Building Insider Q1 2023

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HOUSING SHORTAGE LOOMS LARGE AS CENTRAL OHIO PREPARES FOR INTEL

Official Publication of the Building Industry Association of Central Ohio Volume 40 • Issue 1 | QUARTER 1 • 2023
2023 Meet the Board Builders and Developers Council Launches County by County Working Groups

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VOLUME 40 • ISSUE 1

BUILDING INSIDER is the official publication of the Building Industry Association of Central Ohio.

MISSION STATEMENT

As leaders in the housing industry, we are dedicated to protecting the industry while promoting ethical business practices and standards. We support our community and our members through professional development, legislative outreach, industry promotion and charitable efforts

BIA OFFICERS

Jane Arthur Roslovic, President

Josh Barkan, Senior Vice President

Troy Fritz, Builder Vice President

Mike Reeves, Associate Vice President

Joe Thomas, Secretary

Jonathan Wilcox, Treasurer

Bob Yoakam, Immediate Past President

Jonathan Melchi, Executive Director

BIA TRUSTEES

Kate Allen

Tom Hart

Todd Lipschutz

Jeff Memmer

Jeff Miller

Nanette Pfister

Mark Robinson

Erin Uritus

Title First’s Builder Division

Our builder division, headed by Mark Martin (Columbus) and Paul Thompson (Akron), has 18 staff members that are laser-focused on partnering with builders.

“What it all boils down to is having the experience of working with builders for the last 30 years and being able to customize our workflow to meet their deadlines. “We work with them as business partners, we understand their business and we do everything we possibly can to help them meet their goals.”

Title First Agency works with both local and regional home builders, offering personalized, high-touch service that meets each builder ’s specific needs — everything from land take downs, subdivision infrastructure, and development, to construction loans, lot purchases and final home sales.

For more information contact: Mark Martin, VP Builder Division 614.854.0980 PH | 855.861.8083 FAX mark.martin@titlefirst.com www.titlefirst.com

REACH. LOCAL TOUCH.

Jeff Woda

Kelly Woods

BUILDING INSIDER MAGAZINE is published for the BIA by CityScene Media Group 1335 Dublin Rd., Ste. 101C Columbus, OH 43215 614-572-1240

www.cityscenecolumbus.com

Publishers of CityScene Magazine, Dublin Life Magazine, Healthy New Albany Magazine,Tri-Village Magazine, Pickerington Magazine, Westerville Magazine and Discover Grove City Magazine

Kathleen K. Gill, President/CEO

Dave Prosser, Chief Creative Officer

Gianna Barrett, Vice President, Sales

Jamie Armistead, Vice President, Operations

Tyler Kirkendall, Claire Miller, Rachel Karas

Editors

Laura Pappas, Advertising Sales

Carol Rich, BIA Content Editor

Rita Hechmer, Designer

BUILDING INSIDER is published quarterly. For advertising information, call 614-572-1240. No

4 BUILDING INSIDER QUARTER 1 2023
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biahomebuilders.com 5 24 GOVERNMENT AFFAIRS BIA Adapting to Housing Needs Across Central Ohio Region 30 FOUNDATION UPDATE The BIA Foundation Made Our Housing Study Possible CONTENTS QUARTER 1 • 2023 SPECIAL FEATURES COLUMNS 10 HOUSING SHORTAGE LOOMS LARGE AS CENTRAL OHIO PREPARES FOR INTEL 12 2023 MEET THE BOARD 20 COUNCIL SPOTLIGHT: SMC, YP AND PWB Make the most of your BIA membership. Try a Council meeting or event 26 BUILDERS AND DEVELOPERS COUNCIL LAUNCHES COUNTY BY COUNTY WORKING GROUPS 7 PRESIDENT’S PEN Strategy and Strength for Construction Talent 8 EXECUTIVE UPDATE The BIA Celebrates 80 Years 22 COMMUNICATION CORNER Upgrading Your Email Marketing
6 BUILDING INSIDER QUARTER 1 2023 1285 Alum Creek Drive Columbus, Ohio 43209 614-252-2227 www.signaturecabinetryinc.com

2023 is here, and central Ohio continues to grow at a rapid and exciting pace! We should be proud of the thoughtful growth our city is headed in. Citizens, government leaders and businesses of all sizes need to continue working together, and bettering our processes and communications for this growth. As members of the BIA, we continue to address all three of these factions about our need for robust workforce development for the residential development and construction businesses in central Ohio. The construction industry offers an array of ways to learn more about the jobs that are available through programs and organizations like the Department of Job and Family Services, Building Talent Foundation and Jobs to Build

Strategy and Strength for Construction Talent

It is our responsibility as BIA members to promote this effort for workforce development as well. We need to work together to promote educating early and often to young people, as well as adults, about the opportunities that are available to them in making a career in the residential construction business. Kudos to Maronda Homes for working with Southwestern City Schools career specialist, Dawn Weaver, teacher Bret Busby and vendors. They collaboratively put together a program that involved building a small house in the classroom, taking the kids on job site tours to show them all stages of construction, and then having vendors present to provide contact information for those kids interested in employment opportunities.

