Lifestyle marketing and community building are not entirely new concepts for homebuilders. However, they are important, and are likely to become more significant in coming years. How we relate to one another, in business and in life, is a growing concern. We think that’s a good thing.
In fact, at Aterra, we believe that it’s vital to our way of life. And we think it extends beyond the way our company transacts business.
5 Tips to Promote Sales
The new year is fast approaching and we’ve heard some rumbling that it is expected to be a banner year for homebuilders. Diverse demographics and the challenges of storms and natural disasters in many parts of the country are worrisome and will, undoubtedly, have an effect on the statistics. In addition, the realities of a diminished labor force, hard-to-get materials, and slow-to-materialize development plans plague builders in many locales, including our own.
So, in an effort to jump-start success in 2018, here are some actionable ways to proceed:
- Focus on Efficiency. Attempting to streamline operations, decrease building delays, institute better field efficiencies, coordinate all facets of design and execution and better satisfy the customer are always laudable goals. Improved technology and stronger partnerships with suppliers, subcontractors and affiliates all can be used to achieve better results up and down the chain of home design and construction. We see this as a way to develop real “community” of effort that will be instrumental in producing the sticks and bricks communities of the future.
- Concentrate on Value. A unique value proposition that sets you apart from your competition will pay dividends now and in the future. Take the time to examine and understand existing buyer perception about your product, and formulate steps to better address those buyer expectations and satisfy their wants and needs. Whatever direction that takes, it will define your brand and likely generate more sales.
- Appeal to Buyer Hot Buttons. Homeowners may sign a contract on a house, but what they really want is a home. In short, they see the value of being part of a safe and attractive neighborhood with a distinct character. Analyze your buyer profile and tailor your marketing efforts as well as your home designs to those concerns. Selling a lifestyle may actually be much more important that selling individual features of the home. If you determine that square footage is less important than landscaping, or that energy savings and security trump expensive materials and trendy design, then be sure to concentrate your attention and your funds in those areas. It’s a matter of priorities.
- Embrace Online Marketing. The advent of the digital age has changed the way all companies transact business. Competition is fierce and your website will communicate as much about you as your onsite sales staff. Whether you are building a subdivision or offering a single house for sale, your buyer will most likely see it first online. Design your marketing efforts to maximize that opportunity. As an adjunct to that desire to grab buyer attention, however, be honest in all that you say and portray; and be accessible. Respond in a timely fashion to emails, phone calls and requests for additional information.
- Build Real Connections. We live in a world that is both connected and isolated by the same technology. It is still true, however, that human connections count. Count on personal referrals and a network of associates to be instrumental in creating and maintaining a successful business climate. Nurture and develop human interaction and work at team-building in order to develop and benefit from new home sales ideas.
View your efforts to build community in a holistic way. Housing today’s families and planning for future generations of homeowners is no small task; how we look at today’s needs and envision tomorrow’s neighborhoods will determine the shape of cities for decades to come.