The Housing Chronicles Blog: Builder magazine
Showing posts with label Builder magazine. Show all posts
Showing posts with label Builder magazine. Show all posts

Friday, August 13, 2010

50 Ways for Home Builders to Waste Money

If a penny saved is a penny earned, then it certainly makes sense to avoid wasting money. To help builders avoid common pitfalls in today's environment, Builder magazine has compiled a list of 50 ways to boost profits and avoid leaving money on the table:

It’s fair to say that home builders are more worried about cash flow and cost efficiencies today than ever before. It’s a necessity. After all, that botched foundation pour, costly callback, or unchecked billing error could mean the difference between making or breaking a wafer-thin margin.

Which makes it all the more mystifying that so many builders continue to leave money on the table, or—as some expert observers and peers will tell you—commit the operational equivalent of throwing a pile of cash into a dumpster and setting it ablaze. Even in the most brutal of economic conditions, capital is being squandered in some amazing and clueless ways.

So, if your ultimate goal is to bury your business, forgo all of your worldly possessions, and live in a yurt on the edge of eastern nowhere, then by all means, go ahead and do what many builders have been doing for years. Sticking to the status quo could be your ticket out.

But if you’re looking to shore up your bottom line, run a tighter ship, and maintain the time-honored American tradition of turning a profit, then read these tips as a cautionary tale. And, if you have cautionary tales of your own to tell, pass them on. Submit a comment at www.builderonline.com/tradesecrets.

Then, make a new plan, Stan. Hop on the bus, Gus. Drop off the key, Lee. And get yourself free.

I have to admit one of my personal favorites is #13, "Eschew Market Research:"

Outsourced surveys and independent research reports can be expensive, but spending an hour or two of your day to read the local newspaper and/or business journal, talk with suppliers, subs, and lenders, give a home buyer seminar to a community group, and set up a simple survey on your website and at your sales center(s) can go a long way toward identifying market opportunities. And, even easier, the NAHB’s “Consumer Preferences Survey” and the National Association of Realtors’ “Profile of Buyers and Sellers” report, both available online for a modest cost, provide national and MSA-level data to broaden your perspective.

Although these are all good suggestions, I would also recommend asking for another opinion when pulling the trigger on a new development. And be sure to add Builder & Developer magazine and The Housing Chronicles Blog to that reading list. :)

For a list of all 50 suggestions, click here.

Tuesday, May 5, 2009

Lessons from the housing bust

For better or for worse, the depth and length of this housing bust is sure to change the way in which many builders do business. Although this blog has been regularly tracking these changes, Builder magazine's John Caulfield has written an article that summarizes just what types of changes we may see in the future.

Even still, given the highly politicized environments at most large building companies, just because someone has a good idea doesn't mean it will make it past the egos potentially in the way. In fact, I know of one senior executive from a top public builder who was shown the door when he was trying to throw up red flags that the market was starting to slow and they should get rid of their land positions -- and this was back in 2004! From the article:

For more detailed information on the six recommendations visit here.

Many builders would argue that recessions come and go, and this one, too, will pass, so why make dramatic changes? But many of these same builders have called this recession the absolute nastiest they’ve experienced, and no one wants to go through this again. So, to help readers who want to avoid such scenarios in the future, BUILDER has assembled six “lessons learned” from the housing bust, based on our reporting since last fall, when the economy took a severe turn for the worse.

Some of these strategies would require simple changes. Others are more complicated to achieve. All of them, though, do ask builders to muster the guts and the vision to look beyond the status quo, and be flexible and open to new ideas for operating a home building business for the long term, through the booms and the busts...

1. Build Smarter

2. Limit Your Land Holdings

3. Find New Cash Streams

4. Respond Quicker to Market Conditions

5. Value Your Workers and Trades

6. Diversify Beyond New-Home Construction

Tuesday, March 17, 2009

Top 10 builders for 2008

You've probably heard most of these names before -- D.R. Horton, Pulte, Centex -- so it's probably not difficult to imagine that they've all made the Builder magazine's Top 10 list of the country's biggest builders in 2008 (albeit in a concentrated form). But what's interesting is that some of them have taken advantage of the marketplace and switched places. From a BuilderOnline.com story:

Nearly all of them reported a steady stream of record-breaking losses, as the home building market went from bad to worse. The Census Bureau reported that new home sales fell 38 percent last year. Our survey reveals that sales among the top 10 builders declined by a nearly identical amount.

