Sara eisen is at the New York Stock Exchange for sue today, but we begin with the big news in Housing Starts jumping, and for a second straight day the storks are up. D. R. Horton up almost 3 today. Toll and others also showing gains. Diana olick is in washington. Tyler, this is a tricky number. It combines both sippingle family Housing Starts and multifamily apartments like this one. So lets break it down, shall we . Singlefamily starts were up 8. 3 and up 10 from a year ago. Multifamily against mostly those apartment rentals, up 33 , month to month up 50 from a year ago. Where . The big construction jump was in the northeast, also in the south, and midwest did take a hit. West is seeing a jump, because theres so many supply, but construction is really booming most in markets where most of the activity is in that multifamily. This is a new report from trulia, new york, boston, houston, northern california, these are directed at young mill lennial getting ready to resident and downsiding babyboomers. Thats why youre seeing the apartment reits hitting new alltime highs today. Theyre significantly outperforming the s p. Now, we called this reit play two weeks ago right here on power lunch. If you missed it and want more, it still lives online. We have to keep in mind singlefamily is still running well below norms and the builders raised prices a lot last year, you may start to see in incentives coming up this fall. Back to you guys. All right. Thanks very much. Also, speaking of housing, shares of home depot, they are trading at a record high right now after posting solid quarterly numbers earlier this number. Both coming in strong. Shares, by the way up 15 in the last three month. Higher across the board, the dow up 80 point. S p 500 good for a gain of almost half a percent, and the nasdaq trading near a 15year high, the russell index also continuing its string of gains, and the tenyear selling off, yields slightly higher. Tjx a big leader today after hiking guidance. Urban outfitters, ross stores both up big as well. Peabody energy and chesapeake are also notable gainers. To the nasdaq now and seema mody, fifth straight day of gains for the nasdaq. It is, sarah. Its the breakout in tech and consumer names that are powers the nasdaq to in highs. On track for the strong as geopolitical tensions ease and traders put more focus on the stronger than expected economic dat that that came out. Theres a lot of stockspecific stories. Apple trading above 100 a share as well as the split adjusted record close. Morgan stanley says apple is attractive giving positive earnings revisions ahead of the iphone 6 and iwatch product cycle. Another bright spot for the nasdaq, because a lot of these names are underperforming. Ross stores the best performing stock on the nasdaq 100 after tjmaxx. Dom, over to you for a market flash. How about another downside move . S in a reality check for el pollo loco. Analysts are starting to weigh in, and results are not too pretty. It says the quiet period has ended. They can cover the stock iffo. Baird is beginning cover an. Jeffries starting with a hold and 30 price targets. And a 22 price target. Investors are taking notice. That stock is currently down toward session lows. The stock, though, still is more than double since the debut at the end of july. You could say that analysts are chickening out. Good one, dom, as always. Lets get to the trading action. Is jeremy, housing, do these reports, todays and yesterdays confirm that some of the concerns about the housing recovery are misplaced . Yes, i this it does. When you see the Housing Starts start to more meaningfully pick up, some of the weakness we saw in june was clearly transitory, and particularly related to Consumer Spending. It certainly suggests the consumer environment is still healthy and consumers are spending on housingrelated activities. Jack, do you make that same connection . And by the way, 8. 1 for applications. Good forwardlooking gains will trickle over into Consumer Spending . We believe so. Well see more with mortgage applications, but on on net, we view this as very positive, very bullish, certainly beats analyst expectations. We think it does feed into consumer discretionacy as one area where we are overweight in the market currently. Jeremy, is that how you play it . Obviously the Home Builders are having a nice day, or do you get more into the other retailers which have been beating up more of those discretionary stocks . I think you have to be pretty selective. I think overall the retailing segment has been somewhat disappointing. We had 70 of S P Companies beat earnings, so it depends on where youre positioned within retail. If you have a particularly strong ecommerce presence or housing and but the general retailers have been delivers more sluggish results. So what is it going to be . Now that we see the market go higher and higher, the data is backing it up. The earnings are backing it up. Is it the fear of higher Interest Rates that could put a damper on not only the housing recovery, but on this market . Theres a couple things that could dampen the equity markets from here. Certainly the global world. Yirp in