Mid-Atlantic Builder May/June 2012 by Maryland Building Industry Association

MARYLAND AWARDS OF EXCELLENCE

MID-ATLANTIC

Vol. 54 Issue 2 May/June 2012 www.homebuilders.org

MAXimum Impact HBAM Announces Maryland Awards of Excellence Winners

Vintage Security A Dedicated Partner to the Building Industry.

Vintage Security provides innovative technologies to make homes and lifestyles safe and secure through:

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• Security Systems

• Home Theatre

• Home Automation

• Structured Wiring

• Audio Systems

• Data and Telephone Distribution

Contact Rick Brokaw or Bob Hartwick toll free: 1-877-767-1800 Ofﬁces in Jessup, MD and Chantilly, VA

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

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MAY/JUNE 2012 MID-ATLANTIC BUILDER

May/June 2012 Vol. 54 Issue 2

MID-ATLANTIC ON THE COVER Interior Concepts, The Patuxent BELOW Ryland Homes, The Garrett

PUBLISHER John Kortecamp

EDITOR Kristin Josephson Hogle, Editor communications@homebuilders.org

ADVERTISING Chris Baughan, Advertising Sales Manager 410-265-7400, ext. 121 chris@homebuilders.org

DESIGN Heather Winkel, Art Director Kristina Hopkins, Graphic Designer Network Design Group ndg@networkmediapartners.com

HBAM LEGAL COUNSEL Linowes and Blocher

MID-ATLANTIC BUILDER

10 2011 MAX Awards

HBAM Announces 2011 Maryland Awards of Excellence Winners.

26 The Power of Color for Homebuilders Strategic use of color sets you apart. 33 Make Radio Advertising Work for You The lowdown on how to run a successful radio campaign. 38 Builder Mart 2012 View photos from the successful Builder Mart 2012. 40 7 Simple Ways to Track How Well-Liked Your Brand Is on Facebook Track where you stand versus your competitors.

Green Building

42 Does Your Company Need an Extreme Messaging Makeover? Five helpful tips to reach and influence your target audience.

Corners 60 Maryland Community Builders’ Foundation

46 Bob Ward Companies Partners with Homes for our Troops HBAM member making a difference.

04 06 08 55 56 58

48 Secrets of Lead Generation Lead generation is a vital part of marketing and requires a strategy. 50 SMC Puts You in the Lead Get the inside scoop on why the HBAM Sales and Marketing Council can put you a step ahead.

Departments

Publisher’s Message President’s Message Events New Members Stats and Facts Government Affairs

Postmaster: Send address changes to Home Builders Association of Maryland, Inc., 7127 Ambassador Road, Suite 150 Baltimore, MD 21244.

ECO BOX Mid-Atlantic Builder text and cover pages are printed on SFI certified Anthem Matte using soy ink.

• The Sustainable Forestry Initiative® program promotes sustainable forest management.

Pages 29-32 Pull-Out Section MID-ATLANTIC

23 Email Marketing and the Mobile Web are Inseparable Are marketing dollars being spent in the right places?

Also

is a publication of HBAM Member Services, Inc., a subsidiary of the Home Builders Association of Maryland, Inc., 7127 Ambassador Road, Suite 150, Baltimore, MD 21244 410-265-7400, www.homebuilders.org.

Remodeler A supplement to Mid-Atlantic Builder

Award of Excellence

Outdoor Living $50,000 - $100,000 Plumb Construction Company, Inc. O’Brien Renovations

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

www.mapga.org

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MAY/JUNE 2012 MID-ATLANTIC BUILDER

2012 HBAM LEADERSHIP Photo Credit Stuart Zolotorow

EXECUTIVE COMMITTEE Rod Hart President

Scott Armiger President Elect

publisher’smessage

Russell Dickens First Vice President

Jonas Jacobson Associate Vice President

Cynthia McAuliffe Secretary

It’s Getting Very Near the End

Lisa Junker Treasurer

Robert Goodier

For several weeks now, when I go out for my morning run, one song in particular keeps playing in my head. And, although it’s okay, it’s defi-

nitely not a personal favorite. It’s Sergeant Pepper and yes, I am of an age to know most all the lyrics to that and a lot more Beatles tunes as well. So, each morning I find myself thinking, “why this song” and “why virtually every day?” Like most people, songs often get stuck in my head but it’s usually for a reason I can quickly identify, like “heard it in a movie or on the radio” or increasingly commonly, “heard it in a commercial,” another not so subtle sign of age. There are songs that just sort of float in naturally based on the day like one of my favorites, “It’s a Beautiful Morning” by the Young Rascals. And then there are then the obvious ones like “Raindrops Keep Falling on my Head” on a rainy run. One that used to turn up regularly when we lived in Maine where, along my run, I could hear and see them was “Planes and Boats and Trains” by Wayne Fountain and the Mind Benders. Bet most of you haven’t heard of it or them; a minor contingent in the British Invasion of the ‘60s. It happens even with songs without words like “Blue Jay Way” (also a Beatles tune).

So, why suddenly Sergeant Pepper? “We’re St. Pepper’s Lonely Hearts Club Band; We hope you have enjoyed the show…” I hadn’t been able to figure it out and then it was time to sit down and write this Publisher’s Message; something I have to do for each issue of Mid-Atlantic Builder and have been doing now for 16 years. It’s often a struggle to come up with something to say that might have a modicum of interest for you and this was one of those times. Then, I thought I only have three more of these messages to go until retirement and there it was… from Sergeant Pepper, “…It’s getting very near the end…” And so it is, and it’s a happy thought. Tomorrow morning, as the tune no doubt cranks up again as I head out the door I can foresee a slight smile.

Immediate Past President

CHAPTER PRESIDENTS Robb Aumiller Baltimore County Evan Gilligan Anne Arundel County Paul Mueller Carroll County Russ Robertson Baltimore City Jeremy Rutter Howard County Dan Whitehurst Upper Chesapeake

COUNCIL PRESIDENTS David Murphy Land Development Council

Cindy Plackmeyer Sales and Marketing Council

Joseph Smith, CGR, CAPS, CGP HBAM Remodelers

William Zahler Maryland Residential Green Building Council

BOARD OF DIRECTORS

John Kortecamp HBAM Executive Vice President

Steven Gilman Scott Barhight Tom Baum Steve Breeden Mike Breen Ron Carstens Patrick Costello Sean Davis Brenda Desjardins Tim Ellis, LEED AP, CPE, CGR, CGP Chickie Grayson

Joe Gregory Cindy Huntzberry Steve James Sandy Marenberg James Mathias Michael McCann Tim Morris Dan Murtaugh Jeff Ott Steve Rubin Jake Ruppert Kevin Sapp

ALTERNATE DIRECTORS Lou Baker Jay Hergenroeder Joe Hikel Tim Hudson Jim Hunter

Theresa Leatherbury Tim Naughton Leslie Rosenthal Matthew Wineman

EX OFFICIO MEMBERS Frank Hertsch Jack Orrick 4

Howard Perlow Chris Rachuba

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

WE TAKE THE LOAD , OFF. IT S THAT SIMPLE.

For thousands of years, simple machines like the pulley have helped civilizations build structures that would have otherwise been impossible. And since 1984, Builders Mutual has been dedicated to helping builders ease the burden of choosing and managing insurance. We offer straightforward tools like risk management and Builders University to help protect your bottom line. If youâ&#x20AC;&#x2122;re in construction, the insurance choice is simple.

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MAY/JUNE 2012 MID-ATLANTIC BUILDER

Visit www.homebuilders.org for an on-line listing of Mid-Atlantic Builder Photo Credit Studio Z

advertisers with hotlinks. There, you can also view MAB archives and find information on upcoming events and current industry issues.

president’smessage The Value of Membership I’m about halfway through my tenure as president

of the Home Builders Association of Maryland and I have to say, being engrossed in the overall function of the organization has given me new perspective on the value of my membership. I have always regarded the government affairs representation as the most valuable service that we receive from HBAM. It has direct impact on the bottom line of our company. Well, that is still the case and I am more impressed than ever with how much preparation and strategy our HBAM team puts into the legislative session. Check out these numbers • The HBAM Legislative Committee and the Maryland State Builders Association reviewed a total of 190 bills introduced in the 2012 General Assembly. 92 of those were introduced in the Senate and 98 were introduced in the House. • The committee took a position on 113 bills. Of those, 55 were Senate bills and 58 were House bills. • Of the 113 bills on which the committee took a position, 81 were supported and 32 were opposed. • Of the 81 bills which the committee supported, 11 passed and will become law. • Of the 32 bills which the committee opposed, 4 passed and will become law. These are pretty good results considering our industry is constantly under attack. Our lobbyists have done a nice job of telling our story, building relationships and advocating strong positions on issues which impact our industry. For complete coverage of the 2012 legislative session

and summaries on all of the bills relevant to our industry, check out the next issue of Mid-Atlantic Builder. I have also realized during my tenure, how much work goes into all of the other benefits HBAM has to offer. Did you realize that HBAM has an extensive list of affinity partners from whom you can get great discounts on products and services? We all know that HBAM events are top notch. That is because each event is evaluated and critiqued and new ideas are always being implemented and added. There are plenty of educational offerings for all elements of the membership and the Association always makes sure you have plenty of opportunities to promote your business and get the word out about your products and services. There are sponsorship opportunities, online options and of course, you can advertise right here in the award-winning Mid-Atlantic Builder. On the HBAM website, www. homebuilders.org, there is a classified section where you can list your land for sale, post job listings and even send out bid requests. I am just scratching the surface. The list goes on. The services and benefits of our association are extensive and broad and I’m discovering more and more every day. Don’t wait to take advantage of all HBAM has to offer.

DIRECTORY OF ADVERTISERS Appliance Distributers Unlimited 9 BGE Outdoor Lighting 7 Builders Mutual Insurance 5 California Closets 60 GE Contract Sales 32 Mid Atlantic Propane & Gas 3 Southern Pacific Supply 1 Saratoga Insurance Inside Back Cover Tremco Back Cover Vintage Inside Front Cover Walbrook Mill & Lumber 45

For advertising opportunities please contact Chris Baughan at chris@homebuilders.org or 410-265-7400, ext. 121 DID YOU KNOW? “Magazine readers pay attention to magazine ads. They don’t avoid the advertising as they do with other media.” Source: BIGResearch Simultaneous Media Usage Study

Rod Hart 2012 HBAM President

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

See security & peace of mind in a new light Design assistance, installation, service and maintenance are a snap with BGE Outdoor Lighting.

See security and peace of mind in a new light.

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See our lighting and pole options. Ask for a copy of our brochure.

Lots of choices — without lots of hassle! BGE Outdoor Lighting is the area’s leading provider of outdoor lighting service — and the smart choice for your residential or commercial outdoor lighting needs. With design assistance, installation, service and maintenance, BGE’s Private Area Lighting Program offers the complete package. For more information or to schedule an appointment with a BGE Private Area Lighting account representative, please call 410-470-9446 or visit www.bge.com/outdoorlighting.

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MAY/JUNE 2012 MID-ATLANTIC BUILDER

Events

CALL 410-265-7400 for information on registration for our events or visit www.homebuilders.org.

An Evening at the Yard

Save the Dates!

2013 International Builders Show

Baltimore Orioles vs. Pittsburgh Pirates June 13th, 2012 5:35 p.m.-Bull Pen Party, 7:05 p.m.-Game Limited tickets available

Celebrity Chef Night October 11th, 2012, 5:30 p.m.- 9 p.m. Martins West

January 22 -24, 2013 Las Vegas, NV

Join the Home Builders Association of Maryland in partnership with the Urban Land Institute for an all you can eat and drink bull pen party beginning at 5:35 and running until game time at 7:05. We have reserved a limited amount of seats in sections 13, 15 and 17 so make sure to get your tickets today! Please visit www. homebuilders.org/page/orioles game/ for more information and to get your tickets.

Sales and Marketing Council Summer Happy Hour Carson’s Creekside in Baltimore, MD June 14th 5 p.m.- 8 p.m.

Donate|Cook|Attend|Bid|Sponsor The Department of Housing and Community Development Annual Governor’s Housing Conference October 16th, 8:30 a.m. – 5 p.m. Hilton Baltimore ICON Awards November 30, 2012, 6 p.m. - 9 p.m. Martins West

Submit your nominations for Associate of the Year, Builder of the Year and Lifetime Achievement Associate and Lifetime Achievement Builder. Get the forms on line today and submit by August 1st. www.homebuilders.org/page/icon/

Interested in staying at The Wynn Las Vegas Resort and Spa? We’ll save you a room. Simply email your information to wynnrooms@homebuilders.org by June 1st.

Save the Date for Builder Mart 2013! March 20, 2013

FREE for SMC Members and only $10 for everyone else. First drink and appetizers are included! Visit www.smcsalescamp.org.

HAVE YOU SIGNED UP FOR YOUR HBAM LICENSE PLATE YET? Get your own HBAM personalized license plate from the MVA. Call HBAM today at 410-265-7400 for availability.

Get a front row parking spot at Builder Mart with an HBAM license plate.