The depressed sales environment forced the top 10 builders to play some serious defense. They retreated from marginal markets; sold off land at discounts; continued personnel reductions; cut expenses; and struggled to regain profitability.

The top 10 worked overtime to generate cash flow and allay investor concerns that they could not meet debt obligations. Unlike many builders in the second tier of the Builder 100, the top 10 all managed to stay in business thanks to long-term debt financing. Even companies reporting the biggest losses stockpiled large cash reserves that they hope to one day deploy to fuel growth.

The country’s biggest builders are now shadows of their former selves. In 2005, the top 10 builders sold 289,354 homes. Last year, they closed only 132,994 homes, a 54 percent decline.

Top 10 Builders for 2008

RankCompany2008 closings% change2007 closings2007 ranking
10.Meritage Homes Corp.5,627-517,68712
9.Beazer Homes USA6,642-4211,3668
8.The Ryland Group7,352 -2910,3199
7.NVR 10,741-21 13,5137
6.Hovnanian Enterprises11,281-2514,9286
5.KB Home12, 438-4823,7435
4.Lennar Corp.15,735-5333,2832
3.Centex Corp.18,241-4130,6843
2.Pulte Homes21,022-2427,5404
1.D.R. Horton 23,915-3737,7171
Total132,994-37210,780

Friday, March 6, 2009

Strife at the NAHB, Part II

Earlier in the week, I had posted an item about ongoing conflict with the NAHB. After some thought, I removed some of the snarkier comments comparing my experience with the builder's trade group to my time in high school (which I enjoyed and was reasonably popular), but I found some comments to Boyce Thompson's recent blog post about this issue too good not to share. Thompson is the Editorial Director for Builder magazine and other related titles:

"NAHB should be helping everyone in the industry: large, medium and small. The fact is NAHB is a paper tiger with lots of people running around showing their importance by having many ribbons on their name tags. They cannot spend time on anything as they must go to the next meeting and be seen. It's much ado about nothing and certainly not helping the industry or gaining support from Congress or any Administration I can recall..and I'm pretty old."

AND...

"I'm speaking from the opposite end of the spectrum - as a small, custom home builder completing on average 12 homes a year. The Big Boy's don't need my help or my dollar of PAC support. I'm of the opinion that the NAHB is supposed to be here to help the little guys like us have a voice that's heard."

AND...

"NAHB has a toxic reputation in DC and has failed as a lobbying organization with a large PAC. All one need do is look at the stimulus bill and the lack of help for the builders. This is a huge industry which led us into the recession and will need to lead us out. Still, Congress and the Administration found more reasons to support banking, insurance, automobiles, etc.

Some years ago, the leadership of NAHB was trying to arrange a meeting with VP Gore, two years after the first Clinton/Gore administration was in office. I arranged to set up the meeting through an intermediary, DC Democrat who would charge $50K. However, the NAHB Exec said this was too much money for NAHB to spend. So, no meeting and no influence.

The intemediary said the builders were one of the most poorly regarded groups in DC, second only to the NRA. Since then, I have never given one cent to the NAHB PAC as it's a waste, and the large builders have figured that out as should the smaller builders."


Wow! True or not true?

Thursday, March 5, 2009

Internal strife hitting NAHB

After losing some fairly large political battles on Capitol Hill, the nation's home builders are looking for someone to blame, and in those cross hairs is the National Association of Home Builders, or the NAHB.

There's a very interesting post over at HousingCrisis.com, run by Big Builder editor John McManus, discussing some internal strife between larger and smaller members of the NAHB. John also discloses parent company Hanley Wood's relationship with the NAHB (Hanley Wood got its first big break contracting with the NAHB to publish Builder magazine, which is sent to all members). I also used to work for Hanley Wood's Market Intelligence division and have spoken at the magazine's Big Builder conference, so I've known John for a few years.

