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 retailers.
"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."