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MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

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MAY/JUNE 2012 MID-ATLANTIC BUILDER

MAXimum

Impact

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

It was an evening of awards and elegance. After a year of very hard work in a tough market, almost 500 of the best of the best in the home building industry gathered to celebrate their accomplishments. Martin’s West was the venue for the sophisticated upscale ceremony on May 17th. The outrageous master of ceremonies, Scotty Donahoo, kept the energetic crowd on their toes as he announced the highly anticipated winners for sales and marketing achievement and new home design and merchandising. Specific awards were presented in the outstanding home categories in multiple price ranges included: 55 and Better, Custom, Multi-Family/Condominium, Single Family Detached, Townhome and Green Homes.

In the sales person categories, several awards were be presented including, Multi-Family Salesperson of the Year, Townhome Salesperson of the Year, Exceptional Sales Effort, Sales/Construction Team, Exceptional Sales Assistant/Associate of the Year, Sales Team of the Year and Sales Manager of the Year. Chad Sanschagrin with Richmond American Homes went home with the coveted Overall Salesperson Of the Year award and Chris Hawks with Ryan Homes walked away as 2011 Rookie of the Year. In addition, marketing awards were presented including best brochure, logo, advertisement and design/selection center. Powers Homes took home Best Builder Website and O’Neil Interactive won Outstanding Builder Multi-Media Campaign for the Dorsey Family Homes “The Deal with Dorsey Campaign”. A talented team of judges from the Virginia and Baltimore area evaluated this year’s entries. The judges considered new home entries in such areas as floor plan layout, quality and convenience features, overall design and value. All award winners are members of the Home Builders Association of Maryland.

SMALL VOLUME-SINGLE FAMILY DETACHED GREEN HOME-BRONZE Company: Zahler Custom Homes Project Name: Private Residence Frederick, MD

www.homebuilders.org

MAY/JUNE 2012 MID-ATLANTIC BUILDER

SMALL VOLUME-CUSTOMIZED HOME $700,000-$849,999 Company: Viking Custom Homes Project Name: Washington (Devon II) West Friendship, MD

LARGE VOLUME TOWNHOME $300,000-$399,999 Company: Williamsburg Group Project Name: The Eden Laurel, MD

SMALL VOLUME SINGLE FAMILY DETACHED $300,000-$399,999 SMALL VOLUME-GREEN SINGLE FAMILY DETACHED $300,000-$399,999 Company: Barry Andrews Homes Project Name: The Colony Conowingo, MD

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

SMALL VOLUME-CUSTOM HOME $400,000-$499,999 Company: Catonsville Homes Project Name: Private Residence at Woodlands at Nottingham Mt. Airy, MD

SMALL VOLUME-CUSTOM HOME OVER $1,000,000 Company: Stanley Halley Communities Project Name: Private Residence Montgomery County, MD

SMALL VOLUME-CUSTOM HOME OVER $1,000,000 Company: Catonsville Homes Project Name: Private Residence Woodbine, MD

LARGE VOLUME-SINGLE FAMILY DETACHED $700,000-$849,999 Company: NV Homes Project Name: The Remington Place Glenelg, MD

LARGE VOLUME-SINGLE FAMILY DETACHED $850,000-$999,999 Company: Williamsburg Group Project Name: The Prescott Ellicott City, MD

SMALL VOLUME-CUSTOM HOME $700,000-$849,999 Company: Goodier Builders Inc. Project Name: Chudnovsky/Fernandes Residence Clarksville, MD

LARGE VOLUME -SINGLE FAMILY DETCHED $500,000-$599,999 Company: K. Hovnanian Homes Project Name: The Riverton Bowie, MD

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MAY/JUNE 2012 MID-ATLANTIC BUILDER

LARGE VOLUME-SINGLE FAMILY DETACHED $300,000-$399,999 Company: Williamsburg Group Project Name: Emily’s Elegance Havre de Grace, MD SMALL VOLUME-CUSTOM HOME $500,000-$599,999 Company: The Rachuba Group Project Name: The Palas Perry Hall, MD LARGE VOLUME-55 AND BETTER ATTACHED $400,000-$499,999 Company: Williamsburg Group Project Name: The Ellicott Ellicott City, MD

LARGE VOLUME-55 AND BETTER ATTACHED $300,000-$399,999 Company: Williamsburg Group Project Name: The Patapsco Ellicott City, MD

SMALL VOLUME-CUSTOM HOME $600,000-$699,999 Company: Shore-Line Construction Project Name: The Snyder Residence Stevensville, MD

LARGE VOLUME-SINGLE FAMILY DETACHED $600,000-$699,999 Company: Williamsburg Group Project Name: Tydings Park Havre de Grace, MD

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

SMALL VOLUME-CUSTOM HOME $850,000-$999,999 Company: Goodier Builders Inc. Project Name: Gillis Residence Clarksville, MD

LARGE VOLUME-TOWNHOME $500,000-$599,999 Companies: Bozzuto Homes Project Name: The Cooper Ellicott City, MD

www.homebuilders.org

LARGE VOLUME-TOWNHOME $200,000-$299,999 Company: Ryan Homes Project Name: The Mozart Owings Mills, MD

SMALL VOLUME-55 AND BETTER DETACHED $500,000-$599,999 Company: Goodier Baker Homes Project Name: The Lauriston Columbia, MD

MAY/JUNE 2012 MID-ATLANTIC BUILDER

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

SMALL VOLUME-CUSTOMIZED HOME $850,000-$999,999 Company: Catonsville Homes Project Name: The Chapel Hill West Friendship, MD

LARGE VOLUME-55 AND BETTER ATTACHED $500,000-$599,999 Company: NV Homes Project Name: The Bornquist Marriotsville, MD

SMALL VOLUME-55 AND BETTER DETACHED $600,000-$699,999 Company: Goodier Baker Homes Project Name: The Stirling Columbia, MD

SMALL VOLUME-SINGLE FAMILY DETACHED $700.000-$849,999 Company: Powers Homes Project Name: The Plan Eldersburg, MD

SMALL VOLUME-CUSTOM HOME $500,000-$599,999 Company: Shore-Line Construction Project Name: Jones Residence Essex, MD

www.homebuilders.org

MAY/JUNE 2012 MID-ATLANTIC BUILDER

MERCHANDISING CLUBHOUSE Company: Carlyn and Company Interiors + Design Project Name: Clubhouse North Bethesda, MD

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

MERCHANDISING TOWNHOME $300,000-$399,999 Company: Ryland Homes Project Name: The Garrett Aberdeen, MD

MERCHANDISING MULTI-FAMILY AMMENITY SPACE Company: Interior Concepts Project Name: Sheffield Court Arlington, VA

www.homebuilders.org

MAY/JUNE 2012 MID-ATLANTIC BUILDER

MERCHANDISING SINGLE FAMILY DETCHED $500,000-$599,999 Company: Ryland Homes, Project Name: The Bonnington Aberdeen, MD

MERCHANDISING MODEL ON A SHOESTRING BUDGET Company: Pat Scherer & Associates Project Name: The Carlton Milton, DE

MERCHANDISING SINGLE FAMILY DETCHED $300,000-$399,999 Company: K. Hovnanian Homes Project Name: The Wedgewood Baltimore, MD

SMALL VOLUME-TOWNHOME $200,000-$299,999 Company: Clark Turner Homes Project Name: The Veronica North East, MD

MERCHANDISING SINGLE FAMILY DETCHED $850,000-$999,999 Company: Interior Concepts Project Name: The Oxford Hyattsville, MD

MERCHANDISING TOTALLY CUSTOM -PRIVATE RESIDENCE Company: Carlyn and Company Interiors + Design Project Name: Private Residence in Potomac, MD Potomac, MD

MERCHANDISING SINGLE FAMILY TRANSFER $600,000-$699,999 Company: Interior Concepts Project Name: The Kingsley Upper Marlboro, MD

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

LARGE VOLUME-TOWNHOME $400,000-$499,999 MERCHANDISING TOWNHOME $400,000-$499,999 Companies: Bozzuto Homes, Carlyn and Company Interiors + Design Project Name: The Burke Towson, MD

MERCHANDISING SINGLE FAMILY DETACHED $1 MILLION AND OVER Company: P Four Project Name: The Addison Sandy Sping, MD www.homebuilders.org

MERCHANDISING TOWNHOME $700,000-$849,999 Company: Interior Concepts Project Name: The Patuxent National Harbor, MD MAY/JUNE 2012 MID-ATLANTIC BUILDER

SALES AWARDS Overall Salesperson Of the Year Chad Sanschagrin, Richmond American Homes 2011 Exceptional Sales Assistant/Associate Frank Petrucci, Ryan Homes 2011 Most Dedicated Salesperson Becky Kishbaugh, Ryan Homes

MERCHANDISING SINGLE FAMILY DETACHED MODEL TRANSFER $400,000-$499,999 Company: Pat Scherer & Associates Project Name: The Carlton Milton, DE

2011 Most Exceptional Sales Effort From An Undecorated Model Britney Shelton, Ryan Homes

Outstanding Builder Website Powers Homes www.powerscompanies.com Outstanding Design Center Steuart-Kret Homes Outstanding Direct Mail Lyons & Sucher, Miller and Smith

2011 Outstanding Sales and Construction Team Chad Sanschagrin, Richmond American Homes Jeff Leimbach, Richmond American Homes

Outstanding Multi-Media Campaign O’Neil Interactive, Dorsey Family Homes “The Deal with Dorsey Campaign”

2011 Outstanding Sales and Construction Team-Silver Merit Wayne Bill, Ryland Homes Larry Stocksdale, Ryland Homes

Outstanding Sales Center Lyons & Sucher, Miller and Smith

2011 Sales Manager of the Year Emma Young, Ryan Homes

Outstanding Brochure-Silver Merit DH Marketing, Summit Homes

Outstanding Logo Design NDG Communications, Nexus Enery Homes Logo

2011 Rookie of the Year-Silver Merit Robert Whaley, Ryan Homes

MERCHANDISING TOWNHOME $500,000-$599,999 Companies: Carlyn and Company Interiors + Design, Miller and Smith Project Name: The Soho Clarksville, MD

Outstanding Brochure Powers Homes

2011 Most Exceptional Sales From a Trailer Josephine Minnaugh, Ryan Homes

2011 Rookie of the Year Chris Hawks, Ryan Homes

MERCHANDISING MULTI-FAMILY RENTAL Company: Carlyn and Company Interiors + Design Project Name: BO7 Model North Bethesda, MD

BUILDER MARKETING AWARDS

2011 Sales Person of the Year for 55 and Better Attatched Colleen Abbott, Ryan Homes

Outstanding Use of Internet O’Neil Interactive, Kaine Homes for “Price Your Plan” feature Outstanding Use of New Technology NDG Communications, Stanley Martin Facebook Contest

ASSOCIATE MARKETING AWARDS

Best Use of Technology O’Neil Interactive, Lakeside Title Mobile Website Outstanding Associate Brochure Bob Lucido Team LLC Remax Advantage Realty

2011 Salesperson of the Year Multi-Family Josh Bryant, Ryan Homes

Outstanding Associate Logo Fireside Hearth and Home

2011 Salesperson of the Year Multi-Product Kellie O’Toole, Ryan Homes

Outstanding Associate Multi-Media Campaign Lyons & Sucher

2011 Salesperson of the Year Single Family Detached $400,000 and Over Chad Sanschagrin, Richmond American Homes

Outstanding Associate Print Ad-Color Bob Lucido Team LLC Remax Advantage Realty For “SAC” 40th Birthday Ad

2011 Salesperson of the Year Single Family Detached $400,000 and Under Tom Vaughan, Ryan Homes

Outstanding Associate Website Lyons & Sucher www.lyonsandsucher.com

2011 Salesperson of the YearTownhome-Silver Merit Brigitte Droegemeyer, NVR Inc

Outstanding Direct Mail Piece Lyons & Sucher

2011 Salesperson of the Year-Townhome Amy Crise, Ryan Homes

Outstanding Use of Internet O’Neil Interactive’ Builder Web Apps Super Tab

2011 General Brokerage “Resale” Agent of the Year Bob Lucido, Bob Lucido Team LLC Remax Advantage Realty 2011 Most Exceptional Sales Effort Jeremy Martin, Ryland Homes

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

Email Marketing and the Mobile Web are Inseparable Is there a disconnect between builder marketing and consumer behavior?

91% Email Marketing

78% Social Media

67% Search Engine Optimization

58% Online Directories

56% Paid Search

BY DENNIS O’NEIL

42% Mobile Website

n this second installment from the Pulse 2012 Report (the first installment appeared in the 2012 Builder Mart 24% Interacmagazine) we examine the impact of mobile devices and builder marketing. In January of 2012, ONeil 2% Mobile None of tive and Shore Consulting partnered to create The Pulse 2012, a first-of-its-kind nationwide surveyApplication of nearly the Above 300 new home sales and marketing leaders. What we learned about builders and their plans for mobile marketing set off some alarms, as it pointed to a disconnect between builder marketing budgets and consumer behavior. Adoption rates for smartphones continue rising at an amazing pace, more than doubling between 2009 and 2011 (Figure 1). In fact, the Pew Internet Project reported in July 2011 that 35 percent of all American adults own smartphones. Pew research also indicates that 87 percent of smartphone owners access the Internet or email on their handheld devices; 68 percent do so daily. Accordingly, it seems surprising that fewer than half of the home builders in the Pulse 2012 survey report being focused on a mobile website experience (Figure 2). As the Pew report makes clear, today’s consumers spend less time on PCs and an increasing amount of time on mobile devices, particularly smartphones. When asked what device they normally use to access the Internet, 25 percent of smartphone owners say they mostly go online using their phone rather than with a computer. As a result, it’s safe to conclude that rapidly increasing numbers of consumers click through marketing emails and visit builder websites via their smartphone. “While 91 percent of builders will engage in email marketing, less than half, just 42 percent, are focused on the mobile experience.”

