Here's an opportunity to think bigger. Home building has long been known to be three businesses blended into one: real estate investment, manufacturing, and marketing/sales. That's conventional wisdom. What unconventional wisdom is telling more and more companies is that consumers are the ones who tell company and sector strategists what business they're in. Not the other way around.

Here's a story on fitness company Under Armour's awakening to what business it's really in, as it acquires MapMyFitness for $150 million. Under Armour thought it manufactured and marketed fitness apparel.

Actually, it's a tech company.

Home building, at its baseline for consumers, may be more about giving people safety, community, connectedness to jobs, and serenity, than it is simply transferring property ownership from one financial entity to another.