International Builders' Show
January 21 - 23, 2020
Las Vegas, NV
JAN 21-23, 2020

Principles of Residential Marketing: Strategy & Implementation Classroom

Monday, January 20 | 9:00 AM - 5:00 PM

Location: Encore Hotel - Chopin 1

Registration Type: IBS Expo-only, but additional purchase required

Related Designation(s): CMP, MIRM

Signature Group(s): Pre-show Course

Continuing Education: NAHB - 6.0 CE hour(s)

After completing research and analysis which has helped you to identify the best location and product for your target market, you must determine the best approach to communicating to a mass of potential buyers. By incorporating both time-tested strategies and cutting-edge marketing tactics throughout the new home development process—from building to marketing to selling—you will be able to inspire your buyers to feel like they couldn’t possibly live anywhere else.

The Principles of Residential Marketing: Strategy & Implementation Online course (part 1) is a pre-requisite to taking the classroom version. The online course will enable you to define the role of marketing and sales and take the research and develop an effective marketing strategy that uses the best channels to reach your desired audience. By completing this online component of the course, you will be able to:

  •Understand the importance of developing and analyzing a marketing strategy.
  •Explain the relationship between marketing, sales and your product.
  •Understand the roles of advertising, promotions and public relations in your sales strategy and identify the various channels for reaching audiences (e.g., digital, print, events).
  •Learn how to determine staffing and sales environment needs.

You can purchase the online course through IBS registration. You will be asked to bring completed materials from the online course for use in activities in the classroom (part 2) so it is critical that you complete all aspects of the online course and prepare accordingly before coming to the classroom. You will also need to bring your certificate of completion for the online course with you to the classroom when you check in for class.

This classroom course (part 2) applies what you learned online through hands-on exercises for developing and implementing a community’s marketing and sales strategy. Using your completed online exercises (required), you will determine appropriate channels and messaging based on your target market and strategy. You will also be able to scale tactics based on product and location. Developing effective sales environments will also be explored.

As a graduate of this component of the course, participants will be able to:
  •Begin development of an actual marketing plan, including determining promotional tactics appropriate for your target audience
  •Determine how to scale your marketing plan, depending on the size of your community and budget accordingly
  •Utilize sales projections to determine staffing and sales environment needs
  •Determine effective hiring, evaluation and compensation
  •Learn key steps to assessing initial results and applying the findings to the marketing plan

This Course Qualifies For:
  •6.0 CE for AIBD
  •6 CE for all NAHB Designations except HCCP

How to Register:

Attendees must register separately for pre-show courses, which require an additional fee. If you are attending IBS, pre-show courses can be added during the IBS registration process. If you are not attending IBS you can register online in advance for a pre-show course only. Registration for pre-show courses will close in advance of the show. Limited onsite registration may be available on a first-come, first-serve basis.


NAHB Council Member Fee: $249
NAHB/NKBA Member Fee: $279
Non-Member Fee: $419

Sponsored by:

Lowe's ProServices

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    Washington, DC 20005

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