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The number of marketers who state they are
practicing inbound rose from 60 percent last year
to 85 percent this year, while the percentage of
marketers who concede they don't run inbound
was nearly halved to 13 percent. (Hubspot) By
2020, customers will manage 85 percent of their
relationships without talking to a human. (Gartner)
Social Media
Social media harnesses
the power of the social
proof theory. This
suggests that people look
to others for guidance,
especially when faced
with an unfamiliar or
uncertain situation.
If word-of-mouth
can influence small
ticket grocery store purchase, when the buyer has
familiarity and certainty, imagine what it can do for
big ticket investments. Use this to your advantage by
engaging with your prospects on Facebook, LinkedIn,
Twitter, YouTube, Instagram, and Pinterest.
Offer financial incentives for user-generated
content including reviews by your most satisfied
customers. Choose a social media marketing solution
that includes the most popular platforms and has
demonstrable success in driving qualified leads. Then
combine your solution with viral content like video,
photography, and animations. Then watch as your
loyal customers become a guerilla sales force, inviting
your next buyers to discover your homes. As you
delve into social media, remember that visual content
is more than 40 times more likely to get shared than
any other types of content. (Buffer Social)
Agent eFlyers
Your placement strategy cannot ignore real estate
agents, who account for more than 80 percent of
new homes sold. Agent eFlyers enable you to target
email messages to the agents in your area, with
full campaign management, reporting, and design
services. Agent eFlyers and related marketing tactics
"activate" your independent sales force, who would
otherwise work for your competitors. These eflyers
can also be placed strategically on websites, featured
in 3rd party email campaigns, and included in social
media distributions.
TV
One of the best ways to inspire potential buyers and
spotlight your homes and communities is through
engaging show and tell presentations on television.
Using the presentation styles made popular by HGTV
and DIY, these shows typically air on weekends and
appeal to key buyer demographics. Your investment
will also pay off in the form of video content to enhance
your website, kiosks, and other marketing vehicles.
P O S I T I O N I N G
Homes that are not well positioned with a unique
selling proposition (or unique combination of
attributes) are seen as commodities and are forced
to compete on price. Strong positioning enables
builders to carve out significant and sustainable
market share and brands.
Visual assets are especially important. 65 percent of
senior marketing executives believe that visual assets
are core to how their brand story is communicated
(CMO Council). There are countless ways to position
the value of new homes against older resale homes
and competitors, including these types of features:
Positioning combines these features with the vehicles
through which you present them. Builders have more
positioning tools at their disposal than ever before,
enabling them to sell to local and remote homebuyers
and investors. Consider using the following to create
the right impression:
Community
• Community amenities, including pools and
water features
• Clubhouses, workout facilities, and social
gathering places
• Parks, greenbelts, and recreational areas
Homes
• Green features that reduce waste and utility
expenses
• New building processes, technologies, and
materials
• Built to the latest codes and standards
• Features that align with today's lifestyles
• Flexibility and customization in floor plans,
options, and elevations
