Marketing Home Products

Offering another reason to believe the housing industry – and economy as a whole – is strengthening, the NAHB/Wells Fargo Housing Opportunity Index reported that nationwide housing affordability has reached a record high.

Based on households earning the national median income of $64,400, 2010’s fourth quarter saw a record level of 73.9 percent affordability… the highest it’s been in the 20 years of the index’s existence.

When Harvard issues a report, people listen. Last month, Harvard’s Joint Center for Housing Studies issued a study entitled “A New Decade of Growth for Remodeling.” The paper claims that “slowly but surely, the US home improvement industry is emerging from its worst downturn since the government began tracking spending in the early 1960s. Homeowners who deferred maintenance and improvements during the recession may soon start to spend more freely.” The study indicates that “spending on smaller projects–often to replace older features or upgrade basic systems–is expected to increase in share.”

Do industry insiders agree with Harvard’s somewhat positive outlook for the remodeling industry? K&A’s research shows that many do.

BizziBid.com, a national home improvement and remodeling website, is reporting a significant uptick in activity for January and early February. The number of homeowners requesting licensed remodeling contractors and free home improvement estimates this month far exceeds the number seeking home improvements and remodeling information through the site a year ago, the company said.

The Wall Street Journal claims, in an article entitled “No McMansions for Millennials”, that 20- and 30-somethings want the following things in home: larger shower stalls instead of tubs, open living rooms instead of formal dining rooms, and casual outdoor spaces. How will they achieve this type of space? Well, they can either buy a newer home with these elements or they can remodel an existing home, perhaps one they already inhabit and are having a difficult time selling. People of all ages – not just first-time homebuyers – are now looking for spaces that accommodate their active lifestyles; they’re looking for quality over quantity… without attempting to impress the Joneses with monuments.

It’s what they work hard for all year long. And Super Bowl Sunday is their time to shine. No, not the football players…  advertising execs! With well over 100 million viewers, advertisers intend to strut their best stuff on the biggest television advertising day of the year.

Brands such as Budweiser, Go Daddy, Coca-Cola and E*Trade typically top the “best of” charts, and arguably generate the most commercial buzz year over year. This year, Go Daddy, GM and Lipton seem to be making the most interest, at least pre-game. Not so shockingly, Go Daddy will likely run a commercial starring scantily clad women such as racing star Danica Patrick and fitness guru Jillian Michaels. GM will get the most coverage with eight commercial spots pre, during and post-show, as well as its convertible prize to the game’s MVP. Celebrities such as Justin Bieber, Eminem, Kim Kardashian and Ozzy Osbourne are rumored to make cameos in select commercials as well.

When these spots go for anywhere between one and three million dollars, and an estimated audience of 106 million-plus, we’re sure to see at least a few gems this coming Sunday.

Which ads are you looking forward to? What are some of your favorites from years past?