As the housing recovery picks up steam and new-home sales return to historical levels, will builders stop courting Realtors?
Sales of new single-family homes were up 28.9 percent from a year ago in January, to a seasonally adjusted annual rate of 437,000, according to a recent U.S. Census Bureau report. That’s the best January since 2008, and there’s plenty more room to run — new-home sales exceeded 1 million a year during the last boom.
Builders are going after real estate agents’ bread and butter, and they’ll be asking for agents’ help to do it.
Starting in March, builders will finally launch a long-awaited multimillion-dollar ad campaign aimed at persuading would-be buyers that brand-new homes are a better choice than the scratch-and-dent houses they’ll find in the resale sector. But the largely digital campaign is primed to win over the hearts of real estate professionals, too.