Doug House is a BIA Foundation member and Chair of Construction & Skilled Trades Pathway at Columbus State College. The program offers education in traditional trades, as well as emerging technologies such as geographic information systems and sustainable building. Degrees and certificates in the Pathway program lead to careers in carpentry, electrical trades, plumbing, welding, HVAC, landscaping and other fields.

The BIA Workforce and Development Council has been focusing their efforts on establishing relationships with local high schools and career centers because of the new ODE changes. Several of the career schools do have adult programs, and this year they are hoping to gain more access to adults looking to transition to new careers or re-entering the job market in our area. They continue to build relationships

with Educational Service Center of Central Ohio (ESCCO) and believe they should be able to create another pathway for our members to gain employable adults.

The BIA Foundation last year donated $30,000 to Franklinton Rising for the At-Risk Young adult program. They teach a nationally recognized Introduction to the Building Trades program including OSHA 10; plus, they teach life skills to help prepare their trainees for participating as an adult in the marketplace. They pay their trainees on a part-time basis, a graduated pay rate for the learning and work they do in their houses under the direction of their Director of Training/ Construction and/or partner contractors who desire to “give back” and help mentor, train and work on their houses. Individual trainees, depending upon their background, will work with them on one to three houses before being ready for fulltime employment.

The question is, how can your business contribute to this effort? Take some time and give it some thought. These are just a few of the organizations that can help you and your teams get started. You can also reach out to our Workforce Development Council for the relationships they are cultivating. It is an opportunity not just to give back, but to help solve a much-needed problem in growing our workforce and meeting the needs of your customer.

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PRESIDENT’S PEN
Jane Arthur Roslovic 2023 BIA President Treplus Communities

The BIA Celebrates 80 Years

• Average Cost of a New Home (nationally)

1943: $3,600 | 2023: $446,000

• Average Monthly Rent (nationally)

1943: $40/month 2023: $1,180 In doing my research on 1943 facts I came across something that really hit home. In that year, the Pentagon opened outside of Washington, D.C. It accommodated, upon its opening, more than 40,000 employees, 10,000 cars and used 435,000 cubic yards of reinforced concrete. The most amazing thing, it was built in 16 months.

Think about that. Sixteen months to build and ready for occupancy, a seven floor structure, including two stories underground, that spans 28.7 acres at a cost equivalent to $1.19 billion in 2023 dollars (or $18.81 billion less than the two initial Intel facilities).

economic growth. However, this growth is not possible without our industry.

I will say it again: The fate of our region’s success rests upon our industry’s ability to meet the great housing demand that exists today and will certainly exist tomorrow.

This is why, 80 years later, the BIA of Central Ohio exists. We exist to help connect builders and developers to the great associates we have in our market that help in each step of the development and construction process. We exist to facilitate the sharing of best practices and education of our members. We exist to help promote the importance and value of our members to the public. We exist to work tirelessly to help our members navigate the many hurdles at every level of government that limit housing creation.

This year, the BIA is celebrating its 80th year of serving the residential construction industry. For this issue of the Building Insider I thought it might be interesting to compare how things looked in 1943 when our industry forefathers established the Homebuilders Association of Columbus and today.

• Approximate Population of the City Columbus 1943: 306,600 | 2023: 906,500

• Approximate Population of Ohio 1943: 6,868,000 | 2023: 11,878,330

All of this reinforced a key part of what our organization’s mission is, which is to work with local governments to allow our members to meet the demand that exists in central Ohio. Simply put, if our country can build the Pentagon in 16 months and that building can be standing today, even after having a plane crashed into it, then we should be able to develop a site and build a few houses in a similar fashion.

A recent update by the Mid-Ohio Regional Planning Commission (MORPC) says that our region can expect to grow to 3.15 million people by 2050 (approximately 80 people moving here 365 days a year for the next 25 years). That’s about 10x the population of the City of Columbus in 1943. This growth is a good thing, as it shows a broader expansion of

We exist so that hopefully, one day, we can build something in less time than it took to build the Pentagon.

Ultimately, we exist because leaders of the central Ohio homebuilding community got together and thought that it would be a good idea to form an organization that represented our industry. Thousands of hours have been volunteered by individuals in support of this organization and industry. We would not exist without their contributions and are grateful for those seen and unseen.

My challenge to you: What can you contribute to our organization to make sure it as vibrant and vital for the next generation of industry professionals and leaders?

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EXECUTIVE UPDATE
biahomebuilders.com 9 7

Housing Shortage Looms Large as Central Ohio Prepares for Intel

Ever since the announcement last year that Intel would build a $20 billion manufacturing complex in Licking County — central Ohio has been anticipating the economic boom expected to transform our region. But the arrival of Intel is also amplifying the Columbus area’s housing shortage.

