April 25, 2024

Campaign Spotlight: There’s No Place Like a New Home, Ads Assert

The campaign, now under way, is being sponsored by Builder Homesite, an organization in Austin, Tex., that counts among its owners 32 companies that build homes under more than 35 brand names. Among those owners are Beazer Homes, K. Hovnanian, Lennar, Pulte Homes, the Ryland Group and Toll Brothers.

The campaign, by GSDM in Austin, part of the Omnicom Group, carries the theme “Start fresh. Buy new.” Plans call for spending $5 million to $10 million on the campaign during the next two years.

The centerpiece of the campaign is a special Web site that is an offshoot of New Home Source, a Web site for Builder Homesite that helps potential home buyers search for newly built houses. The special Web site promotes what the consortium presents as the myriad benefits to consumers of making their next “new home” one that is completely new, not merely new because they have not lived in it before.

In addition to the special Web site, the campaign also includes banner ads, search engine optimization, a sweepstakes and a presence in social media like Facebook, Pinterest and Twitter. The campaign also includes a public relations initiative, handled by the Edelman division of Daniel J. Edelman Inc.

The campaign, which was tested last fall, is being aimed at consumers from 30 to 54 years of age, with an average annual household income of $80,000 and higher. The goal is to try to stimulate demand for newly built homes, which in turn would stimulate new-home construction, decimated during the financial crisis.

“This was born out of the housing collapse” that followed the crisis, says Tim Costello, chairman and chief executive of Builder Homesite, as the percentage of newly built homes out of the total number of houses sold each year tumbled to 5 percent from a typical range of 15 to 20 percent.

“We lost about two-thirds of our market share,” he adds.

Construction of new homes has recovered recently, according to Bloomberg Businessweek magazine, reaching about 917,000 houses a year, the fastest pace in almost five years. But by some estimates, Time magazine reports, about 1.2 million new homes need to be built in the United States each year to keep up with population growth.

“This is really new territory” for home builders, Mr. Costello says of the campaign. “We’ve never actually gone into what I would call the ‘Got milk?’ side of this.”

The previous efforts by the consortium, centered on newhomesource.com, are about offering potential home buyers a national online search site for new homes. This campaign, by contrast, is intended to generate awareness of what the consortium owners believe are the benefits of newly built homes.

“We discovered we as an industry needed to do a better job of educating consumers,” Mr. Costello says.

And “builders were lulled during the boom into not having to sell,” he adds. “We lost control of the conversation.”

Complicating matters, Mr. Costello says, is the way people say “new home” when they mean “it was new to them” and not newly built. “When was the last time you walked into Home Depot and saw a used toilet, a used carpet, used building materials?” he asks. “But if you put them all together in a house, it’s a ‘new home.’ ”

Mr. Costello and Keith Guyett, vice president for marketing and industry communications of Builder Homesite, acknowledge the challenge they face in pitching the benefits of newly built houses to potential buyers who are looking for vintage houses, houses in established neighborhoods and, for reasons of sustainability, houses that have already been built.

“We have no problem at all with someone saying, ‘I want a 1920s Tudor in an old neighborhood,’ ” Mr. Costello says. “But there’s a trade-off: It will need a new roof in five years. It will be drafty. The energy bill will be five times more.”

Mr. Guyett says: “When you buy a ‘used home,’ as we call it, you have a new to-do list. Your new home needs a new roof.”

Article source: http://www.nytimes.com/2013/04/08/business/media/theres-no-place-like-a-new-home-ads-assert.html?partner=rss&emc=rss

Economix Blog: The Leading Liberal Against Affirmative Action

My Capital Ideas column this week looks at liberals who would see some upsides if the Supreme Court made substantial changes to affirmative-action programs. The justices heard arguments in such a case in October — Fisher v. the University of Texas — and are expected to issue their decision between March 18 and late June.

Perhaps the most prominent self-described progressive with doubts about the current version of affirmative action is Richard D. Kahlenberg, of the Century Foundation. Mr. Kahlenberg argues that a race-focused version of affirmative action can be unfair, is inconsistent with many of the program’s original goals and has lost the support of the public. Today’s affirmative action, he says, helps perpetuate privilege, by helping to fill elite-college campuses with an ethnically diverse mix of affluent students.

