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Housing starts back off October peak

BY HBSDealer Staff

It would have been difficult for November's housing starts to beat the previous month's — in October, starts shot up to 1,340,000, which is higher than the initial estimate that was announced last month.

Though November's rate still passed the 1 million mark, starts fell 18.7% to a seasonally adjusted annual rate of 1,090,000. This is also 6.9% below the November 2015 rate of 1,171,000. 

For the single-family market, starts came in at a rate of 828,000, 4.1% below October's downwardly revised rate of 863,000.

Decreases occurred across the country, but most drastically in the Northeast, where total housing starts fell 52.1%.

In the West, starts fell 22.1%, and less dramatically in the Midwest (14.2%) and South (9.3%).

The Midwest actually experienced a bit of a resurgence in single-family starts, however, which were up 19.8%.

As for what's coming down the pipeline, building permits were 4.7% below the revised October rate of 1,260,000 at 1,201,000. However, single-family permits were 0.5% above October's rate at 778,000.

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HBSDealer Stock Watch: Mixed bag

BY HBSDEALER Staff

Thursday's market was a mixed bag for HBSDealer stocks, though the decreases were slightly more pronounced than the increases.

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Marketing Magic: Snow blowing at the bottom of the world

BY HBSDealer Staff

Just in time for arctic blasts, here’s an integrated marketing campaign filmed in Antarctica.

EGO, manufacturer of battery-powered outdoor power equipment, launched a new integrated advertising campaign for its line of Arc Lithium battery-powered snow blowers.

“EGO’s brand promise is ‘Power Beyond Belief.’ Rather than simply telling consumers about the product benefits, our goal was to prove it, showing the snow blower in action in the coldest, windiest, most hostile environment on Earth: Antarctica,” said Vinny Warren, of the advertising agency, The Escape Pod.

The integrated campaign includes broadcast, digital, social, experiential and collateral elements. EGO Power + equipment is available exclusively through Home Depot. Check out the video here:

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