Atlanta Home Builders Present a Different Take on the Market


ATLANTA, Oct. 22 /PRNewswire/ — Newscasts may say the home market is tanked, but Atlanta home builders are painting the town bright orange to educate consumers that now is a great time to buy.

The nation’s second largest home market, Atlanta is still seeing appreciation in home values despite declines in other regions. “It's a buyers market, but the buyers don't seem to know that,” said David Ellis, executive officer with the Greater Atlanta Home Builders Association.

Instead, Ellis cites news feeds that scare buyers away, such as a recent television report that said appraisals across the city are down 25 percent. “The reporter presented the figure without doing research to back up the statement,” says Ellis. “It's unfortunate, because now potential buyers think they'll lose a quarter of their investment in their current homes if they move.”

With support from the National Association of Home Builders, Ellis' group is undertaking an $800,000 Get Home Atlanta! campaign to educate consumers. Through general media, outdoor advertising, public relations, social media and guerrilla marketing techniques, home builders and industry supporters encourage consumers to visit to register for prizes and learn why now is a good time to buy. The campaign is funded through direct financial support from NAHB and some 65 builders and affiliates, as well as subsidized space and time from the media.

Of the NAHB Buy Now programs around the country, Atlanta’s is one of the largest. According to Ray Bouley, president of Full Circle Real Estate Marketing, it is also the first time home builders have banded together in such a significant way in the Southeastern region.

Two weeks into the campaign, builders were already seeing positive reactions to the ads, MARTA buses and billboards sporting the orange logo. People were visiting the Get Home Atlanta! site and registering for prizes. While it's too soon to measure any impact on sales, builders are encouraged because studies show that Internet house hunting is the first step for most buyers.

“Bad news may sell papers, but it doesn’t sell homes, and it doesn’t keep the economy thriving,” said Ellis. “The Get Home Atlanta! campaign is a stellar example of how an industry can come together to stand up for itself in a pessimistic climate.”

SOURCE Greater Atlanta Home Builders Association

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