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Perspectives from Jeff Maggs | Brunner

Managing Partner, Atlanta

Jeff Maggs

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Our Perspectives on Strategy: Industry Trends and POVs | Brunner

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Would you be surprised to know today’s home buyers prefer exterior walls made of concrete or steel over traditional wood framing?&nbsp;Or that laundry rooms and home offices are now among the top features that influence a home buyer to pick home A over home B?&nbsp;Those findings and much more are packed into the <a href="https://www.nahb.org/news-and-economics/press-releases/2024/02/top-design-trends-for-2024" rel="noopener noreferrer" target="_blank">2024 “What Home Buyers Really Want” report</a>, an essential source of customer insights for building supplies brands.&nbsp;&nbsp;This study from the <a href="https://www.nahb.org/" rel="noopener noreferrer" target="_blank">National Association of Home Builders</a> is essential reading for the Brunner team, too, in our work with clients including <a href="https://www.brunnerworks.com/our-work/home-depot-rental" rel="noopener noreferrer" target="_blank">The Home Depot Rental</a>, <a href="https://www.brunnerworks.com/our-work/yellawood" rel="noopener noreferrer" target="_blank">YellaWood</a> (pressure treated pine products), and Rinnai (maker of tankless hot water heaters).&nbsp;We’re just back from hearing the NAHB’s latest insights at the 2024 International Builders’ Show in Las Vegas. We’re already digesting the study’s findings to inform strategies and campaigns for our clients.If you’re a building supplies brand marketer (or just love home buying trends), read on for the top NAHB findings for 2024.&nbsp;<h2>Key Findings: Understanding the Modern Home Buyer</h2><ul><li>Home Type: Unsurprisingly, the single-family detached home remains the top preference for most home buyers — 67% — followed by townhouses at 16% and multi-family condos at 10%.&nbsp;</li><li>Desirability of Newly Built Homes: 61% of home buyers prefer new construction over existing homes. That’s the highest percentage since 2007.&nbsp;</li><li>Architectural Styles: Home buyers have diverse tastes, with 34% preferring traditional and 26% identifying contemporary as top styles.&nbsp;</li><li>Materials: The study revealed a remarkable shift away from wood framing for exterior walls, with 25% preferring concrete and 23% preferring steel.&nbsp;&nbsp;</li><li>Price and Size: The median price for a home is $307,061. Home buyers are seeking a median of 2,067 square feet of finished space.&nbsp;</li></ul><h2>What Interior Features Do Home Buyers Prefer?</h2><ul><li>Room Layout and Design: Open floor plans are tops, with 76% of home buyers preferring an open layout between the kitchen and dining room.&nbsp;</li><li>Kitchen and Baths: Essential features in kitchens include a walk-in pantry (80%) and table space for eating (80%). For the primary bath, 78% prefer a shower stall and tub.&nbsp;</li><li>Windows, Doors, Flooring &amp; Decorative Features: Energy efficiency is a top priority, with 83% of home buyers favoring Energy Star windows and 81% preferring hardwood flooring.&nbsp;</li><li>Specialty Rooms and Features: The top features that influence a home purchase decision include laundry rooms (86%) and home offices (68%).&nbsp;</li></ul><h2>What Other Features Do Home Buyers Prefer?</h2><ul><li>Accessibility and Exterior Features: Top desired features include patios (86%) and exterior lighting (82%).&nbsp;&nbsp;</li><li>Green Homes and Features: While 80% of home buyers express environmental concerns, only 18% will pay more for environmentally friendly homes.&nbsp;</li><li>Technology in the Home: Programmable thermostats, security cameras, and video doorbells rank among the most desired technology features.&nbsp;</li><li>Choosing a Community: Convenience, walkability, and access to amenities are paramount. Retail spaces, parks, and walkable environments rank highest among desired community features.&nbsp;</li><li>Trade-Offs Buyers Are Willing to Make: Size matters — home buyers are more inclined to accept a smaller home or lot size than give up amenities they consider essential.&nbsp;&nbsp;</li></ul><h2>Turn Home Buyer Insights into Marketing that Delivers</h2>At Brunner, we follow changes in the home buying industry and monitor home buyers preferences so we can turn what we learn into marketing that delivers results for our clients, from brand building to sales.&nbsp;The NAHB report shows home buyer preferences are shifting in response to changing lifestyles, societal trends, and economic factors. We see it in everything from their renewed interest in outdoor living to their growing demand for energy-efficient features.&nbsp;&nbsp;To learn more about the NAHB findings and how those insights can energize your marketing, please contact us. We love to hear about the business challenges you’re facing, and we’re always ready to chat building supplies. Let’s talk!

The 2024 study around home buyer trends is an essential source of customer insights for building supplies brands. Learn more about the preferences of home buyers. 

