The grassroots effort coincides with a blitz by the association’s lobbyists on Capitol Hill, who last week contacted more than 100 lawmakers to relay to them the urgency of moving quickly to pass housing stimulus legislation that will avert an economic crisis, jump-start housing, save jobs and restore confidence.

The lobbyists presented each lawmaker with detailed economic data for their congressional district; media reports on record foreclosures, surging unemployment, sky high oil prices, and a deepening credit crunch crisis and housing slump; and recent ads produced by NAHB’s Public Affairs that ran in USA Today and National Journal stating that “America is hurting” and Congress needs to enact housing stimulus legislation now.

NAHB Executive Vice President and CEO Jerry Howard last week met with Senate Finance Committee Chairman Max Baucus (D-Mont.) to discuss strategies to move the legislative process forward and to push for the best overall package of proposals in any final housing stimulus bill. In an interview with Congressional Quarterly, Howard cited the need to pass housing stimulus legislation now and discussed NAHB’s outreach efforts to key members of Congress, including Sen. Baucus.

In conjunction with the lobbing blitz, NAHB ran a new ad in Roll Call and Politico on June 11-12, using the same theme that “America is hurting.” The ad says: “In the month since the House adopted housing stimulus legislation, another 49,000 Americans have lost their jobs and 190,000 home owners have gone into foreclosure. America can’t afford to wait another month. It’s time for Congress to enact a final housing bill.”

Utilizing Builderlink, NAHB’s national grassroots program, employees from Centex sent more than 6,000 letters to Congress calling on their individual lawmakers to pass badly needed housing stimulus legislation before the July 4th congressional recess.

NAHB has expanded its outreach this week to get its members and the general public involved in this effort. The association has issued a Legislative Alert urging all members to phone their federal lawmakers, share their stories on how the housing downturn has affected their businesses and local communities, and call on their representatives and senators to pass a housing stimulus bill before July 4.

In addition, NAHB has created three rotating ads that prominently appear on the front page of nahb.org. The ads appear on the public site as well as the members-only section of nahb.org. A separate smaller banner on the inside Web pages of nahb.org contains a similar message and links to the Legislative Alert.

For more information on the grassroots campaign, e-mail Molly Murray at NAHB, or call her at 800-368-5242 x8282. [return to top]

Committee meetings will begin Wednesday, Sept. 24 and the Board of Directors meeting will be Friday, Sept. 26. Below is the Women’s Council schedule:

Tuesday, Sept. 23

8:00-11:00 a.m.	Regional Trustees
12:00-5:00 p.m.	NAHB Exec*

• Annalise Bailey, a building construction management/traditional building major at Snow College, was awarded $1,000.
  
  
• Andres Boral, a civil engineering major at Florida Gulf Coast University, was awarded $1,000.
  
  
• Whitney Carman, a construction management major at Boise State University, was awarded $500.
  
  
• Marion Frix, a cabinetry/carpentry major at the College of Southern Idaho, was awarded $1,000.
  
  
• Alisha Higgs, a computer aided drafting design major at Elizabethtown Community and Technical College, was awarded $1,000.
  
  
• Jennifer Lanzetti, a construction management major at Boise State University, was awarded $500.
  
  
• Hannah Merkley, a pre-construction management major at Brigham Young University — Provo, was awarded $1,000.
  
  
• Rebecca Riemer, an architectural residential design major at Northcentral Technical College, was awarded $1,000.

Established in 2001, the “Strategies for Success” scholarship program awarded five more scholarships to students pursing housing or housing-related careers this year than in 2007. The scholarships are funded by NAHB and Women’s Council members, and by corporate donors.

The scholarship is also funded through a generous donation by William and Carole Hauke, who were named founding advocates of the endowment last year and committed their entire donation to the “Strategies for Success” scholarship fund. Hauke, the president of Hauke Building Supply in Colchester, Vt., is an NAHB life director and is on the board of the National Commercial Builders Council.

