Although it's quite possible your target homebuilding customers read the newspaper, listen to the radio and look at Sunset Magazine regularly, this really isn't the most cost efficient way to reach them. Your best opportunities will be lower cost avenues that target the homebuilder specifically:
- Builder associations' magazines
- Newsletters from building associations
- Local, regional or national trade magazines depending on your size and scope
- Local, independent building specialty magazines
- Yellow Pages
- "Vanity" builder magazines/brochures*
If your business is the new construction builder, your money is literally wasted on consumer advertising. The only advantage (and it's a stretch) is the long-term awareness by the consumer to eventually ask the builder to use your products in their home. Such awareness is expensive and takes years of consistent advertising to begin to measure any results at all.
*Vanity Books are magazines produced for the builder by a publisher where the entire project focuses on the builder and the book is financed by ads being sold to suppliers and retailers. Usually, the "Magazine" is then used as a brochure at model homes, grand openings and within the Realtor community.
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