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US HOME BUILDER CLAYTON HOMES IS DIRECTLY TARGETING PUBLIC PERCEPTIONS OF PREFAB / OFFSITE SOLUTIONS IN ITS LATEST TV ADVERTISING CAMPAIGN.
The Tennessee based company, which is one of the largest home builders in the US, is using the ‘Prefabulous’ campaign to showcase the modern prefab home and educate the public about the benefits of offsite construction. The campaign takes the viewer inside a home building facility and follows a family through a Clayton Built home as it is constructed, highlighting high-end features and modern design.
Clayton CEO Kevin Clayton said the campaign was created to show homeowners offsite’s potential to offer premium homes with modern amenities at an accessible price point. “Offsite construction can make the dream of homeownership a reality by leveraging innovative building practices, automation and bulk purchasing power.”
Clayton homes’ construction cost savings are achieved by purchasing building materials and name-brand appliances in bulk and leveraging economies of scale. Homes are offered with a number of available prefab home features:
“Our goal as a company and industry is to democratise luxury and provide attainable homeownership for all families,” said Clayton. According to the U.S. Census Bureau, the average price of a new site-built home with land in 2018 was around $400,000 while most prefab homes cost $200,000 plus land costs in most markets.■