In a nutshell, the difference focuses on larger builders pursuing their own agenda -- chiefly an extension of carrying back tax losses from 2 to 5 years -- separate from the NAHB. Since the largest builders account for well less than half of all new home sales, smaller builders are contending that if large builders are encouraged to dump their land holdings for a loss -- which was rampant in 2008 -- then that drives down the price for all land, including theirs. This issue could potentially split up NAHB members into two camps -- those with high volume, and those without.

Given that builder members are charged for membership based on the number of homes they build, the larger public companies can often provide a significant chunk of an chapter's revenues. Has the time come for these behemoths to simply take their marbles and go elsewhere?

From the post:

For the moment, the battle for more substantial stimulus measures has run its course.

Now, it seems, some of them are going after each other. For, in the wake of the charged, 24/7 lobbying blitz that concluded with Congressional reconciliation of a $790 billion stimulus bill on Friday, Feb. 13, second-guessing and defensiveness have flared up, opening up chronic wounds among long-polarized parts of the industry group.

This week, National Association of Home Builders leadership broadcast to its 200,000 members an aggressive defense of its strategies and its record of effectiveness among elected officials and new Adminstration policy-makers.

At the same time, the trade group distributed a series of documents and has them posted on the members-only pages of the nahb.org Web site that appear to try to rally member support amid a divisive exchange with a small but powerful part of the home building universe–high production builders.

The documents chronicle a controversy whose most recent focus is a scrap over whether net operating loss carry backs would be extended. It’s an issue that home builders have been fighting for among elected officials practically since many of them started reporting quarterly losses in the second half of 2006. But this latest go-round has had a particular sting to it...

Click here for the rest of a very intriguing post.

Wednesday, February 25, 2009

Could the states hit hardest by the housing downturn bounce back faster?

Here's an interesting theory: Luke Tilley, a senior economist with IHS Global Insight, thinks that the states hit hardest by the downturn in housing -- namely California, Arizona, Nevada and Florida -- could recover faster than states in the mid-west -- such as Michigan, Ohio, Illinois and Ohio -- which have lost manufacturing jobs that may never return. From a story at BuilderOnline.com:

In a twist of irony, the states hit hardest by the now-burst housing bubble could be among the earliest to recover from the devastating recession that resulted, outpacing the rest of the United States as soon as 2011.

“They’ve had a steeper decline, but they will have a stronger recovery,” predicted Luke Tilley, senior economist for IHS Global Insight’s U.S. regional service, in a recent online presentation. He was, of course, referring to the “housing states” of California, Arizona, Nevada, and Florida, which benefited mightily in terms of tax revenue, population growth, and new jobs during the boom...

The good news is that in terms of home prices, California and Florida may be reaching the bottom in terms of home prices in the first quarter of this year, according to Tilley. (Other regional economists have less rosy projections, particularly for Florida.) He anticipates that Arizona will reach its low point in 2009’s second quarter, followed by Nevada in the third quarter.

Unfortunately, the jobs situation—always a lagging indicator for the economy—won’t crater until later this year, at the earliest, according to Tilley’s analysis. Nevada will be the first to slide to the bottom, with an unemployment rate of (ouch) 10.1% in 2009’s third quarter. Tilley expects the other three housing states—California, Arizona, and Florida—to reach the bottom as far as jobs in 2010’s first quarter, with “trough” unemployment rates of 10.5%, 8.8%, and 9.5% respectively.

When employment does rebound, though, these states should be able restart their economic engines relatively quickly with their choice of workers. In contrast, manufacturing states such as Michigan, Indiana, Illinois, and Ohio may never recover the factory jobs they have lost during this recession, said Mike Lynch, an economist with IHS Global Insight’s U.S. regional service...

Tuesday, February 24, 2009

The best and worst markets for 2009

Wondering where the housing market might rebound first and/or perform best in 2009?

