My column for the April 2014 issue of Builder and Developer magazine is now posted online.For this issue, entitled "Help Your Buyers and Renters Cut the Cord," I tackled the issue of the ever-rising costs for pay TV, Internet and phone service from traditional cable TV or phone companies and how the move from one home to another is a perfect time to consider new options. An excerpt:
According to Qz.com, ten percent of pay TV customers are planning to “cut the cord” in the year ahead -- although in a previous poll last year, just 0.1 percent of the eight percent making similar vows actually went through with it...
What better way to build your brand to tech-savvy Millennials than to speak in a lexicon they already understand while also showing them a way to save money well after they’ve moved into one of your homes? Then, a year down the line, when their friends are complaining about the constant fee hikes due to ‘higher programming costs’ (especially for sports channels), they can brag about how their builder or apartment management company made ‘cutting the cord’ so easy...
Simply providing information on the alternatives to the usual mainstays would be a great start. For example, many companies provide Internet-based home phone service (also known as VOIP) for a fraction of the cost charged by the usual suspects. Plus, who wouldn’t want a free starter subscription to NetFlix or Hulu Plus as part of the welcome package in a connected world?
To read the entire column, click here.
To read the entire April 2014 issue in digital format, click here.
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