K. Hovnanian Homes’ Raleigh Division Revisits NewHome101 Campaign, Introduces New Website

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New home buyers and apartment renters in Raleigh, NC now have the tools needed to help with the home buying process, thanks to K. Hovnanian Homes in Raleigh. The homebuilder is currently running its second year of NewHome101, a campaign that highlights the advantages of buying versus renting, and buying new homes as opposed to old. The new website, http://www.NewHome101.com, provides mortgage calculators, new home planners and helpful tips for purchasing a home.

K. Hovnanian Homes’ NewHome101 campaign, which helped lead the company to its best year in the Triangle area, has returned for 2005. Last year, the four-month campaign and the Newhome101.com website generated over 400 leads and 50 home sales in a four month period.

The marketing featured witty radio spots and direct mail pieces that created a buzz among apartment renters throughout the Triangle. Direct mail pieces, with a tongue in cheek nature, highlighted the undesirable drawbacks of renting, and promoted the satisfaction and pride that comes with homeownership.

The campaign demonstrated its appeal on a broader scale, as it brought the homebuilder 11 awards from local, national and international committees, and highlighted the Raleigh Division’s marketing efforts in national publications.

“The new plan is based on the same platform, but offers home buying solutions to a larger audience through additional components,” said Briggs Napier, Vice President of Sales and Marketing for K. Hovnanian Homes’ Raleigh Division. “We’ve revamped the NewHome101.com website, created a special section for Realtors, introduced incentives to homebuyers, and included options for first time and move up homebuyers looking for more valuable housing options.”

The NewHome101 website was originally designed to make its audience aware of the townhomes offered by K. Hovnanian Homes in six different communities throughout the Triangle, and to educate them about the ease and advantages of becoming a homeowner. The updated version now appeals to the move up audience by revealing the advantages of buying a newly constructed, technologically improved home versus an older house.

“Older homes can certainly claim a degree of ‘charm’ or ‘character,’ but we’ve often found that those homeowners gradually discover a lot more than they bargained for, as expressed in our radio spots,” added Jonathan Hayward, Sales Manager for K. Hovnanian Homes.

One tool that worked especially well with 20- and 30-somethings was the NewHome101 Organizer, a pocket folder full of tips for first time buyers, and a simple means to help keep home shoppers organized while applying for a mortgage and preplanning for the steps involved in the construction of a new home. An organizer is also available online, making the home shopping experience even more web friendly.

The campaign had the ability to educate and ultimately influence a discerning and financially apprehensive audience about one of the most difficult and monumental decisions in their lives. Napier believes it made the home buying process much less of a headache by taking the time to educate the audience about what it takes to become a homeowner. “NewHome101 will continue to give unhappy renters the luxury of making a sensible investment, and will now make current homeowners aware of the satisfaction of owning a newly constructed home,” he said.

For more information about K. Hovnanian Homes in Raleigh, visit http://www.KHOV.com. For more information about NewHome101, call the K. Hovnanian Homes’ Raleigh division at 919-462-0070 or visit http://www.NewHome101.com.

ABOUT K. HOVNAIAN HOMES

Hovnanian Enterprises Inc., founded in 1959 by Kevork S. Hovnanian, Chairman, is headquartered in Red Bank, New Jersey. The company is one of the nation’s largest homebuilders with operations in Arizona, California, Delaware, Florida, Illinois, Maryland, Michigan, Minnesota, New Jersey, New York, North Carolina, Ohio, Pennsylvania, South Carolina, Texas, Virginia and West Virginia. The company’s homes are marketed and sold under the trade names K. Hovnanian Homes, Goodman Homes, Matzel & Mumford, Diamond Homes, Westminster Homes, Forecast Homes, Parkside Homes, Brighton Homes, Parkwood Builders, Great Western Homes, Windward Homes, Cambridge Homes and Town & Country Homes. As the developer of K. Hovnanian’s Four Seasons communities, the company is also one of the nation’s largest builders of active adult homes.    

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Media Contact: Zach Mazefsky
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