IBS 2024: Latest Home Buyer Trends Can Help Shape Marketing for Brands

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Agency News and Client Updates | Brunner

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Stay informed with the latest updates from Brunner.

Stay informed with our latest updates, where our commitment to being good people drives everything we do. Explore insights that highlight how our collaborative approach and rich experience empower us to deliver innovative marketing solutions while nurturing lasting client relationships.&nbsp;

Agency Updates | Brunner

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We are captivated by boundless possibilities as we combine forces and create engaging integrated marketing campaigns with <a href="https://www.churchs.com/" rel="noopener noreferrer" target="_blank">Church’s Texas Chicken®</a>, the latest company to join our client roster. We’re excited to share that earlier this year, Church’s® named Brunner its new agency of record.&nbsp;&nbsp;Church’s® is one of the world’s largest quick-service chicken restaurant chains and is renowned for its hand-battered, fried chicken and Honey-Butter Biscuits™ — so delicious! And to top it off, they have been serving communities for more than 70 years. With a long-standing brand seeking strategic marketing expertise, Brunner became the perfect pairing with decades of knowledge in the restaurant realm and quick food service industry.&nbsp;&nbsp;In coming months, we are eager to serve up enticing integrated marketing solutions for Church’s®. This collaboration will help elevate the brand and strengthen its community connections to drive strategic growth. With our experience in strategic planning, creative development, social media marketing, digital marketing, and analytics, we have honed our skills and developed a deep understanding of the ever-evolving landscape. Our talented team of professionals is dedicated to staying ahead of the curve, continuously learning, and adapting to emerging trends to provide Church’s® with innovative solutions that will drive success continuously.&nbsp;“We are excited to join forces with Brunner as we embrace a future as bold as our flavor,” said Natalia Franco, executive vice president and chief marketing officer at Church’s Texas Chicken®. “Their proven expertise in the marketing landscape and deep understanding of our industry will undoubtedly help us amplify our brand and engage with our loyal customers in new strategic and meaningful ways.”&nbsp;With Brunner as its AOR, Church’s® aims to continue to build on its legacy of providing delicious food and memorable dining experiences by implementing innovative marketing strategies that connect with customers on both an emotional and culinary level. We’re excited to see where this partnership goes as we hit the ground running in 2023.&nbsp;&nbsp;

Brunner proudly announces its new partnership with Church’s Texas Chicken. Discover how this collaboration aims to elevate the brand’s marketing and drive growth.

Brunner Welcomes Church's Texas Chicken  

<a href="https://goodwillng.org/" rel="noopener noreferrer" target="_blank">Goodwill of North Georgia</a>,&nbsp;one of the largest and oldest non-profits in Georgia, has selected Brunner&nbsp;as its agency of record, responsible for overall media planning, creative strategy, as well as digital strategy including paid social, digital display and digital video. With nearly 100 years of experience, the organization sought a new agency to partner with them to evolve and grow in this new age of digital transformation and innovation.“Brunner’s deep knowledge of the digital landscape coupled with its data-and audience-driven approach to developing strategic marketing and creative campaigns and programs will support Goodwill’s goals of reaching a younger and more tech-savvy demographic,” said Elaine Armstrong, Vice President of Marketing, Goodwill of North Georgia.Goodwill of North Georgia serves a 45-county territory with over 100 locations across the North Georgia footprint. Through its career centers and job training programs, Goodwill of North Georgia makes a daily impact in the community by assisting all jobseekers in their individual efforts to live a better life, including veterans, people with disabilities, youth, single parents, the under-employed, and people with criminal backgrounds. Last year, their efforts had an economic impact of over $1 billion through working with more than 5,000 employer partners, 39 public sector partners, 93 private foundation partners and 65 nonprofit partners. Also, more than 16,000 Georgians were connected with new jobs through Goodwill services last year which is more than any other Goodwill in the United States.At Brunner, we feel so fortunate to have the opportunity to help tell Goodwill’s story and assist them with their strategic vision. Our integrated approach of leveraging creativity, data analytics, and technology has proven to be effective in reaching a younger and more diverse demographic, which is vital to Goodwill of North Georgia’s transformation and continued success.ABOUT GOODWILL OF NORTH GEORGIAThe mission of Goodwill of North Georgia is to put people to work. The nonprofit has provided services in the region for more than 90 years. In fiscal year 2021, Goodwill of North Georgia provided job training and employment services to over 31,000 people and helped over 16,000 people find jobs or start new businesses. The organization currently operates 69 stores, 53 attended donation centers, and 14 career centers. Revenues generated from Goodwill’s retail program help fund job training and placement programs. For more information about Goodwill of North Georgia, visit <a href="https://goodwillng.org/" rel="noopener noreferrer" target="_blank">https://goodwillng.org/</a>.

