Align Buyer Expectations & Build Trust in an Uncertain Market: NAHB: Webinar - September 9, 3:00 PM (ET)

Includes a Live Web Event on 09/09/2026 at 3:00 PM (EDT)

Today's custom home buyers arrive with more information, more inspiration and more misconceptions than ever before. Between AI-generated home designs, HGTV, social media and economic uncertainty, builders are spending more time managing expectations around budgets, timelines, financing and what's possible.

Join this expert panel to learn practical strategies for educating buyers, building trust and keeping projects moving forward, even when market conditions are challenging. Discover how to have more productive conversations about construction financing, appraisals, cost per square foot, energy efficiency, design selections and the true value of a custom home.

Also, explore how to address unrealistic expectations, navigate outdated appraisal systems and stay engaged with buyers who have delayed building because of mortgage rates or economic uncertainty.

Leave with actionable communication strategies you can use to set realistic expectations, strengthen buyer confidence and win more custom home projects.

Exclusively for NAHB Members & Credential Holders: Free registration for members after login. If you have not set up your NAHB account, please visit: www.nahb.org/register or call 202.266.8313.

What You'll Learn in This Custom Home Builder Session

  • Set realistic buyer expectations around budgets, timelines, design selections and the custom home building process.
  • Address misconceptions created by HGTV, social media and AI-generated home designs while helping buyers make informed decisions.
  • Explain construction financing, appraisals and cost per square foot in ways that build trust and reduce confusion.
  • Demonstrate the long-term value of energy-efficient features, quality craftsmanship and thoughtful design investments.
  • Stay connected with prospective buyers who have paused their projects because of higher mortgage rates or economic uncertainty.

Why Buyer Education Matters More Than Ever
Today's buyers often begin the custom home journey armed with online research, AI-generated inspiration and unrealistic expectations about pricing, timelines and design possibilities. At the same time, higher mortgage rates, financing challenges and outdated appraisal methods have made purchasing decisions more complex.
Builders who proactively educate clients, communicate value clearly and set realistic expectations early can reduce surprises, strengthen relationships and keep more projects moving toward contract.

Who Should Attend This Session
This webinar is designed for residential construction professionals who work directly with custom home buyers, including:

  • Custom home builders.
  • Single-family home builders.
  • Home sales managers.
  • Design-build professionals.

Learn practical strategies to improve buyer conversations, build trust and help more clients move confidently from dream home to signed contract.

Duane Johns

Duane Johns (Moderator)

COO

Alair Homes

As COO of Alair, Duane oversees operations, implements strategic plans that align with the company’s vision, and ensures the entire organization is communicating and functioning at a high level. He works closely with the executive team and department leaders on research and development and systems optimization. Duane joined Alair in 2016 as a Builder/Partner and became a Regional Partner in 2017. He was instrumental in incorporating EOS into the Alair culture. Duane entered the construction industry over 30 years ago working on oceanfront estates in The Hamptons on Long Island, New York. In 1996 he moved to Charlotte, North Carolina and started a general contracting business. As a builder, remodeler, coach, consultant, and COO, he is dedicated to elevating professionalism in the construction industry by promoting continuous learning, strategic planning, collaboration with like-minded peers and the elimination of egos. He believes that if you fail to do these things the industry will reduce you to a commodity and leave you alone on an island. When he is not talking shop you will most likely find him outdoors. He and his family love to travel, hike, explore, and discover new places and new things.

Brandon Edwards

Brandon Edwards

Partner, Operations

Element Construction

Brandon Edwards is a Partner for Element Construction and has more than 25 years of experience in the residential construction industry. A 2001 graduate of Clemson University, he holds both Residential and Commercial General Contractor licenses and has built a career focused on operational excellence, quality craftsmanship, and delivering successful construction projects.

Brandon has a long history of leadership and service within the home building industry at the local, state, and national levels. He is a Past President of the HBA of the Lowcountry and currently serves on the Executive Committee of the Home Builders Association of South Carolina. He represents the HBA of the Lowcountry as a Delegate to the National Association of Home Builders (NAHB) and serves as an NAHB State Representative for South Carolina. Nationally, Brandon serves on the NAHB Resolutions Committee and is Chair of the NAHB Custom Home Builders Committee.

 In recognition of his leadership, service, and commitment to the industry, Brandon has twice been named Builder Member of the Year by the HBA of the Lowcountry.

 As an educator, builder, and industry advocate, Brandon is passionate about sharing practical strategies and real-world experiences that help construction professionals improve operations, strengthen their businesses, and better serve their clients and communities.

 

Greg Hardwick

Greg Hardwick

President and Owner

Hardwick General Contracting

Greg Hardwick, P.E., is President and Owner of Hardwick General Contracting, a nationally recognized custom home builder serving Central Florida. With 35 years of experience in the multimillion-dollar construction industry—including leadership roles with Fortune 500 companies—Greg is dedicated to delivering high-performance, luxury homes tailored to each client’s lifestyle. He is a Past President of the Master Custom Builder Council and the Greater Orlando Builders Association.  He currently serves on the Leadership Council for the National Association of Home Builders, the Builder 20 Executive Committee, and as 2nd Vice-Chair of the Custom Home Builders Committee.  Greg has been honored with multiple industry awards, including NAHB Project of the Year, Builder of the Year, and Remodeler of the Year at local and state levels.

Vernon L. Garrett III

Vernon L. Garrett III

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Live Webinar
09/09/2026 at 3:00 PM (EDT)  |  60 minutes
09/09/2026 at 3:00 PM (EDT)  |  60 minutes
Survey (259884)
6 Questions
Certificate of Completion
Live Viewing: 1.00 Continuing Education credit and certificate available
Live Viewing: 1.00 Continuing Education credit and certificate available