As president and owner of Group Two, the ad agency for home builders, Mollie Elkman is an authority on marketing for the home building industry. In her new column, she'll gather advice from the experts to answer your questions on a variety of home building topics. Mollie specializes in understanding the consumer experience and creating successful, traffic-driving advertising programs for builders from coast to coast. She speaks internationally on all subjects relating to marketing for the building industry, with audiences ranging from small team training sessions to large conferences, including the International Builders’ Show, regional Home Builder Association conferences, PCBC, and NAHB 20 Clubs. Got a question? Send it to Mollie at melkman@grouptwo.com.

 

20 Simple Marketing Lessons For Home Builders

Printer-friendly version

These 20 one-sentence actions can be implemented right now 

Everything we do leaves an impression on people. This is why marketing, in one form or another, is a must for anyone with a product or service to sell. For home builders, all of whom are selling the most expensive and emotional purchase of someone’s life, marketing is more than a simple must. Its absolute, it’s essential, and it’s mandatory. Here are 20 ways to leave the best, most meaningful impression of your home building company (Image: bykst/Pixabay).

1)   Recognize how you're perceived in the market.

2)   Determine how you want to be perceived in the market.

3)   Listen to your sales team for insights on prospective buyers coming in.

4)   Offer exceptional customer service on every level.

5)   Don’t over promise and under-deliver--ever.

6)   Earn trust by being honest.

7)   Stop over-thinking and start doing.

8)   Simplify, simplify, simplify.

9)   View everything from the buyer's perspective.

10)  Connect to your audience with content that is relevant to them, not you. 

11)  Be a sponge: Every buyer who walks through the door has insights to teach you.

12)  Never stop learning. 

13)  Use images and content that resonate on an emotional level. 

14)  Sell the life, not the house. 

15)  Accept that if the consumer economy had a gender, it would be female—over 91 percent of new-home buying decisions are made by women. 

16)  Surround yourself with people who truly understand your buyers wants and needs.

17)  Be kind to everyone who crosses your path. 

18)  Take advantage of the tools around you to analyze data. 

19)  Don’t let the options be debilitating: Be decisive.

20)  Have fun with what you're doing: Advertising new homes is all about the human connection, so be real and be you.

Mollie Elkman is president and owner of Group Two Advertising.

 

Comments on: "20 Simple Marketing Lessons For Home Builders"

August 2017

This Month in Professional Builder

Products
Features

The home is named for the way light bounces off floors and...

Overlay Init