We Know Who Is Shopping Your Homes, Do You?

Marketing can be difficult especially when you may not know who you are marketing to. A general message can often fall on deaf ears. Targeted marketing and messaging have long replaced mass branding campaigns. So how do you get the messaging right? Know your audience. How do you know your audience? Consumer Optix from BDX! Did you know that through a partnership with Neustar, BDX provides consumer data on every NewHomeSource lead? You can know exactly who is shopping for your homes. Below are some of the examples of data we are collecting as well as some ideas on how to use this information to inform your marketing strategy.

Demographic

This might be an obvious one, but are you attracting more first-time homebuyers or active adults? While the floor plans and pricing can be the same when marketing to these two segments of buyers, how you market the home to them can be different. Virtual staging and visualizers can help! Virtually staging the rooms in two different styles can help ensure that the home fits the intended audience. A room staged as a nursery won’t appeal to a 55+ audience, but an exercise room or craft room likely will. Visualizers also give the buyer the option to design the home in exactly the colors that appeal to them.

Income

Do you know the household income of who is shopping for your homes? Knowing the HHI can be a huge help when deciding how to market your homes. Do you build the model with all of the options or with just the base options and provide a visualizer that allows them to add additional options that may be out of their range? How you talk about the home can also make an impact. Home descriptions that sound “expensive” could scare off a buyer that can actually afford your home.

Number of Children

Is the third bedroom another child’s bedroom or a guest room? Is the community playground relevant or does the wine club sound more appealing? Knowing the number of children should not only affect how you market your homes visually but should inform your sales counselors on how to respond. Versioning your follow-up materials for the right buyers can add a personal touch that sends the signal that you really understand their needs.

BDX understands new home shoppers and how to market to each segment. Do you need help understanding who is shopping for your homes or how to reach new home shoppers? Email us or visit us at TheBDX.com.

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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