NAHB Myth Buster Resources Give You the Power to Change Perceptions
If starts or other housing indicators are down nationally, it’s a safe bet that the local news media will assume they are also down locally. Unfortunately, the resulting coverage doesn’t reflect local market conditions, and tends to be alarmist and misleading.
Potential home buyers get nervous, and decide not to buy or to try to ‘time the market’ to get a lower price. That’s how the ‘myth’ of a downturn can become self-perpetuating and have a negative impact on a local market that was doing just fine.
The National Association of Home Builders (NAHB) is doing everything it can to help members and associations during this challenging market. They are collaborating with industry organizations and the government to reverse the housing downturn, working with the national media to combat negative coverage, and have produced a supply of resources to help members reach out to hesitant buyers and sell homes.
Tools to Help You Talk to the Media
Myth Buster Resources is a special online section, accessible only to NAHB members and affiliated home builder associations. The information and materials are for use in local public relations, marketing and media campaigns. It is geared towards reassuring consumers and combating misleading media reports.
Downloadable resources in the section include the latest housing industry statistics and forecasts, issue- and region-specific talking points, fact sheets, and other materials to help you prepare for media interviews. You also get background information, op-eds and talking points about the reports that are frequently cited by the media, including the S&P/Case Shiller home price report.
Help Persuading Consumers to Buy
To help you reach out to consumers, you’ll find Q&As addressing common consumer concerns, and customizable print and television advertisements. There are also articles and flyers that are ready to print and use at home shows, sales offices or open houses.
The online Buy Now Promotional Toolkit contains consumer-targeted materials with compelling messages about why now is the time to buy a home. Information in the Back to Basics Toolkit helps you set new strategies for business success.
Since the online resources are members-only — another reason to become or remain a member of your local home builders association — you will need to login to www.nahb.org with your login ID and PIN in order to access these materials. If you do not know your login ID or PIN, contact NAHB Member Services at 800-368-5242 or info@nahb.com.
NAHB recommends that members work with their HBAs to leverage these materials.
If you have any questions about these resources, or would like help with your media or public relations efforts, contact NAHB Public Affairs at PublicAffairs@nahb.com or 800-368-5242, ext. 8254. |