The most common goal of email marketing is to drive recipients to your website for something—e.g., information about a new community, new pricing, an RSVP or other opportunities to engage them. As growing numbers of consumers focus their online activity on mobile platforms, builders risk frustrating their prospects and customers by offering a desktop-size website to a mobile user. If you’re a smartphone user, you can likely relate to that frustration already. Research from ONeil Interactive demonstrates a similarly increasing percentage of traffic to builder websites originating from mobile devices. Specifically, mobile traffic was up 121 percent in 2011 (Figure 3). Additionally, key measures of user experience like “Time on Site” and “Pages per Visit” are approximately double for mobile visitors when builders provide a mobile-friendly website option. The data suggest that users find mobile websites easier to navigate and are engaged on a deeper level.

2015* 2014*

1,104.9

952.8

2013* 791.9

2012* 630.5

2011* 467.7

2010 2009 2008

296.6

172.4

139.3

Figure 1 Global Smartphone Shipment (Million), *Projected Source: Gartner

91% Email Marketing

78% Social Media

67% Search Engine Optimization

58% Online Directories

56% Paid Search

42% Mobile Website

24% Mobile Application

2% None of the Above

Figure 2 Online Marketing Initiatives Included in 2012 Marketing Budget

2015* 2014* 24

952.8

1,104.9

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

2013*

November

July

May

February

March

January 6.2% 6.8% 7.2%

June

April 9.8% 8.6% 9.0%

August

September

11.6% 12.0% 11.6% 11.3% October

December

14.0% 13.7%

Figure 3 2011 Builder Website Traffic from Mobile Devices

Today’s consumer smartphone trend can’t be ignored. In fact, it will only increase in importance during 2012. Given the significant time and resources builders dedicate to both email marketing and their websites, it stands to reason that creating a mobile web experience should be an increasingly important strategic initiative. Consider these four layers of relevance mobile phones provide to both users and marketers: • Instant Access – Customers don’t need to be home or waiting at their desks to receive your message or act on it. “Click to call” ads and embedded phone numbers further simplify the lead generation process. • L ocation – Using the GPS function, customers can search a builder website for “homes in a three-mile radius from here” and receive accurate results. They can also stand right in your model home and search for nearby parks, schools, restaurants, commute calculations, shopping and entertainment. •R ich Media – In every way possible, smartphones offer new opportunities for customers to experience a builder’s community, including photos, videos, maps, floor plans and more. Rich media also presents a new, powerful vehicle for follow-up between sales counselors and prospects. • S ocial – Smartphones are a tool for self-expression. Expect pictures, videos and text-based messages to be shared with others when prospects like what they see. “The convergence of consumer trends makes the mobile web a perfect ally for builders.”

www.homebuilders.org

While a mobile website may not be a strategic imperative for all builders today, if you’re proactive, you can ride the rising tide of mobile users. Builders who ignore the mobile web much longer do so at their own risk. And remember: This “mini-computer” always resides in your prospects’ pockets. It’s with them when they’re at work, when they’re at home and when they’re out shopping for a new home. If you ignore this, however, you might set up an unwelcome first (and perhaps last) impression for visitors to your site. While a mobile website may not be a strategic imperative for all builders today, if you’re proactive, you can ride the rising tide of mobile users. Builders who ignore the mobile web much longer do so at their own risk. They will undoubtedly be playing catch-up in 2013 and beyond. To download the complete report and watch the video presentation of the data, please visit www.pulsepresentation.com. n

Dennis O’Neil is President of ONeil Interactive, a full service Internet Marketing firm dedicated to home builders, offering both project specific and comprehensive marketing solutions. Dennis speaks fluent ‘home builder’ and ‘geek’ and regularly translates the two to help builders sell more homes. With over a decade of experience using the Internet to sell and market new homes, Dennis offers training for online new home sales and is a well-regarded speaker on Internet marketing and social media. He can be reached at dennis@oneilinteractive.com.

MAY/JUNE 2012 MID-ATLANTIC BUILDER

The Power of

COLOR For Home Builders BY JACKIE JORDAN

sing color can help home builders add character to new construction projects, whether highlighting its location or allowing customers to express their personality. Whether inside or out, a strategic use of color helps building professionals differentiate their projects from competitors and add value to a home. Exterior Color When selecting exterior paint colors, itâ&#x20AC;&#x2122;s important to consider the location and style of the home, as well as the building and construction materials. Home builders should consider whether the construction includes features such as exposed brick, masonry or casements, and also take note of decorative elements such as window trim, shutters, doors, railings, awnings and porches.

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

Colors in the building industry tend to be historical in nature and lend themselves to feelings of nostalgia, serving to maintain memories of the past. To keep in touch with these roots, classic colors such as navy, black, slate gray and khaki offer timeless options. Conversely, contemporary colors are making headway in the marketplace more recently, with colors such as earthy terra cottas, sophisticated taupes and nature-inspired greens offering an alternative to the tried and true. Home buyers have accepted the generous use of color on their interior spaces, and are confident to incorporate the use of color on the exteriors as well. Builders shouldn’t be afraid to break out of the classics, as adding more contemporary colors can create a striking look that will play off the character of the construction. No matter where a builder focuses attention first – the roof, siding or trim – the color selection process will have to take into account the issue of contrast. Contrast is one of the most effective color tools a home builder has to work with in adding curb appeal to a new construction project. In addition, the contrast of color and texture allows builders to visually change the size and shape of a home. Contrast can be achieved by having dramatic changes in color, value or texture of a surface. The strongest form of contrast. Using different colors, rather than

sticking to similar hues, produces dramatic results quickly. Elements that are similar in color tend to blend together, while elements that have strong color differences draw attention to details. This contrast technique can be particularly effective when a home has many interesting visual architectural details to be highlighted, such as intricate molding, windows, doorways and porches.

of the suggested contrasts for the exterior that highlight unique features of the construction, more subtle contrasts within color families help make an interior feel warm and inviting. The color trends highlighted in the Sherwin-Williams colormix 2012 forecast features 40 hues that stay close to home with earth-inspired, color family groupings: Reds, Blues, Neutrals and Greens. Pairing colors within the same color family is a dominant trend and builders can discover a fresh array of combinations within color families ― be it fiery reds, watery blues, grassy greens or organic neutrals. Reds Burn Brightly. Red has a renewed dominance, but the old

taboos about mixing reds with oranges and purples don’t apply. The colormix 2012 red palette is as bold and free-spirited as the color itself, and includes hues of brilliant flowers and glowing embers. It isn’t a single red, but a deep gradation of fuchsias, red-oranges, violets and delicate pinks. Blues Not Washed Out. As America seeks economic blue skies,

we’re rediscovering denim, the rugged fabric of the American worker. Clean water is another essential commodity, from oceans to tap. The serene blue palette pays homage to both of these treasured resources, exploring the darkest indigo to fadedjeans hues, some with violet undertones, as well as the calm, shimmery shades that reflect rivers, lakes and seas. Greens Firmly Planted. The trend of “going green” is observed every-

where, even in dense urban areas, where rooftop and kitchen gardens flourish. The colormix 2012 green palette honors the sustainable lifestyle, with a shift from some of the yellow-tinged greens of the past to greens that are more lush, moody and complex.

The easiest form of contrast. The easiest way to play with color is

Neutrals Provide Balance. Raw materials continue to influence

to contrast light and dark, which can produce dramatic results. Under most conditions, lighter colors make a home look large, while darker colors make homes look smaller. The eye is attracted to the lightest color first, meaning that when looking at a project, whatever a builder wants people to focus on first should be painted in the lightest color. Conversely, builders can hide some of the less appealing aspects of a home with darker colors.

color trends, especially the more subtle hues. Textural elements, such as linen, unfired porcelain and mixed woods, provide subtle tonal variations to apply with warmer gray and natural tones to create a balanced look. Whether inside or out, the interaction of colors sets a tone for new construction projects. More striking contrasts enhance curb appeal, getting prospective buyers inside the home, where the combinations of colors within the same family help create a cozy, homelike environment. For more color ideas, and to learn more about SherwinWilliams color tools, visit www.sherwin-williams.com/homebuilders/color/. n

The most challenging form of contrast . The most difficult contrast

to master is mixing warm and cool colors, but when done right, the result can produce results that are both understated and sophisticated. Typically, warm colors like reds and yellows make features more noticeable, while cool colors like blue and green make features recede.

Interior Color On the inside, a color palette doesn’t need to stray far from its roots to make a big impact. Whether drawn to the intensity of red or to the balance neutrals offer, building professionals can experiment with the colors that match the personality of the new home construction – and its future inhabitants – by finding natural complements within the same color family. Unlike some www.homebuilders.org

Jackie joined Sherwin-Williams in 1985 as a sales associate. Since that time, she has held many roles, focusing on the architect and designer and home building segments, with a strong emphasis on color and design. She oversees the development of the company’s color collateral, tools and systems to ensure that Sherwin-Williams meets the color service needs of all customers. Jordan holds a Bachelor of Arts degree in interior design from Kent State University and is an active member and chair holder of the Color Marketing Group; she is an industry partner of ASID and industry member of IIDA. MAY/JUNE 2012 MID-ATLANTIC BUILDER

Game Changer for Rural Growth BY KATIE MALONEY

Explanation of the Tiers And Restrictions for SB 236 Tier I Criteria: Only subdivisions on public sewer allowed. 1. be a mapped locally designated growth area served by

public sewerage; OR 2. a municipal corporation that is a priority funding area

and served by public sewerage. The 2012 Maryland General Assembly concluded its work at midnight on April 9, 2012. One of the major initiatives they approved is a substantial change to rural residential development. In 2011, state lawmakers failed to approve a measure aimed at stopping developments of five or more homes from utilizing on-site individual septic systems. Instead, they convened a task force over the summer, which resulted in the Governor introducing Senate Bill 236 during the 2012 session. As passed out of the Senate Environmental Affairs Committee, the bill would have substantially curtailed the ability of residential development outside of growth areas and would have empowered the State to approve of local land use decisions. In the end, the Administration acquiesced to a substantially weakened bill that keeps local land use authority in tact, provides significantly greater grandfathering and enables a workable solution.

Tier Implementation Local jurisdictions MAY adopt growth tiers and may alter their local definition of a major subdivision (not to exceed seven lots) for the purposes of the Tiers. Both the Tier designations and definition of major subdivision must be adopted before December 31, 2012 in order to approve new major septic subdivisions. The Tiers will be locally designated and approved and will be incorporated into the comprehensive plan within the 6-year review cycle. The Maryland Department of Planning (MDP) will not have approval authority over the Tiers but can request an additional hearing if they believe a Tier is not properly delineated.

Tier Exemption The limitation of minor subdivisions in Tier IV does not apply to a jurisdiction if the subdivision and zoning requirements in their cumulative Tier IV areas result in an actual overall yield of not more than one dwelling unit per 20 acres.

Grandfathering In order to be grandfathered, a project must: 1. By October 1, 2012 file a submittal for preliminary plan approval that includes minimum requirements; OR 2. By July 1, 2012, submit perc test application and submit for preliminary plan approval within 18 months of perc approval; OR 3. By July 1, 2012, in a local jurisdiction that does not provide year-around perc testing, provide documentation certified by a professional engineer or surveyor of site planning in anticipation of perc tests, an application for perc test in the next available perc season and submit for preliminary plan approval within 18 months of perc approval. All projects must obtain preliminary plan approval by October 1, 2016. n 28

Tier II Criteria: Subdivisions on public sewerage systems and

minor subdivisions on septic systems are allowed. 1. be an planned to be served by public sewerage in a municipal growth element; OR 2. a mapped locally designated growth area that is needed to satisfy the demand for development at densities consistent with the jurisdictionâ&#x20AC;&#x2122;s long-term development policy. Must consider capacity of land areas available for development, including in-fill and redevelopment. Tier III Criteria: Major and minor subdivisions on septic systems

are allowed. 1. not be planned for sewerage service; 2. not be dominated by agricultural or forest land; 3. not be planned or zoned by a local jurisdiction for land, agricultural or resource protection; AND 4. fall in one of the following categories: (i) a municipal corporation not served by public sewerage; (ii) a rural village as defined by statute; (iii) an area planned or zoned for large lot development; or (iv) a mapped locally designated growth area. Tier IV Criteria: Only minor subdivisions on septic systems are

allowed in Tier IV UNLESS the Department of Planning verifies that the subdivision and zoning requirements in a jurisdictionâ&#x20AC;&#x2122;s total Tier IV area results in an actual overall yield of not more than one dwelling unit per 20 acres. If the Department verifies, major subdivisions on septic systems are allowed in Tier IV. 1. be planned or zoned for land, agricultural, or resource protection , preservation, or conservation; 2. be an area dominated by agricultural lands, forest lands, or other natural areas; OR 3. be a Rural Legacy area, a Priority Preservation Area, or land subject to a State or local conservation or preservation convenant, restriction, or easement. Other Notes on Tier Adoption

A local jurisdiction may choose not to adopt the tiers but then is limited to subdivisions on public sewerage in Tier I areas or minor subdivisions on septic systems, shared systems, or community systems. If a county chooses to adopt the Tiers, it must adopt Tiers I, III, and IV (II is optional). If a municipal corporation chooses to adopt the Tiers, it must adopt Tier I (II is optional). A municipal corporation cannot adopt Tier III or IV.

