As NAHB continues to advocate for the needs of the housing industry during the coronavirus pandemic, we need to keep hearing how the crisis is impacting your business. We launched our first survey last week and will open a new survey every Tuesday to gauge the industry’s needs on a continual basis.

The week’s survey has additional questions about the impact on remodeling work and will take less than five minutes to complete.

Your feedback will help us promote policies to keep the housing sector running with as little disruption as possible during this difficult time.

Please complete this week’s brief, confidential survey today.

For the latest news and business resources, visit NAHB’s Coronavirus Preparedness and Response section on nahb.org.

Consumer trends and desires revolving around baby boomers and millennials have been popular topics in recent years, as the last of the boomers begin to enter the 55+ age bracket and millennials have all primarily entered the workforce. But a growing emphasis is being placed on the up-and-coming generation of young adults: Generation Z.

Generation Z — generally defined as those born between 1995 and 2010 — comprises 26% of the U.S. population, noted Kate Good of Hunington Properties during her session “Gen Z: End of the Alphabet & Beginning of a New Era” in the Multifamily Central at the 2020 International Builders’ Show. Described as the “selfie generation,” Gen Z came of age during the Great Recession, and as such, is very debt-averse. It is also the most diverse generation, which factors into its values of inclusiveness and authenticity.

So why should home builders and developers pay attention to this growing demographic? By 2020, Good stated, Gen Z will command nearly 40% of all consumer shopping. They also are primary drivers of their parents’ purchasing decisions: 93% of Gen Z parents say their children influence their shopping choices.

Although the youngest Gen Zers may still be in elementary school, the oldest Gen Zers are beginning to enter the workforce — and the home buying and rental markets. Gen Z is attracted to brands that are engaged in social good (especially if the companies offer an outlet for Gen Z to get involved), promote healthy living and provide empowering messages.

They’re also loyal customers. “If they love your brand, they care about your brand,” shared Good, with 43% willing to write or record a product review as a result of great customer experience. For example, to help better engage Gen Z residents in providing reviews, her company has added a confessional booth on its properties for residents to share why they love living there.

So how can you capture their attention? Here are four key factors to keep in mind:

• Ensure a streamlined digital experience: 60% of Gen Z shoppers won’t use apps or websites that load slowly or are difficult to navigate.
• Make it quick: Gen Z has a short attention span — 15 seconds, to be exact. “If you don’t grab them in those 15 seconds, you’ve lost them,” Good shared.
• Be responsive: Gen Z is highly mobile and expects fast responses. For example, 60% will hang up on a phone call if it’s not picked up in 17 seconds.
• Use real people and real messages: Gen Z doesn’t respond well to celebrity spokespeople; 63% would prefer real people in marketing messages to celebrities.

See more educational materials from NAHB Multifamily, including the IBS Multifamily Central, at nahb.org.

The Construction Industry Safety Coalition (CISC) today published guidance for construction employers, employees and contractors on coronavirus exposure prevention, preparedness and response. NAHB is a key member of CISC.

The guidance describes how to prevent worker exposure to coronavirus, protective measures to be taken on the job site, personal protective equipment and work practice controls to be used, cleaning and disinfecting procedures, and what to do if a worker becomes sick. The documents are specifically tailored to construction job sites.

The materials include a customizable response plan, notifications for employees, a checklist and quick reference guide, and a toolbox talk for employers. The guidance is organized into sections that include:

• Responsibilities of Managers and Supervisors
• Responsibilities of Employees
• Job Site Protective Measures
• Job Site Cleaning and Disinfecting
• Job Site Exposure Situations
• OSHA Recordkeeping
• “Essential” Industry Designations by States with Business Closure Orders

Home builders, general contractors, contractors and other companies conducting work on construction job sites are encouraged to download the guidance, customize it for their companies, and distribute or display to workers.

Examples of guidance specific to the construction industry include:

• Clean shared spaces such as trailers and break/lunchrooms at least once per day.
• Disinfect shared surfaces (door handles, machinery controls, etc.) on a regular basis.
• Avoid sharing tools with co-workers. If not, disinfect before and after each use.
• Arrange for any portable job site toilets be cleaned by the leasing company at least twice per week and disinfected on the inside.

Access the resources in the Coronavirus Preparedness and Response section of nahb.org.

For any questions, please contact Rob Matuga.