It used to be called image-building. Today it’s called branding. But the basic idea is still to get your name before the public in a unique way, and to differentiate yourself in the public consciousness from your competition.
Neglect this aspect of “telling your story” and you’ll shortchange yourself and hamper your business growth. Brand marketing is a comprehensive strategy that involves not only putting you name “out there” but also tells potential customers why they should trust you, above all others, to provide them quality products or services at fair and reasonable prices.
It’s doesn’t matter if you’re marketing homes or house slippers. You have a story to tell. Basic concepts are the same, but it’s not a “happily ever after” story unless you tell it right!
Identify the Unique
Think about what you do. Production home builders almost always lead with the following:
- A pleasant neighborhood
- Good value for the price
- Spacious, open interiors and attractive exteriors
- Energy-saving features and quality materials
- On-time delivery
- After sale service, and full warranties
So what? Look at other builder advertising, and you’ll find that most, if not all, of your competitors make the same claims. There is little about this list, even if you write a paragraph to explain each point, that would prod a potential buyer into action.
The thing is, you want those buyers to act, not just dream.
Leading Buyers Into Action
Here are some ways to do that:
Customize. Production builders have the advantage of scale — doing the same thing many times is always more cost-efficient than doing something once. But by offering your customers at least some options that take their home from cookie-cutter to personal is a business decision that will pay you back many times over. Build in options like moving a wall, enlarging a closet, removing a door or adding a garden window and watch your customers smile as they realize that you will accommodate some of their wish list items.
Offer Unique Service. Aterra offers production builders an opportunity to truly customize the electrical plan to customer desires. Whether it’s smart home technology or a chandelier in the bathroom, full security in each child’s bedroom or kitchen task lighting and decorative fixtures that would be the envy of a professional chef, we have the expertise. Our consultants work directly with your clients to develop a final plan for the electrician; and our software tracks changes, simplifies billing and, ultimately, saves you time and money.
Build a Following. You know what they say: You only have to please one client. What is not often expressed is that pleasing one client means that you work equally hard to please every client, every time. Because, after all, each of your buyers is unique. If you’re aware of the buying signs and “hot buttons” that help you close a sale, you’ll soon develop a sixth sense about what works and what’s less important. Loyalty and trust are not just words; they are the pillars on which to build your brand. But show; don’t tell!
Deliver on Your Promises. Many prospective buyers have heard horror stories about the building process. Your job is to put that rumor to rest. Keep the lines of communication open. Respond to questions and concerns. If the construction schedule slips, explain why. If there are cost increases, give a full explanation; on the other hand, abide by the terms of your contract, even if it costs you money. Learn from every experience and remember that the primary job of every production home builder is to deliver a finished home to the buyer, on time and on budget.
Building your brand is much like the brick and mortar business of building a house. Neglect the foundation and the entire structure is at risk.
Decide early what you want your image to be, and then surround yourself with employees, supervisors, experts, associates, and subcontractors who will help you lay that foundation. Aterra will be a trustworthy partner.