We all know the story of teaching a man to fish is better than just fishing for them. Many of us may realize through times of adversity come opportunity. How are these connected to home building?
For decades, in cycles, builders have made money. When times were good, they simply fished with a big net. It was more or less easy to find a buyer for a home one was building.
This concept of throwing a net out there to catch what you can is changing in the world, and especially fast in the United States. Instead of going out and scooping up, the new way is to become a magnet. Builders will have to change from being fishermen, to being high powered magnets. Some builders already are, others are planning to catch up, and some have not yet put the planning in place.
How do you pull, instead of scoop? The shift will require companies, including builders, to push out quality content, in mass, very quickly, but in a more sophisticated way than previously done. Builders will have to be more than providers of product; they will need to become trusted resources and destinations of information. They are already a destination for decorating advice; consider the many “looky-loos” using your model homes as examples of decorating advice. Society will force builders, at least highly profitable ones, to do a better job of attracting people. Why? Because people have more choice than ever before, but less time, and therefore can only go where they are strongly attracted. Enter the magnet builder. More...