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

MID-ATLANTIC

Remodeler A supplement to Mid-Atlantic Builder

Award of Excellence Outdoor Living $50,000 - $100,000 Plumb Construction Company, Inc. Oâ&#x20AC;&#x2122;Brien Renovations

MID-ATLANTIC

Remodeler

A supplement to Mid-Atlantic Builder

2012 HBAM REMODELERS Joe Smith President

BOARD OF DIRECTORS Nicole Bliss Guy Caiazzo Taylor Classen Cheryl Crowther Tim Ellis Steve Gilman Danny Kalmus Doug Kelly Donald Lynch, Jr. Ryan McGinn Chris Moline

Bob Myers Michael Owings Jennifer Purdy Bill Rauser Joe Smith Kaitlyn Sutherland Gregory Wall Bob Weickgenannt Howard Warfield

PAST PRESIDENTS Bill Rauser John Martindale Dave Chmura Michael Owings

Donald F. Lynch, Jr. Guy Caiazzo Taylor Classen

2012 SPONSORS Members do business with members Presenting Members

ChesapeakeHome Magazine

before&after Plumb Construction Company, Inc. O’Brien Renovations The objective of this project was to create an outdoor living space that retained the look and feel of the original 1920’s house while adhering to the community association’s rules and regulations which state that maintenance free materials such as aluminum, plastics and PVC are not to be used. The end result was a large rear porch with entrance to the kitchen and the basement. The size of the project makes it great for entertaining a large group of people or just enjoying a nice summer’s day. All of the owner’s goals were accomplished while retaining the original look of a charming eighty four year old home. n

KC Company/Pella Windows

John H. Myers & Son

Susquehanna Bank

Saratoga Insurance

T.W. Perry

Contact Felicia Fleming at 410-265-7400, ext. 115 about 2011 Sponsorship Opportunities

events June

September

November

General Membership Meeting

CAPS Designation Courses

Remodeling Award of Excellence Ceremony

July

October

Call for entries for the Remodeling Award of Excellence

General Membership Meeting

MID-ATLANTIC REMODELER A Supplement to Mid-Atlantic Builder MAY/JUNE 2012 www.homebuilders.org

president’smessage

Why join HBAM Remodelers?

Survival Isn’t Enough Hopefully your spring was a busy one and most of it involved some sort of selling at a reasonable margin. The new econo-

my has created new challenges, new competitors and altogether better companies. If you are still standing, then I believe you can be satisfied, but an even better result would be if you have found a way to thrive. Survival should no longer be enough. Many of us were forced to look at the way we were doing business in the past and develop new systems and ways to improve our companies. Becoming more efficient, reducing errors, waste and running a leaner operation has been the mantra of the last couple of years. Personally, I needed an attitude adjustment. I noticed that sometimes when I was at a networking event speaking with some of my peers or possibly speaking with a friend, my tendency was to complain about our government and the lack of willingness to make the tough decisions. Or, I would talk about how challenging the pricing environment is in my business. This needed to change. Generally, I am a positive person and get up each day with the goal of making a difference. So, I looked up some related quotes and found a quote by Winston Churchill, “Attitude is a little thing that makes a big difference.” I decided to make a change in the way I think and communicate. Recently, I was offered an opportunity to practice this new attitude. I returned from an educational seminar where I was able to speak with over 100 owners of kitchen and bath remodeling companies. These owners are facing the same challenges that I am, just at different levels and in different parts of the country. How refreshing it is to see that we have many professional companies, operating outside and inside of our market, all working on similar problems and solutions. Innovation and partnering seem to be the stated goals of everyone at the seminar and within our own association. We believe our industry has a bright future, as long as our course of action continues to be innovation and branding our companies so that our clients know why they should choose us over another firm. We must answer the question, “What makes our firm the best firm for this particular sale?” www.homebuilders.org

Member Benefits

I believe that partnering with other firms and finding synergy can help propel all involved and is one of the methods that will be critical to our future. Technology, together with the best possible staff and the right marketing message, will also be keys to our present and future success. To this point, the spring has been challenging with many commitments and activities. Perhaps summer will be steady and not so frantic so we can spend some focused time working on our businesses. I would suggest a day away from the office and smart phones with an agenda for improvement in your businesses. One last quote from an unnamed source, “If you make the commitment to reach your most important goals, if the strength of your decision is sufficient, you will find the way and the power to achieve your goals.” Happy selling and remember; “members do business with members.” Thanks, Joe Smith

HBAM Remodelers President

HBAM Remodelers offers many benefits to its members. Remodelers benefit from a variety of educational, mentoring and networking opportunities. In addition, the HBAM Remodeler’s serves to improve the quality of the industry and its members through these programs. By promoting certification programs to consumers, members of the council are sought after for their strong professional and ethical principles.

News & Information National: Members of the Council receive a free subscription to Professional Remodeler magazine. Each issue focuses on practical business insights from the country’s leading remodelers. Members also receive NAHB Renews, a monthly e-newsletter about national news that affects our industry. Regional: Members of the Council receive a free subscription to ChesapeakeHome Magazine and are offered special advertising opportunities designed to help them reach upscale homeowners. Local: The council is featured in each issue of HomeFront, HBAM’s monthly enewsletter to promote its members, programs and events. Mid-Atlantic Remodeler is included in each issue of Mid-Atlantic Builder magazine. Ready to Join? www.mdremodelers.org The fee is $65.00 per year. For additional information on the HBAM Remodelers Council, contact Felicia Fleming at felicia@homebuilders.org or 410-265-7400, ext. 115.

MAY/JUNE 2012 MID-ATLANTIC REMODELER A Supplement to Mid-Atlantic Builder

TIPS TO MAKE

Rad o

Advertising WORK FOR YOU

Radio is a great way to go if you do it right. BY VICTORIA DOWNING

Running a Radio Campaign 1. Get a phone system with tracking. VOIP works great.

5. Ask lots of open-ended questions before trying to get too personal – i.e. “What is it you want to improve in your home?”, “What’s

going on with your (kitchen/bathroom/deck)?”, etc. 2. Get extra numbers (”virtual extensions”) and use a different one for different campaigns. People will say “I heard you on the radio”

6. Track everything – calls, calls-per-hour, calls-per-ad, length of

but may not remember which station or which specific ad got them to call (you can also forward your number through various trackable extensions). All the numbers still feed into your main phone system. Get rollover to alternate numbers so calls get answered if the main lines are busy.

calls, which stations and campaigns the real leads, appointments and sales $$ come from, etc. and adjust your campaign frequently. Negotiate the ability to adjust in advance with the station.

3. As soon as you pick up the phone get the caller’s name, number and email. You can’t build a database without contact info.

scores), traffic and weather, opinion-talk, etc. vs. all-music. Does no good to advertise if people just flip to the next station the minute the ads start.

4. Every day get a list of all the missed after-hours calls and hangups. Call each one back and gently ask “Hey, we noticed you

called our offices – can we help you?” You’ll be surprised at the number of people that called but either chickened out or got distracted and hung up. Of course, immediately and politely end the call if they don’t want to talk or don’t remember calling you. www.homebuilders.org

7. Get on a station or program that lends itself to people listening through commercials i.e. sports (so people stay to hear their

8. Get additional mentions by sponsoring the time or the weather.

Also, get spots on the online streaming version of the station too.

MAY/JUNE 2012 MID-ATLANTIC BUILDER

9. Consider buying yourself a talk show where you answer questions as an expert in your field. Have people call in with their ques-

tions. Support it by running your ad first during the breaks. 10. If you’re using the campaign to set appointments have a different person call back to confirm the appointment. Confirmation

calls greatly improve your show/no-show ratio and the confirmer gets vital info not discussed in the original call. 11. Make absolutely sure that the respondents have your contact info, the name of someone they can call at your office if they have questions and your website on every call. 12. Offer an appointment on every call. If the caller says they’ll call

you back it may not happen. 13. Most calls from prospects start with non-direct questions: “What’s the name of your company?” or “Do you have a website?” –

make no mistake, these are buying questions. Hardly anyone calls and says “I’d like to hire you!” Get their contact info, then engage.

Frequency Matters Frequency really depends on the number of good responses generated. Try four times a day at least for your core advertisement if you can afford it. Repetition is good. Sponsoring announcements like time, traffic and weather – this gets your name out there again at a potentially lower price. Recording and playing alternate versions of the same basic commercial can help. Try having the producer interview you and use your personal comments in the ads. Also, sometimes a talk show format may be cheaper than heavy repetitions and it works well, especially if supported by your commercials. Watch the times for ad spots – I’ve been offered lots of commercials only to find out in the proposal that they were to run before 7 AM or after 10 PM. A great ad is worthless if no one hears it. Try to get scheduled in the AM and PM commuting times and during popular talk or sports shows. Any good radio station rep should be able to tell you their demographics, listenership by show, day and time, etc. Make sure your campaign is clearly defined. Balance time vs. quantity. Negotiate hard. Sometimes it’s possible to negotiate for additional plays of your ads as “floaters’” (= bonus commercials for filling the station’s open, unsold spots – different stations will use different terminology) in addition to the ones with a scheduled, firm time.

Rotate stations and programs. For example, get more ads on political talk during primary or election time, go heavier on sports and sports talk during draft or playoffs, etc. Often you can get the talk-show host or commentator to record a version of your ad in their own voice and style (you may have to pay a small “talent” fee). Answer your phones! It’s very important to capture the caller’s initial spark of interest even if they can’t call you until they’re out of the car, off work, etc. Get the schedule of when your ads will run and be staffed-up and ready to answer your phones during those times. Test your phone system ahead of time every time. If your ad runs before or after regular business hours forward the phones to someone’s mobile (consider paying the person taking these calls a commission or bonus if the appointment they set turns into a paying customer and you’ll get volunteers). Forward the inbound lines to someone at all times during normal business hours or hire and train an answering service. You can also hire an expert to help you field and manage your calls. Remember – you want everyone to have a great “Remodeling Experience” and the “experience” starts the moment they hear and respond to your ad! n Victoria Downing is president of Remodelers Advantage Inc., a consulting company that provides remodelers across the country with instant access to key business management tools. Victoria is a frequent speaker at industry conferences and she is known as one of the top industry consultants. She is the author co-author of several best selling books for the industry including Mastering the Business of Remodeling and The Remodelers Marketing PowerPak. Downing is a contributing writer for Remodeling magazine and Canadian Contractor and her columns and articles have appeared in dozens of other magazines dedicated to the remodeling industry. You can reach Remodelers Advantage, Inc. at 301-490-5620.

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

HOME BUILDERS ASSOCIATION OF MARYLAND

The Maryland Center for Housing

Coming in 2012 Be forever recognized as an industry support with a custom engraved paver at the new Home Builders Association of Maryland headquarters to be built in Maple Lawn, Maryland The Maryland Center for Housing will be a home for the Home Builders Association of Maryland, for the Building Industries Foundation, our non-profit arm, and for the home building and remodeling industry of Maryland. Thanks to a very generous lead gift by Stewart Greenebaum, the building will be located in Maple Lawn, Maryland in the southwest corner of Howard County, Maryland. Maple Lawn, a Smart Growth Community developed by Greenebaum and Rose Associates, is located in the heart of Central Maryland and is convenient to Interstate 95, US Route 1 and Maryland Routes 29 and 32. This headquarters will stand as a testament to the strength, vitality and endurance of the industry and the Association that represents it. Donâ&#x20AC;&#x2122;t miss your chance to be part of this lasting legacy. www.homebuilders.org

MAY/JUNE 2012 MID-ATLANTIC BUILDER

Maryland Center for Housing Donors THANK YOU to the following companies for their generous financial support. Rachuba Family Foundation B ob Ward Family Foundation Cornerstone Homes Elm Street Development Forty West NVR Powers Homes Residential Title

Security Development D evelopment Design Consultants Chateau Builders Goodier Builders Mark Sapperstein Orchard Development S helter Builder Communities

Lennar M orris and Ritchie Associates Paul Amirault S elfridge Family Foundation Steuart-Kret Homes Williamsburg Homes Goodier Baker Builders

THANK YOU to the following companies for their contributions of labor, materials and professional services. Lead Donor: STEWART GREENEBAUM Azek 84 Lumber Bartley Corporation Bruce L. Jones Contractor, LLC California Closets Charles A. Klein Choice Stairways CMW Co., Inc. Creative Touch Interiors Delbert Adams Construction Design House Kitchens Dow Building Supply Fast Signs of Dundalk Fireside Hearth & Home Fretz Companies

Gaines & Company Glen-Gery Brick Gray and Son Gutschick, Little & Weber Harkins Builders Hillis-Carnes Engineering Associates Interior Concepts L&L Supply Leisure Specialties Modern Foundations Moen Oâ&#x20AC;&#x2122;Neil Interactive Out of Sight Home Theater Parksite Patterson Enterprises

Reico Kitchen and Bath Residential Title Richmond American Homes Rosenberg, Greenberg & Martin Shannon Comer Architects Shelter Systems Sherwin Williams Siegel, Rutherford, Bradstock & Ridgeway SmartBox Portable Storage St. John Properties T.W. Ellis TW Perry Vintage Security Weyerhaeuser

www.homebuilders.org

MAY/JUNE 2012 MID-ATLANTIC BUILDER

BUILDER MART 2012

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

2012 Best Booth Winners South Hall Best Island TW Perry Best Multi Booth (tie) Residential Title Out of Sight Home Theater Best Single Booth The Simmons Management Group Inc.

