KTGY GROUP AND KOVACH MARKETING SHARE BUYING MOTIVATIONS OF NEW HOME SHOPPERS AT IHAVE5QUESTIONS COFFEE SYMPOSIUM

IRVINE, CA- New home sales represent under 7% of all homes sold this year – a figure significantly below historic levels of 16-17% newly-built.  Despite that low number, consumer research company, iHave5Questions, says that now more than ever homebuilders need to listen to what new home shoppers are saying.  That's because their latest research of 67,000 new home shoppers surveyed in 150 cities across the nation reveals that 90% of people visiting new homes today are actually on a mission to buy.  This makes the motivators behind their purchase decision all the more important to understand.

iHave5Questions released their 2013 Homeshoppers' Survey, which delve into buying patterns including international buyers, age-qualified and multi-generational housing trends, condo conversion and luxury rental predictions as well as other basic consumer demands in home function and design. 

"Our research shows buyers gravitating to builders based on brand loyalty," said David Harding, chief research officer of iHave5Questions. "This is a surprising primary motivator as it has grown 5 times since last year's report. Brands that garner this support do not necessarily build the highest cost homes.  Consumers are saying that great brand loyalty is possible at every price of a new home."

This information is crucial for homebuilders as they look to draw in new buyers and perhaps change their traditional approach of leading with location, neighborhood size and amenities. In age-targeted communities especially, over 20% are primarily motivated to purchase because of a builder's brand and reputation, but are told more about the pools and the views. Consumers seldom care.  These findings present homebuilders the ability to focus their efforts into areas considered important by their consumers.

In addition to their direct consumer research, iHave5Questions has dug deep into homebuilding industry reports to pinpoint compelling trends.  These trends have a definite impact on the way that homebuilders plan for new potential buyers and broaden their understanding of market potential – especially as it relates to the international new homebuyer.  Key findings show that nationwide average sales price per owner-occupied residential breaks down as follows:

• $220,000 (American)
• $425,000 (Chinese nationals)
• $300,000 (Indian nationals)

"Homebuilders have long focused on buyers from China," says Harding.  "With this data, there is a huge opportunity to attract buyers from India – the world's largest democracy with an economy that is growing at twice the American clip and with buyers who cite California as their favorite state and greater Los Angeles as their top city to own a home and live in America.  The growing entrepreneur and middle class, from a country soon to be the world's most populous, can be a gold mine to those ready to properly serve this segment." 

Additional Findings

iHave5Questions is a consumer research company that specializes in quick, conversational lines of questioning  designed to reveal accurate and immediately-useable results to clients.   Homebuilders are able to gauge consumer reaction in real time, even while home shoppers are still at the models.

Additional findings from the 2013 Homeshoppers' Survey include:

• 90% of consumers surveyed did not say location was their primary motivator for buying a new home.
• 87% of ALL shoppers are more motivated by factors OTHER THAN the "deal" of price, interest rates, investment value, etc.
• Consumers are looking to buy bigger homes, not necessarily with more rooms, but with bigger rooms. Buyers want a more efficient space, which luckily is more efficient for builders too and can help lower construction costs.
• Over 70% of surveyed renters in luxury apartments have a pet. This statistic is interesting for builders who may add rental apartments to their business. As well, it empowers homebuilders to deliver pet-friendly amenities and regulations to compete with the luxury apartments also vying for this customer pool.
• 29% of these same renters said that wood floors are the most important attribute of their existing residence. To entice them to move to a new home, not having wood floors would be a deal breaker.

Because of the quick and accurate consumer data and feedback, iHave5Questions is delivering a powerful new tool to new homebuilders who typically rely upon consumer research that is 4 or more years old – half the duration of a typical business cycle.  By having this information so quickly at their fingertips, they can plan more efficiently and more importantly, be relevant to the ever-changing demands and interests of new home shoppers.

The findings from the report were revealed at the fourth annual iHave5Questions Coffee Symposium where a select group of opinion leaders and lead marketers in the new homebuilding industry received the critical data about new home buying trends.  The event was presented in conjunction with Kovach Marketing and KTGY Group, Inc., Architecture + Planning.

A bench of experts crafts questions customized to solve each client's burning issues.  This person-to-person approach garners some of the industry's highest capture ratios. Its proprietary, real-time download of results allow clients to respond to today's consumers...today and in real time.  Visit www.iHave5QsCoffee.com for more information.

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Discover New Luxury at Shea Homes’ Sausalito in Irvine, CA

IRVINE, CA – Situated in an artistic enclave amidst lush landscaping, Sausalito in the Village of Stonegate offers a superior address with a sense of place and community unlike any other. The exceptional, central location provides a sought after Irvine school district and the convenience of close proximity to world class dining, entertainment and employment.

The Irvine Unified School District consistently ranks among the finest educational systems in the nation. Irvine schools offer innovative educational programs, open-style classrooms, team-teaching, some schools with year-round terms, and excellent community involvement. Irvine students consistently lead Orange County in SAT test scores.

“Shea Homes invites families searching for a new luxury home to visit Sausalito and to fully appreciate these innovative, remarkable homes,” said Janet Benavidez, vice president of sales and marketing.  “Careful attention has been paid to every detail in these homes so every day moments can be something to remember.”