particular, and the low rates were seeing there are a definite cautionary sign about investors confident that the ecb can do the right thing. So i think europe is a bigger risk to the u. S. Economy than a lot of people are estimating right now. Certainly when the fed will taper, theyre trying to telegraph very clearly when that is. Well have more information from that from the jackson hole summit this thursday and friday, but we think that currently right now markets are expecting mid2015 rate rises, so theres not much of a dichotomy. Weve got to leave it there. Jeff and jeremy, for now investors are focused on the positive. Tyler, today that would be helping. Lets look at the f35. Some say the great but also the most expensive defense. Hey, tyler, hitting another alltime high rising cost critics say the u. S. Military engine fire in june, which temporarily grounded the entire fleet and presented the international debut. F35s are flying again with some restrictions. In large part due to the rising costs. Boeing, pitching the old reliability f18. Which isnt as fancy, but doesnt cost as much investing to reduce the cost. Of course its harder to bring the cost down if you end up with fewer orders. Speaking of lockheed, later this hour ill be back with the latest in automating the military. We also have some cool stuff from northrop grumman. Shares of American Express are higher at this hour. Mcconveyorry upgrading the stock. Elizabeth arden deep in the red today. The Beauty ProductsCompany Recording the biggest quarterly loss in the companys history, citing weaker than expected sales of celebrity perfumes. Mcdonalds planning to sell the packaged coffee by early next year. The move is intended to help raise the profile. I think the coffee is pretty good at mcdonalds im more of a starbucks gal, tyler, myself. A company that has not aged gracefully, that is what Herb Greenberg is calling mcdonalds. He says this move were talking about into supermarkets judd reinforces the point. Why he says mcdonalds is making a mistake. Plus a terror drill in south korea captured on video. Well bring you the full video when power lunch returns. In todays market, a lot can happen in a second. 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Chevron and jpmorgan round out the top group. Another good day for the blue chip stocks, as we see this upside trend continue, tyler. Dom, thank you very much. Dont worry, the video you are seeing is part of an antiterror drill in south korea. Its not the real thing. It all happened in the subway system right underneath the u. S. Embassy in seoul. Its part of a bigger series of drills conducted by south korean and American Forces if seoul. The on again will solve again ceasefire is off again. Just hours ago hamas launched several rockets into israel while both sides were engaged in peace talks in cairo, egypt. Israeli delegates walked out, saying they will not negotiate while the country is under fire. With the help of u. S. Air support, kurdish and iraqi forces have pushed the terror group known as the Islamic State in iraq and syria away from a key dam that controls water to much of iraq. Those kurdish and iraqi forces apparently now in control of the dam. Kurdish fighters also claim to have surrounded two towns recently taken by isis. Sara. Cnbc. Com and cnbc are releasing the result right now of the first smallbusiness and Financial Planning survey. The key takeaway is that Small Business owners are too focused on their businesses to plan for their own finance future. Joining us now are two financial plansers who specialize in advising Small Business owners. They also participated in a survey. Leslie beckett, and dave, is managing director and just what are their clients focused on . Have a look at this. 42 of Financial Planners say developing a Retirement Plan and exit strategy is the most pressing financial challenge facing Small Businesses. So leslie, why cant Small Business owners do both . Focus on their business and their financial future . Well, they are no different from the regular investors, actually. Who have a different time focusing on their financial future. It just seems to far away for a lot of them, and they dont really focus on it until its quite late. One of the problems here, dave, and this really stood out to me. 70 of their wealth is actually invested in their own business. Is that too much . Shouldnt they be more diversified . Absolutely. This is the one core fact at the heart of every Small Business situation financially, is that the vast majority of their wealth is tied up in the one undiversified asset. So focusing on diversification is really important, but entrepreneurs have faith in their own skills, so they tend to reinvest in their business rather than redirecting capital into other kinds of market investments. Lets talk about some of the their concerns. Its a good window into the Small Business economy, very important leslie. Taxes are a chief concern, very interesting considering you hearing ceos and bit National Companies complaining about taxes, and then theyre paying a lot lest. What is the Small Business other than i dont know the absolute rate that