Branding the Home Builders Association of Central NM
Parade of Homes is a major marketing event for HBACNM
Listen to our featured Ask Those Branding Guys radio show podcast: Home Builders Association of Central New Mexico
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of a regional home builders association.
Joining us on the show was John Garcia, Executive Vice President for the Home Builders Association of Central New Mexico (HBA). John brings a wealth of experience to the Association including his former roles as Cabinet Secretary of Economic Development and Tourism as well as a foundation in the hospitality industry.
The HBA is a local organization that partners with other similar organizations around the state such as the Santa Fe Area Home Builders Association. They have 712 members including custom home builders, remodelers and larger scale builders. The mission of the HBA is to be a trusted resource to the community.
The HBA has two markets: members and the public. HBA offers members assistance in understanding the regulatory environment and provides education and an insurance program. They also offer opportunities for members to give back to the community. When starting a building project, consumers can look to the HBA for guidance around which type of providers they will need to accomplish their goals.
To raise awareness of the HBA, they host a Parade of Home in the Spring and Fall which thousands of individuals attend to look for exciting and innovative design ideas. This year the HBA partnered with KOAT-TV to be celebrity judges at the Parade of Homes resulting in a great response from consumers and increased traffic.
John shared that it is important to select the right partner because everything they do reflects on your brand. When considering partners or buying advertising, they follow specified criteria to maintain alignment with their brand and mission.
HBA is now moving more into social media in response to the Millennial segment of their market. To build a social media presence, one of the platforms HBA selected was Houzz. HBA was able to partner with them and is seeing traffic generated from this outlet.
John’s tip to businesses working to build their brands: When you hand write a thank you note to someone it makes a lasting impression and they will likely keep that note.
Enjoy the show.
Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501.1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
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Filed in: 7Ps of Marketing • Inspiration • Knowledge • Physical Evidence • Positioning (Bonus) • Process • Product • Promotion • Strategy • Tactics
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