“Clearly, Intel is the hot topic in central Ohio and its impact on our industry is being felt today in challenges with labor and supply chain and material issues. However, we haven’t yet seen a related housing boom due to the project,” says BIA Executive Director, Jon Melchi. “As our housing study showed, we already had a significant demand in central Ohio and what is coming is simply going to be additive to that demand.”

Melchi points out, the housing study confirmed and expanded upon the need for housing of all types throughout our region.

“There’s clearly a deficit of housing all up and down the spectrum, whether it’s single families, condos or apartments,” says Tre’ Giller, president and CEO of Metro Development.

Central Ohio’s shortfall of homes in different price ranges adds to the Intel-related housing challenges ahead. Among the most serious deficit: Giller singles out the “missing middle” — affordable housing such as townhomes, courtyard apartments and duplexes — as an especially underserved market segment.

Construction underway

Intel’s two semiconductor chip plants are being built on 1,776 acres that New Albany annexed from Jersey Township. The plants are slated to be completed by 2025.

Changes are already taking shape on the rural land that Intel will soon call home. Right now, the area is still primarily farm fields. But signs of construction — bulldozers and road closings — have already begun to appear.

Intel has hired Bechtel, an engineering and project management firm, to serve as the general contractor for phase one of building the new facilities.

Preparing for growth

Throughout central Ohio, officials and

Fun fact: Bechtel estimates
construction will use the steel needed to build eight Eiffel Towers and the concrete needed to build an extremely tall skyscraper.

planners are preparing for the expected growth surge due to Intel. Franklin, Delaware and Fairfield Counties are all looking to ramp up plans for utility expansion and improve their transportation networks. But Licking County faces the most intense challenges.

For years Licking County officials anticipated the County would grow, and they expected that new growth to arrive at a steady pace due to eastward spread from Delaware County. But with Intel’s arrival, the County suddenly needs to broaden the scope of its strategy and accelerate the speed of planning and implementation.

Zoning approvals and transportation improvements top the list of the growth challenges the County now has to meet in a short timeframe. Close behind in the priority list: adapting the county’s utility infrastructure to meet a larger population.

The BIA’s Builders and Developers Council has provided information and support to local jurisdictions in the area surrounding Intel’s site. For more detail on the Council’s work, see the Government Affairs column on page 24.

FRAMEWORK’s focus is centered on 15 jurisdictions that will be impacted by economic growth sparked by Intel and other companies that include Amazon, Google and Meta.

“We are just cresting the halfway mark of a three-phase process. This current phase is focused on crafting the vision and analyzing conditions and opportunities,” says Sarah R. Wallace, chair, Thomas J. Evans Foundation and neutral convener of FRAMEWORK.

In its second phase, FRAMEWORK has been gathering and analyzing public input.

“We have collected insight from over 2,500 members of the 250-square-mile study area,” Wallace says. “All that input was organized and analyzed and formed into statements of intent. They are relatively general principle statements that will guide more specific recommendations on how and where growth should take place.”

The responses collected by FRAMEWORK underscore the need for housing choices that run the gamut.

FRAMEWORK, a public-private planning initiative

As municipalities and businesses throughout Licking County scramble to prepare for the changes ahead, a new initiative has been launched to create a collaborative vision for the region’s future. The Thomas J. Evans Foundation’s FRAMEWORK is a public-private planning effort addressing issues that range from land use to character of place.

“Home builders would be interested to know that principles are emerging that support a wide range of housing types, mix of use and quality of place and design,” Wallace observes. “The community supports inward development adjacent to and within existing developed areas in order to conserve open space.”

Of special interest to BIA members: the BIA housing study played a key role in FRAMEWORK’s efforts.

“The staff and consultants of FRAMEWORK have found the BIA 10-County Region Housing Study completed by Vogt Strategic Insights in 2022 particularly useful as we work through growth analysis and projected housing needs,” says Wallace.

Meet the Board

The BIA has installed a 2023 board that represents the diversity and strength of our local industry. The current officers and trustees bring a variety of backgrounds, skill sets and viewpoints to our association’s leadership.

Board members include custom builders and production, large companies and small, businesses with locations in multiple states and businesses that operate solely in Ohio. The board has experts in areas that run the gamut, from multi-family building to single family building, flooring, windows, banking, law, planning, civil engineering and development.

The 2023 board is already at work, carrying forward the BIA mission to support and represent members in areas ranging from advocacy to education.

Meet our new officers and trustees.

EXECUTIVE COMMITTEE

Jane Arthur Roslovic, President Treplus Communities

Hometown: Columbus, Ohio

Years in the industry: 36

Years as a BIA member: 6

Your 2023 vision for the Board and the BIA: I would like to see the board continue to support the advocacy efforts to educate the citizens and political entities that influence residential development and growth on the need for housing in Columbus. We must figure out a way to grow our community responsibly and meet the needs of central Ohio growth. Additionally, we need to educate young people about the opportunities that are available to them in the workforce in residential construction trades.

