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    Date submitted
  • 16-Apr-2013

New Home Marketing Services

Abstract

Framework of Current Condition for Homebuilders :

1.Resale home activity accounts for 90% plus of all sales in any marketplace.

2.New home builders readily acknowledge resale as their number one competitive force.

3.Builders are typically able to gather accurate data on other new home competition and focus their understanding of the market on this small segment, but....

4.Builders lack a source of consistent, accurate resale information that is practical and actionable.

5.Builders sacrifice profit and unit sales to resales as a result of this lack of information.

6.Further, builders who build inventory homes risk slower turns and increased costs without better knowledge of the larger resale market component and effectively positioning their offering.

The "Kaleidoscope" data tool, by New Home Marketing Services, provides builders with:

1.A secure, real-time interface to accurate market data.

2.A simple to read dashboard of local market metrics as defined by the user.

3.A view of trends, historical summaries and isolation of specific data points in customized views that can be saved and recalled.

4.A clear picture of competing property characteristics for comparison to the builder's offering.

5.Identification of market opportunities, and potential pitfalls, the view of which helps the builder protect profitability.

6.Network connections to more sales opportunity, along with specific reasons to engage local agents within specific market areas.

7.A consistent and constantly updated view of market forces so they can plan and react from factual statistics instead of subjective observation.

There are many strategic data tools that are expensive and static; there is only one tactical tool that has strategic benefits and a price point that allow for daily real-time market analysis – Kaleidoscope.

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Additional Questions

Who is your customer?

Our core target is mid to senior level executives in the sales management or profit center management of home building companies. These companies would ideally have an inventory/spec building philosophy and an in-house sales team. Anyone in residential construction who wants to grow sales through increased market knowledge or better manage inventory planning and turns would benefit from our data platform called "Kaleidoscope". There are nearly 30,000 home builders in the U.S., those that want to grow their business know they need good competitive data and the ability to see micro market opportunities for growth.

What problem does this idea/product solve or what market need does it serve?

Builders lack an easy obtained data source that can examine micro market geography and include real-time data on sales and active inventory. Sales teams nearly always have a generic, broad-brush approach to engaging Realtors for prospecting and waste effort and money. Realtors represent 40, 50, 60% and more of most builders sales. Better communication with more accurate data support can dramatically improve sales effectiveness, reduce staff turnover and help manage inventory turns.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

Kaleidoscope draws information from local data sources including MLS data via a network of partner brokers. Registered clients get real-time access to data that was either previously unavailable or difficult to query and interpret; and they get this data through a simple-to-use interface that is so important for field sales personnel and busy managers.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

The partners in NHMS have both homebuilding and General Real Estate experience, have developed similar constructions of data delivery (manual basis) to past clients. Our delivery of the data in a user controlled environment that is easy to operate will generate client growth. Data competitors don't provide this interface or real-time data on all aspects of the local market. Realtors can't connect the data to builders with any consistency, because of the fragmented nature of MLS systems and brokerage operations.