Builder Homesite, Inc. Launches National, Multi-Million Dollar Home Building
"Start Fresh, Buy New" Highlights Benefits of New Home Ownership
AUSTIN, Texas, April 10, 2013
AUSTIN, Texas, April 10, 2013 /PRNewswire/ --Austin-based Builder Homesite,
Inc. (BHI), a consortium of 27 of the nation's largest home builders, has
collaborated with Austin-based advertising agency GSD&M to create and launch a
multi-million dollar campaign, "Start Fresh, Buy New", to illustrate the
benefits and positively influence consumer perception of new home ownership.
This campaign represents a significant industry first, supporting home
construction as an entire industry and uniting home builders nationwide.
A key element of the campaign is StartFreshBuyNew.com, a visual, educational
and explorative website that illustrates the benefits of new home
construction. The site engages consumers with interactive functionality and
digestible visuals including infographics and resources specifically related
to ownership cost, modern construction trends, design and layout, and energy
efficiency. Share and search functionality allow consumers to earmark favorite
content and post to their social channels as well as hunt for available new
homes in their market.
In celebration of the launch, consumers will be encouraged to participate in a
new-home trivia and Pinterest-based sweepstakes rewarding site visitors with a
chance to win $10,000 toward a new home and a series of gift cards to industry
"New homes offer many advantages for today's modern home buyer, however, many
consumers simply aren't aware of the benefits of new home ownership vs.
purchasing an existing home," said Tim Costello, president and chief executive
officer of Builder Homesite, Inc. "Utilizing StartFreshBuyNew.com as a
resource, our goal is to arm prospective buyers with the tools needed to make
an educated decision that best fits their needs and lifestyle."
The campaign concept stemmed from extensive consumer research initiated by BHI
and conducted over a 12-month period in partnership with Hanley Wood, the
leading media company covering residential construction. Qualitative and
quantitative findings revealed key insights about consumer considerations,
priorities and perceptions as they shop for a home. Shoppers are chiefly
interested in lower maintenance and cost of living, improved energy
efficiency, modern floor plans and superior construction quality – all of
which are benefits of new construction. As a result, campaign messaging
focuses on the freedom afforded by a new construction home and the fresh start
experienced by buyers who, by choosing a move-in ready residence, can focus on
a "want-to-do" list instead of a "must-do" list.
The campaign will be driven by digital advertising cleverly demonstrating the
benefits of new construction, supported by StartFreshBuyNew.com, produced
videos and other tools that highlight the benefits of new home ownership. In
preparation for this launch, a phase-one website was tested and optimized,
confirming that the idea of a "fresh start" resonated strongly with test
audiences in Phoenix, Houston and Washington, D.C.
"With this campaign, we want to construct a simplified and educational
experience to help potential homebuyers navigate the new home selection
process," said Duff Stewart, CEO of GSD&M. "Using a variety of online and
social tools, the "Start Fresh Buy New" campaign gives users a nice snapshot
of life in a new home versus an existing one."
ABOUT BUILDER HOMESITE, INC.
Headquartered in Austin, Texas, Builder Homesite, Inc. (BHI) was founded in
2000 as a consortium of 27 of the nation's largest home builders. With a
mission to bring home building industry leaders together to champion and
strengthen the industry on a collective level, BHI strives to improve
communication and create better solutions for builders, real estate agents and
new home buyers. BHI's digital arm, Builders Digital Experience (BDX), offers
digital marketing products for builders and real estate professionals. To
search the Internet's most comprehensive selection of new homes, go to
NewHomeSource.com. For more information about the benefits of new home
ownership, visit StartFreshBuyNew.com and for the latest news follow
@startfreshhome on Twitter of Like us on Facebook at Start Fresh Buy New.
ABOUT BUILDER HOMESITE, INC. CONSORTIUM
The Builder Homesite, Inc. (BHI) consortium is comprised of the following
corporations: Ashton Woods Homes, Beazer Homes, David Weekley Homes, Drees
Homes, G.L. Homes, Gateway Homes, Gehan Homes, Highland Homes LTD, J.F. Shea
Company, John Wieland Homes, K. Hovnanian Homes, KB Home, Lennar Corporation,
Meritage Homes, McGuyer Homebuilders, Inc. (MHI), M/I Homes, Orleans Homes,
Perry Homes, The PulteGroup, Richmond American Homes (M.D.C. Holdings, Inc.),
William Ryan Homes, The Ryland Group, Standard Pacific Homes, Taylor
Morrison, Toll Brothers, Village Homes and Weyerhaeuser Real Estate Company.
Contacts: Alex Bernardin / Katie Gaskin
512-634-3665 / 512-634-3663
SOURCE Builder Homesite, Inc.
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