Lowe’s forms partnership with social media site
Lowe’s and Houzz, a website for home remodeling ideas, design and social interaction, has announced a marketing relationship that kicks off with a "Dream Kitchen" sweepstakes. The winner of the contest will receive a “dream kitchen,” valued at $50,000, designed and built by Houzz’s top designers and contractors with materials from Lowe’s.
"We’re proud to announce a first-of-its kind marketing alliance with Houzz," said Gihad Jawhar, VP Lowes.com. "With Houzz’s impressive community of designers and renovators and Lowe’s innovative online retail experience, we will provide the best possible tools and resources to improve homes at every stage of a project, from inspiration to completion."
Houzz enables consumers and remodeling professionals to collaborate using visual, mobile, local and social tools. The Houzz site and mobile apps feature more than 250,000 high-quality interior and exterior photos, thousands of articles written by design experts, product recommendations, and a directory of residential remodeling and design professionals across the United States, Canada and other countries.
By May 2012, Houzz’s image gallery and articles will be integrated into the MyLowe’s site, allowing consumers to add inspirational content to their home improvement projects. For more information about MyLowe’s, visit lowes.com/myLowes.
The new partnership follows Lowe’s recent acquisition of ATG Stores, an online retailer of home improvement and lifestyle products based in Kirkland, Wash.
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HD tests commerce-enabled ads
Home Depot is running a mobile ad campaign that allows consumers to click on ads to make a direct purchase, according to an article in Mobile Commerce Daily.
The ads, which are focused on flooring products, runs with Pandora’s iPhone application. The Atlanta retailer also has several different banner ads running that advertise the flooring promotion. One reads: “Top-quality tile at prices that’ll floor you.” Others promote specific brands of flooring.
By tapping on the ads, users are taken to homedepot.com to view the retailer’s flooring options, brands, prices and product ratings. Consumers can also make purchases directly via their mobile devices.
Those in a hurry to pick up their purchases can enter their zip codes to find the nearest Home Depot store, or use their device’s own GPS system.
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Government study faults home appraisal process
The U.S. Government Accountability Office (GAO), in a recent study on the effectiveness of real estate appraisals, found that the Appraisal Subcommittee, which oversees the regulatory programs established by the states, has not adequately performed its duties because of underfunding and other problems.
The GAO’s findings only underscored what the National Association of Home Builders (NAHB) has been shouting from the rooftops: Faulty appraisals have been sabotaging home sales at a time when the housing market can least afford it.
In a Web-based survey conducted from June 2011 to July 2011, the GAO examined state appraiser regulatory agency representatives from the 50 states, the District of Columbia, and the territories of Guam, Northern Mariana Islands, Puerto Rico, and the Virgin Islands. It found that the Appraisal Subcommittee had not, for example, established a complaint hotline to receive complaints over noncompliance with appraisal independence standards or grievances from appraisers, individuals or other entities over attempts to improperly influence appraisers or the appraisal process. Nor had the subcommittee provided grants to state regulatory agencies as stipulated by the Dodd-Frank Act.
"These findings underscore the need to establish an effective oversight system to ensure that appraisals accurately reflect true market values and don’t harm aspiring home buyers or builders," said NAHB chairman Bob Nielsen, a home builder from Reno, Nev.
A recent NAHB survey showed that one out of three builders have lost signed sales contracts because of flawed appraisals, and a fall survey conducted by the National Association of Realtors showed that 18% of realtors reported a recent contract cancellation or delay as a result of a low appraisal.
Observing that "the critical role of real estate appraisals in mortgage underwriting underscores the importance of effective regulation of the appraisal industry," the GAO study recommended that the Appraisal Subcommittee develop specific policies and procedures for monitoring the appraisal requirements of the federal financial institutions regulators.
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