New Prefabulous® TV Spot Dispels Prefab Home Myths, Showcases Value of Modern Off-site Construction
Clayton Homes today launched what likely is the biggest image campaign in the history of the manufactured housing industry. The new version of the Prefabulous® TV spot is a 60-second commercial that ties together “prefab” homes and “fabulous” value and lifestyle.
One of the largest home builders in the nation, based in Maryville, Tenn., Clayton in the fall of 2017 initiated the campaign with regional spots that aired during college football games, among other places.
The 2019 Prefabulous® television advertising campaign takes aim at showcasing the modern prefab home and educating the public nationwide about the benefits of off-site construction.
With the average price of a new site-built home with land in 2018 nearing $400,000 according to the U.S. Census Bureau, prefab homes offer an attainable solution starting under $200,000 in most markets plus cost of land.
Behind the Scenes at Prefabulous®
“There really is a deficit of available homes for families today,” Clayton VP of Retail Marketing Carl Hill said during a behind-the-scenes mini documentary of the Prefabulous® TV spot.
New homes built off site come at a lower cost because of the efficiencies involved with a climate-controlled facility.
Every Clayton Built® home comes from an ISO 14001 certified facility, away from the damage and delays that can be caused by rain and seasonal weather.
Bulk purchases of building material and name-brand appliances translate into cost savings. Also, off-site efficiencies through production line assembly help aid material recycling and aid reducing the waste.
“The way we build our homes is not just different,” Hill said. “But it’s a smarter way to build.”
The materials seen in the Clayton TV commercial came from a Clayton facility. This allowed producers to re-create a Prefabulous home for the set, the Clayton VP of Marketing Mike Duncan said.
The Concept for the New Prefabulous® TV Spot
Called “Prefabulous”, the campaign is part of Clayton’s mission to elevate the manufactured housing industry. The ad challenge the outdated myths that create misconceptions around this innovative, efficient construction method.
The Prefabulous® TV spot takes the viewer inside the set of a home building facility and follows a family through a beautiful Clayton Built® home as it’s being constructed, highlighting high-end features and modern design.
“Homes built off-site offer higher quality, more value and a smart solution to the affordable housing crisis in America,” said Kevin Clayton, CEO of Clayton Homes. “This campaign was created to help more families realize they can attain a beautiful, quality home without sacrificing modern amenities.
“Off-site construction can make the dream of homeownership a reality by leveraging innovative building practices, automation and bulk purchasing power,” he said.
Building in a factory provides unique access to quality housing at a variety of income levels.
Available prefab home features:
- Permanent foundation with porch
- Open floor plan concept
- Upgraded all-wood cabinets and farmhouse sink
- ecobee3 lite smart thermostat and energy efficient appliances
- Wide plank flooring and drywall interior
“Clayton is uniquely positioned to bridge the affordability gap using both on-site and off-site home construction methods,” said Clayton. “Our goal as a company and industry is to democratize luxury and provide attainable homeownership for all families.”