HOME BUILDER’S NEW CAMPAIGN PUSHES THE BENEFITS OF MODERN, PREFAB CONSTRUCTION.
BY HBSDEALER STAFF February 11, 2019
Clayton, the Maryville, Tenn.-based home builder, is making its case for modern, prefab homes.
The builder has launched a television advertising campaign aimed at educating the public about the benefits of off-site construction.
A subsidiary of Berkshire Hathaway, Clayton delivered more than 47,000 new homes last year. With the average price of new site-build homes with land closing in on a cost of nearly $400,000, Clayton is touting that a new prefab home is more affordable and attainable solution.
According to Clayton, its prefab homes – along with land costs – start under $200,000 in most markets.
Branded as the “Prefabulous” campaign, the commercial takes the viewer inside the set of a home building facility and follows a family through a Clayton Built home as it’s being constructed, highlighting high-end features and modern design.
Clayton said the campaign’s mission is to elevate the manufactured housing industry and challenge the outdated myths “that create misconceptions around this innovative, efficient construction method.”
A lack of affordable homes, combined with rising mortgage rates, has been a key concern for potential home buyers and a culprit behind sagging home sales. The latest Housing Trends Report from the National Association of Home Builders portrays a declining housing market caused by affordability issues.
Clayton thinks it has a solid counter-punch to the problem.
“Homes built off-site offer higher quality, more value and a smart solution to the affordable housing crisis in America,” said Kevin Clayton, CEO of Clayton. “This campaign was created to help more families realize they can attain a beautiful, quality home without sacrificing modern amenities. Off-site construction can make the dream of homeownership a reality by leveraging innovative building practices, automation and bulk purchasing power.”
Clayton notes that features in its prefab homes a permanent foundation with a porch, an open-floor plan concept, upgraded wood cabinets with a farmhouse sink, wide plank flooring, and an ecobee3 lite smart thermostat along with energy efficient appliances.