Issue link: https://read.dmtmag.com/i/647244
MARCH 2016 20 THE JOURNAL BY BRUCE SAVAGE COMMUNICATIONS CONSULTANT Bigger Is Not Always Better Over the past year or two, I've noticed a trend in housing that seems to have quietly be- come a not so subtle marketing message to more and more American homebuyers. It's even picked up speed recently and has a particular relevance to the factory-built housing industry now more than ever. What I'm talking about is the trend toward smaller homes and how this trend applies to those of use is the factory-built housing indus- try. Trade show attendees, both with factory- built and site-built industries, report that more and more of these smaller homes are being built and appealing to those purchasing new homes. These homes are being targeted to the re- tiree/empty nester markets, along with the young generations desiring to do more with their housing dollars than pay ever-expanding mort- gages. I've seen it myself in the size and flexi- ble designs found in today's new homes. It's been a more frequent trend at the National As- sociation of Home Builders' Show with more ef- ficient, flexible home designs stepping forward. Maybe the "McMansion" trend in new home designs is beginning to slowly return to a more appropriate home size. I recently read a wonderful article, "12 Rea- sons Why You'll Be Happier in a Smaller Home" by Joshua Becker that gives good rea- sons why the trend to smaller homes is taking place. It seems to me that this trend has some good lessons for factory-built homes and offers some good marketing strategies to those of us selling these smaller, more efficient homes in today's housing market. Maybe the factory- built industry needs to revisit and rethink how smaller homes make more sense to millions of American families. The immediate challenge is to rethink our need to always be bigger, regardless of the need. Yes the larger home is likely to be the ul- timate dream of homeownership. During the home-buying process, very few people chal- lenge the idea that buying bigger is what's called for. It's what you are supposed to do as you make more money and move up in your lifestyle. The other issue is that no one ever tells you that bigger is not always better or smarter. Thanks to Joshua Becker and others like him, there are now easy and smart reasons why smaller homes do make sense. Smaller homes are surely easier to maintain. Don't forget that buying a home is often the easy part...maintaing a home is a long-term proposition that takes a lot of energy, money and effort. Keeping your home smaller is better on all fronts. Smaller homes are surely less expensive to purchase and maintain when you factor in in- surance, taxes, and energy costs. Why is it al- ways recommended that the average American family spend about 28% of net income on monthly mortgage payments. If a family luck- ily does not need to spend that amount, it should be encouraged to spend the freed-up money on quality of life issues other than hous- ing. Bigger homes don't necessarily deliver more happiness than other priorities. Some- times just the opposite can be true by pursuing the things in life that REALLY matter. Smaller homes can actually result in more so- cial interaction with members of the family. With the advent of multipurpose rooms and home designs that serve the family without wasted space and underused designs, bigger homes are not necessarily the answer to build- ing stronger families.. Smaller homes also force families to think about possessions and to decide what's really important to overall happiness. Smaller homes certainly require less resources – both to build and maintain. It's one more way we can make our homes more environmentally friendly and contribute to smart growth and smart living. And the smaller home will de- mand a lot less of our disposable incomes being spent. How many times a month is that grand dining room really going to the used that will justify its expense? With today's more casual and relaxing lifestyles making such grand ges- tures/costs really smart? Lastly the smaller, more affordable home will appeal to a larger percentage of the population when it comes time the sell your home. All of these and many more reasons exist why we as an industry should think about the proper sized home when it comes time to buy a new one. There's a lot more to selling a home that matches the needs and wants of a family that simply price and size. Take the time to review a family's needs and wants. You might find that smaller is not necessarily a bad word. Take the approach that a smaller home might be part of the solution to delivering housing satisfaction than always taking "the bigger is better" ap- proach to buying/sellling a new house. Bruce Savage is a national communications consultant to both for-profit and non-for-profit clients around the country. He formed Savage Com- munications Strategies six years ago to assist these clients with innovative approaches to challenging communications situations. He also recently formed www.AmericanHousingAdvocates.com with Suzanne Felber to highlight on new social media how manufactured homes offer tremendous opportunities to millions of Americans seeking quality housing at affordable prices. Savage served for more than 16 years as the vice president of com- munications for the Manufactured Housing Institute and he continues to work with manufactured housing industry members with various types of communications and marketing programs. He can be reached at 202-664- 4512 or bruce@savagestrategies.com. T J