Josh Barkan, Senior Vice President

M/I Homes

Hometown: Bexley, Ohio

Years in the industry: 10.5

Years as a BIA member: 5.5

Your 2023 vision for the Board and the BIA: In 2023, I hope to help continue to grow the BIA’s membership and the BIA’s impact on local building policies, initiatives and issues important to our members in order to continue to facilitate workforce housing in central Ohio on a reasonable basis.

Troy Fritz, Builder Vice President

Weaver Custom Homes

Hometown: Columbus, Ohio

Years in the industry: 40-plus

Years as a BIA member: 8

Your 2023 vision for the Board and the BIA: As our industry has evolved, so has our organization. The advocacy efforts of the BIA are very crucial to support our members, builders and affiliates as well as the greater good of the consumer. I am excited for the direction and the momentum that we are currently experiencing and the impact we are having.

Mike Reeves, Associate Vice President

Kimley-Horn

Hometown: Avon, Indiana

Years in the industry: 16

Years as a BIA member: 6

Your 2023 vision for the Board and the BIA: I look forward to continuing our advocacy and outreach by working with communities as they write new zoning codes and upgrade sanitary treatment operations.

Joe Thomas, Secretary

Metro Development

Hometown: Columbus, Ohio (Clintonville)

Years in the industry: 30

Years as a BIA member: 30

Your 2023 vision for the Board and the BIA: To serve as a leading voice in growing awareness of the importance of workforce housing in central Ohio.

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2023

Jonathan

Wilcox Communities

Hometown: Powell, Ohio

Years in the industry: 17

Years as a BIA member: 6

Your 2023 vision for the Board and the BIA: To continue the positive momentum with advocacy at the local government level and to expand opportunities for badly needed housing in our region.

Bob Yoakam, Immediate

Past President

Rockford Homes

Hometown: Delaware, Ohio

Years in the industry: 13

Years as a BIA member: 13

Your 2023 vision for the Board and the BIA: To really focus on advocacy as we have been doing. While the current economic environment has slowed, the central Ohio region is positioned to be a Midwest growth hub for residential and commercial construction for many years to come.

TRUSTEES

Kate Allen

America’s Floor Source

Hometown: Pataskala, Ohio

Years in the industry: 20

Years as a BIA member: 20

Your 2023 vision for the Board and the BIA: There is power in numbers, and I look forward to the growth in acquiring new builder and vendor members in 2023. I look forward to fun and productive networking events.

Tom Hart

Painter and Associates

Hometown: Oak Park, Illinois.

Years in the industry: 26

Years as a BIA member: Since 2003, when I went from Executive Director to a member

Your 2023 vision for the Board and the BIA: To continue to guide the BIA and support the BIA's professional staff on their mission to be the premier advocate and voice of homebuilding and housing issues in central Ohio.

Todd Lipschutz

Maronda Homes

Hometown: Chicago, Illinois

Years in the industry: 20-plus

Years as a BIA member: HBA 20, Columbus BIA 3

Your 2023 vision for the Board and the BIA: Continue our critical efforts of new housing advocacy with our municipal partners and the expansion of our workforce development through area career centers/school districts.

Jeff Memmer

Memmer Homes

Hometown: Canton, Ohio

Years in the industry: 19

Years as a BIA member: 13

Your 2023 vision for the Board and the BIA: To increase influence at all levels of government and industry, to positively impact housing.

Jeff Miller

CESO

Hometown: Columbus, Ohio

Years in the industry: 40

Years as a BIA member: 20

Your 2023 vision for the Board and the BIA: To continue the advocacy efforts under the BIA board’s guidance and vision and maintain the momentum that we have of being a voice in the development process of central Ohio communities.

Nanette Pfister

Epcon Communities

Hometown: Upper Arlington, Ohio

Years in the industry: 42

Years as a BIA member: 30-plus

Your 2023 vision for the Board and the BIA: Central Ohio is facing a significant housing shortage at all levels. Anything we can do as a board as it relates to advocacy with area municipalities on behalf of our builders will ultimately benefit all of central Ohio.

biahomebuilders.com 13

Pella of Columbus

Hometown: Cardington, Ohio

Years in the industry: 2

Years as a BIA member: 1

Your 2023 vision for the Board and the BIA: I am excited to be a part of the BIA and on the board during a time of transformation in Columbus. I am from central Ohio, but just recently moved back home from Atlanta. It was said to me that Columbus today can be compared to Atlanta before they hosted the Olympics in 1996. If that proves to be true, the next 25 years will forever change our city and our region. It gives me a lot of energy!

Nationwide Realty Investors (NRI)

Hometown: Columbus, Ohio (Clintonville)

Years in the industry: 21

Years as a BIA member: 12

I am a relatively new BIA member, but have been very familiar with, and have followed, the BIA for many years. NRI has been involved in the BIA, my husband is in the building industry and my father-inlaw is a former BIA president.

Your 2023 vision for the Board and the BIA: My vision for the board is to continue to learn and grow while supporting the building industry across the Columbus area. I am optimistic that the BIA will continue to expand our advocacy efforts throughout the industry in order to support the growth in and around the Columbus area.