Builder magazine, in tandem with sister company Hanley Wood Market Intelligence, has researched and identified the top 15 markets. Texas and the Carolinas perform particularly well on this list. From the article:

To compile these lists, we analyzed the top 75 housing markets in the country. We ranked them based on population trends and job growth, perennial drivers of housing demand. We also examined what’s happened with home prices; many of the healthiest markets have managed to hold the line on home values. And finally, we considered the rate building permits, which may be the single best ongoing indicator of builder confidence in a market. We combined all these metrics to produce a score for each market.

The top 15, in reverse order:

15. Myrtle Beach, South Carolina
14. Wilmington, North Carolina
13. Charlotte, North Carolina
12. Denver, Colorado
11. Nashville, Tennessee
10. Washington, D.C.
9. Fayetteville, North Carolina
8. Indianapolis, Indiana
7. Seattle, Washington
6. Raleigh, North Carolina
5. Dallas, Texas
4. San Antonio, Texas
3. Ft. Worth, Texas
2. Austin, Texas
1. Houston, Texas

The magazine has also prepared a similar list of of the worst 15 markets for 2009, which you can read about here. In that case, Florida and the central valley portion of California join the list of usual suspects. From that article:

While virtually every major metro market took a blow last year, the weakest markets were decimated by an unprecedented and lethal combination of job losses, falling home prices, and rising foreclosures.

The fundamentals are so poor in many of these markets that they are likely to be among the last to recover from the national housing downturn. As you’ll find as you click through the list, the weakest markets for 2009 are comprised primarily of bust markets in Florida and California, along with a few rust-belt cities with longer-term economic difficulties.

The bottom 15, in reverse order:

15. San Francisco, California
14. Lakeland, Florida
13. Sacramento, California
12. Cleveland, Ohio
11. Miami, Florida
10. Reno, Nevada
9. Melbourne, Florida
8. Fresno, California
7. Ft. Lauderdale, Florida
6. Naples, Florida
5. Daytona Beach, Florida
4. W. Palm Beach, Florida
3. Pt. St. Lucie, Florida
2. Stockton, California
1. Detroit, Michigan

Wednesday, January 21, 2009

IBS Economic Forecast calls for difficult 2009

Reporting from the International Builders Show in Las Vegas - I attended the IBS Economic Forecast yesterday, and David Crowe, Chief Economist for the NAHB, as well as economists from Freddie Mac and PMI, are predicting a difficult 2009 as 1.5 unsold units (many of which are resales and not new homes) will take time to absorb. From a BuilderOnline story:

A subdued group of economists speaking at the International Builders’ Show in Las Vegas this morning agreed on one thing: the housing market will weaken still more in 2009.

“My forecast is built upon an imbalance of supply and demand,” said David Crowe, chief economist at the NAHB, who estimates the country currently has more than 1.5 million existing and new homes available for sale or for rent that no one wants or can afford to buy.

Frank Nothaft, chief economist at Freddie Mac, and David Berson, chief economist at The PMI Group, also spoke during the morning press conference.

Such excess inventory—the result of foreclosures and other factors--is hammering builders in specific and the housing market in general as home values slide. (Overbuilding by new-home builders is not a factor in this excess supply, according to Crowe, who said that less than one-third of those 1.5 million excess homes are new. “What builders are facing is an oversupply of homes not entirely of their making,” he said.)

Regardless of the reason, home prices are expected to weaken still more, particularly in major metropolitan areas, according to Berson, who suggested it may take two to three years for the housing market to stabilize. According to a proprietary index developed by PMI, 97 percent of the nation’s metropolitan statistical areas (MSAs) are at risk of having lower home prices in two years than they did in late 2008. For some of the most troubled markets—Riverside-San Bernardino, Calif., and many in Florida—the likelihood of having lower home prices is more than 99 percent.

Click here for full story.

