Posted on July 18, 2016 9:03 am


It’s no secret that more than 90% of home shoppers begin their search online. But where online? In an upswing market, how do you find time to deal with the onslaught of new leads?

For marketing executives in today’s home building market, there are more opportunities than ever to generate leads: web contact forms, newsletter interest lists, email links, traceable phone numbers, SMS engagement and live chat, among others.

So which of these leads are most likely to get the undivided attention of the sales team: the anonymous, faceless e-leads that magically appear in their inbox? Or the smiles and handshakes that walk through the door, ready to start the buying process?

Most would agree that the leads generated in person tend to be stronger. But what about the e-leads? They are people, too. They have done their research, and could be just as ready to buy as the walk-ins, especially if your website has done its job properly. Or, they could just be tire-kickers.

So how do you find out, without wasting valuable time and resources?

Enter Marketing Automation: A Smarter Way to Manage Leads
Marketing automation offers an answer to this problem with ready-made, analytic information on lead quality and customer profiles, as well as automated methods to prioritize and nurture leads based on where they are in the home buying process. This turns one-off email responses into intelligent, drip campaigns.

These campaigns give the marketing department the ability to deliver contract-ready e-leads with minimal effort. The sales team spends less time qualifying leads, and more time closing sales.

How Marketing Automation Works
Marketing automation works with your existing customer relationship management software, and scores leads based on their browsing habits and other customer profile information. It then generates tailored, valuable content to prospects through social media, email marketing, website integration and personal drip campaigns designed to nurture them through the buying process.

Even with marketing automation, the content you provide still has to be high quality to generate results. Automated analytics allow you to spend more time developing that content, using software that progressively scores, profiles and prioritizes leads.

With that information in hand, you can ramp up your marketing efforts in a calculated manner, providing useful, well-timed content and interaction, ultimately building to a seamless “A” lead handoff to the sales team.

Benefits of Marketing Automation for Home Builders
For home builders, automated scoring and categorization of leads is a breath of fresh air. There are plenty of tire-kickers out there who are anxious to learn every detail of every floor plan,  but who have little or no intention of buying.

Automation allows you to keep your marketing and sales departments lean and efficient, focusing only on the worthwhile leads. This also creates trust between these departments, which improves teamwork, attitudes and job satisfaction.

Consumers don’t want their time wasted, and appreciate original, relevant content above all else. A customer just beginning their research may not respond well to an immediate, head-on sales approach. Instead, they might only need more information about a particular plan or feature.

Through the methodical process of progressive profiling (imperative to marketing automation), you learn whether a contact is a qualified prospect, and if so, what makes them tick. With a comprehensive profile (not just a name and email), you can then provide prospects with information of real value through relevant event invitations, personalized email content, graphics or other important communications.

Dedicate some quality time to enhance your marketing automation strategy. Additional resources to help you identify opportunities to improve your lead generation efforts can be found in NAHB’s

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Dalton 07

Press Release

Contact: Phil Clouser, 609-577-4314,


McKee Builders Named ‘Local Standout’

By Builder Magazine

            (Springfield, Pa.)  Builder magazine recognized five builders in its June 2016 edition who were standouts in their local regions; among them was McKee Builders of Springfield, Pa., known regionally as one of the premier developers of active adult 55+ communities.  McKee was selected to represent the Mid-Atlantic region in the article, “Local Standouts—How These Five Builders Elevated Their Game and Nabbed Market Share.”

McKee was commended for achieving a 2.0 percent market share in a challenging 2015 marketplace.  The builder completed 98 closings, representing a 24 percent jump over the previous year. As a result, McKee earned the #10 spot in the competitive Philadelphia market.  Noted Metrostudy’s Northeast Regional Director Quita Syhapanya about McKee, “They’re taking advantage of the segment of the market that’s buying today—that’s the boomer demographic, and they’re getting a lot of them captured, which catapulted it into the top 10 this year.”

“It’s always a great honor to be recognized by Builder magazine,” said Frank McKee, Jr., who also acknowledged the hard work behind the accolade. “We’re meticulous in how we approach each home. We’re always listening to what our buyers want and need, and we’re continually innovating to enhance our homes and community amenities.”

