In case anyone wasn't sure, Twitter is officially mainstream media. Watch a story of both the benefits of using Twitter and the consequences of ignoring the use of Twitter.  Hollis Thomases, CEO of WebAdvantage.net, talks about how Twitter can be used for building brand reputations and customer relationship. She refers to a Whole Foods success using Twitter and then describes a "horror story" that happened to Exxon Mobile when their Twitter handle got hijacked.

Should homebuilders consider Twitter when marketing their new home communities? Absolutely.  There are too many success stories to ignore.  The challenge: clearly define your objective; then allocate the resources to make it work because it won't on it's own.