Framing the Issue

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.

Chapters

00:00 Introduction to Home Building Marketing

01:14 Visual Content and Its Impact

01:49 Marketing Timelines and Strategies

03:10 Target Audience and Renderings

03:57 Department Collaboration in Marketing

06:04 Timeline for Marketing Land and Communities

08:01 Decision-Making in Marketing Channels

09:27 Role of Analytics in Marketing

10:57 AI in Content Generation and Virtual Staging

12:50 Consumer Use of AI for Research

15:56 AI and SEO in Home Building

19:04 Balancing Content and Quantity on Social Media

22:06 Impact of Land Costs and Regulations

25:07 Social Media Strategies and Trends

27:46 Marketing Budget and Cost Breakdown

31:04 Affordability and Buyer Education

33:51 Market Growth and Future Outlook

37:01 Role of Builders in Market Advocacy

40:03 Final Advice for Buyers and Builders

43:04 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.

Chapters

00:00 Introduction to the Episode and Guests

00:41 Guests' Backgrounds and Industry Experience

04:28 Day-to-Day of Site Management for Production and Custom Homes

08:22 Involvement in Land Development and Site Preparation

09:10 Understanding Vertical Construction in Home Building

10:11 Where Home Construction Budget Goes: Cost Breakdown

12:21 Factors Driving Home Construction Costs

16:55 Labor Shortage and Trades Workforce Challenges

21:30 Regulations, Zoning, and Impact Fees Impact on Costs

25:23 Permitting, Inspections, and Regulatory Hurdles

27:09 Client and Subcontractor Relationship Management

29:32 Common Challenges and How to Overcome Them

33:42 Advice for Young People Interested in Homeownership

40:36 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.

Chapters

00:00 Introduction to the episode and guests

00:27 Guest Matt Price's background and experience in plumbing

02:12 Guest Jake Kennedy's background and family in construction

04:42 Getting into the construction industry: family influence and personal choices

08:55 Current landscape of entry-level jobs in the trades

09:21 The structure and diversity of a plumbing company

12:13 The importance and safety of plumbing work

14:02 The financial benefits and pay in the trades

16:03 Why people avoid trades and how to change perceptions

17:30 Entry wages and upward mobility in trades

20:03 Changing perceptions of trades among youth

22:01 Trade immersion tours for students

24:20 Impact of college debt and alternative career paths

28:37 Personal stories of career progression in trades

30:01 Experience vs. education in hiring decisions

32:04 Role of CTE and community college programs

35:40 Diversity, immigration, and workforce gaps in construction

40:02 Private equity's influence on small construction businesses

43:30 Advice to young people considering trades

46:27 Closing remarks and call to action

Links:

Builders Bridge

The vast majority of materials that you use to build a house are manufactured overseas and shipped to the US from around the world. That reliance on global shipping and distribution means materials can be subject to price fluctuations brought on by a wide variety of external factors.

To discuss how the cost of your house is affected by the cost of transporting materials, our guest today is Charles Bowden of MSI, one of the world’s largest movers of building materials. Charles takes the time to break down trading routes from Asia, and how the closure of certain routes has forced shippers to raise the costs of getting their products to their destination, and how that affects the price the end user pays.

Chapters

00:00 Introduction to the Episode and Guest

01:00 Guest Background: Charles Bowden and MSI

02:12 Overview of Shipping Logistics in Construction

03:17 What Are Shipping Logistics and How Do They Work?

05:03 Understanding Freight Class and Shipping Costs

06:29 Tariffs and Their Impact on Import Costs

07:17 What Are Tariffs and How Do They Affect Shipping?

09:09 Container Costs and COVID-19 Impact

10:53 Section 232 and 301 Tariffs Explained

12:47 Most Affected Construction Materials by Tariffs

15:33 Shipping Delays and Global Disruptions

19:25 Nearshoring and Its Growing Role in Supply Chains

21:04 What Is Landed Cost and Why Is It Important?

23:05 Budgeting and Price Escalation in Construction

26:49 Advice for Managing Material Costs and Tariffs

30:37 Future Outlook on Tariffs and Shipping Challenges

31:56 Closing Remarks and Key Takeaways

Before you’ve put on piece of lumber in the ground or poured any part of a foundation, the job of transforming the land into something ready for building must begin. That process is also likely to yield situations that could lead to higher building costs, such as moving land, removing obstacles, and creating drainage, just to name a few. 

To discuss these potential pitfalls and other costs of doing business are Mike Kissel of Mattamy Homes and Morgan Rushnell of LINE + PLACE. Mike and Morgan talk with hosts Aaron Kersey and Morgan Smith about what developers need to do to turn a piece of untouched land into land ready to support a thriving community.

Listen to this episode now for discussion about grading, utilities, stormwater management, and the impact of technology on efficiency.

00:00 Introduction to Land Development Experts

02:48 First Steps After Land Acquisition

03:50 Understanding the Grading Plan

06:07 Cost of Moving Dirt and Cut-Fill Challenges

09:29 Stormwater Management and Phasing

11:29 Planning for Multiple Development Phases

12:17 Wet vs Dry Utilities and Installation Priorities

14:12 Dealing with Distant Utility Lines and Private Systems

16:02 Coordination with Municipalities and Utility Providers

17:20 What Is a Lift Station and Its Impact

21:09 Overhead vs Underground Utilities and Costs

24:31 Community Infrastructure: Roads, Amenities, and Bonds

27:25 Road Dedications and Public Maintenance

29:45 Navigating Municipal and NCDOT Requirements

31:26 Multiple Contractors and Managing Disruptions

36:25 Challenges of Rock and Unknown Site Conditions

38:29 Technology and Innovation in Land Development

42:43 Cost of Land Development Before Building Homes

44:12 Land Cost as a Percentage of Home Price

45:53 Mathematical Approach to Land and Home Costs

Once you’ve found the land you want to build on and gotten the proper zoning, it’s on to figuring out how to build a structure and make it sustainable. Naturally, because communities and multi-family spaces use significant resources, you need to get your environmental impact done and done right.