Thursday, January 15, 2009

Reassessing the fundamentals of the building industry

Although I had touched on this same subject in a much briefer format for my most recent column for Builder & Developer magazine (including the mistaken belief that mathematical models alone can forecast future demand), Builder magazine writer John Caulfield has written a very detailed article on how the future building industry may look and what home builders, lenders and investors need to do to adjust to the new reality:

From the 1940s until very recently, U.S. housing policy consisted of two words: more homeowners. Everything from highway construction to taxation revolved around that goal. And the results were spectacular, as ownership rates went from 62.1 percent in 1960 to a peak of 69 percent in 2004. Equally spectacular—but with dire consequences—was how the “American Dream” mutated into “America’s Piggybank” and then “America’s Nightmare” within the last decade.

During this period of excess, buyers agreed to—or were duped into—home purchases their incomes couldn’t afford, and owners used those homes like ATMs to perpetuate more lavish lifestyles. Builders and developers interpreted demographic data—particularly about Hispanic buyers—in ludicrously optimistic ways to justify their expansion ambitions. Mortgage companies sank their underwriting standards to new depths. And, inevitably, investors pounced on opportunities to exploit a thriving market, even as they ignored the quicksand upon which that market had been constructed...

Click here for full story.

Friday, January 9, 2009

Attending the Int'l Builders Show in Las Vegas?

The 2009 International Builders Show is just days away (January 20-23 in Las Vegas). The Web site for Builder magazine has some interesting stories for any one planning to attend the show, as summarized below.

I will be attending this year on Tuesday, Wednesday and Thursday to cover the show for Builder & Developer magazine, so if you see me please feel free to introduce yourself and say hello.

  • How Green Is the Valley?

    The Southern Nevada Green Building Partnership might be a catalyst for reviving the Las Vegas market.

  • Show Home Tour

    Two very different show homes for the 2009 International Builders' Show in Las Vegas.

  • Information Age

    IBS '09 offers 250 educational programs during show week. These caught our attention.

  • Hot Products

    The exhibit floor is sure to be chock-full of good ideas. Here are a few to look out for.

  • First Time?

    The IBS will offer an orientation to first-time attendees and an a la carte fee structure to attract builders to the show.

  • Green Day, Take Two

    The NAHB follows up last year's successful launch of green building initiatives will a full slate of activities in 2009.

  • Coached Up

    Lou Holtz headlines the show as this year's keynote speaker.

Monday, December 8, 2008

Anatomy of a home builder's liquidation

Kimball Hill Homes CEO Ken Love recently laid out the plans to dismantle the nearly 40-year-old home building company to Builder magazine. What caught my eye (in bold) is that during bankruptcy they still managed to pay of 96% of their subs and suppliers. So how did they do that when I keep hearing tales of other builders stringing their vendors along for months at a time? Read on:

In an interview with BUILDER yesterday afternoon, Love laid out how Kimball Hill intends to close its operations, in three phases. Over the next 120 days, the company intends to complete 450 homes that are in various stages of construction, and deliver those homes to buyers. Within the next six months, Kimball Hill also hopes to be able to sell its 170 homes in inventory and 90 models. (It is returning deposits to around 100 buyers of homes that hadn't been started.)

During the second phases, which will happen simultaneously with the first, Kimball Hill will attempt to "monetize" its land and other assets. As of October 31, the company had 66 owned communities in which there are 3,018 finished lots, 419 lots under development, and 3,740 "paper," or raw, lots. Love says that he would prefer to sell off these assets in bulk to one or a few buyers, even though he admits the demand for land right now is soft. "The gap between bid and ask has widened," he observes. That being said, he believes there are investors looking to buy land they can hold on to for a number of years until market conditions improve. However, if Kimball Hill can't find a single buyer for its real estate, it will sell off assets individually over the next 15 months.

Phase three will involve tying up loose ends, like pending lawsuits. But unlike most other bankruptcies, Kimball Hill is not saddled with a blizzard of mechanics liens. "We’re very proud of what we did during the Chapter 11," says Love, whose company set up a pre-petition liability fund that, to date, has repaid 96 percent of its trade partners and product suppliers. Love notes as well that as employees are laid off, each will receive a "fair" severance that is based on their levels of responsibility and tenure with the company. (Kimball Hill still has $35 million in debtor-in-possession financing it can draw on, as well as cash from the sale of its homes.)

