Promoting the benefits of new homes and encouraging young people to consider a career in the homebuilding industry are among the top goals of the incoming SAHBA chair.
Amy McReynolds, senior vice president of KB Home Tucson, was recently installed as chair of the Southern Arizona Home Builders Association and hopes to increase the number of homebuyers who choose new construction.
“We need to raise awareness because right now new-home sales are only 10 percent of the market,” she said. “A market share of 20 to 30 percent is considered healthy for the homebuilding industry.”
Taking a cue from an effort in Nevada, SAHBA will begin a “Start fresh, buy new” promotional campaign to highlight the benefits of buying a new home.
“Things such as energy efficiencies, smartness of new homes and customization,” McReynolds said. “It’s all stuff you can’t get in resale.”
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As the millennials start home shopping, they are migrating toward resale and the campaign aims to get their attention before they head out to open houses.
“There’s broader research and homework that people are doing online ahead of time,” McReynolds said. “We’re going to try to market new homes with facts and pictures.”
The campaign will provide real estate agents with information on developments under construction by adding a synopsis on the Multiple Listing Service.
“A realtor will be able to click and see what is new in the market instead of having to visit each builder’s website to see what’s coming up,” McReynolds said.
A local website for the effort is being developed with sponsorship from mortgage companies, builders, developers and brokers.
Billboards as well as ads on television, radio and social media will start to pop up, promoting new homes. The cost of the campaign is still in flux as bids come in for the different components.
SAHBA will also focus this year on getting young people interested in the industry in fields such as welding, masonry and electrical.
“Amy is a smart, funny and dynamic team player … and capable of leading SAHBA to greater heights,” said David Godlewski, president of SAHBA. “She’s focused on understanding the needs and interests of younger industry professionals while still ensuring all members get a high return on their investment.”
McReynolds has 24 years of experience in the homebuilding industry, having worked 18 years for Pulte Homes. After some time off for her family, she worked for SAHBA for 3ƒ years and has been with KB Home for 2ƒ years.
Aside from advocacy and keeping track of regulations that impact homebuilders, SAHBA holds two home shows a year.
