Struggling to Close Out Those Last Homes in a Community?
National Public Radio (NPR.org) the other day told the story about a California homebuilder who’s had enough with holding inventory in an ever-stagnating economy and decided to take a rather drastic action — placing their final new construction homes up for auction during a one day sale.
According to Mike Davin, president of CataList Homes, who the builder, Cal Coast Development, worked with to liquidate inventory, 18 of 24 homes offered sold in 38 minutes at an average of 87% of the last list price. Similar strategies have been taken in Portland, Oregon, Scottsdale, Arizona and Omaha, Nebraska. Of note, most builders or agents are claiming that bidding frenzy is bringing them prices close to their desired selling price.
So we gave this tactic some thought — after reading what one might think is yet another doom-and-gloom indicator of the housing bust — and came up with a strategy for you homebuilders and real estate professionals to consider to capitalize on the buzz and excitement that this rather radical decision seems to have created.
Customer Advocates: Something a Brit Different
Smart marketers should look to their best brand advocates for unique promotional opportunities — past customers who have graphic personalities, surprisingly colorful stories and experiences that trumpet the passions of your organization. Here’s one example, well told, Old Chap.
We StumbledUpon an interesting web site the other day, BeABritDifferent.com — an innovative microsite created by Britain’s national tourism agency, VisitBritain. This decidedly subtle site showcases what it’s like to live in — and travel within — Great Britain from the perspective of a handful of its very outspoken citizen advocates.
Chrysler’s Gas Price Lock: Strategy for Other Businesses?
Some companies are actively searching for the silver lining in depressing economic news and turning American consumer’s frustrations and doubts into an effective marketing campaign. Can other industries take a page from Chrysler’s game book and brew sweet lemonade from sour lemons?
Beginning today and lasting until June 2nd, Chrysler is promoting their newest incentive — Let’s Refuel America, a rather experimental strategy to get you to purchase one of their new automobiles, SUVs, crossovers or trucks.
Under this plan, Chrysler guarantees the price you’ll pay for a gallon of gas at $2.99. Anything above that, they pay for it (within limits and terms, of course). The price guarantee covers an annual allotment of gallons based on 12,000 miles divided by the average mileage per gallon of the vehicle purchased. Thus, as the price of gas increases, so do your savings.
With Gas Prices Skyrocketing, Idyllic Shopping/Living Development Appeal
While many smart homebuilders and developers have been combining village-style shopping experiences with urban condos and lofts, RIck Caruso of Los Angeles-based Caruso Affiliates has brought this luxury lifestyle to the next level with mini communities that are almost like villages from a forgotten era.
A recent article at CNN spoke about Caruso’s luxury malls, like The Grove in Los Angeles and the new Americana in nearby Glendale. Apparently, local residents and visitors alike are falling in love with the mixture of parks, promenades, fountains and plazas integrated with upscale retail and are spending serious money during their experiences.
Reading the mood of today’s savvy consumer, these developments utilize the richest materials and design integrity to create meticulously detailed environments that feel inviting, safe and comfortable for families and people of all ages.
The Greening of American New Construction Homes
Opening next week on the grounds at Chicago’s Museum of Science and Industry is a real, three-story Smart Home that will showcase technologies for green living, automation and other Jetson-era wonders. A partnership between the Museum, Michelle Kaufmann Design, All American Homes, ComEd, Wired Magazine and People’s Gas, this new attraction is sure to bring out consumers who are hyper-tuned into conservation and ecofriendly ideas and initiatives, especially in light of recent concerns regarding global warming, increasing energy costs and social impact on the environment.
