Catch their attention and keep it!
As a home builder, you may have always depended on "word of mouth" as your home builder marketing plan, and if that has worked for you in the past, then that is ok. However, if you have future goals of increasing your business and increasing it quicker, you may need a better home builder marketing plan!
Some home builders may not want to wait 10 or 15 years for their business to increase by "word of mouth." You may not think you can afford an advertising budget, but the truth is, you do not have to spend a lot of money on a marketing plan if your plan is on track Here are some steps to consider when building a better home builder marketing plan:
1. Narrow down your target audience
Who is your TARGET audience? This may be dependent on the price line of your houses or the subdivisions you generally build in. Maybe most of your buyers are younger, first time homebuilders, or, are they older and downsizing? Make sure you are marketing to the demographic you want to reach. Most businesses think they sell to all ages, shapes and sizes, etc. Yes, this is probably true from time to time, but in that A-Z list, who lands in the middle? The middle is whom you sell the most to and whom you want to target!
2. What type of marketing do you want to do?
If your target is an older group of people, then you might want to advertise in a Newspaper. If your target market is younger, then you might want to advertise on the Internet. Do some research and find out where your target market is going to get their information. Where are you going to get the best bang for your buck?
3. Decide on a budget.
How much are you able to spend for the year? Perhaps you must start small and then slowly increase each year as your business increases. What is important is that you are consistent with your marketing. Always remember that the last dollar you spend in your advertising is the most effective dollar!
4. Decide when you want your campaign ad to run.
You do not have to run an ad all year round to be successful. Some of the most effective campaigns are ran short and hard every few months. Businesses with small budgets look like they are advertising all the time when they do this. Decide what time of the year is most effective for your campaign. Do not wait until your business is slow to hit it hard, use your budget effectively.
5. Stand outside the noise!
In most home builder marketing ads, the builder will say they build quality homes, blah, blah, blah! Be creative and let your message be heard, catch that potential homebuilder's attention. Be visual, consider a spokesperson, be consistent and stand out! It is only ok to have just your logo and website if you are doing a consistent branding campaign. For example, TV ads , website banners, and sponsorships.
6. Have patience and do not give up!
Consistency is the key word. You may want to give up on your advertising if you do not see an immediate return, but the facts are, not everyone is looking for you at the time they see your ad.
Branding your name is the most important thing you can do in marketing.
Whom is the consumer going to think of when they are ready to build? Consumers are inundated with thousands of messages on a daily basis.How do they remember every name of every product? The fact is, they cannot. What they do remember is the top three names. That is why you cannot give up on your home builder marketing plan! Stick with it, be consistent and your patience will eventually pay off!