McKee is the only builder in the region to offer custom options on all of their product lines. To determine what a 55+ homebuyer wants in a new home, McKee simply asks—and then listens. That led to the success of Spring Arbor at South Ridge in Middletown, Del., cited as an example in the Builder magazine article.

“We built out the amenities at Spring Arbor early on, so that we didn’t have to sell based upon the promise of lifestyle to come, as many of our competitors do,” noted McKee, Jr. “This strategy appealed to our homebuyers who could enjoy the lifestyle without such a long wait.”

Amenities included a luxurious clubhouse with a heated outdoor pool and a large patio area, picnic pavilion, Great Room, crafts room, billiards and two card rooms, library and fitness center. Surrounding the clubhouse are bocce courts, putting green and a tot lot. A long list of community events, trips and clubs including aerobics, water exercise, bocce, horseshoes, canasta, Sit-N-Stitch and more, round out the active lifestyle.

When talking to prospective residents, McKee, Jr. determined that they wanted front porches, outstanding curb appeal, an open floor plan, more storage space, larger bathrooms, bigger islands in the kitchen, and more standard features. “The active adult buyer knows exactly what they want, and we are happy to provide that for them,” he said.

McKee, Jr. also noted that they were able to offer Carriage homes at a lower price point, in addition to Single-Family homes, which distinguished them from their competitors. “This strategy paid off successfully,” he said. “The Carriage homes appealed a lot to buyers on a tight budget and those who wanted a lower base price so they could add more money in options.”

As a local leader in the market, McKee Builders continues to innovate. A recent example is My McKee Home, a personalized webpage for homeowners to track progress of the construction of their new home.  Homeowners can share their page with family and friends, and post to Facebook and Pinterest.

“At McKee, we go beyond the ordinary to create an extraordinary home ownership and lifestyle experience,” McKee, Jr. said.

Headquartered in Springfield, Pa., McKee Builders is a family business with a 68-year history of leadership in residential and commercial building. The company created its first 55+ community more than 35 years ago, and today is known as an innovator of active adult clubhouse communities in Delaware, Pennsylvania and Maryland. For more information about McKee Builders, contact (610) 604-9800 or visit

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Attention: For companies who entered 2015 Awards and would like to receive their judging scores, please email to request!

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As NAHB continues to work hard to address the industry’s concerns regarding labor shortages, we’ve updated the state-specific data in our Skilled Workforce Development Resources page to provide members with information about their local residential construction labor market.

The updated data includes:

  • Average Annual Wages for Select Construction Trades: The average state wages for 17 construction specialty trade contractors, based on 2015 data from the Bureau of Labor Statistics.
  • The Workforce Supply and Projected Workforce Demand: The number of payroll residential construction workers (including part-time employees) in each state in 2014, and an estimate of how many full-time workers are needed for single-family and multifamily construction, as well as residential remodeling, in 2016.

Other updates to the resources page include a presentation template that you can customize with the updated data for your state. Use this presentation to help educators direct their students toward meaningful employment and career choices.

Visit NAHB’s Skilled Workforce Development Resources to access tools you can use in your community, including brochures, posters, videos, customizable op-eds and social media posts. NAHB will continue to periodically add more resources to support HBAs and their members in highlighting the countless benefits of various careers in the construction industry.

Access the workforce development resources at

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The Delaware General Assembly wrapped up their legislative session at 5am on Friday, July 1, 2016, after the House of Representatives and the Senate began session around 7pm on June 30th.   A group of HBADE builder and associate members descended on Legislative Hall that night, after an informal sandwiches and beverages briefing by our political consultants Ruggerio Willson and Associates.  Our goal was to be vigilant and present in case any surprises arose. Fortunately there were none.

Below are the bills we were watching of interest to our industry, and how they fared this season.  Bills that do not pass this session are essentially extinguished unless they start over next year.

The below are brief summaries.  If you want a copy of any bill please email

HB 200  This bill would have established new regulations for parking lots (signage, striping) and would be required for existing lots when  restriping or resurfacing. Further the property owner may not restripe until they obtain a new permit and they could be arrested if they did not comply.  The bill was not acted on.  HBADE opposed the bill along with other business groups and chambers of commerce.

