Marketers tackle their top seven emerging challenges.

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Overall, industry marketing will be driven to higher levels. “We're beginning to deal with a much more sophisticated competitive environment,” Elder says, “like what Coke and Pepsi have dealt with for years.”

To Adams, there's a clear trend. “Probably in the past five years, there's been real growth in the marketing of new homes,” he says. “People are getting smarter. They're mimicking some of the national consumer products advertisers. The large production builders are getting more and more sophisticated in their marketing.”