For those people who think it's simply a formality for new home builders to take the place of companies like Kimball Hill because they're essentially 'all the same,' I can assure you many companies would not have acted this fairly and decently towards suppliers/subs and employees.

Saturday, November 1, 2008

Housing Chronicles joins website for Builder magazine


Several months ago, I pitched the editor of Builder magazine to start carrying The Housing Chronicles Blog as an addition to their existing website. After months of planning and ironing out technical issues, the blog went live over the last week, along with blogs covering other topics such as process improvement and green building techniques. You can find the entire of collection of blogs here, so please check them out.

So what is Builder magazine? Although Builder is published by the media company Hanley Wood, it is actually the official magazine of the National Association of Home Builders, and as such, is mailed to its over 140,000 builders, subcontractors, architects and suppliers and maintains a related website, www.builderonline.com.

Wednesday, April 30, 2008

The ripple effect of builder bankruptcies

A couple of weeks ago, the L.A. Land blog of the L.A. Times asked me to write a guest post in opposition to an article by Daniel Gross in Slate magazine. Gross had labeled the potential tax credit to builders -- which would allow them to extend the tax-loss carryback from two to five years for losses incurred in 2007 and 2008 -- as "peverse, absurd, and unwarranted."

But where I took special issue with his thesis was this idea: "Homebuilders should look to the capital markets first, rather than to the government, especially when their financial situation is serious but not critical. The stocks of potential beneficiaries of the expanded carrybacks—big homebuilders like Lennar, Pulte, and KB Home—have plummeted. But they're nowhere near bankrupt."

The problem is that Gross ONLY focuses on larger builders, and conveniently ignores the tens of thousands of smaller companies which simply don't enjoy that same access to capital.

So of course I hope he sees an interesting series of articles now posted at BuilderOnline.com, which focuses on the ripple effect of builder bankruptcies on suppliers, contractors and homebuyers. Perhaps it's easy for him to sit in an armchair and wave his index finger at perceived flakes and scofflaws, but I'm not sure it's that obvious:

Andrew Maletich says hedoesn’t trust builders anymore. His company, Bolingbroke, Ill.–based flooring contractor RiteWay Tile & Carpet, got stiffed for $120,000 when Burnside Construction went bankrupt a year ago. RiteWay is also one of seven companies on the unsecured creditors committee in the Neumann Homes Chapter 11 case and had $850,000 in mechanics’ liens filed against 80 to 90 of Neumann’s homes his company helped build.

As 2008 began, Maletich’s mistrust spilled into his relationships with other builders, two of which owed RiteWay $240,000 and $98,000, respectively. “They’re all in trouble, and they’re all on the same string with me,” meaning he will file a lien against any builder that doesn’t pay RiteWay within 75 days of its being billed. (In Illinois, contractors have 90 days to file a lien after submitting an invoice.)...

Neumann Homes had been struggling financially well before it filed for bankruptcy. “We knew they were having trouble [because] they weren’t paying their bills, which unfortunately was ­normal from year to year with them,” says Jim Hoffman, who owns J & E Nursery, a landscaping contractor in Libertyville, Ill., which had worked with Neumann since 1999 and was owed $45,818 when the builder went bankrupt.

Contractors filed a torrent of mechanics’ liens against Neumann’s properties in February 2007, according to Merritt Credit Bureau, a Chicago-based research firm that prepares ­mechanics’ lien notices and claims. (A mechanic’s lien is a lien on property that secures the payment of debts ­related to materials and labor. Construction on that property cannot continue until liens are resolved.) By the time it entered Chapter 11 eight months later, Neumann had $12 million in lien-­related claims to contend with (out of $151 million in secured claims), to say nothing of $134 million in unsecured claims, some of that owed to contractors, too. As of late January 2008, 75 companies in eight Chicago-area counties alone had filed 2,214 mechanics’ liens naming Neumann as first defendant, and another 130 where the builder is named second defendant...

