Marketing Strategy

Research versus Pre-Sales Marketing – What You Need to Know

Posted on Jan 19, 2016

Research versus Pre-Sales Marketing – What You Need to Know

Unique community concepts in residential real estate do not come along often for most builders/developers.  The need for pre-design research and pre-sales marketing increases when something unique is on the drawing board.  Knowing the differences between the role of research and the role of pre-sales marketing (as well as the opportunities for each) is a key to increasing the unique community’s chance of success. What is the most fundamental difference?  Simplified, it’s that: • Research is about listening. • Marketing is about talking. Consumer research, such as getting...

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The First Things to Check When Marketing is Not Working

Posted on Dec 15, 2015

The First Things to Check When Marketing is Not Working

Has this ever happened to you: you plan a marketing campaign or open for business and things just don’t seem to be moving?  Or, have you been marketing for a while and suddenly things just don’t seem to be working the same way anymore? Here are the first things we check when things are not working as well as expected: 1) Check the signs.  If signs are part of the marketing strategy, check that they are in place, that the web address, telephone, directions or other information is clear and readable at the distance or speed you expect customers to be viewing the information.  If you are...

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Talking with Customers? Start Big!

Posted on Nov 17, 2015

Talking with Customers? Start Big!

Customers are waiting to tell you what they value most in the product you are designing, the very feedback you want to design the very product customers want to buy. The challenge is how to get that information, and get it in a way that makes a meaningful impact on your success. The good news for anyone in a residential building field: customers love to talk about home. Home is one of those passionate topics where nearly everyone you meet has an opinion and is eager to share. Structuring the conversation so it helps you understand your customer is the challenge. They cannot wait to tell...

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Marketing Plan: Target Audience Insight

Posted on Oct 13, 2015

Marketing Plan: Target Audience Insight

The cornerstone to a strong marketing plan can be counter-intuitive at first, that having a narrow focus on a specific target audience will make your marketing more effective. The temptation to believe everyone is your potential customer when you’re looking to grow the business can be strong. Having a target audience defined, not an arbitrary one but rather one that has been or you believe will be the majority of your customers, allows you to create a marketing plan focused on the right messages in the right locations for the right audience in a way that compels them to action. It’s the...

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Walking and Talking

Posted on Sep 15, 2015

Walking and Talking

Building homes and designing communities make for interesting challenges. While other consumer products may have an emotional component, no other consumer product possesses the complexity and emotion packed into the very idea of “home”. Homes and communities hit or miss, by large or small degrees. How customers feel in a space has enormous impact on value and purchase decisions. Developers and builders need to keep this foremost in their planning. Want to know if you got it right, or fine-tune the details? Get your customers walking and talking with you. Most of us need to stand in a...

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