For the first time in Las Vegas, home builders are joining forces for a citywide sales event to promote the benefits of buying a new home. Called “It’s New Home Season,” the multimedia campaign highlights 56 new home communities with more than 200 model homes by 17 participating builders, particularly during the Feb. 21-22 and Feb. 28-Mar. 1 weekends when many people are shopping for new homes. The collaborative effort has been developed by members of the Southern Nevada Home Builders Association, the largest and oldest trade organization representing the residential construction industry in Nevada.
“This campaign makes perfect sense for Southern Nevada with our defined valley geography and, more importantly, builders’ recognition of the benefits of pooling resources to increase awareness of the significant availability, variety and quality of new homes throughout the entire Las Vegas Valley,” said Nat Hodgson, SNHBA executive director and CEO.
He wonders why anyone wouldn’t buy a new home, especially price-conscious buyers. “The price per square foot of a new home doesn’t cost any more money than a resale or used home; new homes are much more energy efficient; and interest rates are low,” he said. “Buyers are fortunate to have so many new home options – whatever their lifestyle and budget is – by so many great builders.
“There hasn’t been a coordinated sales event like this anywhere else in the country,” he said, adding that other communities will hold showcase events such as a “Parade of Homes” where tickets are sold to look at models. “Our builders recognize the number of available options, too, and that there’s plenty of new homes to go around. The It’s New Home Season effort is a friendly competition, with buyers being the true winners.”
A dedicated website, www.newhomeseason.com, is now live and includes an interactive map with all the participating communities, making location choice easy. Links direct buyers to each community or builder’s website for details about floor plans, amenities, pricing and special offers, incentives, and/or financing.
The It’s New Home Season campaign combines television, print, digital outdoor signage, radio traffic sponsorships, public relations, social media, collateral support and geo-targeted desktop and mobile digital campaigns on zillow.com, trulia.com, BDX New Homes sites and YouTube. Ads began Feb. 15 and will run through Mar. 1.
According to Hogdson, research analysis revealed homebuyers are concerned about a community’s “character,” which is largely perceived as a function of mature landscaping. “As part of the campaign’s graphic signature, we’re using a tree to symbolize the bloom of a new neighborhood and it’s landscaping, which builders design for the community and buyers can personalize for their home,” he said. “And landscaping will grow. Yes, it needs to be nurtured as does a person’s home, family and relationships.”
Additional creative elements capitalize on findings from respondents when they moved past the perceived charm of an older neighborhood and shared the least desirable aspects of purchasing a used home:
- Carpeting is never really clean.
- Used bathrooms, including toilets, baths and showers.
- Variations on “bad mojo” or not knowing what previously happened in the home.
- Used kitchen, visually and in terms of “not feeling fresh.”
As a result, the three 15-second television ads engage people emotionally in a fun way about common concerns with a resale homes: used kitchens, used bathrooms and used carpeting.
Participating builders are American West Homes, Beazer Homes, Century Communities, D.R. Horton, KB Home, Lennar, Pardee Homes, Pinnacle Homes, Pulte Homes, Richmond American Homes, Ryland Homes, Shea Homes, Story Book Homes, Summit Homes, Toll Brothers, William Lyon Homes and Woodside.
New homes communities are being developed throughout Las Vegas, North Las Vegas and Henderson and also include several in the Cadence, Inspirada, Mountain’s Edge, Providence and Summerlin master planned communities, which are campaign sponsors.
Additional campaign sponsors include: Alpine Mortgage Planning, Axia Home Loans, First American, iMortgage, New American, Security National, Solar City and Wells Fargo.
For more information about the It’s New Home Season campaign, visit www.newhomeseason.com or call the SNHBA at 702-794-0117.