Jeff Woda

Woda Cooper Companies, Inc.

Hometown: Powhatan Point, Ohio

Years in the industry: My father was a homebuilder so I worked in it growing up; I started my own construction and development company in 1990.

Years as a BIA member: 10-plus

Your 2023 vision for the Board and the BIA: I would like to see the BIA continue our efforts to help builders solve the issues facing builders in central Ohio. Build on the strengths of the organization in helping members through professional development, legislative outreach, industry growth and dedication to ethical business practices. Look for ways to engage new and veteran members in order to bring fresh ideas and energy to the organization.

First Financial Bank

Hometown: Pittsburgh, Pennsylvania

Years in the industry: 23 in home mortgages

Years as a BIA member: 3

Your 2023 vision for the Board and the BIA: I am so inspired by the Professional Women in Building Council and the BIA. I would love to help grow initiatives that continue bringing women into the construction workforce!

14 BUILDING INSIDER QUARTER 1 2023

EVENT CALENDAR 2023

September 2023

Sept. 21 - Oct. 8, 2023

October 12, 2023

December 2023

2023
2023
7, 2023
April
June
Aug.
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Council Spotlight: SMC, YP and PWB Make the most of your BIA membership. Try a Council meeting or event.

What’s the best way to up your involvement and reap the benefits? Attend a BIA Council meeting or event.

It’s a prime benefit for BIA members — our one-of-akind networking, learning and advocacy opportunities. By getting involved in one of our Councils, you can connect with others in a variety of building industry fields, exchange ideas, pick up valuable advice and enjoy a camaraderie you won’t find anywhere else.

Here, in their own words, are the leadership in three of our BIA Councils explaining the value you’ll get from participating.

Future issues of Building Insider will highlight our other Councils.

Sales and Marketing Council (SMC)

Morgan Knapp (Epcon Communities) and Andrew Rus (P&D Builders) Co-Chairs

“There is tremendous value in participating with the SMC this year. In fact, value will be the keyword for the year. By attending a meeting, our members or potential members can expect to walk away with practical sales and marketing strategies that they can immediately put to work in their own business. The big idea is that we’re all here to produce results; this year’s SMC will help our members to do just that.

Each meeting will provide something of value, something new to learn, opportunities to network with top professionals in the industry — and we’ll have some fun along the way! We respect that everyone has busy schedules so we’ll aim for a quarterly, value-packed

meeting, we’ll start on time and wrap up on time, we’ll meet in great locations with good food and drinks, each meeting will be different but consistent in the theme of producing value.

We love the work we do and the industry we work in, and we’re excited for the opportunity to work with all our industry sales and marketing professionals!”

Young Professionals Council (YP)

RJ

"The BIA YP group is both a social and educational group. A typical YP group social event is

open to the entire BIA membership, however, has a focus on connecting young professionals with other young professionals and senior members as a means to learn the various facets of the building industry and to create new relationships/connections. We are also in the process of implementing a mentorship program where senior level BIA members will volunteer to mentor a small group of young professionals throughout the year. More to come on this, we are very excited to unveil this new program!

Keep your eyes on BIA communications and the BIA website for all YP social events!”

20 BUILDING INSIDER QUARTER 1 2023

Professional Women in Building Council (PWB)

Samantha

“Supporting women in the building industry is essential for creating a fair and equal work environment. PWB provides invaluable resources for both women and men to help them succeed in their chosen career paths. Not only does PWB provide resources related to professional development, but it also serves as an excellent networking platform for those looking to connect with like-minded professionals. PWB is a great resource for anyone looking to excel in their industry, and I encourage everyone in the building industry to explore the resources PWB has to offer.

March is national women's month as well as national reading month, PWB plans to kick off this month by distributing The House that She Built books that were donated to us last year. The books will be delivered to schools and libraries in central Ohio.”

—Samantha Dettinger

“Anyone in home building will enjoy being part of the PWB. Since joining PWB, I have been uplifted by so many women, broadened my knowledge through education, and been personally fulfilled through charitable events.”

—Carolyn Morrison

For the dates of upcoming Council meetings and events, please visit biahomebuilders.com and check out the BIA’s calendar.

biahomebuilders.com 21
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Upgrading Your Email Marketing

If you are just starting out in email marketing, or if you want to take your existing email strategy up another notch, it’s key to develop a smart plan upfront and then keep improving your approach. Tom Kulzer, CEO and founder of AWeber, a leading email marketing provider for small businesses, says, “The most effective (email) marketing strategies adapt, grow and innovate.”

It’s a no brainer that getting people to open and read your email is essential to any good campaign. According to optinmonster.com, 47% of people will decide to open an email based on the subject line alone — so it’s worth your time to come up with a good one.

To maximize your email open rate, keep your subject line short and avoid words and symbols that might mark your email as spam. For example, don’t use all caps, multiple exclamation points or in-your-face sales phrasing like “Buy now.”

The foundation of your email campaign is getting your emails into the right hands. And having your message land in the best possible inbox means building your business’s email list. It may take time — but compiling a good list is worth it.