On the fourth episode of Framing the Issue, we talk to Ward Marotti of EnviroTrac and Rob Reddick of McAdams Engineering. Ward and Rob take hosts Aaron Kersey and Morgan Smith through the environmental considerations needed in site planning. They talk about the role of retaining walls and stormwater management, as well as how hidden costs can drive the price of projects up by hundreds of thousands of dollars.

Resources

McAdams Engineering - https://www.mcadamsco.com/

EnviroTrac - https://envirotrac.com/

National Environmental Issues Committee - https://www.nahb.org/

Stormwater Management Permits - https://www.epa.gov/npdes/stormwater-permits

Guest Links

LinkedIn - https://www.linkedin.com/in/rob-reddick/

LinkedIn - https://www.linkedin.com/in/ward-marotti-29245420/

Chapters

00:00 Introduction to Site Planning and Guests

02:54 Understanding Site Planning: Definition and Importance

06:09 The Role of Due Diligence in Development

09:05 Impact of Site Planning on Project Profitability

11:57 Environmental Considerations in Site Planning

15:08 Cost Implications of Environmental Assessments

17:55 Navigating Protected Species and Their Impact

20:54 Stream Crossings and Infrastructure Costs

22:39 Understanding Site Planning Challenges

23:43 The Importance of Walkability and Connectivity

26:15 Navigating Development Costs and Regulations

28:20 Hidden Costs in Home Development

30:08 The Role of Retaining Walls and Stormwater Management

33:24 The Permitting Process Explained

37:13 Community Opposition and NIMBYism

43:02 The Timeline of Home Development

As we continue our examination of the home building process in Charlotte-Mecklenburg, we turn to two of the area’s leading experts on what you can and cannot do with a piece of land once you’ve acquired it.

Bridget Grant is a land use and development consultant with Moore Van Allen and Rob Nanfelt is the executive director of REBIC (Real Estate Building and Industry Coalition), both located in Charlotte. Bridget and Rob join hosts Aaron Kersey and Morgan Smith for a discussion about how to get approval from the city and county to build your home. 

Rob and Bridget explore the complex process of land entitlements, zoning, and community engagement in the greater Charlotte-Mecklenburg area. The team discusses how these factors influence housing costs, community opposition, and infrastructure planning, offering valuable insights for prospective homebuyers and developers.

Connect with the Home Builders Association of Greater Charlotte at hbacharlotte.com.

Chapters

00:00 Introduction to Land Development and Entitlements

01:08 Guest Introduction: Bridgette Grant's Background

02:12 Rob Nanfelt and the Role of REBIC

03:35 Recap of Land Buying and Entitlement Process

04:49 Difference Between Permits and Entitlements

05:38 Key Players in the Entitlement Stage

06:26 Factors Stretching the Entitlement Process

07:04 Community Engagement and Opposition

08:27 Community Meetings and Resident Concerns

09:21 Impact of Development on Traffic and Infrastructure

10:08 Transportation Referendum and Infrastructure Funding

11:04 Common Community Frustrations with Development

12:37 Benefits of Entitlements for Property Owners

14:43 Residential vs Commercial Entitlements

16:25 Due Diligence in Property Evaluation

17:27 Project Failures Post-Entitlement

18:17 Land Scarcity and Growth Challenges

19:10 What is a UDO and Its Purpose

20:25 Challenges in Implementing the UDO

22:01 Coordination Between City and County

23:10 Impact of Delays on Development Costs

24:33 Importance of Relationships in Entitlement Process

25:22 Differences Between Zoning Ordinance and UDO

26:07 Cost Implications of Development Delays

27:23 Cost of Apartments and Housing Affordability

28:19 Who Benefits from Entitlements?

29:01 Zoning and Land Use Regulations

30:21 Engagement and Civic Duty in Development

32:38 Final Thoughts and Next Episode Preview

Resources

Charlotte Regional Business Alliance - https://charlotteregionalbusiness.com/

Unified Development Ordinance (UDO) - https://charlottenc.gov/Planning/Pages/UDO.aspx

Rebic - Real Estate and Building Industry Coalition - https://www.rebiclobby.com/

Charlotte City Planning Department - https://charlottenc.gov/Planning/Pages/default.aspx

Guest Links

LinkedIn - https://www.linkedin.com/in/bridgettegrant/

LinkedIn - https://www.linkedin.com/in/robnanfelt/

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In the first episode of the Framing the Issue podcast, hosts Aaron Kersey and Morgan Smith talk about land acquisition. Any prospective home builder’s first step is to find a piece of land to build on, but in Charlotte-Mecklenburg County, that’s not so easy, or cheap.

Joining Aaron and Morgan for a discussion on land acquisition is Chad Lloyd of DRB Group, Division VP of DRB Group and Cody King, Director of Land and Queen City Land. Chad and Cody offer insights into the land acquisition process from site selection to permitting and beyond.

Connect with the Home Builders Association of Greater Charlotte at hbacharlotte.com.

In our first episode, we introduce you to the hosts of the podcast, as well as one of the biggest minds behind the podcast. Hosts Aaron Kersey and Morgan Smith tell you a little about themselves, their background, and what their goals are as you join them on this journey. Aaron and Morgan are then joined by Jen Schuster, Executive Officer of the Home Builders Association of Greater Charlotte, to talk about the HBA, what it is, and why we’re producing this podcast. 

Connect with the Home Builders Association of Greater Charlotte at hbacharlotte.com.