In its place, he has suggested that selective public and private colleges adopt a class-based affirmative action. Done right — by taking into account not only household income but also wealth, family status and geographic concentration of poverty — such a program could enroll similar numbers of minority students as the current version, Mr. Kahlenberg says.

As he writes:

Recruiting fairly privileged students of color is far less expensive than including low-income and working-class kids of all races. While higher education’s vigorous defense of affirmative action on one level represents a sincere desire for greater racial equality, it has another less virtuous side to it, as racial preferences avoid the hard work of addressing deeply rooted inequalities and instead provide what Stephen Carter has called “racial justice on the cheap.”

Mr. Kahlenberg does not question the continued presence of racism. Its existence is one reason that some other higher-education experts who share some of Mr. Kahlenberg’s views would rather see colleges move toward a combination of race- and class-based affirmative action.

When I asked him if he agreed, he said he had spent a long time thinking about that issue and ultimately decided he favored only class-based preferences. They can be structured in a way to recruit a racially diverse class, he believes — and college administrators have come to care so much more about racial diversity than about economic diversity that the two programs would not coexist easily. “My reluctant conclusion is that the only way to get universities to focus on class is if they can’t first use race,” he said.

Why do they care less about class? That’s a complex question that deserves a separate blog post. My guess is that the answer is a combination of a sincere focus on overcoming centuries of racial discrimination; a desire to save money on financial aid; a discomfort with class as a subject that permeates much of American society; and a lingering gentility on some elite university campuses.

For a different from than Mr. Kahlenberg’s, you can read the legal brief filed by the University of Texas or several other briefs — listed under “Briefs in Support of Respondent” — filed by universities, civil-rights groups and others.

Whether you agree with Mr. Kahlenberg’s solutions, his report, “A Better Affirmative Action,” provides a detailed overview of the program, from Martin Luther King Jr. to today. The final section, written by Halley Potter, also of the Century Foundation, profiles several states that have banned race-based affirmative action and looks at how universities have responded.

Those states may offer a preview of what will happen if the Supreme Court rules against the University of Texas.

Article source: http://economix.blogs.nytimes.com/2013/03/09/the-leading-liberal-against-affirmative-action/?partner=rss&emc=rss

Today’s Economist: Casey B. Mulligan: Health Reform, the Reward to Work and Massachusetts

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Casey B. Mulligan is an economics professor at the University of Chicago. He is the author of “The Redistribution Recession: How Labor Market Distortions Contracted the Economy.”

The United States labor market is in for a shock when health reform is fully carried out, regardless of what employers decide about health insurance or how smoothly reform might have unfolded in Massachusetts.

Today’s Economist

Perspectives from expert contributors.

Beginning next year, millions of Americans will be eligible for generous subsidies in the form of cash assistance to pay for their health insurance premiums and out-of-pocket health expenses pursuant to the Affordable Care Act. The subsidies will sharply reduce the financial reward to working because they will be phased out with household income.

As the Princeton economists Alan B. Krueger, who has held positions in the Obama administration, and Uwe E. Reinhardt, my Economix colleague, explain, health insurance premium assistance “would present millions of low-income American families with total marginal tax rates in excess of 75 percent.” They add, “Such high marginal tax rates may well make unemployment and welfare an attractive alternative to working.”

It would appear that, together with per-employee penalties levied on employers, the new law’s health insurance subsidies could significantly affect the labor market.

Most workers are offered affordable health insurance by their employers, and the new law will consider them ineligible for subsidies and will not ask their employers to pay any penalty. You might guess that the aggregate labor-market impact of the law could be small, because the penalties and subsidies would not apply to the majority of the work force “covered” by employer health insurance.

But it is wrong to assume that the law will have little effect on the reward to working among covered workers. Their employers could drop coverage, or the employee could switch to a job without coverage. More important, the subsidies are available to the unemployed and others who do not work, even if their previous jobs had provided coverage. If and when they go back to work in a covered job, federal law will welcome their return by taking their subsidy away.

Yet another reason that covered workers will experience high marginal tax rates like those noted by Professors Krueger and Reinhardt is that the subsidies will be available to family members on the basis of the employee’s income, in combination with his or her spouse’s income, if any.

The Department of Health and Human Services says there is no reason for alarm because the experience in Massachusetts since 2006 shows “that the health care law will improve the affordability and accessibility of health care without significantly affecting the labor market,” as I noted last week, referring to a Washington Examiner report.

