Builder Homesite Inc., (BHI), an Austin, Texas–based consultant owned by a consortium of 32 builders, is testing a marketing and advertising program in Houston, Phoenix, and Washington, D.C., that promotes the benefits of buying a new single-family home, and which BHI intends to expand nationally in 2013.
Tim Costello, BHI’s executive director, tells Builder that after looking at fresh consumer data, his organization shifted the direction of its campaign to focus primarily on those buyers who already are inclined toward—or who would at least consider—purchasing a new home.