Posts Tagged "Consumers"

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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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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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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Marketing Strategy: Think Like a Customer

Posted on Nov 21, 2012

Marketing Strategy: Think Like a Customer

Another marketing strategy key: think like a customer. When you create your message and offer, ask yourself, is the product or service answering a need the customer has, or is it answering a need the company has. Are we presenting it as a benefit for our customer, from the customer’s point of view, or have we slipped into presenting it from a point of view that benefits our company? Knowing what’s on the customer’s mind, what they want, design and need, and using that point-of-view in marketing strategy strengthens the message. Creating effective marketing strategy is much easier when...

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3 Ways to Find More Customers – Targeted Marketing Checklist

Posted on Feb 28, 2012

3 Ways to Find More Customers – Targeted Marketing Checklist

How well do you know your customers?  The more targeted your knowledge of your customers, the better able you are to focus your marketing and reach them.  With deep knowledge of your ideal target customer, you can show them design packages and ideas that are right for them, design marketing that is meaningful, and gain more customers. How many ways do you know your ideal target customer? Location Age Marital or household status Kids?  Parents? Lifestage (kids, retirement) Values (e.g. sustainable) Decision-making style Decision “gate keeper” Drivers (style, size, savings) Hobbies,...

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