2016 responsive home sponsor presentation
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Entry level market remains challenged
STARTS HISTORY AND FORECAST
Source: Commerce Department; Metrostudy Forecast
Forecast
Single Family
Multifamily
53 Year Average — 1.457 Million
KETCHUM
– 100 offices in 70 countries
– 2,400 associates
– 32 Fortune 500 Clients
• Alisa Granz, SVP, Group Manager
• Mindfire Activation
Ketchum Global Research & Analytics
92 million born between 1980 and 2000
49 million are 25 years or older
In five years, 1/3 of the population older than 25 will be millennials
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Millennials are the key.
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Better educated but more student loans
They are more ethnically diverse
They get married and have children later
– 24% of 25-29 year olds are married with kids vs. 68% 45 years ago
Who are the millennials?
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Customization is key
Functional but not flashy tech
Green is ok but not a must
End is clear but trepidation about the home buying process
“Home” = Community
What do millennials want in a home? 75%are green apathetic
99% find customization
integral
86% value community as
part of the home
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CHILDHOOD HOMES
• Nostalgia for childhood homes is clear and shapes the way millennials see their future homes.
FITNESS FOCUS
• Millennials want their homes to reflect their values on fitness. Think in-home gyms, and accessibility to communal pools and tennis courts.
INNOVATIVE SECURITY
• Millennials shy away from too much tech in most areas of the home
Micro trends and surprising findings
Phase II Research
What will interest millennials
Drill down into specific feature preferences to affect design
Determine exactly which features millennials will buy and which features are “deal breakers”
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BASSENIAN LAGONI
– Award-winning global architectural, planning and interior design firm
– Numerous Gold Nugget Awards, Nationals and BALAs
– Large scale master planning, site specific planning, mixed-use development, hospitality and housing in all its forms
• Dave Kosco, AIA, Senior Principal
• Hans Anderle, Vice President
• Millennial Design Team
Design
Design
CUSTOMIZATION MEANS FLEXIBILITY | Flexibility is designed into the homes
• Special spaces can be a number of functions depending upon furniture and homeowner needs
• No need to give up your community and home to find a bigger one…it’s designed in!
Design
2,160 SF Home:
– Add one wall and one door and you have Bedroom 4
– Fill in the volume space for Bedroom 5
– Add two walls and a door at Porch for an Office or Fitness Room or Play Room
2,990 SF Home:
– Expand the Casita for private living space or a Fitness Room and Workshop
– Fill in the Covered Outdoor Spaces for expanded Living areas
– Add one wall and a door at the Loft for Bedroom 5
Design
INDOOR AND OUTDOORS Walls no more
– Relationship to light and outdoors is optimized with movable glass walls and multiple outdoor functions
ENERGY FEATURES Integrated into the aesthetic of the home maximizing utility
– Solar panels as railing and shade structures
– Energy paint
– Maximized insulation via framing
Design
SMART HOME Convenient technology
• Innovative security and convenience control in the palm of your hand
CHILDHOOD HOMES Architectural style reflects the “nostalgia for childhood”
• Express the traditional notion of home in a contemporary reinterpretation
• Contemporary Farmhouse: Simple but recognizable form with gable end and front porch
• Contemporary Transitional: Traditional forms composed in a contemporary manner using unique materials
TRI POINTE GROUP AND PARDEE HOMES
– Top 20, public homebuilder
– Six quality regional builders
– Established in 1921, Pardee builds in Las Vegas and California
• Linda Mamet, VP of Corporate Marketing, TRI Pointe Group
• Klif Andrews, President, Pardee Homes
Builder
• New Urbanism Master Plan Community in Henderson, NV
• Started selling homes in 2007
• Includes a town center and seven villages each with its own central park and recreation center
• At completion, there will be approximately 13,000 homes
Community
• Beginning this year, BUILDER will starta directive on how to help sell the millennial home buyers
– Research
– Design
– Community
– Construction
– Sales & Marketing
• Inside the mind of a successful builder
• The story culminates with the January 2016 cover story
Story
SPONSOR PARTICIPATION
• Partnership with TRI Pointe Group and Pardee Homes via donated and featured products in the Responsive Home
• Exclusive Access to Phase II of the Millennial Research and Metrostudy Data
• Editorial Coverage - Extensive 6 month storyline in BUILDER
• Fully Integrated Public Relation Activities with Ketchum
• Co-Branding Campaign across BUILDER media and events
• Content Marketing Plan for all Sponsors
• Dedicated Advertising Program
• Sales Leads from builders, architects and consumers
Suppliers
RESEARCH AND DATA
• BUILDER and Ketchum will conduct a second phase exclusive study on the buying characteristics of millennials
– What will interest millennials
– Drill down into specific feature and product preferences
– Determine exactly which features millennials will buy and which features are “deal breakers”
• Top Tier Responsive Home Sponsors will receive the entire study as well as a market report on millennial buyers from Metrostudy
• Title Sponsor may contribute to survey questions
Sponsor benefits
EDITORIAL COVERAGE
• The Responsive Home isn’t just a project at the 2016 IBS International Builder’s Show—it will have extensive coverage throughout this year leading up to its debut at IBS
• Editorial coverage across print, digital, video and social
• All sponsors to receive product coverage
• Responsive Home integrated into Housing Leadership Summit in May 2015
Sponsor benefits
CO-BRANDING CAMPAIGN
• Sponsor recognition on print and digital ads across Hanley Wood sites, magazines and newsletters, as well as targeted email campaigns promoting the program
EXTENSIVE PUBLIC RELATIONS CAMPAIGN:
– Recognition in promotions and PR efforts spotlighting the Responsive Home
– Fully integrated Social Media program
– Invitations to housing professionals to register and take the virtual tour
• Sponsor call-outs and product spotlights on digital tours
• Recognition in all promotions
Sponsor benefits
CONTENT MARKETING
• As part of the Responsive Home sponsorship, you’ll receive a content marketing package to help you promote your connection with the project
THE CONTENT MARKETING PACKAGE WILL INCLUDE:
– Conversation Calendar for posting and tweeting updates on the project throughout the year through your own social channels
– Social media plan
– Video Assets – some sponsors will receive a finishedvideo template on the Responsive Home that will feature your product
Sponsor benefits
ADVERTISING CAMPAIGN
• Promote your involvement with the project with an advertising campaign
CAMPAIGN INCLUDES:
– Advertorial in the 2016 January Issue of BUILDER
– Native advertising on BuilderOnline.com
– Newsletter Promotion
Sponsor benefits
EVENTS
• Integration into the 2015 Housing Leadership Summit, BUILDER’s premier event for the executive management of the top 200 home builders
• Sponsor block party in Inspirada adjacent to the Responsive Home in January 2016 with TRI Pointe Group and Pardee Homes. Sponsors will receive customer invitations to send.
Sponsor benefits
LEADS
Sponsors will receive sales leads from Responsive Home activities including online registration driven by millennial home buyer reports and research
LEAD GUARANTEE:
– Varies by Sponsorship level
Sponsor benefits
ALLIANCE SPONSORS $35,000
SUPPORTING SPONSORS $20,000
FOUNDING SPONSORS $55,000
TITLE SPONSOR $75,000
Sponsorship levels