More Endowment Scholarship Programs
The endowment administers 12 scholarship programs and awards more than $300,000 each year to students pursuing careers in residential construction and related fields. For more information, visit the endowment Web site at www.nationalhousingendowment.org. [return to top]

Dry is a past chair of the Women’s Council at the Builders Industry Association of Southern California (BIASC) (2004-2005), and CBIA (2007-2008) and will chair the NAHB Women’s Council in 2009.  Under her leadership, the BIASC Woman’s Council received the prestigious “Top Council” award from the NAHB’s Woman’s Council for three consecutive years.  She has been an active member of BIASC, CBIA and NAHB committees and councils including NAHB Remodelers, 50+ and Commercial since 2002.

Dry has received numerous awards, including the NAHB Woman’s Council’s Member of the Year Award (2005); Woman of the Year Award (2007); and #1 Spikette of the Nation Award from 2005-2007, presented to the NAHB Woman’s Council’s top recruiter. She was named Associate of the Year by the BIASC in 2005. Dry also served as a guest editor for "The Trillion Dollar Woman—Use Your Power to Make Buying and Marketing Decisions" by Tara-Nicholle Nelson, recently published by BuilderBooks.com.

Dry is an active volunteer in her community. She mentors children in correctional centers, including Camp David in Monte Nido, Calif. She is a frequent speaker on careers in the home building industry at high schools. She is the Design chair of the YMCA Children’s Center, Agoura, and the Wellness Community Design Showcase in the Lake Sherwood Country Club community in Thousand Oaks. Dry also serves on the board of the California Wildlife Center. [return to top]

If you are interested in being listed as a speaker, visit the Online Speaker Directory complete the form. The listing is free to members. There is a minimal fee to non-members. [return to top]

“There are more women working in the home building industry than ever before,” said Pam Weaver, chair of the 2008 NAHB Women’s Council Board of Trustees and a builder from Carencro, La. “And a significant number of these women hold leadership positions in their companies.”

The number of women members of NAHB has increased more than 300% during the past 12 years, from 4,800 to 20,000.

“Ten years ago I could count on one hand the number of women at NAHB board meetings,” said Nicole Goolsby, 2006 president of the Women’s Council and owner of Rion Homes, Inc., in Huntersville, N.C. “Now, there are women at every table.”

Thirty-four percent of survey respondents reported that they own their company. More than half hold executive positions, with 40% serving as president, 15% vice-president, 7% directors and 3% CEO or controller. Twenty-eight percent of the 23 million companies in the U. S. are woman-owned.

NAHB’s 2008 president, Sandy Dunn, is a woman home building business owner and the second woman elected to the top leadership role of NAHB. She owns and operates B.J. Builders, Inc., in Point Pleasant, W.Va.

“I don’t feel that there is a glass ceiling in this industry,” said Goolsby. “A career in building offers more opportunities to be self-directed, as opposed to a more corporate structure such as banking.”

Six-figure salaries are also more common among NAHB’s women members than in the general population.

U.S. Census data show that slightly more than 4% of American women with full-time, year-round jobs earn $100,000 annually or more, while 35% of women in NAHB are earning salaries in that high-income bracket.

The level of education completed by NAHB women members is also higher than that of the general population, according to the survey. Thirty-seven percent have completed college, and an additional 20% have started or completed graduate school. Census figures report that 26% of women in the United States have a bachelor’s degree or greater.

More Women Choosing Construction
Construction is becoming an increasingly more common career choice for young women.

“We have young women involved in nearly all the training programs offered by the Home Builders Institute,” said John Moffitt, chairman of the HBI Board of Trustees and president of Moffitt Development Co., Inc., in Overland Park, Kan. “And the numbers have grown substantially over the past 10 years.” HBI is the workforce development arm of the NAHB.