Leading independent marketing agency, Brunner, is chosen as the agency of record for Goodwill of North Georgia, driving impactful marketing strategies. Learn more.

Brunner Selected As Agency Of Record For Goodwill Of North Georgia

Leading Independent Marketing Agency Brunner Selected As Agency Of Record For Goodwill Of North Georgia

Brunner’s drive is to make a positive impact on the communities in which we live and work. One way to make this happen is to work with special organizations that do special things for people most in need. Goodwill of North Georgia is just this type of organization. Their mission is to put people to work and help improve lives. They have helped more than 27,000 Georgians get back to work, and we are here to do everything we can to help them make that number continue to grow!For a start, we are working with&nbsp;Goodwillng.org, CareerConnector.org, and gwdonate.org. Where Goodwill is tapping into our skills in UX analysis (both Goodwill and competitors), developing personas, empathy mapping, site audits, and remote facilitated user testing. The result of which is a forward-thinking UX strategy and future state evolution for each site.Additionally,&nbsp;we are working on a collaborative portal that will utilize a role-based system allowing users to seek information related to how their organization can support employment and their role within the organization. We will create a sleek and modern look with an exceptional user experience that integrates several stakeholder’s branding components.To learn more about the partnership and how it can benefit your brand, please contact Jeff Maggs, Managing Director, at jmaggs@brunnerworks.com.

Brunner and Goodwill of North Georgia collaborate on impactful digital marketing initiatives and drive results. Learn more.

Brunner Partners with Goodwill of North Georgia on Marketing Initiatives

Brunner and Goodwill of North Georgia Work Together on Key Digital Marketing Initiatives

Discover expert tips and creative inspiration to build a standout brand identity that captivates your audience.

Discover expert tips and creative inspiration to build a standout brand identity that captivates your audience. Explore insights from our experts to develop a unique voice and establish emotional connections that resonate in the marketplace.

Branding Content and Perspectives | Brunner

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Throughout history, there have always been big dogs and underdogs, champions and challengers. For every Goliath, there has been a David (or a Dana). For every established mega-brand, there has been a startup.With a global pandemic like none the world has seen since 1918, traditional designations for brands and businesses are set aside. In fact, these definitions have been blown to shreds, at least for now. COVID-19 has changed everything for marketers.&nbsp;We are all challengers to this new Goliath.&nbsp;According to a recent study by SUZY, consumers are being forced to try new brands regardless of past loyalties. For example, 61% have done so because supply chain disruptions have created massive out-of-stock issues. And 57% of those who tried a new brand report they are planning to stay with the new contender.In addition to a more fluid brand loyalty, there is also a game-changing move from traditional purchase channels to online shopping, with some categories seeing 30%+ lifts on ecommerce platforms. These seismic shifts, born out of necessity, have affected certain categories more than others&nbsp;—&nbsp;but, rest assured, none will be unscathed.And many organizations were caught behind the curve on digital transformation strategies. Digital transformation is more than tools and technologies, and it is not merely the responsibility of the IT/technology team. It’s multidimensional and a team sport, driven through and across successful organizations.It’s no longer a time for simply talking digital transformation. It is time for action. Your investors, employees, vendor partners — and, most importantly, your consumers — not only will expect it, they will demand it. Or they will go elsewhere.Every brand needs to think differently, not just those classically defined as challenger brands. No one is secure in a position of “untouchable” market positioning. It’s not about size, but rather mindset, an appetite for data-informed risk-taking, and a willingness to push past status quo.Brands that will suffer most, either becoming irrelevant or possibly disappearing altogether, are those that lose their edge. Instead, innovation must become a part of their DNA rather than an episodic interest that ebbs and flows. The goal will be to maximize their ability to adapt as markets and tastes change, sometimes in the relative blink of an eye (like now).Whether you are a leadership brand, a challenger brand, or a niche brand doesn’t matter. Every brand is facing a challenge like never before. Is your brand up for the challenge?Are you surrounded by people who are street-smart, agile and willing to take a risk? Do you have an actionable and scalable digital transformation plan in place? Is innovation a systemic part of your organizational DNA, or not?If the answer to any one of these questions in no, Goliath will never be slain.&nbsp;Let’s not let the bastard win!Note: This article was originally published in <a href="https://www.mediapost.com/publications/article/352149/every-brand-has-become-a-challenger-are-you-up.html?utm_source=newsletter&amp;utm_medium=email&amp;utm_content=headline&amp;utm_campaign=118626&amp;hashid=7FbnIrfKlNrjx7KEw8zSJhyS6LQ" rel="noopener noreferrer" target="_blank">MediaPost</a>. Republishing with permission.

Throughout history, there have always been champions and challengers. Explore how every brand can adopt a challenger mindset to stay competitive in today’s market.

Jeff Maggs

Managing Partner, Atlanta

Jeff Maggs

Managing Partner, Atlanta

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