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BDX Online Marketing
Engagement Model
To engage home buying prospects effectively
online, builders must sequentially move prospects
through five key psychological and behavioral
objectives:
1. Earn Trust
2. Build Confidence
3. Differentiate from Competitors
4. Present and Inspire
5. Provide Paths to Action
To earn trust, we have to convince buyers of our
values and credibility. We can do this through
testimonials, references from consumers and
partners, our history, awards, and memberships.
To build our prospects' confidence, we have to
first empathize with their concerns. They may need
more information about finances, home repairs, lot
availability, and the process of buying.
To move into a prospect's consideration set,
substantially differentiate your brand. You may
offer superior locations, construction plans, energy
efficiency, design, or materials. Make your unique
selling proposition substantive and demonstrably
clear throughout your site.
Did you know that 92 percent of home buying
decisions are made by women? Women respond
to an inspired presentation that dynamically
showcases community features, ease of living,
customization options, and the lifestyle experiences
outside the 100 acres of your community.
Finally, throughout your presentation of all of this
information, offer prospects many paths to action.
Provide reasons to connect with your company,
and clear next steps in the process.
