A group of 32 of the nation’s largest home builders announced the start of an initiative to positively influence public perception of new construction homes. The multi-year, multi-million dollar marketing and advertising campaign is aimed at making new construction homes more attractive to potential home buyers who are comparing new homes with existing homes.
The consortium, Builder Homesite, Inc. (BHI), collaborated with advertising agency GSD&M to develop a campaign focused on redefining the “new” in new home. Initial campaign elements are driven by digital advertising and demonstrate the many benefits of new construction homes. Future elements will include a comprehensive website, produced and user-generated videos, interactive games and other tools that highlight the advantages of new home ownership.