The Women’s Council and the National Housing Endowment created the Strategies for Success Scholarship in 2001 to encourage young women to pursue careers in construction. The program gives preference to women applicants, and is open to high school seniors or students enrolled in building-related post-secondary programs.

Obstacles Still Exist
Two-thirds of the women in the survey had been involved in the building industry for more than 10 years. While some respondents felt entering the field was less challenging than in the past, they also said that they still had to work harder develop credibility and demonstrate competency in their profession.

Forty percent of the respondents reported pay inequality with their male counterparts. Twenty-eight percent said they had been harassed, 25% consider themselves as a disadvantage for promotion, and 19% felt they were not hired because of their gender.

For more information on the survey or NAHB’s Women’s Council, e-mail Carmel Nayman or call 800-368-5242 x8410. [return to top]

Generation Y is unlike their Generation X and Baby Boomer predecessors, so home builders must re-think how they market and sell to them. Generation Y home buyers grew up with technology and rely on it. They like being informed, especially when they make a serious purchasing decision, and buying a home is likely the biggest purchase they will ever make.

From one perspective, this is a great time for Generation Y, because mortgage rates are low and it’s a buyers’ market. Generation Y consumers generally have more spending power, because they are well educated and have higher starting salaries out of college.

Research shows the average Generation Y home buyer is 26 years old and they are willing to spend more money on a new home in order to get exactly what they want. They understand this is a prime time for them to buy a home and potentially have a mortgage payment less than what they would pay in rent. Due to optimal market conditions and improved financial situations, more single females are also buying homes on their own at this point.

When shopping for a new home, Generation Y consumers want to live close to where they work and socialize, but also be near friends and family. They prefer living in the city or at least in close proximity.

If the home building industry wants to reach out to these potential customers, they must realize how important a role technology plays in the lives of Generation Y consumers. This generation relies on e-mail, the Internet, PDAs, BlackBerrys, and other devices—and for many, these technologies are their preferred method of communication. Not only is this an efficient and effective way to reach prospects, it is also less expensive than advertising using traditional channels like print advertising, television, and billboards.

Studies show eight out of 10 Generation Y home buyers do their research using the Internet. Once they have narrowed down their choices, Generation Y consumers want their requests for information responded to quickly and personalized. They don’t want a generic response or to wait a week or two to hear from somebody—they want a fast response so they can make a decision. There is a good chance that if the home builder they contacted is slow to respond, the home buyer will move on to one who can accommodate their needs.

So how does a home builder level the playing field with Generation Y? They need to utilize technology tools to help them communicate. Generation Y consumers will lose interest quickly if you don’t show that you value quick communication, according to a Forrester Research article about creating experiences for younger consumers. A customer relationship management (CRM) system with a strong marketing automation suite can provide home builders with the ability to deliver detailed, personalized information in a timely fashion, nurture prospects until they turn into hot leads, and collect data to build customer profiles.

Using a CRM tool, home builders can have personalized information sent automatically to potential buyers based on the questions they answer in a survey, such as what they are looking for in a home, what is their timeframe for buying, and what kind of amenities are most important to them. Generation Y consumers will appreciate getting a tailored response to their inquiries, and this will also make them more likely to provide additional information about their buying preferences.

Armed with this type of information—especially the buying timeframe—your sales team can be instantly alerted to hot leads, allowing them to launch follow-up programs to get these prospects into the office. And responding quickly can be an important differentiator between you and a competitor when reaching out to a buyer, especially if the buyer is using a Web site like Move.com or NewHomeSource.com, which feature multiple home builders. Typically, buyers are prone to visit the communities of home builders that respond to them first with the personalized information they seek.

Using marketing automation and collecting buyer data are great ways to build rapport, but it doesn’t end there. Time is very valuable to Generation Y and they want to use technology to create wish lists for the communities they are interested in and also for the design of their dream home.

