California Challenges

Challenged by housing affordability hurdles and a high number of foreclosures in the local marketplace, the Building Industry Association of Southern California (BIASC) is using the fundamental messages of low interest rates, great selection and lower home prices in their "Buy New! Buy Now!" 90-day campaign launched in May.

The campaign also focuses on the value of buying a brand new home and why it is better to buy a new home than a foreclosed home - a twist that is customized to Southern California's market conditions. BIASC gave the campaign's Top 10 Reasons to Buy a New Home list a humorous spin, for example: "Top Reasons for Buying a New Home # 4: Energy efficiency - Because you shouldn't have to wait 13 minutes to take a hot shower."

Using print ads, radio spots and television commercials, the campaign features builder members and drives would-be home buyers to the association's www.modelhometour.org consumer Web site. Four-minute videos are also being shown on Charter Communications' and Time Warner Cable's respective On Demand channels.

When talking to the news media, said Richard Lambros, chief executive officer of the association, "We stay on message about the benefits of buying a brand new home, and we don't speculate on whether we think the market has bottomed out, because we must maintain our association's credibility with the media and the public."

Lexington Fights National Comparisons

Despite payroll employment on an upswing, unemployment down, home prices rising 3% over the  past year and Bloomberg.com describing the area as "a true housing bargain," Lexington, Ky., was still seeing negative reporting on its housing market, prompting the Home Builders Association of Lexington (HBAL) to fight back on the media's own turf.

The Lexington HBA worked with a local advertising agency to run a cooperative television campaign throughout central Kentucky with the participation of its members. Packages of discounted 30-second television spots running 40 times a month were offered to the association's builder and associate members. Each spot ended with 10 seconds for the HBA's "buy now" message and Web site address. Nearly 30,000 commercials have aired since the association started the program in early 2007.

"It's been a win-win for everyone," said Todd Johnson, the association's executive vice president. "Not only are we getting positive messages out to buyers, but it's a valuable benefit of membership because our members wouldn't be able to buy ads this economically on their own."

Johnson said that the promotional resources NAHB was providing to its members and affiliated HBAs came in handy as the association developed campaign themes and consumer content for its Web site. "The 'it's a good time to buy' theme was from the NAHB toolkit, and we used the Myth Buster articles under our president's signature," he said.

A member recently made Johnson's day when he told him, "I can't imagine how bad it would be if we didn't have such an active HBA."

Inventory a Compelling Message in South Jersey

Responding to the concerns of prospective buyers about conditions in the local real estate market, the Builders League of South Jersey (BLSJ) launched a public information campaign in early May, with a new www.buynewitstime.com Web site as its centerpiece to tell consumers why waiting to buy might not be such a bright idea.

While a large surplus of homes has contributed to the downturn in many parts of the country, densely-populated southern New Jersey doesn't have a large outstanding inventory, according to Bob Brown, the association's president, because there isn't a lot of vacant land to develop and what land is available is saddled by difficult land-use regulations.

The association's multi-media Web site includes video and audio format interviews with housing experts and builders, answers to common buyer questions and testimonials from recent home buyers. The site also provides contact information and Web site links for 90 new home builders, making it easy for shoppers to see what they have to offer.

"It's given us an opportunity to do something we've never done before - let home buyers tell their stories, which can be more compelling than someone with a vested interest in a sale," said Mary Danielsen, director of public information for the BLSJ.

The BLSJ promoted the site with regional ads on move.com and several local newspapers. It asked its members to feature the site on their ads, Web sites and roadside signs.

"We also provided Myth Buster materials directly to our members' sales teams, then showed them how to use the information internally and incorporate it into their discussions with buyers," Danielsen said.

Read more about these, and other HBA Myth Buster success stories on nahb.org or in each week’s Nation’s Building News.

Materials That Can Make a Difference

The Myth Buster online resources help members and HBAs communicate accurate information about their local markets. They are continuously updated and include the latest housing industry statistics and forecasts, fact sheets, background information, op-eds, talking points and more.

To reach out to buyers, there are Q&As on common consumer concerns, customizable print and television advertisements, and articles and flyers that are ready to print and use at home shows, sales offices or open houses.

If you or your members want help getting the maximum benefit from the Myth Buster materials, need advice on dealing with PR issues you face in your local market, have suggestions for new Myth Buster resources, or have your own Myth Buster success story to share, contact NAHB Public Affairs at 800-368-5242, ext. 8447 or publicaffairs@nahb.com.

  [ return to top ]