Small Business owners are paying in taxes. Its going to vary on the type of business and the structure, but i do know, just like everybody else, Small Business owners are very concerned about making sure that they are taking advantage of every Tax Deduction thats available to them. Sill wonder if they feel like their taxes are going higher. They do. There have been increases in tax rates both nationally as a consequence of the Affordable Care act, and some of the individual states. Its something that the Business Owners are intensely aware of. They often are reinvest, reinvesting for growth, so every last bit of cash flow that they can get their arms around is important. Thank you both very much. For more insites into how Small Businesses feel about obama care and weve got the results of the latest survey. Tyler . Sara, thank. The ice bucket challenge has become a social media phenomenon. There is sheryl sandberg, but also a fundamental shift in the way nonprofits thats the ultimate selfie. Up next robert frank crunches the numbers, and were talk about the big changes. And this man suneil, hes in charge of the United States soccer federation, that means the World Cup Team and beyond. He is also teaches economics. Well have that and more in two minutes. I make a lot of purchases for my business. And i get a lot in return with ink plus from chase. Like 50,000 bonus points when i spent 5,000 in the first 3 months after i opened my account. And i earn 5 times the rewards on internet, phone services and at Office Supply stores. With ink plus i can choose how to redeem my points. Travel, gift cards, even cash back. And my rewards points wont expire. So you can make owning a business even more rewarding. Ink from chase. So you can. No question about that. But your erectile dysfunction that could be a question of blood flow. 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Ask your doctor about cialis for daily use and a free 30tablet trial. Dow jones is say aller again is in talk with more than within acquisition target. Allergan is spinning off a hostile bid. Up about a percent on that bit of news. Salix makes gastrointestinal products. Does it market a fundamental shift in the way nonprofits raise money. Robert franks has more. This seems to be a perfect fusion. Its really come together. This has become the Biggest Charity sensation in years, if not decades. Its raised over 22 million. Compares with 1. 9 million they raised in the same period last year. Coming from 453,000 new donors. The question is is it a onetime gimmick, or whether it will in fact change the entire business model. Experts are sharply divided. Receives a bit of a bucket backlash. On the plus side charity experts tell me shall show us the power of social media. Its added an limit of fun for fundraising, and shows that they can support a campaign, but without controlling every detail. On the negative side, this is already spawning some imitators. The stunts may actually overshadow the cause. This money may be a oneshot donation thats not repeated. Guys . Inns thank you very much. Case in point the u. S. Soccer head getting dunked by no less than the legendary rocker and soccer guy rod stewart. Do we have that video . We have good people dunks ice on us. We rudy, and of course rod stewart. The ice bucket chal ink. Ready, set [ cheers and applause ] how about that . Dont forget to donate. Im challenging satya from microsoft. My friend from adobli, and the shark mark cuban. The als campaign is sure to go down as a markets goal in Business School, and lets immediate the dunkee him . Professor, you win the mug race. You have the biggest mug. This is a mike golic size mug. Theyve got the mugs. What did it feel like when the ice hit you . It was a great night, and they convinced me to do it with chris mullen. We accidentally ran into rod stewart. And a very positive side, we made sure we were donating. Focused on businesses giving back to others in part. Address the impact the this viral son of philanthropy. Is it sustainable, or a one time capture lightning in the bottle . I think this is part of something that will be sustainable. Its part of just the as technology, the internet, mobile phones have increased in usage exponentially, a lot of this is influencing Business School curriculums. So i think there will be something sustainable. Watching bill gates. Thats a beautiful things. So you think it is a sustainable thing, and the Als Association is apparently raised by some accounts 16 million in Something Like the last three weeks. Comparing with 19 million they raised with all of last year. Jeff . Right, and what this kind of reflects, and something, as you can imagine giving our catholic heritage and our considerations of asking more of business, the willingness, especially the younger generations coming into Business Schools and mba programs are very sensitive to the Community Around them. I know what we have at know re dame, even from day one in terms of orientation, we have a concern with the community and giving back. So i think in terms of technology, this is something that will become part of our curriculum in terms of focusing on the role