WHITEPAPER: Placement Positioning People

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Logo: Color Logo: K/O Logo: Gray W H I T E P A P E R | P L A C E M E N T , P O S I T I O N I N G , A N D P E O P L E 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

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