Builders can use the Web and surveying to educate buyers about communities and assist them in identifying a home that meets their needs. Providing a list of communities that fit their needs lets home buyers narrow down their wish list and spend more time checking out the communities that are right for them. By the time they go to the community, they will have a better idea of what they want in a home. In return, the sales associate will also have a much better understanding of their customers and be able to help ensure that they are making the best recommendations.

Home builders can also use technology to provide convenience and personalization in the design process via a virtual design center. The center is accessible via a Web browser and home buyers can actually start looking at the available options for their homes. They can start designing their dream home, which gives them more ownership and a connection to the home, sometimes even before they walk into the community.

The virtual design center provides the ultimate in convenience because it can be accessed 24 hours a day, seven days a week, giving busy Generation Y home buyers information at their fingertips anytime they need it. They can even create an account to store and update their preferences. In the end, they will be happier with their decisions, because they’ve had more time to think them over, which may reduce cancellations. After the house is sold, home builders can continue to communicate with customers via e-mail or a Web portal about things like warranty information, maintaining the connection with the home buyer and encouraging referrals.

Home builders must realize Generation Y home buyers are moving away from traditional marketing and communications methods—and to reach this latest generation of home buyers, home builders need to as well. Through deeper knowledge and use of the technology so central to this generation’s buying habits, home builders can provide a better, more personalized customer experience, achieve a faster sales cycle,  gain a deeper understanding of customers’ needs, sell more options, and build stronger, more profitable relationships. 

Steve Lewkowitz is Professional Services Director of the Home Building & Real Estate Group within the Pivotal CRM team. Pivotal CRM offers the industry-leading Pivotal Homebuilder Front Office, 2006 winner of the Innovative Housing Technology Awards prizes for Best Sales, Marketing, and Customer Service Automation Product and Best Overall IT Product. [return to top]

Use Your Power to Make Buying & Remodeling Decisions

NAHB Member Price:	$22.95
Non-Member Price:	$24.95

Written by a woman for women, this practical, insightful guide demystifies the home buying and remodeling process and empowers the reader to work confidently with architects, interior designers, and contractors to strategically craft a home that complements her unique lifestyle and personality needs. Packed with trillion dollar tips, worksheets, and life-clarifying exercises and quizzes, you won’t want to visit a building or remodeling professional without this book.  After reading "Trillion Dollar Women," you will have:

• A clear understanding of how your personality coincides with your housing needs
• The ability to communicate confidently and effectively with real estate professionals
• A sense of control over your building and remodeling process
• The skills to be an active participant in creating your dream home
• An understanding on how to create an eco-friendly, green home

“For any woman who worries that she is not organized enough to oversee a major construction project, this book is both reassuring and a remedy.”  — ForeWord Magazine 

Are you a trillion dollar woman? Take the quiz. [return to top]

Through Jan. 2, 2009, qualified members may purchase or lease a new 2007, 2008 or 2009 model year Chevrolet, Buick, Pontiac, GMC, Saturn, HUMMER, Saab or Cadillac passenger car, light-duty truck, van or SUV and use the NAHB private offer on most vehicles.

The $500 NAHB private offer may be combined with most current GM incentives. The offer does not include Cadillac CTS-V, XLR-V and STS-V, Chevrolet Corvette Z06, HUMMER H1, hybrid vehicles and medium-duty trucks.

Delivery must be taken by Jan. 2, 2009. For complete details, visit www.nahb.org/MA.

Other Member Advantage Discounts
For the most up-to-date details on the Member Advantage discount program and all of the participating companies, go to www.nahb.org/MA. [return to top]

Diamond Sponsors

In-Sink-Erator   

Merillat

Whirlpool

Platinum Sponsors

Fannie Mae

Freddie Mac

General Electric Appliances

Sherwin Williams

Gold Sponsors

The Air-Conditioning, Heating, and Refrigeration Institute (AHRI)

Trane

Silver Sponsors

International Comfort Products  [return to top]