{"id":181232,"date":"2018-11-27T05:13:42","date_gmt":"2018-11-27T13:13:42","guid":{"rendered":"https:\/\/www.esri.com\/about\/newsroom\/?post_type=wherenext&p=181232"},"modified":"2024-12-04T06:01:52","modified_gmt":"2024-12-04T14:01:52","slug":"hurricane-resistant-floating-homes","status":"publish","type":"wherenext","link":"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/hurricane-resistant-floating-homes","title":{"rendered":"How Do You Market a Hurricane-Resistant Floating Home?"},"author":501,"featured_media":0,"parent":0,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"sync_status":"","episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","castos_file_data":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","_links_to":"","_links_to_target":""},"categories":[1001,981,13602],"tags":[26512,20762],"department":[488812],"wherenext-category":[],"industry":[],"class_list":["post-181232","wherenext","type-wherenext","status-publish","format-standard","hentry","category-commercial","category-green-infrastructure","category-natural-disasters","tag-climate-change","tag-marketing","department-emerging-technologies"],"acf":{"short_description":"Luxurious, self-powered, hurricane-resistant homes are selling for $5 million. Where do you find customers for that marketing pitch?","pdf":{"host_remotely":false,"file":"","file_url":""},"flexible_content":[{"acf_fc_layout":"content","content":"If economic history has taught us anything, it\u2019s that innovation always fills an economic void. Today, a housing startup called Arkup is marketing a novel form of living to a populace increasingly mindful of climate change.\r\n\r\nTo create what it calls \u201clivable yachts\u201d meant to withstand category 4 hurricanes, Arkup has taken the concept of the houseboat and added luxury and resilience. Its self-propelled, waterborne homes offer more than 4,000 square feet of living space, run on solar power, and feature extendible stilts that can protect the home from turbulent seas, according to a recent Business Insider<\/em> article<\/a>.\r\n\r\nTiming may work to the new company\u2019s advantage. Some real estate and insurance experts believe <\/a>the value of waterfront property could decline in the years ahead. In the past decade alone, the average premium that homebuyers are willing to pay<\/a> for waterfront real estate has dropped from more than 50 percent to 36 percent, according to research by Zillow."},{"acf_fc_layout":"form","form_type":"aside","form_position":"Left","form_title":"THE ESRI BRIEF","form_desc":"A biweekly email connecting senior executives and business leaders with thought-provoking articles on location intelligence and critical technology trends.","form_button_label":"Sign up now","form_content":"https:\/\/go.pardot.com\/l\/82202\/2017-10-12\/jw1bmb","form_tag":"low-commitment-form\/sign-up-form"},{"acf_fc_layout":"content","content":"To answer the call of residents who value waterfront living but fear the consequences of a volatile climate, Arkup has partnered with a Miami yacht company to charter and sell its new floating homes.\r\n\r\nMatching an Economic Need <\/strong>\r\n\r\nA 2017 Yale survey found that 71 percent of Americans believe global warming is happening<\/a>, and 22 percent say they\u2019re \u201cvery worried\u201d about it\u2014more than twice the number who said so two years earlier.\r\n\r\nThat sounds like a sizable market for Arkup to address, but the company\u2019s pool of prospective buyers is actually much more select, not least because its waterborne yacht costs $5 million. To market to those well-heeled buyers, Arkup and other companies marketing luxury sustainable goods need deep insight on where they live, work, and play.\r\n\r\nRetailers, banks, prominent consumer brands, and other businesses have performed this kind of analysis for decades, often with the help of geographic information systems (GIS) technology. A GIS ties information to location, creating what\u2019s known as location intelligence<\/a>.\r\n\r\nLocation intelligence can be a valuable marketing tool for startups and established companies. Take Wayne Johansen, founder of HOM Furniture, who credits location intelligence with helping his company grow<\/a> from a startup to the eighth largest regional furniture chain in the country.\r\n\r\nJohansen discovered location intelligence with help from the marketing department at the Star Tribune<\/em>, where HOM advertised. HOM was looking for particular types of buyers, and the newspaper\u2019s GIS analysts found them by plotting demographic data on a map, revealing in startling detail traits such as income, age, family size, and lifestyle interests.\r\n\r\n\u201cWe were in a fast-growth stage and we felt that we had a winning game plan,\u201d Johansen told WhereNext<\/em>. \u201cBut the execution became much more scientific and precise with [those] tools and analysis.\u201d"},{"acf_fc_layout":"quote","image":180682,"text":"To market to prospective customers ahead of the competition, companies will need more than ingenuity and disruption. They\u2019ll need effective data and actionable location intelligence.","author_name":"","author_profession_organization":""},{"acf_fc_layout":"content","content":"Finding Customers to Boost Growth <\/strong>\r\n\r\nA recent survey<\/a> by the University of Redlands found that 83 percent of industry-leading, location-savvy companies consider location intelligence a valuable tool for discovering customer insight. By comparison, only 26 percent of spatially immature companies share that view.\r\n\r\nFor companies with sustainability-focused products and services to sell\u2014including floating homes built for wealthy buyers concerned about the effects of climate change\u2014location intelligence can deliver valuable insight<\/a> on the customers who will help their business grow."}],"references":null},"yoast_head":"\nArkup\u2019s New Hurricane-Resistant Floating Homes Present a Marketing Challenge<\/title>\n<meta name=\"description\" content=\"Answering the demands of wealthy climate change believers, Arkup offers a $5 million yacht meant to withstand hurricane-force winds. 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