Health Insurance for North Carolina Members

HBA: Home Builders Association of North Carolina

Category: HBA Operations

Location: Raleigh, N.C.

Size: State Association

Year: 2025

The Home Builders Association of North Carolina (NCHBA) implemented a health insurance trust offering a variety of discounted insurance products designed to provide a lower cost solution for members' health care. The marketing plan focused on three areas. The first was in-person announcements at annual regional meetings to give members a chance to hear about the program and ask questions. The second was an emphasis on various traditional marketing techniques to further educate members. The final step was to develop a marketing strategy targeting non-members who could receive quotes but needed to join as a member to receive the full benefits of the program.

By the end of the first year of the initiative, the NCHBA more than doubled its participation goal of 500 participants. In the first 6 months, 500 participants joined the program, and more than 1,100 participants joined by the end of the year with the inclusion of traditional marketing efforts. The addition of non-member marketing has brought the program up to nearly 2,100 participants. This effort was innovative in that it marketed toward and encouraged the participation of non-members in a successful effort to increase membership and non-revenue dues for the association.