#2 AND TRYING HARDER
TORONTO JUST BEHIND ATLANTA IN NEW HOME ACTIVITY

Never before have I ordered a Pepsi and been looked upon with such distain. Such is the nature of Atlanta Georgia, the head office of Coca-Cola and host of this years National Association of Home Builder’s International Builders Show – and what a show it was! Over five acres of product and technology display representing every imaginable component for the new home. I’m exhausted just thinking about it. Three days of educational and training sessions from marketing to construction to software, combined with extensive housing tours throughout Atlanta made for a very hectic schedule. Honestly, Revenue Canada, there was very little time for personal indulgence.

The opening ceremonies were held in Philip’s Arena (home to the Thrashers and Hawks) before a sell-out crowd of over 12,000 delegates. It is a celebration of American ideals with a pomp and pageantry that only the Yanks can do. But behind the patriotic fervour is a fundamental commitment to home ownership as a cornerstone to community, family and socio-cultural values.

Giuliani, at his best!
The keynote speaker was none other than the former Mayor of New York City the Honourable Rudolph Giuliani. His speaking style might be described as casual, but his message was very powerful and understandably well received. He spoke initially about fear, danger and bravery during and after September 11. It was a stirring and emotional message. His theme was basically urging us to not fear a return to normal patterns of life while being vigilant of this new danger – a danger greatly reduced by our new awareness and subsequent action.

He spoke of the emotional tug of housing in the aftermath of catastrophic events. How important homeownership was as a foundation for community. He said, “Capitalism is not about the rich, it is about the poor and providing an economic system where you can step up the ladder to wealth.” That first step is a first home. It was a great address from a great leader.

Economic Forecast Upbeat!
I spent an evening with Stanley Duobinis, Vice President and Director of Forecasting for the NAHB. His message was very upbeat and encouraging for the economy ahead. His comments included; “The recession that began in March of 2001 may now be over, and it’s going into the books as the mildest on record.” “The pace of growth should improve further as 2002 proceeds and show better balance as consumer spending falls into a sustainable growth pattern and business capital investment finally revives.” “Recovering consumer confidence and positive prospects for economic recovery bode well for housing in 2002.”

The U.S. housing scene produced record results for both new and resale in 2001. Projections from Mr. Duobinis indicate that 2002 will be close to the numbers of last year with gradual increases throughout the year that, “cruise into an upbeat outlook for 2003”.

Generally a very good forecast for economic recovery and particularly housing. The GTA follows the American market by three to six months. It should mean a very good performance for housing in the GTA throughout 2002 and into 2003.

Atlanta is a great city, number one in housing activity in the United Stated last year – Toronto was a very close second. If you visit soon, don’t miss dinner at the Horseradish Café – but don’t order a Pepsi!

Keep Positive!
PMA Brethour Group
Andrew Brethour
Marketing & Sales Consultant to the New Home Industry
andrewb@pmabrethour.com