How have you been selling your newly constructed homes? The old way use to be to plug a few ads in the newspaper to get the word out. Maybe even have balloons and flashy signs on the side of the road for people to notice as they drive by. It was more of an outbound process. And it’s an important process of selling new home constructions even today, but it no longer has to be the only way. How do you increase traffic as well as stay on the forefront of people’s minds long after they leave your model home? Your marketing efforts and strategy need to be focused on increasing your sales qualified leads as well as lead nurturing with thoughtful educational content that will build trust between yourself and the consumer.
Talk About An Obvious Sell
It’s no surprise that we want your business. We’d love to work with you and tailor a custom campaign specifically to your needs. That’s why we love what we do. That’s why we are good at what we do. But we also like helping people and sharing some of our knowledge to spark creativity and innovation. Who knows, maybe you’ll like what you read and need help with a problem down the road. That’s the exact mindset of Inbound Marketing as well.
As a home builder, how many times have you had a manufacturer rep. contact you from their sales department trying to sell you something or undercut a business you’ve worked with for years and feel loyal to? Worst of all, most of the sales reps. are not very knowledgeable when it comes to your needs or the basic understanding of a job site. Their cold-calls and marketing seem distant, self-serving, and you feel left in the dark.
Now Change Roles
Most people view the person selling a product, a service, a home, as impersonal and self-serving. Trying to make a buck no matter the cost. As a home builder in a market where the top 100 builders of more than 100,000 builders nation-wide account for around 1/3 of all new housing, how do you differentiate yourself and standout? How do you show people who you are and who your business is? You can build a beautiful home, but most builders can build a beautiful home that’s almost identical. You build to code, certain price range, square footage and features. There’s people out there that can do what you do. So how do you show that you’re different?
As hard as it may be to admit, most people react to salesmanship with skepticism. That means you, too. They hear all talk, no action. Let an Inbound Marketing campaign be the action that gets you started by bridging that gap and surprising potential clients with your interest in their investment. A strong marketing campaign builds a solid foundation to your company’s future while increasing contacts and following up through lead nurturing strategies.
It’s not enough anymore to assume people will remember your model home just by walking through it. It’s not enough anymore to rely on the trend of the minute like aerial videos made by drones, or flashy website tours. Your strategy must go deeper, all those trends should just be bonuses that compliment what you’re already doing. Staying on the forefront of people’s minds through content and content offers not only increases contacts and leads, it also establishes credibility in the marketplace, expertise to potential clients and nurtures existing clients. Through content and an Inbound Marketing campaign, you can show you’re different than the next guy just trying to squeeze out a buck.
For more advice on Inbound Marketing and home building thoughts, check out Paveya’s digital marketing blog.