North Hall Best Island Booth Shelter Systems Best Multi Booth BlueLinx Village Best Single Booth Tyco Fire Protection Products

Builder Mart 2013

March 20 www.buildermart.org

www.homebuilders.org

MAY/JUNE 2012 MID-ATLANTIC BUILDER

7 Simple Ways to Track

How Well-Liked Your Brand Is on Facebook Track where you stand versus your competitors.

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

BY DAVE KERPEN

verybody wants to be liked. And in today’s world, savvy public relations executives and marketers are leveraging and integrating social media in everything they do. But how can you track the progress of your work and determine how well your brand stacks up? Here are seven simple ways to track how well-liked your brand is on Facebook: “Likes” on Your Page vs. Your Competitors Likes are the most obvious way to track how well-liked your brand is. You can track this manually on Facebook, of course, but AllFacebook.com’s page stats also features graphs and allows you to track your page’s likes against two competitors.

“People talking about this” Metric You might have lots of likes on your Facebook page, but if those people are totally passive, how meaningful is that? Facebook’s new “People talking about this” metric, located directly underneath the “like” count on your Page, tracks how many people have interacted with your page in the last 24 hours. It’s the best metric of how well-liked you are in real time.

Engagement Rates on Your Page Facebook Insights allows you to look at how well-liked each and every post of yours has been, along with comments each post has generated, giving you effective engagement rates that you can measure on a weekly or monthly basis. There’s a lot more you can learn from Facebook Insights, an evolving product for Facebook marketers.

Click-Through Rates (CTR) Engagement rates tell you how active your fans are within the Facebook environment, but you probably also want to track how often they’re coming to your website from Facebook. Use bit.ly or another link shortener or tracker each time you share a link with your fans, so that you can compare click-through rates and total traffic over time.

www.homebuilders.org

Basic Sentiment Analysis Facebook Insights doesn’t yet offer sentiment analysis, but Radian6, Vocus and other companies do. This way, you can track not only how many people are talking about you and your competitors, but how much of the conversation is positive, negative or neutral.

Shares Not only can your Facebook posts be liked or commented on, they can be shared. Sharing allows your posts to travel outside of your fan base to the greater 800 million-plus Facebook ecosystem. So tracking your post shares over time can be a really effective way to see how well-liked your content really is.

Contest Entries or Votes Many brands use contests, sweepstakes or other promotions to engage their fans on a regular basis. If you host an ongoing weekly or monthly promotion, tracking the number of entries you receive over time is an excellent way to see how deeply engaged your fan base is. While it’s great to have a fan page on Facebook, using these seven metrics can allow you to easily track exactly where you stand versus your competitors on the leading social network, as well as how well-liked you are now versus the past. Now, the challenge remains: How do you go from being well-liked to most profitable? n Dave Kerpen is the CEO of Likeable Media and the author of the New York Times best-seller Likeable Social Media. You can reach him at dave@likeable.com or follow him on Twitter @DaveKerpen.

MAY/JUNE 2012 MID-ATLANTIC BUILDER

BY DAVID M. MASTOVICH

ave you ever driven past a billboard that would cause an accident if anyone actually read the whole thing? Or wished that a salesperson would stop blabbering about how perfect their product or service is? Worse yet, have you ever sat through a presentation that features a bunch of PowerPoint slides being read to you by the speaker? The advertiser, salesperson and speaker all missed the opportunity to reach and influence their target audiences. Time and money are wasted. Productivity suffers. It’s probably time for an Extreme Messaging Makeover. Five Ways to Achieve Your Extreme Messaging Makeover 1. Focus on One Big Idea

We’re bombarded with messages from the time we wake up until we crash at the end of a long day. We can’t afford to spend more time processing information unless we are sure we need it. We remember creative messages that are memorable and make an emotional impact. We relate to them and they are focused on one main idea. Think about ads or slogans that you probably couldn’t forget if you wanted to… • Can You Hear Me Now? • Don’t Leave Home Without It. • Got Milk? Try to remember the last time a salesperson made just the right pitch…or you thoroughly enjoyed a presentation or speaker… The message was focused on you and on one big idea that you still remember today. The next time you are creating an ad, making a sales pitch, preparing for a presentation or writing a memo, improve your message by asking yourself: What’s the Big Idea? 42

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

www.homebuilders.org

MAY/JUNE 2012 MID-ATLANTIC BUILDER

3. Use Startling Stats, Numbered Lists and Acronyms

our y d l Bui pany’s ing com by tell ies tor nd bra ltiple s me mu at beco y th ur ke ints. yo e po sag s e m

People tend to remember memorable facts or numbers rather than theories or abstract ideas. Beginning with a relevant fact or statistic can be an effective way to grab the audience’s attention and provide them with an easy to remember point. Trident famously used the phrase “four out of five dentists surveyed would recommend sugarless gum to their patients who chew gum” in its advertising for decades. Why? It was a startling statistic that made a memorable impact. Trident provided a key takeaway that gained credibility with their key target audiences. We also remember numbered lists better than a simple listing of facts. If you number points in accordance to importance or relevance, your audience will at least remember the top few points and maybe more. Think back to when a speaker used this technique and said they were going to talk about three major points. Once they said the first two, you were waiting for the third one. After the presentation, you probably even tried to remember the three main points to tell others who were not at the presentation. Acronyms and abbreviations are also an effective way to help your audience remember things they might not normally retain. Within many organizations and industries, this practice is so popular that a maze of acronyms can actually lead to confusion. When that happens, you might find a CQI team is developed to focus on PI and maximizing ROI to reduce stress and avoid increased visits to doctors in the company’s PPO or HMO...so try not to overuse this tactic.

2. Tell Your Story by Telling Stories

Stories resonate and help us relate to others. We remember vivid details of stories told when we were kids. The most influential speakers tell memorable stories that stir multiple emotions. The most successful advertising campaigns use storytelling to make a lasting impact. The best media coverage is created by compelling stories. When presenting to a group, internally or externally, take your messaging to another level with meaningful and memorable stories. You might find that a story you think is no big deal will be enjoyed by your audience. Build your company’s brand by telling multiple stories that become your key message points, convey your real story and create the image you deserve. Tell your company’s story in a way that focuses on your key target audiences. Make it about them and their wants and needs. Instead of sending boring press releases that end up ignored by the media, tell interesting, real life stories that people will want to read and hear. Then, the media can be your conduit to tell your story.

4. Get Them to Feel Something

Your messaging must make an emotional impact with your target audience. They have to feel something. When we listen to a political candidate, entertainer, coach, religious leader or rock star, we typically feel something. We are emotionally tied to the subject and the speaker. These communicators know how to stir emotions and engage their audiences. While you might not see yourself as a rock star speaker or your message to the level of a coach or politician, you still need to think about how you can make an emotional impact on your audience. Don’t fall back on the same old corporate speak. Do you touch on emotions like excitement, fear, happiness or sadness? If not, you are reducing the likelihood of your message resonating and being remembered for more than a brief time. Touch emotions to capture people’s attention. Focus on what the audience stands to lose as well as what they stand to gain. Put the message in their terms and focus on the impact on them, positive or negative.

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

5. Tell the Truth

Most marketers have heard the phrase ‘Truth in Advertising’ and there’s even a spoof on YouTube about the lack thereof. The term ‘Spin Doctor’ pretty much covers the perception of truth in PR. And as far as sales, nobody likes to be sold, right? As our parents and kindergarten teachers taught us, telling the truth is the ethical way to go. It is also the practical approach. Telling the truth is essential to successful public relations. Pick your favorite media gaffe that resulted from a public figure being less than truthful. ‘The Media’ will find and report contradictions and the story can potentially reach the masses within minutes online. If you hide behind a ‘no comment’ or offer a less than truthful response, you will be perceived negatively when the reporter eventually does break the story (and someone will). With regard to truth in sales, think about how you feel when a salesperson goes on and on. You probably wish they would shut up and listen to what you are saying so you can tell them what you want. Salespeople need to listen, ask probing questions and match needs based on the strengths of their product or service. Admit weaknesses early because the prospect will usually figure out that your product isn’t perfect. Focus on true strengths and leave the hyperbole to your competitors.

Truth in advertising does exist and the winning companies adhere to it. Truth in PR must exist or you and your company will lose credibility. Truth in Sales will help you stand out from the competition and ultimately lead to more business for your company. Your Extreme Messaging Makeover will make a difference for you and your organization. Follow these strategies and make it happen! n David M. Mastovich, MBA is President of MASSolutions, Inc. With a core philosophy of integrated marketing, MASSolutions focuses on improving the bottom line for clients through creative selling, messaging and PR solutions. In his recent book, “Get Where You Want To Go: How to Achieve Personal and Professional Growth Through Marketing, Selling and Story Telling,” Mastovich offers strategies to improve sales and generate new customers; management and leadership approaches; and creative marketing, PR and communications ideas. For more information, please visit massolutions.biz.

Use our

logo

and gain credibility As HBAM members in good standing, we encourage you to use our logo on your advertising materials, website, business cards and promotional brochures. Your company will gain credibility in the building industry as well as with the general public. By using the Home Builders Association of Maryland’s logo, you can show the industry and consumers who you are, what you stand for and with whom you stand.

Visit our website at www.homebuilders.org to download the logo today.

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MAY/JUNE 2012 MID-ATLANTIC BUILDER

Bob Ward Companies Partners with Homes for our Troops HBAM member Bob Ward Companies making a difference.

aving been hospitalized for nearly half of his young daughter’s life in the DC area, Army Staff Sergeant Kelly Keck and his wife Oxana have decided they want to call Maryland “home,” despite his Kentucky roots. Keck was on his first deployment to Afghanistan when he lost his right leg and suffered severe hand injuries after stepping on an anti-personnel mine on September 13, 2008. Four years have now passed, and involved in such a worthy project,” said while there will be maintenance treatBob Ward. “Our troops who selflessly ment, Keck and his family are ready to serve our country deserve our support go “home.” And a home they will have, and our team at Bob Ward Companies is thanks to the contributions of neighproud to be able to help Sergeant Keck.” bors and strangers and the non-profit Although a firm timeline has not been organization Homes for Our Troops. established, the project is expected to get Headquartered in Taunton, Massachuunderway in the early spring. In order for setts, HFOT has been responsible for the the project to be completed successfully, building of specially adapted homes for both construction and non-construction severely injured veterans since the organeeds must be met. There are also nization was founded in 2004. Since that permits that must be issued in what can time, more than 110 home build projects sometimes be a lengthy process. Among have been completed in 35 states; Keck’s other things, Homes for Our Troops also home represents the fifth undertaking in needs volunteers to make presentations Maryland. The home will be located in and raise funds. Havre de Grace. The homes built by Home for Our And while there has been no shortage Troops are single-story, with two choices of support for the other home builds in for the floor plan, and three for the the state – or any other for that matfacade. The average cost to build a home ter – this time the project has behind it is $330,000. The typical home build can the strength of Bob Ward Companies, a take three to four months to be completed. member of the Home Builder’s AssociaThe specially adapted home means tion of Maryland. Bob Ward Companies Keck will be able to maneuver free from will serve as the general contractor, leadthe barriers found in typical homes. ing the project on the ground. That effort The home, which is 2,600 square feet will be supported by Homes for Our under the roof, 3,700 square feet, which Troops and Project Manager Jay Ribera includes the oversized garage and patio and Community Outreach Coordinator area. It features an open floor plan, wider Jessica Peck, both of whom are stationed doorways, and entryways that are flush, Army Staff Sergeant Kelly Keck and his family. in Taunton, but will have a presence in enabling easy access to those in wheelHavre de Grace. chairs. There will also be roll-under Bob Ward Companies is one of the largest home builders sinks in the kitchen and bathroom, as well as roll-under counin metropolitan Baltimore and builds communities of towntertops in the kitchen, and pull-down shelving. The bathroom homes and single family homes. They take great pride in giving will also feature wider space for turning, a therapeutic tub, and home buyers a lot of home for their money. The home buildroll-in shower and toilet with grab bars. ing industry, both local and national, has presented some of its most prestigious awards to Bob Ward Companies, recognizing the company’s standards of excellence. “We are thrilled to be 46

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

Once the site has been selected and permits obtained, a date will be chosen for the “Build Brigade,” one of three ceremonies leading up to the completion of the house. Midway through, there will be a “Volunteer Day” during which landscaping and other activities are completed. Finally, there will be a “Key Ceremony Day,” in which Keck receives the keys to his new home. Anyone who wants to volunteer to work on this project must preregister with Homes for Our Troops. For more information, log onto www.homesforourtroops.org/Keck.