For those worried about dire labor market consequences of the federal law, Jonathan Gruber of the Massachusetts Institute of Technology replies (at 27:32 in this video): “We’ve actually run this experiment, folks, we ran it in Massachusetts. O.K. In Massachusetts, we put in a system with more generous subsidies than the federal government is doing.”

When it comes to quantifying the new federal law’s penalty on employment, Professor Gruber and Health and Human Services are incorrect to take comfort in the Massachusetts experience since 2006. As I explained last week, the federal law’s employer penalty is more than tenfold the Massachusetts penalty. In other words, if the Massachusetts penalties pushed down workers’ wages by 16 cents an hour, the federal penalties would push them down $1.67.

Professor Gruber is also incorrect that the federal law is introducing less generous subsidies than the Massachusetts law did. Federal subsidies will be available for people laid off from their jobs, but the new Commonwealth Care subsidies in Massachusetts are not, because Commonwealth Care excludes people eligible for the Medical Security Program (a longstanding program providing health benefits to Massachusetts people receiving cash unemployment benefits).

Moreover, people leaving a job with health insurance have to wait six months before they can enter Commonwealth Care.

Commonwealth Care also excludes children: if a Massachusetts resident wants health insurance subsidies for his or her children, Medicaid is the primary option. The federal law has no such restriction: it allows Americans to receive subsidies while enrolling their entire families in the same health plan as, say, the United States senators representing their states.

Indeed, many consumers may perceive Commonwealth Care to be an extension of Medicaid. When it began, Commonwealth Care consisted of four plans offered by the state’s Medicaid Managed Care Organizations (a fifth plan has recently been added). Perhaps that’s why only 158,000 people were enrolled in Commonwealth Care as of 2011, which is less than 10 percent of the people in Massachusetts whose family income fell in the interval required by the program.

In contrast, recipients of federal subsidies will be receiving cash they can spend on a plan of their choice: that’s a lot more generous than helping people join Medicaid.

For all these reasons, economic reasoning points to a contraction of the United States labor market as the full Affordable Care Act is carried out, regardless of what may have happened in Massachusetts.

Article source: http://economix.blogs.nytimes.com/2013/03/06/health-reform-the-reward-to-work-and-massachusetts/?partner=rss&emc=rss

Economix Blog: Staying Ahead of the Tax Man

CATHERINE RAMPELL

CATHERINE RAMPELL

Dollars to doughnuts.

The one bright spot in Wednesday’s dim gross domestic product report was a large jump in household income, welcome news given that incomes have been relatively flat in recent months after falling sharply in the previous few years.

As was confirmed Thursday in a release on December personal income, though, the boost to consumers’ pocketbooks is likely to be short-lived.

Most of the 2.6 percent increase in incomes last month involved companies that accelerated dividends, bonuses and other payments into 2012 before higher tax rates kicked in for 2013. Personal dividend income, for example, rose at a seasonally adjusted monthly rate of 34.3 percent in December versus 4.5 percent in November.

That’s the second-fastest monthly personal dividend income growth on record, after a huge spike of 54.8 percent in December 2004 (when Microsoft threw the whole trend out of whack by offering a one-time special dividend totaling $32 billion):

The Bureau of Economic Analysis estimated that in the quarter companies paid special or accelerated dividends of $39.5 billion, of which $26.4 billion was paid to individuals and so is included in personal income. The bureau also estimated that accelerated bonuses and “other types of irregular pay” probably gave a one-time boost to wages and salaries in the quarter totaling about $3.75 billion (or $15 billion at an annual rate).

We’ll almost certainly see a payback for that accelerated income last month in the form of lower dividend and bonus payments early this year. Additionally, households will be receiving less in their employee paychecks this month than they did last year because payroll taxes rose at the start of 2013.

None of this is good for consumer spending.

On the bright side, though, the sell-off of various kinds of assets in December will probably be good for the government’s coffers.

As my colleague Floyd Norris has written, the increase in tax rates in 2013 will likely result in higher tax receipts (and a lower budget deficit) for the current fiscal year than would have otherwise been expected.

Article source: http://economix.blogs.nytimes.com/2013/01/31/staying-ahead-of-the-tax-man/?partner=rss&emc=rss