The mechanics’ liens are complicated by the fact that several were filed against homes Neumann had sold prior to filing Chapter 11. Others were filed against unfinished or unsold homes on properties that five of Neumann’s eight bank lenders took back in exchange for debt relief. (In mid-March, for example, Neumann turned over six developments to Residential Funding, its largest lender, which agreed to reduce Neumann’s $90 million debt to $13.6 million.) The banks themselves must now resolve these lien obligations before construction can resume on those properties, if they decide to continue building on the land they took back...

Several of Neumann’s 22 communities were unfinished when it filed for Chapter 11. The builder was active in two subdivisions in Antioch, Ill., where about half of the proposed 1,400 homes had been completed and another 50 were under construction. Jim Keim, the village’s acting administrator, said in early February that infrastructure, such as street lighting, and amenities, such as clubhouses and pools, hadn’t been installed. Performance bonds ensure that this infrastructure gets built, said Keim, “and we’ve had talks with bond agencies about forcing the start of that construction by the spring.”...

Some of Neumann’s trade creditors told Builder they’d be willing to take on construction work or finish uncompleted homes, as well as any new homes the banks decide to place on the properties they’ve retrieved. Contractors are ­reluctant to turn down business in a bad market, but they are more careful about which builders they’ll work with. “What’s important is communication between our clients and ourselves,” says Steve Schwarz Jr., vice president of operations for Chicago-based SS Schwarz Construction, one of Neumann’s secured trade creditors. “What we’re saying to builders is that if someone sells a house, we’re ready to jump in and build it.”

But Hoffman thinks the “toughest question” contractors are asking themselves is, “When do you draw the line and tell a client you don’t want to work with them?” If market conditions don’t improve soon, the answer could become moot. “Even before Neumann, we’d recommend that contractors give customers a 60-day window,” says Cooney of Avenue Incorporated, who serves as outside counsel for other contractors. “That’s when I’d start sending letters demanding payment. Since Neumann, people are taking heed of that advice.”

Next, the fall-out for buyers:

The scene is all too familiar.Empty lots not maintained. Government foreclosure stickers and “for sale” signs litter the landscape. Potholes and partially paved roads offer visitors an uneasy entrée into this decade’s version of Paradise Lost.

This time it’s the Gardens at Stonebriar, an 80-unit subdivision in Memphis, Tenn., a housing development a mile or so down the road from many of the large warehouses that have made Memphis a major distribution center.

Memphis has had its share of housing debacles, such as when big builders Beazer and Levitt and Sons left the region last fall. That was about the same time that prominent local builder Matthews Brothers pulled up stakes at Stonebriar....

The residents say builder-owner Mark Matthews left them high and dry, with no one to address their warranty issues, pick up the garbage, or build out the community’s amenities. Many took on subprime loans and now can’t make the mortgage payments. While a different builder, Regency Homebuilders, plans to build out the rest of the project, many initial buyers are furious about what’s happened.

“Regency will be building out the Matthews Brothers models, but for $10,000 to $20,000 less and loaded with tile floors, granite countertops, and tall cabinets in the kitchen,” says Lamont Bethea, who paid $224,500 for his two-story, five-bedroom, 3,000-square-foot home when he and his ­family moved in during April 2006...

...almost all the residents have warranty issues, but many of them didn’t pester the builder the way they should have. Now that more than a year has passed for many homeowners, it’s unlikely that the warranty company, 2-10 Home Buyers Warranty, will honor any more claims... the problem many of the homeowners ran into was that as the home builder began to fail during the summer and into the fall of 2007, Matthews would refuse to go into arbitration on a warranty claim.

...unless the builder goes into arbitration, the home buyer cannot file a warranty claim. The alleged strategy essentially worked, as many of the homeowners are now long past the one-year warranty period.

And, finally, the smaller builders:

Jaguar Boulevard is a long,lonely testament to what has happened to the housing market in Southwest Florida. Miles from even a traffic light, it slices through the subtropical scrubland of the eastern edges of Lehigh Acres. Yet there are new houses here, dozens and dozens of them, many of them owned by residents who work—but can’t afford to live—in Naples, one county to the south...