About Kelly Keck

He quickly learned that he could not stop the bleeding himself as he had also suffered the amputations of fingers and severe injuries to his left hand. Though seriously injured, SSG Keck helped save his own life by instructing his platoon sergeant in the first aid treatment of his wounds. Transported first to the local hospital, amputation surgeries were performed in Afghanistan before SSG Keck was airlifted to Landstuhl, Germany and then to Walter Reed Army Medical Center in Washington, DC before transferring to the newly renamed Walter Reed National Military Medical Center in Bethesda, Maryland for continued treatment and physical therapy. n

Army Medic, SSG Kelly Keck was on his first deployment to Afghanistan when he lost his right leg and suffered severe hand injuries after stepping on an anti-personnel mine on September 13, 2008. The medic for an engineer platoon, SSG Keck was riding on a regular mounted patrol when the lead vehicle ran over a pressure plated mine. While assisting the injured, SSG Keck stepped on the buried mine; the force of the blast throwing him into the air and knocking him unconscious. Regaining consciousness and doing an initial injury assessment on himself, SSG Keck realized immediately that his right foot and lower leg had been amputated.

Maryland Community Builders’ Foundation The Maryland Community Builders Foundation, the charitable arm of the Home Builders Association of Maryland, was formed to promote shelter related activities for those less fortunate throughout the Baltimore region. The Foundation focuses on ‘sticks and bricks’ projects that provide shelter or shelter improvements for needy families. Our strategy is to provide shelter-related charitable services in the region by calling upon HBAM members for donations of labor, materials and funds. Won’t you help us help our communities?

Don’t stand on the sidelines—Get involved today

Visit our website today. It’s easy to get involved: • Donate Time and/or Materials • Request Assistance • Share Your Projects with Us and get PR • View our Latest Projects

www.buildingindustriesfoundation.org

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MAY/JUNE 2012 MID-ATLANTIC BUILDER

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

Secrets of Lead Generation BY DREW J. STEVENS

eter Drucker once stated that there is only one reason for any organization to be in business – the customer. CEO’s and entrepreneurs currently conduct myriads of activity to generate prospective clients. Organizations must function to create and develop customer relationships. Prosperous issues include sales promotions, direct mail and even cold calling. The practical issue is not the generation of leads; it is what happens when they arrive. Lead generation is a vital aspect for any organization. Prospective leads are the source for new revenues. Leads when properly handled create a funnel of activity for present and future growth. However, with the time, expense and requirement for ROI, many organizations typically collect leads without the proper follow through. It is imperative to understand that lead generation is a vital portion of the marketing process and requires a strategy. The strategy for any lead generation campaign is for every organization to depict the required return. Leads for leads sake will not invoke sales. Further, it is not the quantity of the leads but the quality. In research for this article, several clients utilize the internet for sales leads with less than five percent reaching closure. CEO’s and sales managers must decide on a plan that includes a return on investment. The answer to the question, “What is the intended result we seek?” is vital to the overall plan. Will leads be used to generate sales, build upon a marketing campaign and fill the newsletter funnel? A result is vital for campaign success. Strategies must be developed to understand demographics, geographic, psychographic and behavioral issues. Lead generation is a marketing process and requires similar tools to reach potential clients. Market Segmentation assists sales representatives and entrepreneurs to dissect markets into silos congruent with the organizations products and services. Dissection enables marketers to divulge value required by consumers by honing in on client issues. In addition, by segmenting leads by market value, organizations gain better returns with higher placement in smaller markets. A growing concern for many sales managers and business owners is optimization of sales leads. Each year selling professional’s get a plethora of business development leads unfortunately unearthing less than 47 percent. Worse, over 50 percent remain dormant. One of the largest issues with leads is they sit idle simply awaiting action. Lead generation campaigns cost time and money to every organization from profit to non- profit. It is unconscionable that leads sit. Sales and marketing plans must be revisited to ensure that accountability coincides with every campaign. www.homebuilders.org

Finally, many individuals misunderstand how to obtain leads. One of the perceptions of lead generation is that is simply stems from cold calling- untrue. A second misperception is that leads must be paid for and a third is that outside agencies are required. Lead generation is nothing more than an organizational culture. If businesses truly believed in the quotation from Peter Drucker then all individuals from the CEO to the entry level employee would be involved with lead development. Business leads are gained everyday from typical client interactions. First, every employee must be involved with generating new organizational leads. There is no reason why the receptionist, customer service representatives and executives cannot ask customers, vendors and suppliers if there are individuals that might be interested in the company’s product/service. When all are impassioned with building the business lead generation becomes systemic. Second, leads come from cold calling, trade shows, article marketing, referrals, testimonials and over 30 other methods. There is no reason for any company to pay for a lead especially when current customers become marketing adjuncts. Third, if the culture and selling representatives are working efficiently outside agencies and lists are unnecessary. If momentum provides a consistent leads, organizational internals will provide enough leads. Selling professionals should never complain they have too many leads, nor should they complain that there is little follow-up. Lead generation is the lifeblood of any business. Leads create new opportunities to move inventory, to build upon brand and to create new revenue. The secrets lie in a thought provocative plan, a series of accountable and a culture that exudes client desire and value. Typically when organizations think of leads, they think numbers. Not true, leads must be thought of as new opportunities to build the business and build the current customer base. n Drew Stevens PhD is President of Stevens Consulting Group and renowned author, consultant and sales expert. Drew is the author of the best seller Split Second Selling and Ultimate Business Bible that have helped thousands of frustrated sales managers, selling professionals and entrepreneurs improve their skills and gain dramatic results. For more information or for a free 30 minute coaching session, review his website, www.stevensconsultinggroup.com. MAY/JUNE 2012 MID-ATLANTIC BUILDER

Sales and Marketing Council Puts You in the Lead BY CINDY PLACKMEYER

veryone knows that you really can’t be in the home building business if you aren’t in the home selling business first. The professional members of the Sales and Marketing Council continually strive to increase their sales knowledge, better their marketing skills and even manage to throw in an awards program and have some fun too. The National Association of Home Builders founded the National Sales and Marketing Council in 1962 to help builders sell homes more effectively. The NSMC provides training, offers awards and recognition programs and provides sales and marketing tools to members. They produce a fantastic magazine that all members receive called Sales + Marketing Ideas which provides the latest information on sales and marketing trends, market research, advertising, marketing plans, model merchandising and sales management.

Why join our local SMC? By joining your local SMC, you get all the national benefits offered by the NSMC. Their website alone provides incredible tools, a fabulous bookstore and many answers to everyday sales and marketing issues. And the SMC is not just for builder members. Associate members can enjoy all the training and encouragement provided by being involved in this devoted group of professionals. Once you join, you’re recognized for your investment, assigned an SMC member mentor who will guide you on how to get the very most from your SMC membership.

Recognition By being a member of the SMC, you get the opportunity to be recognized (if nominated) by your peers for your sales and marketing achievements in the MAX Awards, an annual awards program presented by the Council. The MAX Awards provides one of the best opportunities for companies to showcase their excellence. Excellence in sales achievement. Excellence in merchandising. Excellence in product design. Excellence in marketing. Plus, it allows for public recognition during a lovely spring evening event in front of over 500 people.

FREE attendance SMC members look forward to an annual summertime event, which usually takes place in June, called the SMC Summer Happy Hour (previously known at the Spring Gala). Always a great time, this event gives professionals in the industry an excuse to get together at a fun location, for a thirst-quenching beverage and some tasty treats. This year’s event is being held at Carson’s Creekside 50

in Middle River (on the water) on June 21 from 5 to 8 p.m. Members all get in for FREE, get FREE parking, one FREE drink and FREE snacks while non-members must pay $10 to attend.

Priority seating at SMC SalesCamp Held twice a year, once in the spring and once in the fall, the SMC SalesCamp attracts quite a crowd. The most recent speaker was none other than Baltimore Ravens Head, Coach John Harbaugh, who captivated and inspired more than 600 SalesCamp attendees. The first few rows at SalesCamp are always reserved for SMC members who proudly wear their SMC Member ribbon on their name badges. Your membership ensures your front row seat. Other notable speakers have been Janine Driver and sales coaching expert Jeff Shore, among many others. The primary goal of SalesCamp is to educate and inspire those on the front lines of the housing industry. You just never know who the council will attract to speak at its next event.

Stay connected Once you join the SMC, your email is held sacred but you will be kept apprised of all the goings-on in the council and in the association. No longer will you need to depend on the higherups in your company to share emails with you. You will get your own! Now you can be in the driver’s seat to decide which events you’d most like to attend. Seminars, some for continuing education credits, are often offered too.

Learn from others One of the best things about SMC is the friendships you will forge as a result of your involvement. This can’t be equated to monetary value but provides value nonetheless. These relationships will carry you through good times and bad times. You will always be able to count on your SMC buddies for some insight into your challenges, encouragement when you need it and applause when you’ve earned it. Surrounding yourself in a group of like-minded folks yields untold benefits. Your SMC network is one you can always count on. They have seen most every industry scenario and can always offer sage advice. n Cindy Plackmeyer is president of the Sales and Marketing Council and is director of marketing for Steuart-Kret Homes.

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

BUILDING HOMES – BUILDING SUCCESS

Turning saw dust into “magic dust” BY H. ALAN MOONEY, P.E. President, Criterium Engineers

o continue with my series of exploring your signature as a builder; it’s your brand, it’s what you stand for, and it’s how people remember YOU. It’s not just a house; it’s a house by…

John Smith – A Builder you can Trust For this series, I outlined the key elements that I believe should be part of your signature as a builder. They are: Responsive service – you should genuinely care about your customers. They are making one of the biggest decisions of their life to buy a home from you and they are typically not very knowledgeable about construction. They need to know that you care about them. And they will typically pay more for that comfort. Fundamental Construction Quality – not claims that “I build a great house” but proof! Show them the construction details that are your standard. Explain the materials you use, and why. Tell them about how you train your crew and how you choose your subs. Follow through and follow up – you will have problems; not everything is perfect. Your customers are people too; they know that mistakes get made. What is important is to have an aggressive policy in place to follow up on issues and correct them quickly and carefully. And then follow up with your customer to be sure they are satisfied. Manage expectations – timber frame residential construction is not a perfect process. There will be cracks, distortion, irregularities and inconsistencies. A buyer orientation program to help the average homebuyer understand what to expect from their new home will reduce complaints and increase your credibility. You will do your best but you (and your home) are not perfect. While it may seem contradictory,

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such information will actually help build your reputation. Responsive Service – I know, that’s the same as #1, but it can’t be overemphasized. And if the message comes from the President/Owner of the company, that’s even better. Remember, in the end, it’s about how people feel about you and your homes. That’s your signature, and no one can take that away, or duplicate it. It is uniquely you and your company. In the last issue, we looked at MANAGING EXPECTATIONS. Now, as the final “punctuation” on your signature, let’s look at #5, responsive service. I know, it’s a repeat of #1, but that’s because it’s SOOO important!! My company, Criterium Engineers, has the privilege of working with some of the largest residential and commercial contractors in the country and one theme that keeps coming up when we talk to customers, whether home buyers or owners of commerical buildings worth hundreds of millions of dollars; is responsiveness, in all its forms, including follow-up and follow through. Last year, at the beginning of this series, we discussed responsive service as item #1 with some operational recommendations. Here is a brief summary: • Take the time to understand the concerns and interests of your customers by LISTENING. • Have comprehensive but easy to understand standards and specifications for what you are going to build. • Use the WIIFM (What’s In It For Me) approach to communication. •S chedule customer site walks regularly. •K eep the site clean; remember, perception is reality. •R espond to your customer’s questions respectfully.

What you say, and with what assertiveness you say it, is a big part of establishing your signature.

MAY/JUNE 2012 MID-ATLANTIC BUILDER

green building •R espond to all voice mails within 4 hours, and follow up until successful contact has been made. • Schedule follow up site visits within 48 hours (24 hours if possible). •C omplete any needed work within 48 hours following the site visit, if reasonably possible. • If work is not needed, document the resolution for your customer within 48 hours of the site visit. To continue our discussion, responsiveness includes recognizing that there are three steps to any project: 1. Establishing your relationship with your customer 2. Building the home they expect 3. F inishing that project to your customer’s satisfaction Another phrase for number 3 is followthrough. How do you know if your customer is satisfied? You ask! Here are some suggested steps for good project follow through and achieiving a successful project completion. Completing a project should be a conscious event, not a rather vague transition from one project to another. 1. At substantial completion of the project, create a punch list, review it with your customer, have them acknowledge receipt of a copy and then proceed to complete that list. 2. Item by item, review the completed punch list with your customer and have them acknowledge that it is complete or identify those things not yet complete to their satisfaction. 3. I f follow up to step 2 is needed, handle that within 48 hours and review the final work with the customer. Again, get their acknowledgement and give them a copy. 4. Immediately schedule another meeting with your customer about 60 days from the completion of your checklist.

