SoCal builders tap MWW Group for an educational effort

LOS ANGELES: The largest organization of homebuilders and real estate developers in Southern California has hired MWW Group as AOR after a competitive pitch. The account is valued at $200,000 over 18 months.

LOS ANGELES: The largest organization of homebuilders and real estate developers in Southern California has hired MWW Group as AOR after a competitive pitch. The account is valued at $200,000 over 18 months.

The Greater LA/Ventura Chapter of the Building Industry Association (BIA) selected MWW earlier this month to "put together a public relations structure for the organization as a whole," explained MWW SVP Arthur Sohikian. That includes media training for board members and web distribution of newsletters, as well as governmental affairs work.

MWW SVP David Herbst added that the goal of the BIA is to position itself as a leader in housing issues in the area and to "raise the education level and the awareness level of the housing demand and the challenges of meeting that demand."

Ray Pearl, head of the BIA, added that MWW was chosen out of three firms because of its "tagline of strategy first, tactics second. They took it very seriously that they needed to understand our industry, and we were attracted to the idea of doing research and background and legwork before we jumped into a PR program."

Affordable housing, and the responsibility of developers to provide it, is a controversial topic in Southern California since housing prices are some of the highest in the country. The median home price in LA in October was $369,370.

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