by David Chapman
Staff Writer
In response to the increasing national media negativity toward the housing market, the Northeast Florida Builders Association is increasing its efforts to educate potential homebuyers and again establish a positive image.
The result will be an extensive advertising and media campaign through various outlets and an expansive expo tentatively titled “First Coast New Home Buying Expo” in February 2008.
“This is an opportunity to get together as an association and combat some things,” said Glenn Layton, division president of Woodside Homes, during the November NEFBA meeting. “It’s about us as builders and it’s about us educating buyers.”
Layton, along with Mark Downing of Cornerstone Homes, addressed NEFBA members during the board meeting and stressed how the expo is not a competition. Instead, they said, builders will be working together to focus on spreading the message that this is the “Time to Buy” in Northeast Florida.
“Jacksonville and Northeast Florida is not like every other market in the nation or even Florida,” said Downing. “You see a news story about the market in the paper with an AP (Associated Press) byline and it doesn’t always apply to us.”
The expo will feature compiled data relative to the Northeast Florida market to give to buyers to differentiate itself from the rest of the country.
Credit counseling and opportunities for potential buyers to find out how much credit they are able to receive will also be available.
The idea originated after seeing the success of a similar campaign and function in Orlando, where 5,000 people attended and response was overwhelmingly positive said Layton.
“It’s going to be a positive thing,” said NEFBA Executive Director Daniel Davis. “The campaign is going to help get the right word out.”