Real Estate

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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Are You Investing in Home Design Features that Hit or Miss the Mark?

Posted on Feb 11, 2015

Are You Investing in Home Design Features that Hit or Miss the Mark?

Designing just the right new home features package is challenging. One on hand, we want to design homes that appeal to our buyers and strike an emotional chord, but on the other we don’t want to risk wasting money on features that do not connect with our particular buyers. Past experience is not always the best indicator of what features to include. A company may be building a new product, or may be building in a new location to a new set of potential buyers. Demographics for a new area can be different enough from previous target buyers to raise questions on the ideal feature mix. How do...

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5 Reasons Why Builders Need a Strong Social Media Presence

Posted on Jun 13, 2013

5 Reasons Why Builders Need a Strong Social Media Presence

Social media networking started in 2005 and homebuilding started tens of thousands of years ago, so why do social media and building go together?  Because your target customer is very interested in both. Why do builders need a strong social media presence?  Here are 5 reasons to consider:  Your target customer is on social networks.  According to the latest report from Pew Internet & American Life Project, 67% of internet users use social networking sites.  66% are earning $75,000 or more.  The majority are in urban and suburban areas.  In other words, for most builders, social...

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Why Research + Strategy = Real Estate Marketing Wins

Posted on May 23, 2013

Why Research + Strategy = Real Estate Marketing Wins

Homebuilding is an ever changing, highly competitive and risk-driven undertaking. Not only do you compete with other builders in your region, you also compete with the resale market. Adapting research to your marketing strategies and tactics as part of your operating policy will help you solidify your product and strengthen your position. Benefits of research When you want to give yourself an edge in your marketplace, understanding your customer through research will provide it by: Identifying demographic shifts and trends. As people age, their housing needs change and it’s imperative to...

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Building Innovation: SmartSpace SoMa

Posted on Nov 29, 2012

Building Innovation: SmartSpace SoMa

For as long as humans have been building shelter, it’s something to experience building innovation in the residential real estate community. ULIsf hosted a tour of SmartSpace SoMa this week, a 4-story, 23-unit apartment community on a 3700 square-foot former parking lot, as the community prepares to open in December 2012. The innovation comes in two forms: the developer, Panoramic Interests, created small, comfortable, high-style homes at just over 300 square feet, and used Zeta Communities modular construction to deliver LEED Platinum-level homes pre-finished.         ...

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