It is easy to be distracted by holiday cheer at this time of year but don’t let it prevent you from laying a strong foundation for success in 2017. Put together a strong marketing plan that allows you to begin the New Year with a strong footing.
Making a plan is not hard, if you follow our 4 steps outlined here. In fact, you can spread the task across a week, by setting aside some time each day to complete the steps:
- Complete a SWOT analysis on your content marketing efforts and develop a plan to improve them.
- Define the right objectives and KPIs for that plan
- Brainstorm content ideas and map these across your funnel
- Create a timeline for your content plans
Plans should not be made in a vacuum without considering what is happening in the outside world and in the construction and building industry. Style and design trends will also influence your building and marketing efforts.
Millennials Home Buying Age
The millennial generation has reached the home buying age. In fact, due to the real estate down turn, many were forced to continue to live with parents or groups of friends then in past generations. Many have used this to their advantage and increased savings to allow them to skip buying the starter home and move directly into a “move up” home as their first home purchase.
Consider if you have a product to appeal to this generation and revamp your marketing efforts to attract them. While older folks are active on Facebook, this generation prefers Snapchat or Instagram. If you have not used these platforms in your marketing efforts in the past, consider jumping in to start a conversation with this large and important demographic.
Pent Up Demand After Downturn
Generally, most people spend about 13 years in a home before something changes requiring a move. Over the past decade, the housing bubble caused many people to remain in place due to the decrease in home values and general uncertainty. Across the board, for each generation, there is some residual pent up demand. Baby boomers want to downsize and millennials are ready to be home owners. Now, that the election is over and real estate has begun to recover, you will see many people making the step to their next home. It remains to be seen what will happen with interest rates and the effect this will have on the recovery.
How will your marketing efforts encourage those consumers on the fence that now is the time to move into a home you have built especially with them in mind?
Energy Efficiency & Home Automation
Despite lower gas prices over the last year or so, consumers continue to seek energy efficiency in the homes they purchase. This is not likely to diminish. In fact, alternative energy sources like solar and wind will likely become more prevalent.
How does your marketing highlight the green products and energy efficiency of your homes? How are you incorporating smart home technology to increase energy savings and improved comfort and convenience to your builds? A campaign using videos showing the systems and how they are used should be part of your marketing efforts.
Droughts have affected large areas of the country over a longer period of time making consumers more conscience of the need to conserve water indoors and out. Water conserving fixtures are mandated in some locations. Gardens are incorporating more xeriscape features using succulents and plants with low water requirements. Additionally, harvesting rainwater and recycling it has wider appeal. Lawns are smaller and have disappeared in some areas. In some areas, even pools have fell out of favor and owners are opting to fill them in.
Like energy efficiency, this is likely a long term concern. Focusing efforts on water conservation and highlighting them in your marketing campaigns will provide consumers with alternatives to preconceived ideas. Pictures of your landscapes with the textures, colors and shapes of succulents will make your design stand out on Instagram and Snapchat.
Resiliency for Weather and Natural Disasters
The pictures of homes destroyed in a hurricane or another natural disaster evoke sorrow and sympathy from those near and far. Highlighting how your firm builds stronger and over requirements can go far to increase peace of mind in quality construction for potential buyers.
Having a campaign already made prior to any event will allow your firm to illustrate what makes your homes better and obtain a strong psychological impact.
Decades ago, the tiny house may have resembled the children’s play house. Today’s tiny house has grown up for full size living in about 200 square feet. The aging of the baby boomers and the attitude that less is more is fueling this movement. There are over 78 million baby boomers and the aging population is increasing and is expected to rise by 50 percent between 2010 and 2020. The attitude of baby boomers is to remain independent as long as possible.
Some tiny houses are equipped with wheels so they can be moved with a little more effort than a RV but still conductive to a mobile lifestyle. With land costs increasing, many baby boomers are building tiny houses to live independently while sharing their children’s lot. When you bounce this movement with the momentum of Airbnb, it could lead to more people generating additional income from lot space that is not being used, especially in vacation destinations. It still remains to be seen in many markets how regulation and taxes will damper or encourage the trend. As the tiny house becomes more acceptable, it also provides alternatives for affordable housing or alternative living arrangements.
As land values increase, this is a trend to keep on your company’s radar to assess alternative building, zoning and development arrangements.
An alternative to the tiny house is a pod design where bedrooms are guest suites that connect to the main house. Rooms that are not used frequently can also be closed off. The extra space can be closed off when there are no visitors; thus saving energy. The private extra space is ideal for visitors, elderly parents or boomerang children.
One way to market a pod design would be to use an info graphic to show how the configuration could be used in different ways for each stage of a buyer’s life; from first home to retirement home.
The aging of the population is changing design to make spaces more open to allow wheelchair and walker access. No longer does handicapped accessible design mean the space has to look like an institution. Shelving can be made adjustable for easy reach, sinks and cooking areas can be lowered and allow a wheelchair to slip under. Pocket doors remove obstacles in the space and save over 10 square feet of space. Showers without thresholds make it wheelchair accessible and a cleaner transition for homes where no one yet is mobility impaired.
A video of a universal design space would go far to educate potential buyers of the benefits and show the modern look of the design and that it does not have to appear institutional. Many baby boomers will be purchasing their final home in the coming years and this design would allow them to gracefully age in place.
Integration of Indoor & Outdoor Spaces
New construction materials allowing large wall panels of retractable glass makes the distinction between indoors and outdoors spaces disappear. Increasing outdoor spaces have lavish furniture, full kitchens, pizza ovens, fire pits and more luxuries to make entertaining a breeze. Landscaping is more varied to create “rooms” or privacy for different areas in the yard.
A live Facebook video of an open house event could be an excellent way to show the many way the lines have blurred with indoor and outdoor living spaces.
The suburbs are growing up and evolving to incorporate many of the desirable elements of urban areas, like pedestrian-friendly shopping, walk and bike friendly paths and mixed use developments. In fact, a new name has been coined to describe the shift – Surban.
A drone video of the community would be a unique way to capture and communicate the design of the community. It could follow a story of a typical day in life and follow a pedestrian on the walk to work, visiting the local coffee shop, listening to street entertainers and all the encounters in a day.
The inbound marketing method for builders and new home sales uses content marketing, social media, blogging, and search engine optimization to draw qualified traffic to your website and model homes. Contact Paveya today and see how our leadership and staff having over 50 years of combined real estate experience, building over 2,500 luxury homes, we not only talk the talk, we walk the walk. By employing a client-first attitude, our inbound marketing efforts are tailored to the unique needs of each and every home builder we work with.