5. At the 60 day meeting, ask them if they have any questions or comments about their house. a. L et them know you care about their satisfaction. b. Be patient with their questions, they are still getting settled in. c. Encourage them to follow up with any questions they might have. d. If there are significant concerns, document and resolve them. e. A fter the meeting, send a brief memo summarizing the items covered to document the meeting. As a final thought about your signature, we spent some time on the internet recently, looking at what some builders say about themselves and their homes; what they are saying about their “signature.” Here are a few examples, along with my thoughts about how a customer might respond. “XXX Homes are life-tested.” – That’s not bad. It’s provocative, unique and implies some sensitivity to the people who will live in the home. “…builds and remodels quality custom homes and offers unsurpassed service, integrity, and value.” – A bit too generic, with common “buzz” words such as quality and unsurpassed. “Successful projects are the result of a successful relationship.” – I like that since it establishes a commitment to the customer and the relationship. “Setting the highest standards pays off!” – I am not really sure what that means. And highest can be a dangerous word. “Design… build… just for you. Let us design and build your dream home.” – The use of you and your helps focus on the customer; this is pretty effective. “Building lifestyles, creating memories.” – This is somewhat relationship oriented and has a nice feel, but it is still dependent on some common concepts without telling me how they do that. “Honesty. Integrity. Character. Essentials to Quality Construction!” – This is certainly a legitimate statement but where is the we and you that would personalize it. Without that, it’s pretty generic. “Upgrade your style of living. Make your new home a XX Home.” – This is a bit generic, too. Upgrading your style of living can mean a lot of things. “Building lives… for over 25 years.” – Interesting, I assume this company has been in business

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

for 25 years, that’s a good thing. And that they are committed to providing a good place for someone to live, that’s good, too. However, some might see this as vague. “Your new home wish list is our checklist.” – A nice concept but does not manage expectations or establish any core commitment that defines the specific builder involved. What you say, and with what assertiveness you say it, is a big part of establishing your signature. After that, it’s up to you to do what you say. That defines your signature and builds your reputation. Word of mouth is the most powerful advertising you, as a builder, can have, especially in our “social media” intense world. Your reputation, your “signature,” is controlled by what people think of you. Delivering a well built house that you, as a craftsman, can be proud of is only part of the process. Establishing a respectful, trusting, friendly relationship with your customer is equally, if not more, important. In seminars I have attended, experts in the field of service businesses (and building homes is a service business) have said that the reasons customers choose a particular business is 75 percent relationship and 25 percent product quality or technical ability. Is your operation balance appropriately?

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Developing your signature isn’t simple, but it works! There are builders I know who spend virtually nothing on advertising. Their customers hear of them through reputation and word of mouth. And those same builders are usually able to charge a bit more for their homes. They realize they are a builder selling a service not just a home. For them saw dust has become “magic dust.”

Is your operation balanced appropriately?

John Smith – A Builder you can Trust As you read my columns, if you have questions, please feel free to send me an e-mail (hamoooney@criterium-engineers.com), I will try to respond in a future issue or respond to you directly. Working together, my goal is to help explore new and better ways for you to build homes that you can be proud of and that will turn your customers into some of your best sales people! n

Relationship Product Quality or Technical Ability

Criterium Engineers has specialized in residential construction for more than 50 years, with more than 60 offices in more than 30 states. We have evaluated more than 750,000 buildings. H. Alan Mooney, P.E, President of Criterium Engineers, is a licensed, Professional Engineer in 8 states, with more than 35 years experience and has been the author and presenter for various NAHB programs, mostly on construction quality. For more information, please visit www.criteriumengineers.com and www.criterium-quality.com.

MAY/JUNE 2012 MID-ATLANTIC BUILDER

HBAM Welcomes New Members ASSOCIATE

Advanced Land and Water, Inc. Mark Eisner 7540 Main Street Suite 7 Sykesville, MD 21784 Phone: 410-795-4626 www.alwi.com Professional Services - Environmental Services Sponsor: Paul F. Mueller, Mueller Homes, Inc.

Alban CAT Allen Shock 8531 Pulaski Highway Baltimore, MD 21237 Phone: 410-780-7233 www.albanengine.com Supplier - Electrical

American Infrastructure Barrett Tucker 2011 Bel Air Road PO Box 275 Fallston, MD 21047 Phone: 410-776-2000 www.americaninfrastructure.com Subcontractor - Excavating, Grading & Utilities Sponsor: Russell Dickens, Elm Street Development, Inc.

Anchor Title Company, LLC Charlotte Powell Healy 10715 Charter Drive Suite 100 Columbia, MD 21044-2871 Phone: 410-730-4545 Professional Services - Titles & Settlement Sponsor: Scott Armiger, Orchard Development Corporation

B.E.S.T. Inc. Mike Shannahan P.O. Box 58 Galena, MD 21635 Phone: 410-648-5865 Subcontractor - Water Cond., Mgmt., Proof & Wells

Back River Pre-Cast, LLC Matthew Geckle P.O. Box 329 Glyndon, MD 21071 Phone: 410-833-3394

Boral - TruExterior Trim Jason Quenzer 6620 Charlesway Towson, MD 21204 Phone: 443-761-0392 www.truexterior.com Supplier - Trim & Accents

Brightwater, Inc.

Gap Power

Maurice Electric Supply

James Gracie 6470 Dobbin Road Suite F Columbia, MD 21045 Phone: 410-730-5411 Professional Services Consulting & Customer Svc. Sponsor: Rod Hart, Dan Ryan Builders

Matt Riehl 5399 Lincoln Hwy Gap, PA 17527 Phone: 717-442-8970 www.gappower.com Supplier - Other

Warren Janes 6500 A. Sheriff Road Landover, MD 20785 Supplier - Electrical

Colonial Electric

David Bowersox 24 North Court Street Westminster, MD 21157 Phone: 410-848-4444

Travis Katski 4444 Solomons Island Road Harwood, MD 20776 Phone: 410-867-7702 Sponsor: Scott Armiger, Orchard Development Corporation

Creative Touch Interiors Tony Hampshire 1000 Hampton Park Blvd Capitol Heights, MD 21037 Phone: 240-882-4095

Hoffman, Comfort & Offutt Scott & Halstad LLP

Cummins Power Systems LLC Frank Assaro 1907 Park 100 Drive Glen Burnie, MD 21061 Phone: 410-590-8700 Supplier - Generators

Database Marketing, Inc. Matthew Alion 4915 Saint Elmo Ave. Suite 201 Bethesda, MD 20814 Phone: 301-718-9334 Professional Services Advertising & Marketing Sponsor: Cindy Plackmeyer, Steuart-Kret Homes

Delta Engineering Inc. Michael Sean DiPietro 55 Aileron Court Suite #5 Westminster, MD 21157 Phone: 410-871-1511 www.deltaenginc.com Supplier - Lighting & Fixtures, Professional Services - Signs & Displays

Dixie Construction Company, Inc. Shawn Pyle 260 Hopewell Road Churchville, MD 21028 Phone: 443-604-6448 www.dixieconst.com Subcontractor - Excavating, Grading & Utilities Sponsor: Mike Breen, Ryland Homes

Jason Miller 1041 Cygnet Way Huntingtown, MD 20639 Phone: 301-494-3122 www.metropolitanhometheater.com Subcontractor - Other

MRA Property Management, Inc. Hughes Landscaping & Supply Co. John W. Hughes 16111 Morrow Road Poolesville, MD 20837 Phone: 301-330-4949 www.Hughes Landscaping.com Subcontractor - Landscaping & Lawn Care Sponsor: Russ Dickens, Elm Street Development, Inc.

Culpeper Wood Preservers Hillary Kuker 518 Wood Duck Lane Annapolis, MD 21409 Phone: 443-717-3603

Metropolitan Home Theater

JNT Enterprises Justin Miller 8212 Baltimore Annapolis Blvd. Pasadena, MD 21122 Phone: 443-336-0187 www.JNTdigs.com Subcontractor - Excavating, Grading & Utilities Sponsor: Joe Smith, Owings Home Services

Kandel, Klitenic, Kotz & Betten, LLP Alan Betten 502 Washington Ave. Suite 610 Towson, MD 21204 Phone: 410-339-7100 Professional Services - Legal

Sandra Farrell 3435 Box Hill Corporate Center Drive Suite G Abingdon, MD 21009 Phone: 410-515-7390 www.mrapmi.com Professional Services - Property Management

National Control Services, Inc. Jack Wilson 1035 Bemfield Blvd. Suite G Millersville, MD 21108 Phone: 410-923-9862

New Homes Guide Cindy Nairn 1919 Gallows Road Suite 200 Vienna, VA 22182 Phone: 703-994-3259 www.newhomesguide.com Professional Services Advertising & Marketing Sponsor: Cindy Plackmeyer, Steuart-Kret Homes

Print O Stat, Inc. Level Land Inc. J. Zack Brendel P.O. Box 100 Lisbon, MD 21765 Phone: 410-489-5206 www.levellandinc.com Subcontractor - Landscaping & Lawn Care

LTC Financial Partners Michael Markowitz 5387 Dunteachin Drive Ellicott City, MD 21043 Phone: 410-455-0680 Professional Services - Insurance Sponsor: Martin P. Azola, Azola Building Services LLC

Martin Greenbaum Flooring Tommy Ballantyne 7144 Ambassador Road Suite 150 Baltimore, MD 21244 Subcontractor - Flooring Sponsor: Scott Armiger, Orchard Development Corporation

Jen Dangro 1011 W. Market Street York, PA 17404 Phone: 717-324-9650 Professional Services - Office Equipment

Print O Stat, Inc. Jen Dangro 1011 W. Market Street York, PA 17404 Phone: 717-324-9650 Professional Services Consulting & Customer Svc.

Savage Stone Bob Sharbaugh 8420 Washington Blvd Jessup, MD 20794 Phone: 410-792-3753 Supplier-Masonry & Concrete Sponsor: Jay D. Hergenroeder, Gray & Son

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

Sound Matters Lucas Milburn 790 W. Ostend Street Baltimore, MD 21230 Phone: 443-299-9783 Sponsor: Cindy Huntzberry, M/I Homes of DC, LLC

The Galley Creative Group Karen Carpenter 5140 Dorsey Hall Drive Suite 201 Ellicott City, MD 21042 Phone: 410-997-7777 Professional Services - Advertising & Marketing Sponsor: Scott Armiger, Orchard Development Corporation

Trace Laboratories, Inc. Katie Higgs 5 North Park Drive Hunt Valley, MD 21030 Phone: 410-584-9099

Tremco Barrier Solutions, Inc.

BUILDER

REMODELER

Miller & McIntyre Custom Builders, Inc.

Matthew Gurczynski 3805 Norrisville Road Jarretsville, MD 21084 Phone: 410-692-6551 www.bristolconstruction.net Builder, Builder - Small Volume Sponsor: Samantha Kerr, Rachuba Group, The

David Dagdigian 4431 Harcourt Rd. Baltimore, MD 21214 Phone: 410-254-1074 www.diggianrenovation.com Remodeler

Tom Miller PO Box 3481 Frederick, MD 21701 Phone: 301-748-0576 Remodeler

Garrety Glass, Inc.

James Anders 1514 Burke Road Baltimore, MD 21220 Phone: 410-941-0181 Remodeler

Bristol Construction LLC

Lacrosse Homes Inc. Lindsay Dixon 721 Main Street Suite B Stevensville, MD 21666 Phone: 800-742-9122

Diggian Renovation Inc.

Andrea Clark 2785 S. Queen St Dallastown, PA 17313 Phone: 717-741-9949 www.garretyglass.com Remodeler - Specialty

Testament Construction Group, LLC

The Fusion Companies William Edward Sims, III 222 Prince George St #107 Annapolis, MD 21401 Phone: 866-981-9191 www.thefusioncompanies.com Builder

Eddy Esplund 2 Indian Trial Medford, NJ 08055 Phone: 609-206-7624 Supplier - Water Condition, Mgmt., Proof. & Wells

Do Business With Your Fellow HBAM Members. “Building Your Business Through Association” is our philosophy. HBAM members believe that they should support those who support the building industry. NETWORK with other companies in the building industry to gain new contacts as well as strengthen your current ones at the Celebrity Chef Night and Auction, sporting events, chapter and council meetings and more.

ADD CREDIBILITY for your company in the building industry as well as with the general public by being associated with one of the largest building associations in the country.

KEEP UP-TO-DATE about pertinent legislative and regulatory issues on a local, state and national level.

WWW.HOMEBUILDERS.ORG is designed to serve both consumers and those in the building industry. You can access the latest legislative news, find out about member benefits, profile your company in the online directory or register for an event. Consumers can visit the HBAM home page to find you and other builders or suppliers in their area.