HB 262 – Open Space Council / State Resource Area Maps. This bill removed the requirement that open space lands be considered in County comprehensive plans, and it removed the mapping of private and public lands suitable to remain open space.  HBADE participated in numerous stakeholder groups to craft a bill agreeable to all. The bill passed and awaits signature by the Governor.

HB 283 – This bill, which mandated project labor agreements on state funded construction projects was not put up for vote in the General Assembly.  The proposed bill would have required state funded projects to have agreements with unions that require only union members to be hired for the work.  Additionally, the bill required that contractors and subcontractors to draw 30% of their workforce from the Representative District where the project is located, and 5% of their workforce from eligible Delaware veterans.  HBADE opposed this bill along with many other construction and business groups.

HB 396 – HBADE was a strong supporter of this bill which was designed to provide an expedited review process for projects likely to have significant economic impact by creating 75,000 square feet of new space, or creation or addition of at least 60 new, full-time permanent jobs.  The Bill passed  unanimously in the House, but it stalled in Senate Committee at the end of the Session.  HBADE plans to work on this bill in the next few months for re-introduction in January.

HB 353 – This bill allows all mortgages to go through the Superior Court process.  Right now, some mortgages, not in the proper form, have to go through a longer, more difficult and expensive foreclosure process in Chancery Court.  So, this helps lenders and helps the Court of Chancery by clearing its docket and allowing all mortgage foreclosures to go through the specialized process in Superior Court.  This bill was supported by the lawyers and bankers, passed and was signed by the Governor on June 28, 2016.

HB 419 – This bill allows the Delaware Real Estate Commission to develop a new form of Seller’s Disclosure for the sale of vacant land being sold without a house, but being marketed as appropriate for the construction of a dwelling for 1-4 families. The bill was supported by the Realtors. The passed both the House and Senate and awaits signature by the Governor.

HB 436 – This bill was introduced late in the Session and the bill was not acted on.  Given all the controversy and legislation this season regarding stormwater regulations, this bill would allow property owners the option to use either the current regulations (which are contested) or the previous regulations.  It also allowed property owners to satisfy runoff requirement by paying farmers to plant cover crops.

HB 437 – This bill that would require all contractors and subcontractors to provide craft training for journeyman and apprentice as a condition to bid on State funded projects.   HBADE opposed this bill along with other construction groups. The bill was defeated.

HB 438 – This is a school assessment bill, which was introduced late in the Session. It established formulas for reasonable voluntary school assessments, but it was not acted on prior to end of session.

HB 445 – This bill was introduced very late, the day before Session ended.  As part of the Delaware Uniform Common Interest Ownership Act, would allow unit owners to attorney fees, punitive damages and costs if the Declarant does not turn over control of the unit owners association. The bill did not move, and the issue will likely be addressed by the Common Interest Community Advisory Board in the coming months.

SCR 30 – The clean water task force had been drafting a bill which did not however get introduced this season.  Likely to come up next season, the concept is to enact a personal income tax surcharge of $40 to each tax payer with an additional tax on businesses.  The funds raised are intended to establish a clean water trust fund to deal with flooding, safe drinking water, wastewater toxins, etc.

SB 39 – Minimum Wage bill, calling for increases each year in the minimum hourly wage.  The bill did not move.

SB 130 – The bill creates Complete Community Enterprise Districts, which are intended to create transit oriented development districts in Cities.  The bill which included emphasis on mass transit and biking, was signed by Governor Markell on May 5, 2016.

SB 253 – This bill that provides additional options and flexibility to developers, contractors and landowners for meeting standards that protect Delaware’s water quality and reduce flooding impacts under the state’s sediment and stormwater management program. The legislation was the result of a collaborative effort between the Department of Natural Resources and Environmental Control, state legislators, representatives of the development community, and members of DNREC’s Regulatory Advisory Committee (RAC), which has been working to improve upon Delaware’s sediment and stormwater regulations that were adopted in 2014. HBADE supported this bill along with many others, and the bill was approved and signed by Governor Markell on June 24, 2016