Marketing Advice From A Harvard Business Professor

Theodore Levitt, Harvard Business School Professor, coined one of the most influential and true marketing statements that is still relevant today. “People don’t want to buy a quarter-inch drill. They want a quarter inch-hole!”

In our business we can definitely relate, but do we always apply this principle to our marketing efforts to attract home shoppers? How do you give buyers what they are looking for and avoid the builder talk? Pictures speak volumes. Most families experience a sense of dissatisfaction or a change in their family, work, or lifestyle when they begin searching for a home. Lifestyle renderings like the ones below go beyond traditional exterior images and are more eye catching. They also evoke an emotional connection, and help put shoppers in the space. 

Renderings tell a story and with 96% of home shoppers beginning their search online, they are an important first piece of the journey. Learn more about how to boost your marketing efforts by visiting thebdx.com or email us to get in touch.

About the Author

Alaina Latiolais is currently the Marketing Manager and HBA Partnership Program Manager for Builder’s Digital Experience. She previously worked as a Digital Marketing Consultant for BDX working with builders of all sizes in the Austin, San Antonio and Corpus Christi markets. Finding her love for B2B marketing, she now helps educate home builders about marketing and technology and understanding the digital consumer. Alaina has over a decade of experience working with small, medium and large businesses on their marketing strategies, always with a strong focus on the latest technology and results. She has a practical approach that saddles between warm and daring, always challenging businesses to take the next step to adopt new technology and ideas.

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