Framing the Issue

It's taken a long time to get to the point where a new construction home can be built. From site selection and land acquisition to construction and marketing, we're finally ready to find a buyer for our house.Of course, the project is still not complete. We need to navigate the choppy waters of finding a qualified buyer, financing, and pushing the sale across the finish line.To do this, hosts Aaron Kersey and Morgan Smith are sitting down with special guests Frankie Franklin and Magda Esola to discuss the biggest purchase most people will make in their lifetime. The panel discusses strategies for affordability - particularly for first time homebuyers - legislative and regulatory challenges, the expanding role of AI, the impact of rising interest rates, and the importance of education for both buyers and brokers.

After all the steps taken to secure land, develop it, and build a house, there’s still one more big piece of the puzzle that needs to be accounted for, and it also impacts the cost of a house. Marketing and getting a house sold is one of the last steps in the process, but it’s also one of the most important.In this episode of the Framing the Issue Podcast, hosts Aaron Kersey and Morgan Smith sit down with Tara Whiteley of Eastwood Homes and Celeste Horton of Classica Homes to explore the intricacies of marketing and sales in the home building industry, highlighting how visual content, digital strategies, and AI are transforming the way builders connect with buyers. Our guests also share insights on marketing timelines, budget allocation, and the impact of AI on consumer research and lead generation.Chapters00:00 Introduction to Home Building Marketing01:14 Visual Content and Its Impact01:49 Marketing Timelines and Strategies03:10 Target Audience and Renderings03:57 Department Collaboration in Marketing06:04 Timeline for Marketing Land and Communities08:01 Decision-Making in Marketing Channels09:27 Role of Analytics in Marketing10:57 AI in Content Generation and Virtual Staging12:50 Consumer Use of AI for Research15:56 AI and SEO in Home Building19:04 Balancing Content and Quantity on Social Media22:06 Impact of Land Costs and Regulations25:07 Social Media Strategies and Trends27:46 Marketing Budget and Cost Breakdown31:04 Affordability and Buyer Education33:51 Market Growth and Future Outlook37:01 Role of Builders in Market Advocacy40:03 Final Advice for Buyers and Builders43:04 Closing Remarks and Resources

As the Framing the Issue podcast reaches the halfway point of its first season, hosts Aaron Kersey and Morgan Smith sit down together to discuss what they’ve learned so far.Aaron and Morgan explore the complex factors discussed in the previous episodes of the podcast that are behind the housing affordability crisis. Topics include regulatory costs, land development, material supply chains, and community involvement. They share insights from industry experts and discuss how these elements contribute to rising home prices.

Having finally selected a suitable site for a build, with workable topography, acquired zoning rights, and hopefully not spend too much money molding the dirt to be ready, we’re now at the point where we can finally put shovels in the ground and lay a foundation. Of course, that’s no easy task either, and there’s plenty of opportunity for the build process to be derailed, delayed or pushed beyond the ideal budget.To help keep those costs to a minimum and make sure the best build possible, we’re talking to two experienced professionals who have been involved with every step of the building process. Tom Crawford of Eastwood Homes and Jodi Brickley of Andrew Roby join hosts Aaron Kersey and Morgan Smith for a discussion about what happens once you’re ready to build.Today’s episode of Framing the Issue breaks down the cost of new construction, the impact of zoning, permits and regulation, as well as the shortage in labor and trades.Chapters00:00 Introduction to the Episode and Guests00:41 Guests' Backgrounds and Industry Experience04:28 Day-to-Day of Site Management for Production and Custom Homes08:22 Involvement in Land Development and Site Preparation09:10 Understanding Vertical Construction in Home Building10:11 Where Home Construction Budget Goes: Cost Breakdown12:21 Factors Driving Home Construction Costs16:55 Labor Shortage and Trades Workforce Challenges21:30 Regulations, Zoning, and Impact Fees Impact on Costs25:23 Permitting, Inspections, and Regulatory Hurdles27:09 Client and Subcontractor Relationship Management29:32 Common Challenges and How to Overcome Them33:42 Advice for Young People Interested in Homeownership40:36 Summary and Key Takeaways from the Episode

One of the less visible components of building a house is not just a key to unlocking better affordability, but also an economic ecosystem that provides career long opportunities to those willing to get their hands (just a little) dirty. On today’s episode of Framing the Issue, hosts Aaron Kersey and Morgan Smith sit down with Matt Price of Price Brothers Plumbing and Jake Kennedy of Builders Bridge to discuss how the industry of labor affects housing affordability, but also provides young people with a career path that can be rewarding financially without the burden of education-related debt. Matt and Jake talk about the evolving industry of labor, the importance of immigrant labor, and the opportunities available to those choosing that career path. Matt talks about how his family owned business trains new workers on the job and emphasizes the importance of real world experience, while Jake shows how organizations like Builders Bridge are making it possible for new workers to find placement within the industry.Chapters00:00 Introduction to the episode and guests00:27 Guest Matt Price's background and experience in plumbing02:12 Guest Jake Kennedy's background and family in construction04:42 Getting into the construction industry: family influence and personal choices08:55 Current landscape of entry-level jobs in the trades09:21 The structure and diversity of a plumbing company12:13 The importance and safety of plumbing work14:02 The financial benefits and pay in the trades16:03 Why people avoid trades and how to change perceptions17:30 Entry wages and upward mobility in trades20:03 Changing perceptions of trades among youth22:01 Trade immersion tours for students24:20 Impact of college debt and alternative career paths28:37 Personal stories of career progression in trades30:01 Experience vs. education in hiring decisions32:04 Role of CTE and community college programs35:40 Diversity, immigration, and workforce gaps in construction40:02 Private equity's influence on small construction businesses43:30 Advice to young people considering trades46:27 Closing remarks and call to actionLinks:Builders Bridge