Consumer Electronics Vendors Increase Marketing to Home Builders

The continued upheaval in the new home market means builders are looking for every edge when it comes to increasing sales. Often, builders will advertise specific features in new homes and these days, home technology is one of the categories that more builders might consider promoting. The 8th Annual State of the Builder Technology Market Study released by the Consumer Electronics Association indicates there is  “positive news in the home technology market.”

The study findings show builder attitudes on this topic are as follows:

  • Home technology is important when marketing new homes: 28%
  • Home technology positively impacts the revenue stream: 25%

One way for builders to improve the home technology they offer to home buyers is to consult with electronic systems contractors.  Builders who have used these professionals make their selection based on the following:

  • Price: 82%
  • Reputation: 75%
  • Previous experience with builders: 75%
  • Range of offerings: 73%

The study also reveals, according to  Steve Koenig, CEA's director of industry analysis, that “there is a large swing group of builders who remain ‘neutral’ to offering home technologies. This underscores the need for the CE industry to not only engage with builders, but also promote consumer education.” Look for both builders and CE vendors to promote the benefits of home technology as it relates to issues such as energy use and connectivity during the course of 2010.
[Source: Builders Committed to Home Technology Despite Operating in Survival Mode, Finds CEA Study. Consumer Electronics Association. 23 Mar. 2010. Web. 31 Mar. 2010]

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.