The best way to start building your list is to ask your prospects to opt-in via email or through a sign up at your model home. Keep the sign-up form simple. And double check that an online opt-in process, works.

Another tried-and-true method to lock in prospects is by using a lead magnet — industry jargon for something people want enough that they will give you their email address to obtain it. For instance, notices of sales, or sign ups for a how-to webinar or informational e-newsletter, can all entice your prospect to give you their email.

Email marketing remains one of the best and most cost-effective ways to stay in touch with your existing customers and connect with prospects in your specific market. If you want to grow your business, it’s worth the time and resources to boost your email marketing game and take advantage of this powerful tool.

How powerful? According to Forbes, email marketing delivers the highest ROI of any other marketing channel. You’ll get back $42 for every dollar you spend.

Good subject lines will intrigue your audience. Saying something unexpected or unique can do the trick. And don’t be afraid to use humor.

Examples of engaging subject lines aimed at consumers: Meet your new home. Give your kitchen the upgrade it deserves. 5-star rated closet systems to the rescue.

Your email is also more likely to be opened when you make an announcement or give a deadline. A few examples: Last chance for 10% off. New faucet styles just landed. Fresh landscape design in time for spring.

Don’t be tempted to buy an email list. Purchasing a list is a bad idea since too often for-sale lists consist of emails that are unvetted. Instead of viable leads, you may have just spent money on email addresses that are no longer used and/or people who won’t be interested in your products or services.

Want more help? For an assist in optimizing your email campaign, an email marketing service can be a solid resource. Companies like MailChimp can help you assess the timing of sending your message, improve its content and analyze your results, among other services. You can also explore free email marketing tools, such as HubSpot.

22 BUILDING INSIDER QUARTER 1 2023
COMMUNICATIONS
CORNER
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BIA Adapting to Housing Needs Across Central Ohio Region

As central Ohio’s housing market faces continuing supply shortfalls, and job creation continues throughout the region, BIA members have been responding by both doubling down on the City of Columbus and also expanding development and building efforts in an increasing of communities in various counties.

The BIA’s Board of Trustees has worked with the Builders and Developers Council to remain strongly engaged with Columbus, and also adjust to the increased focused in new markets by expanding our policy efforts throughout the region.

This column outlines this expanded approach, and is an invitation to any BIA member to contact BIA Executive Director Jon Melchi if your company has a particular interest in communities in the region.

Builders and Developers Council Co-Chairs Lead Working Groups

The B/D Council is led by volunteers from BIA member companies. In 2023, the co-chairs are Nicki Martin from Treplus Communities, Jeff Miller from CESO and Mike Reeves from Kimley-Horn. The co-chairs have divided up lead responsibilities to focus on issues in specific communities.

Delaware and Union Counties

(Nicki Martin, leader)

In the township areas of Delaware County, there is a long history of development that continues with township and County-level elected officials and staff. Monitoring this work and dealing with ad hoc issues as they arise will continue.

For Delaware City, there are issues of staff capacity to review and approve plans that are providing challenges. Additionally, the city has a new tree preservation ordinance under draft that is of keen interest. And there is next step zoning work to follow the recent adoption of the city’s Comp Plan.

For Sunbury and Galena, there is new growth interest that involves annexation, zoning and development challenges that are relatively new for elected officials and staff. The BIA is working to help members understand each community’s expectations and develop needed relationships with community decision-makers.

In Union County, the City of Marysville is navigating mixed political sentiment towards growth. The city’s large utility investment reflects support, and a need, for growth. At the same time political leadership is challenged to approve development that is required by area employers and corresponds with the city’s earlier investments and plans.

Jerome Township is also a key part of Union County. The BIA is working with members who are focused in the township on a mix of issues.

Licking and Fairfield Counties

(Jeff Miller, leader)

Intel has brought a new level of focus to long-term challenges that have existed in Licking County. Development process issues with the County related to transportation and timely zoning approvals remain at the forefront of those issues. The BIA has provided information/support to a consortium of local jurisdictions that are attempting comprehensive planning as a response to Intel. This year will be the time to tell if this effort comes to fruition. Utility infrastructure challenges exist, with SWLWSD receiving authority for serving new territory at the same time as trying to address their leadership vacancy. A number of cities in the County are showing interest in annexation and residential development. These opportunities are encouraging, but not without some expected challenges related to local officials adapting to new level of activity.

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AFFAIRS
GOVERNMENT

Fairfield County is in the early stages of responding to Intel, and other regional developments, by exploring significant utility expansion in the northern tier of the County. This work has the possibility of significant future opportunity. For this effort to be successful, ongoing challenges need to be resolved related to issues like utility construction specifications, as well as subdivision regulations, zoning and development plan approvals. County Commissioners and the County Engineer are engaged with the BIA on these efforts.

Columbus/Franklin, Madison, Pickaway Counties (Mike Reeves, leader)

The City of Columbus remains the single most important jurisdiction for development of new housing, especially for multi-family units. The BIA is heavily engaged in the city’s zoning code update as well as ambitious plans for significant reductions in the timeframes for zoning and development plan approvals.

