Marketing Alliance Targets Women

The American Homeowners Association, a subscription-based organization that provides various services and discounts to homeowners, renters and first-time home buyers, has formed a marketing alliance with iVillage, a network of Web sites and publications designed for and aimed at women.

"The trend in American demographics has more single female heads of household and working couples," says Greg Bibas, vice president of business development for the AHA. "Women tend to be making the majority of the purchase decisions relative to products and services for the home. iVillage targets those women and serves them in other ways, but they really haven't had a strong service component relating to homes."

The 5-month-old program gives the AHA a presence on the entire iVillage network of Web sites, guaranteeing a minimum of 8 million monthly impressions.

"A big part of what we do is to educate people so they can make better decisions, and people are consistently using the Web prior to making home purchasing decisions," says Bibas.

"iVillage is giving women resources to better make those decisions."