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Campaign launched to attract new homebuyers

Industry looks to boost recovery as confidence rises

Posted: March 5, 2013 2:00 a.m.
Updated: March 5, 2013 2:00 a.m.

The local division of the Building Industry Association's "Be Smart Buy New" promotion will feature more than 30 new home communities throughout Santa Clarita, Valencia, Santa Paula, Lancaster, Los Angeles, Azusa, Fillmore, Gardena and other areas.

On the heels of growing builder confidence, and more new home starts than during the Great Recession, a new-home trade association launched a campaign to spotlight homebuilders’ new homes, including those new home communities in the Santa Clarita Valley.

For the first 17 days in March, the Building Industry Association – or BIA – is highlighting new home communities in the region where the builders are offering home buyers savings and special opportunities.

The campaign is an effort on the part of the Association to support the industry and help bolster the economic recovery, said Holly Schroeder, CEO of the BIA’s Los Angeles-Ventura Chapter.

“Every new home supports three new jobs,” Schroeder said. “This is an important part of the Santa Clarita Valley and it’s been absent in the last few years.”Homebuilders produced just shy of 300 units for each of the past two years; or less than 10 percent of the more than 3,000 homes produced in the peak building period of 2003, she said.

The industry is producing far below what is needed to manage the population growth, Schroeder said. Also there are a number of people who moved back in with family and friends who are ready to move on and find their own place again, she said.

“We need to keep up housing production; we’ve fallen behind and haven’t produced housing for a number of years,” she said.

The BIA’s regional “Be Smart Buy New” promotion features more than 30 new home communities throughout Santa Clarita, Valencia, Santa Paula, Lancaster, Los Angeles, Azusa, Fillmore, Gardena, Glendora, Hawthorne, Moorpark, Pomona, San Dimas and Signal Hill.

The benefit of the campaign is that it puts the spotlight on the fact that new homes are back, Schroeder said.
Continuing through Sunday, March 17, participating homebuilders will be passing along savings to homebuyers to help them buy the homes, said a spokesperson for the BIA.

More than 30 new home communities, built by 14 homebuilders, are participating in the campaign – including Santa Clarita-based Williams Homes.

Also joining the campaign are builders with new home communities in the Santa Clarita area such as KB Home, Pardee Homes, DR Horton, Lennar, Newhall Land, The New Home Company; and Newhall Land which developed many of the local master-plan communities builders are constructing homes in today.

The BIA is doing something innovative in the construction industry, Schroeder said. The association is using online advertising and social media marketing to help spotlight the homebuilders.

“It’s the first campaign like this for the homebuilding industry,” she said.

The BIA knows that homebuilding is an important part of the general economy, both in terms of stabilizing and perpetuating the economic recovery, Schroeder said.

“Homebuilder confidence is up and home inventories are tight on the resale side,” she said.

Also, there are fewer distressed properties; and for someone looking to buy a home – buying a distressed property that may be damaged and require more time to buy due to working through issues with the bank isn’t always ideal, Schroeder said.

“There are a lot of good things to be said about the option of buying a new home and we thought the time was right to share that message,” she said.


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