For every neatly tended stucco ranch home, there are three or four that have been abandoned in some stage of construction. Some jobs got no further than the rough plumbing coming out of the ground before the money ran out and the builder walked away. Others are finished, sitting sadly on lots choked with weeds and strewn with trash.

This is the mess that builders in the market are dealing with and working against...

The impact on the builders who are still in the market has been painful and far-reaching. Aside from ­having to compete against thousands of foreclosures, short sales, and vacant spec houses, they are struggling to find subcontractors to complete the houses they do have under contract...

The situation turned particularly dark in February when a construction superintendent for a local builder was jailed. Local news reports said he pulled a gun on a subcontractor who had been stiffed for payment on a window installation and showed up on the jobsite to pull them out.

It’s also created a sizable—and understandable—skepticism on the part of prospective customers, who worry that the builder will shut down before their house is finished and leave them in the lurch.

Many builders, including Paul Homes, have added remodeling to their portfolio of services, often working with their ­previous buyers to upgrade their homes, hoping to hang on until the market ­improves. They’re also slashing prices on whatever spec houses they have left, trying to build up cash reserves to tide them over until the market starts to rebound.

Monday, April 7, 2008

Most new home sales agents fail at follow-up

Having started my career on the residential side of the building industry as a field analyst who visited new home sales office, it's not hard to recall those sales agents who were deliberately lazy, surly or simply uninformed. From the woman who was waving her hands through the air to dry her nails to the pathological liar who claimed to be the builder's wife, when a builder is lucky enough to hire a great agent, they stand out. And they're also largely responsible for a project's success -- in fact, during my travels to the best-selling projects to discuss at building seminars, the one common thread they shared -- even more than location, price or design -- was a great team of agents.

So I'd imagine that an article by Builder magazine's Pat Curry entitled "Report: Most Builder Sales Agents Don't Follow Up with Prospects" is certain to put the heat on the aforementioned lazy, surly or uninformed agents:

At a time when builders need to make the most of every prospective buyer who walks through the door, a study of 50 new-home communities in Denver found that only about half the sales agents asked if they could follow up, 36 percent actually did it, and only 14 percent sent anything relevant to what the buyers said was important to them.

Even more shocking was this statistic: On 16 percent of the visits, no one even spoke to the shoppers, even though they stood in the sales center or model and clearly demonstrated interest-and even when they were the only visitor in the sales center. In 74 percent of the visits, the shopper was the only person in the sales center; in another 20 percent, there was one other shopper there...

Lest builders outside of Denver think the results don't apply to them, Dallas-based sales training consultant Bob Hafer says the lack of follow-up is a nationwide issue in home building.

"We take for granted that people will return. The process the buyer goes through is a process of elimination. They're really not in process of buying. They're in the process of elimination. .... If the sales agent doesn't participate at that moment, by default they get eliminated."...

One piece of information from the white paper that did surprise Hafer was the percentage of follow-up e-mail that the marketers reported as getting caught in spam filters, Hafer says. Lacking a personalized message tailored to the recipient, Red Tree estimated that 75 percent of the e-mails sent to them were caught in their spam filters.

They recommended following up by phone and personalized thank-you notes, as well as e-mail, and asking customers to clear the builders' e-mail address for delivery with their Internet provider. If the customer doesn't respond via e-mail early in the process, builders should abandon it for long-term communication.

Hafer says follow-up should start with a 10- to 15-second phone call immediately after a prospect leaves the office to thank them for coming in and to promise to be in touch within 24 hours to answer any questions they might have.

"When I ask most people, 'When do you follow up?' they say 'Three or four days, a week,'" Hafer says. "That's too late. Out of sight, out of mind. If people come into a sales center, they're serious. When they leave, they're negotiating with each other about whether it was close to what they wanted. ... If you don't follow up immediately, something else could attract their attention."

If a sales agent isn't sure what to say in a personalized follow-up phone call or e-mail, Miller recommends having the builder's marketing director prepare templates that sales agents can easily adapt to individual buyers' specific interests and questions.