In the thick of hurricane season, having a home generator is a peace of mind. Last year, Highland Homes decided to offer natural gas generators as an new-home incentive. In its second year, the incentive is even more popular generating hype for both buyers and sales personnel.
Zein Mangalji, vice president of sales for Houston, says, “This incentive has generated a lot of excitement, not only for prospective buyers, but also for the realtor community as well. It is an upgrade that adds not only value, but also functionality to the home. It’s a particularly appropriate incentive for the Houston area, given our vulnerability to losing power during hurricane season.”
With Highland Homes’ priority set on its future homeowners, Mangalji believes that this focus coupled with delivering exceptional customer service can build trust with their customers. She shares more about the creative incentive with BUILDER below.
Courtesy Highland Homes
Zein Mangalji
What are some of Highland Homes’ incentive options?
Through our Power Up promotion, Houston-area buyers can choose between a free 24kW Generac natural gas generator capable of running most, if not all, of their electrical devices in the event of a power outage. Buyers also have the option to decline the generator and receive $15,000 toward Design Studio options. The Power Up incentive is available with the purchase of a new-build single-family home on contracts written between June 1 and August 31, 2025.
How did the idea of a free generator incentive come about?
We launched this promotion last year after Houston was impacted by two major storms—Derecho and Hurricane Beryl. It was incredibly well received. Because of Houston’s proximity to the Gulf, hurricane season is a concern for many buyers. We saw this as a timely, meaningful way to offer peace of mind, while also aligning with the needs of our market.
What parameters must a buyer meet to receive the incentive?
We’ve kept it simple for our buyers. To qualify, all you have to do is buy a new-build single-family Highland home between the timeframe. This incentive does not apply to townhomes or completed inventory homes.
How long have you offered this incentive?
Last year we offered the generator promotion for about six weeks. The promotion was very well received by our home buyers, so we decided to offer the promotion for three months this year, launching on the start of hurricane season, June 1, and concluding on August 31, 2025.
What has the response been like? Has it helped close deals?
The response has been extremely positive, and in fact is even better this year than last year. It took only one day for the first eligible sale after the offer was launched! So far, just six weeks into the program, we are tracking nearly 150% more in 2025 versus 2024. We feel like this promotion stands out amid a crowded field of rate buy-down offers. It has attracted new buyers into our communities and helped our sales counselors sell more homes.
