We sat down with Jennifer Dimel, business development specialist at Epcon Franchising, to discuss current industry trends and the unique benefits of a home building franchise.
What have you heard from home builders regarding how they are feeling about the current housing market?
Builders in the 55+ market are thriving right now. They build for high net worth individuals, and many of those buyers are cash buyers. For builders that aren’t in 55+, it’s definitely a good time for them to take advantage of a segment of the market they might have considered but haven’t yet pulled the trigger.
A lot of home builders I speak with mention they are struggling with sales and land acquisition and development. Many home builders feel like their sales conversion could be better, and that’s typically one of the reasons they reach out to us for guidance.
On the land acquisition and development side, I talk to a lot of custom builders who have been stuck on building 10 or so homes a year. They really want to grow that number but haven’t yet committed to tackling a community build. Taking on a big, 30 plus acre site is a level of complexity that is daunting. There can be a lot of financial mistakes made in land acquisition and development.
In 2023, home builders were extremely anxious, but that has since subsided. They were anxious to make any big commitments to their business. I feel like home builders are more open to growth right now, and now is a good time for them to pursue opportunities.
How does working with a home building franchise in the 55 plus demographic help builders excel in the market versus going at it alone?
It’s all about the process, plans and people. It can’t be said enough. Franchise Builders get access to systems and processes and best practices from Epcon Communities, our corporate entity that is living it every day.
We’re kind of like our own Builder 80 group with a large network of builders all building the same product, developing the same types of communities and going through the same process. It’s great to bounce ideas off of each other. As part of the Epcon network, you are never alone. Others have been through it before and have a lot of guidance they can provide, not just on how to do it, but how not to do it.
What are the top reasons Franchise Builders have shared regarding why they joined the Epcon network?
Land support, marketing, sales and purchasing programs are the most frequently mentioned. But depending on the size of the builder and where they are in their business, everybody needs something a little different. Some companies have marketing in place. Some don’t have a salesperson. Some are developers, and don’t necessarily need help with land, but it’s always nice to have an extra set of eyes and ears. The reasons home builders join are case by case, but there’s something for everyone that will help them in their business.
Can you share specific resources Epcon provides to help builders?
Amy McCormick, our national sales manager, is a tremendous resource for our Franchise Builders. Amy has been with Epcon for 15 years. She started out selling homes and then became the Sales Manager and now she coaches our Franchise Builders on best practices for new home sales. She teaches them the power of presales, how to launch events, and how to sell when all they have is a dirt lot.
How does Epcon support builders across different regions and help to address specific challenges that may arise?
Epcon Franchising has a team of top people who are there to guide Franchise Builders through struggles by offering land, marketing, sales, purchasing and training support. Our builders have monthly calls with our team to help identify challenges and how to overcome them. It helps us know where our builders are at in their process and how we can help them on a month to month basis.
Are there any mistakes you see home builders making when they enter the 55+ market?
Just because it’s a ranch home, doesn’t immediately make it 55+. Some builders don’t make any changes to their ranch plan and think they can market that as 55+. Epcon puts a lot of time, money and research behind our copyrighted home plans and our communities. They’re beautifully thought through and readily available to our Franchise Builders to work from.
What are tips you would give a Franchise Builder just starting out in the Epcon network?
Follow the process, use the network and be willing to listen. You have experts who live this every day. Listen to their guidance. Ask for help, network and share what you’re doing with other builders.
Our highest performing Franchise Builders attend monthly training sessions and use the Marketing Co-Op resources to their fullest. So be sure to talk, ask questions and interact with the Epcon team. We’re here to help with zoning, marketing, sales, land, legal issues — we’re here to help.