Madison County has begun efforts to form a new utility district. A key element of this effort is to have an outlet west of Darby Watershed. County leaders are working with Plain City, London, West Jefferson and other municipalities on what might be possible with this new district. These plans and subsequent financial investments will need to be wellcoordinated with expected levels of development.

Pickaway County has had increased development interest in communities including Commercial Point, Ashville and South Bloomfield, as well as Circleville. The announcement of a new Honda battery plant in Fayette County is expected to support and grow this demand. The BIA is in early stages of its work in the County.

biahomebuilders.com 25
Malcolm Porter is Public & Government Affairs Consultant for the BIA.
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Builders and Developers Council Launches County by County Working Groups

With the job and corresponding population surge coming our way, central Ohio housing is expected to increase in areas where we’re already building and expand into new markets throughout our region. The BIA’s Builders and Developers Council is taking a fresh approach to meeting the challenges ahead, wherever those challenges may occur.

“As our region and our organizational footprint continues to grow, it became increasingly important for us to establish a framework for getting clear direction and information from our members in a timely manner,” says Jon Melchi, the BIA’s Executive Director. “This new structure increases our member involvement in our advocacy efforts and makes us a more valuable partner to local governments.”

Three County by County Working Groups have been established to provide an improved communication channel for obtaining member information on local issues. The new groups are led by three co-chairs who will each identify and work with members who have relationships in those counties they cover:

Jeff Miller (CESO) leads Licking and Fairfield

Nicki Martin (Treplus Communities) leads Union and Delaware

Mike Reeves (Kimley-Horn) leads Franklin, Madison and Pickaway

These three, who are also co-chairs of the Builders and Developers Council, will report through our Builders and Developers Council, but the information they provide will help the BIA as a whole to steer priorities, accomplish goals and provide quick feedback.

If your company would like to be involved in these working groups, please contact Jon Melchi at jon@biahomebuilders.com. We welcome your participation!

26 BUILDING INSIDER QUARTER 1 2023
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2023 Tour Guides will be mailed Sept.1 to 30,000+ homes with additional distribution at each Parade home.

More Homes, More Exposure

Tour & Explore New Homes

Throughout Central Ohio

September 21-October 8, 2023

The 2023 BIA Parade Guide will feature the scattered site event featuring more homes throughout central Ohio and multiple counties than ever before! Consumers will read editorial about feature developments, trends in building and design and details about homes on the tour.

Maps make it easy to navigate to homes, and charts will highlight homes categorized by area and style. Each participating Parade home receives a quarter page write up that includes:

• Builder logo

• Full color image of the home exterior

• Square footage

• Bedrooms/bathrooms

• 100 word description / amenities of the home

• Address

• Neighborhood

The Guide will be available on multiple central Ohio websites and will coordinate with other BIA Parade of Homes virtual offerings.

Check out the 2022 Guide still available at cityscenecolumbus.com/luxuryliving

40 2021 BIA Parade of Homes BIAparade.com 18272-COLS-Parade Ad Full Page.indd 2 8/3/21 3:35 PM 18272-COLS-Parade Ad Full Page.indd 2 8/3/21 3:35 PM NORTHWEST Single Family, 3,546 sq. ft., 5 bedrooms, 3.5 bathrooms Avondale Woods is located west of Avery Road in Hilliard, and just minutes away from Dublin. Avondale Woods offers beautiful estate lots in the Hilliard City School District. This community offers the best of both worlds, with both downtown Dublin and Old Hilliard just minutes away. Select from our highly-desirable home plans and then make your way to the unique collections of restaurants and shops found in Historic Dublin, Bridge Park and the newly transformed Old Hillard. Enjoy the vibrancy of these downtown locales or enjoy the outdoors by visiting the plethora of parks in Dublin and Hilliard that are just minutes away. 6 Trinity Homes Avondale Woods 6336 Avondale Woods, Dublin OH 43016 trinity-homes.com Condo, 2,114 sq. ft., 3 bedrooms, 2.5 bathrooms Lakeside at Avondale is a community located in Dublin, Ohio, in the Hilliard City School District. Offering the quintessential condo life, this is the perfect community for those seeking a maintenance-free lifestyle. Located just off of Avery Road near Hayden Run Road, it offers stunning water views and privacy off of the main road, but just minutes from downtown Dublin and Old Hilliard. With your maintenance-free lifestyle, you will have plenty of time to enjoy the unique collection of restaurants, shops and parks that are just minutes away from your new home in Lakeside at Avondale. 7 Trinity Homes Lakeside at Avondale 5232 Estuary Ln., Dublin, OH 43016 trinity-homes.com Single Family, 3,520+ sq. ft., 4 bedrooms, 2.5 bathrooms The Dover two-story floorplan offers all of the features a homeowner could ask for. The formal dining room adjacent to the foyer is easily accessible from the kitchen via the butler’s pantry. The kitchen with center island, walk-in pantry and dinette area opens into the 2-story great room perfect for entertaining. A mudroom accommodates cubbies and a boot bench, and the den is ideal for a home office or an in-law suite. The second floor includes three bedrooms each with a walk-in closet, a large master retreat with luxurious bathroom, laundry and a spacious loft. 8 Rockford Homes Tarlton Meadows 5292 Tarlton Blvd., Hilliard, OH 43026 www.rockfordhomes.net Single Family, 2,931 sq. ft., 3 bedrooms, 3 bathrooms The Promenade III Bonus Suite model is an open, light-filled floorplan featuring two bedrooms on the first floor, a den, an optional upstairs bonus suite complete with a third bedroom and bath, and a private outdoor courtyard with a paver patio, pet turf, plant walls and a pergola. The spacious kitchen features a large center island, Quartz countertops, a Farmhouse sink and GE stainless Café appliances. The owner’s suite offers an optional sitting room with access to the outdoor courtyard and a walk-in closet. Other highlights include sliding barn doors leading into the den and a first-floor laundry room. 5 Epcon Communities The Courtyards on Riverside 3352 Courtyard Landing, Dublin, OH 43017 www.EpconColumbus.com Kathy Gill 614.572.1248 kgill@cityscenemediagroup.com Gianna Barrett 614.572.1255 gbarrett@cityscenemediagroup.com CALL OR EMAIL TODAY!