INCREASE YOUR KNOWLEDGE of the building industry through our educational programs and seminars. TARGET YOUR MARKET with cost effective advertising in any of HBAM’s publications and receive a spreadsheet of HBAM members. STAY INFORMED with HBAM’s publications. You will receive Mid-Atlantic Builder, BNN, HomeFront Online and the Buyers’ Guide.

www.homebuilders.org

Contact Felicia Fleming at 410-265-7400, ext. 115 or felicia@homebuilders.org for more information.

MAY/JUNE 2012 MID-ATLANTIC BUILDER

stats&facts

All Things Point to ‘Positive’ BY BROOKE BURNS

012 has begun and we are all staring at the forecasting charts and graphs and once again hoping we will hit a higher point than in previous years. Well, Hanley Wood Market Intelligence shows all signs pointing to positive for 2012! In the most recent Home Building Outlook report we predict that over 900 markets are going to see growth in 2012. Some of these markets will surprise you, however the biggest factor is that 80 percent of the housing markets tracked will see growth this year. In the last article of Stats and Facts a lot of focus was placed on distressed property and the ugly “F” word, foreclosures. This is one of the biggest elements that has hurt the residential real estate market for the past 4 years and is now taking a much needed turn. Foreclosures are at an all time low, lower than then have been in 7 years for the Baltimore MSA! To put things into perspective, in 4Q05 (which was one of the best years for New Home Construction) there were 790 foreclosures, and more recently in 4Q2011 there were only 441. The decreasing trend has been seen for the last 12 months for the Baltimore and Washington MSA’s. The pricing pressure residential home sales have felt due to this have already started to feel the relief.

So, what is working and where are there bright spots? Most builders are discussing their marketing efforts and extensive research that has gone into their new best selling communities. Demographics and segmentation analysis is allowing builders to position themselves more accurately and in a more competitively way in this tough market. With the right marketing message, location (always necessary criteria) as well a product and pricing that is going to cater to these consumers interests, you have the recipe for a best seller. It’s back to the basics and understanding consumers, while a much deeper focus now, it is just the basics to this industry. n Brooke Burns is the Regional Sales Director for Hanley Wood Market Intelligence and can be reached at bburns@hanleywood.com or 202-729-3678.

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

The decreasing trend has been seen for the last 12 months

By the Numbers

900

for the Baltimore and Washington MSAâ&#x20AC;&#x2122;s!

Predicted markets who are going to see growth in 2012.

Foreclosures

80%

932

790

Percentage of tracked markets will see growth this year.

441

Q4 2005

Q4 2008

441

Foreclosures for Q4 2011 in the Baltimore MSA, down from 790 in 4Q 2005.

Q4 2011

1,658

Quarter by Quarter

Foreclosures for Q4 2011 in the Washington MSA.

3,000 2,500

2,000 1,463

Number of months the decreasing trend in foreclosures has been seen.

1,500 1,143 940

790

1,000

932

523

441

500 0

2005

2006

2007

2008

2009

2010

2011

Figures are for the Baltimore/Towson, MD area.

www.homebuilders.org

MAY/JUNE 2012 MID-ATLANTIC BUILDER

governmentaffairs HBAM’s Carroll County Chapter advocates for economic relief measures In an April 9 letter to Phil Hager, Carroll County’s new Director of Land Use, Planning and Development, HBAM’s Carroll County Chapter proposed changes to the county’s development regulations to provide much needed financial and regulatory relief. Chapter members believe these measures will ease the financial burden for builders and developers and will result in many stalled projects moving forward. It is the Chapter’s goal that these proposals will be included in the Commissioners next economic stimulus package, which is expected in the coming months. Our proposed changes, highlighted below, focus on impact fees, water and sewer connection fees, Planned Unit Developments and Cluster Subdivisions. Delay payment of impact fees to Use and Occupancy Permit Carroll County requires all impact fees to be paid in full before building permits are issued, even though there is no “impact” to the county prior to someone moving into the house. The current impact fees for various housing types are as follows: • Single Family - $6,836 • Mobile Home - $3,599 • Townhouse - $7,610 • Multi-Family - $2787

Requiring payment in full of all impact fees up front at Building Permit issuance requires the builder to carry the financial burden until the house is sold. This burden can be substantial for many small builders who also have to pay interest on this debt as well as cover all additional fees and costs involved in building a home. Carrying this debt also prevents a builder from investing in other properties, and ties up money that could otherwise be used elsewhere.

By changing the payment schedule of impact fees to be paid in full at Use and Occupancy permit, when the impact actually occurs, the County would receive revenue when the builder receives revenue, thus shortening the economic carrying cost burden for the builder. Delay payment of water and sewer connection fees to Building Permit Carroll County requires water and sewer connection fees to be paid with the public works agreement prior to the record plat being recorded. Current water connection fees are $9,773 per unit and sewer connection fees are $8,419 per unit. Like impact fees, paying connection fees prior to building permit issuance forces the builder or developer to carry the burden and interest for a longer period of time. Carroll County could ease the burden by delaying payment of these fees until the water and sewer connections are actually connected. Provide flexibility to build Planned Unit Developments (PUDs) on parcels of land other than R-10,000 and R-7,500, and allow additional housing type flexibility within PUDs The Carroll County Code limits PUDs to not less than 20 acres in a R-10,000 District, and not less than 10 acres in a R-7,500 District. A PUD may be considered on a parcel of land of less than 10 acres if it has a common boundary with a R-7,500 District, but in no case shall a tract of land of less than 5 acres be considered. No other zoning districts allow PUDs. PUDs are an important development and planning tool because it allows flexibility in housing types and design standards, but declining availability of land in these zones is limiting its effectiveness. Opening up additional zoning categories to PUD developments would provide much needed flexibility to utilize this important planning tool.

Additionally, PUD housing choices are limited to 60 percent multifamily and 40 percent minimum for single family. Flexibility is needed with this housing ratio to allow the builder and the county to provide additional options appropriate for the site. Allow a density bonus in cluster subdivisions for multifamily projects, including townhouses In cluster subdivisions, the total number of lots and dwelling units is limited to the number that would be permitted if the area were developed in conformance with its topographic characteristics and the normal minimum lot size requirements in the zoning district in which they are located, meaning there is no per unit density differentiation between a single family home and a townhome. This density restriction does not make multifamily projects, including townhouses, a financially viable option and limits the choices of builders and the buying public. Allowing a density bonus for multifamily projects would make this option more attractive to the builder and would provide additional housing choices for residents. n HBAM Government Affairs Michael Harrison Director of Government Affairs Howard, Baltimore and Carroll Counties michael@homebuilders.org 410-265-7400, ext. 109 Jeff Tosi Director of Government Affairs Anne Arundel, Harford and Cecil Counties and Baltimore City jeff@homebuilders.rog 410-265-7400, ext. 101

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

Sign of the Times Temporary roadside signs directing potential new home buyers to new developments and subdivisions have become a lifeline for builders in good times and bad. Builders indicate as much as 85 percent of traffic in model homes are the direct result of directional signage. However, a new law passed by the State of Maryland may bring this practice to a screeching halt. On April 25, officials from Baltimore County teamed up with the Maryland State Highway Administration to perform a ‘sign sweep’. It was an effort to bring awareness to illegal signs and the governments’ beautification efforts to keep clutter off Maryland’s roadways. Unfortunately this may be something home builders see more and more often. A state law passed in 2011 beefs up the existing prohibition on erecting temporary signs on State highway rights-of-way by allowing local governments to assist the State in removing the temporary signs. In addition, the 2011 law allows local governments to assess and collect a $25.00 fine, per sign. Yes, political signs are of course exempt from getting a fine. The law took effect on October 1, 2011; the mandatory 3-month grace period concluded on January 1, 2012. During the 2012 Maryland General Assembly session, State lawmakers rejected our efforts to repeal or scale back this new law. While the $25 fine applies only to signs confiscated from State highway rights-of-way, local governments can still set up their own enforcement structure for local roads. Some local jurisdictions allow signs on county roads, some do not. A good rule of thumb is to avoid putting signs up during the week on State highways. Steer clear of affixing signs on utility poles, road signs, etc. Ask your installers not to put them up or remove them during peak travel times. What does all this mean? Going forward, we must be judicious about roadside signage. If you’re allowed to put up signs on the weekends, please respect the laws that are in place. If you choose to erect signs in jurisdictions where it’s not allowed, you do so at your own risk. The more we respect the laws and ordinances in place, the more credibility we will have as an industry. n www.homebuilders.org

Local Laws as of May 1, 2012 regarding signage within County or State Rights-of-Way

County

Allow Within Days & Times Public Signs are ROW? Permitted1

Allegany

Fine2 (State/ Local)

Other Information

$25

Anne Arundel

Yes

Fri. 8AM—Mon. 9AM

$25

Baltimore

Yes

Weekends = OK (no hours specified)

$25

One sign, aggregate, per intersection, which may not include company name or logo. Signs may be placed on county roads other than intersections.

Calvert

$25

Signs not allowed on public ROWs. County will not enforce on weekends. County officials looking at revising sign ordinance in May-June 2012.

Caroline

$25

Carroll

Yes

Cecil

Charles

Yes

Dorchester

Frederick

Yes

Garrett

$25

County not enforcing on State ROWs.

Harford

$25

Enacted an ordinance to enlist citizen activist volunteers to aide in enforcement.

Howard

Yes

Weekends = OK

Fri. 12PM—Mon. 12PM

$25

No agreement to enforce on State ROWs.

$25

By ordinance, signs not allowed within County ROW. However, if signs up on weekends, should be OK.

$25

Four temporary signs on private property within 8 intersections of a location.

$25 Sat. 7AM—Sun. 8PM $25 /$100 County not enforcing on State ROWs.

Fri. 12PM—Mon. 12PM

Kent

$25 $25

Montgomery

Yes

Prince George’s

Yes

Queen Anne’s

St. Mary’s

Yes

Somerset

Fri.—Mon.

$25

County not enforcing on State ROWs.

Friday—Sunday

$25

County not enforcing on weekends (State or local) because of overtime pay restrictions.

$25 Fri. 4PM—Mon. 8AM

$25

County not enforcing on State ROWs.

$25

Talbot

$25

Allowance for a “setback area” (undefined)

Washington

$25

Wicomico

$25

Worcester

$25 /$100 County has agreement w/ SHA to enforce on State ROWs.

Exemptions from the prohibition do exist, but temporary signs directing public to new homes not listed amongst exemptions.

1. Most counties that allow signs on weekends include a provision extending the time by 24 hours if there is an officially recognized State or federal holiday. 2. The list of local fines is incomplete. This will be updated as more information is made available. 3. Must obtain a permit through Prince George’s DPW. MAY/JUNE 2012 MID-ATLANTIC BUILDER

BEDROOM

GARAGE

ENTRY

WALL BED

STORAGE

OFFICE

PANTRY

For over 30 years, California Closets has defined the most important spaces inside and around the home.

foundation Lending a Helping Hand BY ALLYSHA JENKINS On Saturday April 28th, members of the Maryland Community Builders Foundation, Home Builders Association of Maryland, Rebuilding Together and several volunteers came together to make repairs to two aging and damaged homes for families in Elkridge, MD. The morning began cool, gray and threatening rain but volunteers arrived early, eager to get started. Workers varied in background, profession and age, ranging from 15 to 78, but each came with a smile and a positive attitude, ready to work to help make a difference in the lives of families in need. Throughout the day neighbors and passers-by paused at the sight of contractors on the roof tarring and fixing gutters, students weeding and planting flowers and professionals hauling rotted wood and debris. As time passed the temperature dropped but the energy and positivity of the group never wavered as they worked toward the MBCF’s goal of “Keeping Our Neighbors Warm, Safe and Dry.” With donated materials from HBAM members and sponsors and the time of volunteers, the group was able to make major improvements on each home which included extensive electrical work, flooring repair and replacement, roofing, carpentry and more. At the end of the day tired volunteers were greeted with the tearful thanks of the homeowners whose lives they changed. Several agreed that the gift of their sincere appreciation and gratefulness was well worth the time and effort expended that Saturday. To become involved with the Maryland Community Builders Foundation please visit www.buildingindustriesfoundation.org n

Call for more information about our Trade Program and learn how California Closets can contribute to your success. BALTIMORE | Sulphur Spring Rd. SEVERNA PARK | Park Plaza | 410.247.8088 CaliforniaClosets.com MCBF, HBAM & Rebuilding Together volunteer team. MD Baltimore_Builder_4.62x9.75_0212.indd 1

2/20/12 2:27 PM

MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org

www.homebuilders.org

MAY/JUNE 2012 MID-ATLANTIC BUILDER

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Contact Eddy Esplund, Tremco Barrier Solutions, to schedule a no-obligation “Energy Trade-Off Analysis” on your most popular home models. Learn how the Enviro-Dri WRB can reduce air changes, reduce your construction costs, and help you meet the 2012 IECC code. EDDY ESPLUND, CSI-CDT AT 609.206.7624 EESPLUND@TREMCOINC.COM

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MID-ATLANTIC BUILDER MAY/JUNE 2012 www.homebuilders.org