 

The elegant new home collection at Sausalito exemplifies graceful luxury living of the highest caliber. Innovative designs include exceptional amenities, gourmet kitchens, expansive great rooms and  outdoor retreats that invites lavish entertaining or simple get-togethers. The open, stylish homes with approximately 3,533 to 4,188 interior square feet, four to five bedrooms and up to five and a half baths offer a host of options to personalize your home including home management centers, Chef’s kitchens, play rooms, additional bedrooms and guest suites.  Pricing starts in the mid one millions.

Impressive interiors offer an array of exceptional amenities including a gourmet kitchen with island, granite countertops and top-of-the-line stainless steel built-in appliances.  Some plans feature a butler’s pantry and every kitchen provides abundant storage with under cooktop drawers and upgraded glide mechanisms.  Ideal for relaxation, sumptuous master suites feature large, walk-in closets and spa-inspired showers with large format ceramic tile surrounds and frameless heavy plate clear glass enclosures. Balconies are offered on select plans as well as free standing tub options. You’ll find distinctive European recessed panel hardwood maple cabinets throughout, five inch decorator baseboards and complimentary door casings, cozy gas-burning fireplace with glass media,  and so much more.

State-of-the-art whole house energy savings can be found in the insulation, central heating and dual air conditioning system with programmable thermostat to maintain year-round comfort and reduce utility bills.  Meeting the needs of large families, Rheem tankless water heaters provide buttons at the kitchen sink and master bathroom, and vinyl dual pane windows with Low-E glass retains warmth in winter and cool air in the summer.

 The Village of Stonegate, within the Villages of Irvine®, offers residents a distinctive and charming lifestyle which includes intimate neighborhood enclaves unlike any in the region.  Families enjoy four different parks that include a Junior Olympic pool with a spa and wading pool, a softball/youth baseball field with soccer overlay, basketball courts, sand volleyball, tot lot, barbecues and picnic tables. Three additional parks are planned bringing the total number of community pools to four when complete.  Close to the region’s premier shopping, dining and entertainment, these homes are also within walking distance to the Stonegate Park, the Jeffrey Open Space Trail and Woodbury™ Town Center.  Also within walking distance is Stonegate Elementary School which has a high 2013 Academic Performance Index score of 962. The Irvine Unified School District consistently ranks among the finest educational systems in the nation and lead Orange County in SAT test scores.

 To reach Sausalito from the 5 Freeway exit Sand Canyon Avenue and head north.  Turn left onto Spring Meadow and turn right onto Medallion.  Follow the signs to our models at 70 Fenway, Irvine, CA 92620. For additional information, call (949) 861-2194 or visit http://www.SheaHomes.com and http://www.VillagesofIrvine.com.

 Shea Homes Southern California is a division of Shea Homes Limited Partnership, one of America’s largest privately held homebuilders. As a member of the Shea family of companies, which is celebrating its 132^nd anniversary in 2013, Shea Homes has won numerous prestigious awards for quality, integrity, innovation and customer satisfaction. Shea Homes’ pursuit of excellence is typified by Shea Superiology, the art and science of designing and constructing homes that offer homeowners superior value by maximizing their quality of life, minimizing their costs and making a positive contribution to the environment. For more information, please visit the company's website at http://www.SheaHomes.com.

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Move-In Ready Homes at Palazzo by Woodside Homes in Indio, CA

Private gated luxury offering a high-quality desert lifestyle awaits you at Palazzo in North Indio, offering a wonderful sunny climate year-round.  Enhanced by the desert’s stunning natural beauty and convenient to both desert and mountain recreation areas, Indio is still a place where residents can find the home of their dreams.

Remarkably priced from under the $300,000s, homes are now available for year-end move-ins with designer flooring packages, on select homes.  The impressive, award-winning and highly energy-efficient designed homes are in a prime location with low HOA fees, adjacent to Shadow Hills Golf Club with three or four bedrooms and two-and-one-half baths.

Distinctive exterior architecture offers front porches and covered outdoor living spaces optimize enjoyment of the fabulous weather year round.  Families will love Woodside Homes’ abundant spaciousness and sought-after features exceeding all expectations including great rooms and conversational kitchens with nook or breakfast bar, over-sized gourmet islands for food preparation and storage, granite countertops and GE® stainless steel appliances.

Choose among many options to fit perfectly with your lifestyle such as a home office, study, guest suite and formal dining.  The Plan 3 offers a host of additional options including a flexible living room, optional fifth bedroom and third bath, formal living and formal dining.  You’ll also discover luxurious master suites with spacious walk-in closets and private water closets, nice sized secondary bedrooms and two- or three-car garages.

Residents will love the central air conditioning and designer choices for cabinetry and flooring including 18” x 18” tile or wood.  Woodside Homes offers a smart approach to how your home is designed and built to provide a lifetime of savings and comfort that is energy efficient and environmentally kind.

There’s a wonderful diversity of things to do and see in Indio and the surrounding areas of the Coachella Valley.  Palazzo is next to Shadow Hills Golf Club and golf enthusiasts will find numerous outstanding courses close to home including Heritage Palms, Indian Springs Golf Club and Shadow Ridge. The popular Palm Springs area and Aerial Tramway are a short drive away.

Palazzo may be reached by traveling the 10 Freeway towards Indio and exit Monroe. Go north one-half mile to Villa Palazzo and turn left into the gate.  For more information, call 760-347-8658 or visit http://www.WoodsideHomes.com/SouthernCalifornia.  The models are open daily from 10 a.m. to 5 p.m.

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