Reach Home Buyers Before, During and After the 2023 BIA Parade of Homes

Three weekends: September 21-October 8, 2023

The 2023 BIA Parade of Homes will connect more home builders and associates with consumers than ever before. Packages are available to combine the Parade Guide with some of central Ohio’s best-read magazines to build your brand and sell more product!

Parade Guide

The Parade of Homes Guide is the official tour program of the BIA Parade of Homes. It will be MAILED to the top-value homes in Franklin, Delaware, Union and Licking counties with the September issue of CityScene Magazine. More than 15,000 Parade Guides will be distributed to patrons at the featured parade developments and homes.

The Parade Guide editorial features articles and home design trends and tips. Truly a magazine that will be kept and referred to often.

CityScene Magazine Luxury Living

CityScene Magazine – with Luxury Living Section in every issue – connects advertisers with more than 65,000 of central Ohio’s most affluent homeowners.

The region’s largest circulation and largest readership magazine spotlights top building, design, decorating and remodeling projects and trends with unparalleled engagement with readers. Reader studies show that homeowners keep the magazine in their homes for 6-8 weeks!

Mailed six times a year to homeowners, plus bonus business, newsstand and bulk distribution.

CMG Community Magazines

Dublin Life Magazine, Westerville Magazine, Healthy New Albany Magazine, Tri Village Magazine, Discover Grove City Magazine & Pickerington Magazine

CityScene Media Group community magazines are produced in partnership with the communities they serve and offer advertisers total saturation of the target market with unmatched readership.

The community magazines are mailed six times a year to community residents and businesses, and offer the best advertising value with the lowest cost per thousand. Circulations range from 10,000 to 22,000.

Digital – CitySceneColumbus.com and WeekendScene

CMG offers digital banners on a monthly basis—uniquely guaranteeing visibility for a specific timeframe.

Did you know that digital ads need to be seen an average of 7 times before consumers take action? Longer than average time on site and a high number of return visitors help CMG digital advertisers reach their goals.

CMG’s weekly enewsletter, WeekendScene, is another great way to connect with consumers. Sent on Thursday afternoon, WeekendScene includes what to Watch, Read and Eat, as well as a Weekly Win! WeekendScene is a great driver for traffic to Open Houses and events.

Year of Digital
The digital Parade Guide will be promoted on CitySceneColumbus.com and BIAparade.com
A
on TWO Sites

The BIA Foundation Made Our Housing Study Possible

One of the great successes of the BIA Foundation during the past few years is the BIA’s Housing Needs Assessment. This study, which provides a regional estimate on housing needs as well as a county-bycounty breakdown, has been cited numerous times, including in national publications and has also been used to help educate local governments on the importance and need for housing. Without the BIA Foundation, this study would not have been completed.

The Foundation has existed for many years and over its history has supported a number of charities throughout our region. This will continue with its support of various workforce development initiatives, but it has an opportunity for more.

The Housing Needs Assessment showed the real impact that the Foundation can play in leadership and driving the conversation of the impact of our industry. However, there are times when we need support of you, BIA members, to help determine what we should be studying next.

What areas of development and construction do we need to learn more about so that we might identify a path that would lead toward better housing outcomes for central Ohio? Equally as important, we need support in raising funds to continue support for these critical programs and areas of research.

The Foundation exists to support our industry and the community. As our region continues to grow, so does the importance of the BIA Foundation.

We welcome your thoughts on areas we should be researching, programs we should be supporting and how our charitable arm can continue to thrive.

30 BUILDING INSIDER QUARTER 1 2023
BIA FOUNDATION

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