VI. Program and Service Area Forecast
A | B | C | D | E | G | H | I | J | K | L | M
A) Homearama
Homearama will remain a major staff programming effort of HBA. The Association will continue to increase the profile, branding, and attendance at this event. However, budgeted income from Homearama should remain at approximately $200,000 with any excess revenue placed in reserve for future capital investment or savings. Planning on continued revenue growth in Homearama is not expected to be a financial growth strategy for HBA.
B) Citi-rama and Rehabarama
These programs for new structures (Citi-rama) and rehabilitation of existing structures (Rehabarama) are opportunities for HBA to partner with local cities to present future home shows in their areas. HBA will expand the number and types of cities served through these partnerships over the next five years.
One of these major shows every other year is a projected target for the HBA. These two events are not perceived as major revenue generators. Their primary purpose is to showcase the capabilities of Association members.
C) Spring and Fall Parade of Homes
These parades of homes are opportunities for all builders to market their capabilities and sell speculative or otherwise available houses at scattered sites. These programs are beneficial for HBA as they are substantial opportunities for driving traffic to member building sites.
HBA intends to conduct a Spring and Fall Parade of Homes each year. It may be possible to grow revenue through these parades of homes by expanding the co-marketing opportunities to realtors and banks. Eventually, the Spring and Fall Parade of Homes may be led by the Sales and Marketing Council.
D) Holiday House
The Holiday House program is intended to build and sell a house each year with $100,000 of proceeds donated to Children’s Medical Center. While the Holiday House program will continue to be managed by HBA staff, the revenue and expenses for this event will likely be moved to the HBA Foundation. Ticket sale proceeds will be used to benefit the Foundation, as well as Children’s Medical Center.
E) Annual Home Show
HBA will re-focus its involvement in the annual Home Show to provide a greater platform for consumers. This will be accomplished by featuring member workshops and demonstrations during the Home Show. Since the Home Show will be under new ownership in the future, HBA’s participation could also be significantly influenced by the strategy chosen for the Home Show by its new sponsors.
F) Table Top Night
Table Top Night will remain an annual premium builder appreciation night. It will be maintained as a social and networking opportunity sponsored by associate members. In the future, the program will be administered by the Associates Council.
G) Registered Builders Program
In the future, the Registered Builders Program will be strengthened as a major marketing tool for registered builder members. The purposes of the program are to:
- Provide review of member quality and capabilities
- Provide complaint procedures for consumers, subcontractors, and suppliers
- Strengthen the continuing education of members
The HBA will increase the marketing of the Registered Builders Program to consumers. Eventually, the program will be managed by the Small/Custom Builders Council. Start fees from new construction may be resumed as a means of strengthening the Registered Builders Program and its marketing to consumers.
H) Member Marketing Programs
HBA will strengthen its capacity to assist members with marketing. This will be done through the magazine, the web site, and the membership directory. Increased attention to electronic marketing will be a priority for the future. More data on member capabilities will be captured on web sites, e-mail broadcasts, and other means of electronic communications sent directly to consumers.
The new design of the HBA web site will provide online links to members through a consumer portal. HBA will concentrate on its ability to maximize consumer traffic of member information and consumer-related articles. The HBA anticipates a stronger electronic communications partnership with the Dayton Daily News to help implement these priorities.
I) Membership Meetings
The number of general membership meetings may be reduced, but meetings will be strengthened for social and networking purposes. Daytime meetings will be implemented in the future for each of the member councils. These trade group or council meetings will provide a stronger educational component in alternate months from the large general membership meetings. HBA will continue to create substantial networking opportunities for associate members with builder members.
J) Member Education
HBA will make a substantial effort to strengthen its number and types of membership councils. These membership councils will primarily oversee educational meetings for constituents.
Each membership council will provide two major educational programs per year for a total of 12 major educational programs for membership on an annual basis. These membership council educational efforts will include education on:
- Industry trends
- New products
- Cost savings
- Regulation and code issues
The new HBA office facility will provide a suitable venue for many of these educational functions.
K) Consumer Education
HBA will strengthen its involvement in consumer education with the web site serving as a key tool in this capacity. HBA will continue its weekly columns in Real Estate Plus targeting articles of consumer interest.
HBA will also strengthen its use of other marketing platforms to provide consumer information which may be sponsored by other groups, such as banks and realtors. Consumer marketing will be a major priority for Homearama, the Spring and Fall Parade of Homes, Citi-rama, and Rehabarama.
L) Government Relations
HBA will continue its strong government relations program by adding local meetings with economic development leaders and government officials within each political jurisdiction. HBA will convene regular forums with local government officials to discuss industry trends on homebuilding and local issues of significance in the field of development.
HBA will continue to leverage its positive member relations in local jurisdictions as a means of strengthening the homebuilding environment in local communities. HBA may also organize tours for builders and government officials to review different concepts of development in other parts of the Midwest.
M) Homebuilders Foundation
HBA will increase the Foundation’s capacity to be self-sufficient. The HBA Executive Committee will remain as the Foundation’s Board of Directors.
HBA will seek partnership projects for the Foundation by partnering with local charities that have a strong community identity and marketing presence. Growing the revenue of the Foundation through local charities will be an important priority for the future.
