MARKETING: 2018 Planning and Budgeting
December is always a busy month for homebuilders. There’s a significant push to sell inventory and add contracts for Q4, while developing the next year’s strategy and celebrating the holidays in between. It can feel overwhelming and exhilarating at the same time.
Weston/Mason has been working with builders and masterplan developers for over 20 years, and we know how important it is to be ready for a new direction in Q1. We keep up with the multitude of changes in print and digital marketing and can identify the best channels to include in your plan.
One of our recommendations is Zillow.com. Originally focused on resales, the company has become heavily involved in the new-home segment over the last few years and offers a great platform for reaching prospects. Consider some of their tips as you look ahead.
BRANDING: Telling Your Story
It is imperative that your company’s persona and core values are reinforced throughout the homebuyer’s journey — including print and online campaigns that catch their attention, informative sales office materials that seal the deal, and exemplary customer service all along the way.
Your brand story can be used to develop short and long-term communications for every touchpoint of the homebuilding process. Consistent messaging ensures that your employees are sharing the overall promise of your company in every customer interaction. If your entire team understands how you want your story to be told, they will always know how to respond to their client — no matter the situation or circumstance.
As you set your goals for 2018, consider the problems you’re trying to solve. Dig deep into how you are perceived across all channels, map out your customer journey and make sure that all of your team members are on the same page.
SOCIAL MEDIA: A New Direction for a New Year
Social media has become one of the top channels for homebuyers, and we see it as an integral part of an overall marketing plan that will deliver leads and ROI for our clients.
Although builders and developers have been using this medium for several years, many are not sure it is really working. They know they need to maintain a consistent online dialogue, but are overwhelmed with the time and effort it requires.
As an extension of your company’s brand, it is crucial to present your story and image in engaging and interactive ways. Weston/Mason will make it easy for you by developing high-quality and shareable content, with a clear, authentic and believable message that resonates at every interaction. Read more about upcoming digital trends.
INDUSTRY TRENDS: Positive Signs Ahead
As 2017 winds down, the building industry is feeling optimistic about continued growth in the new home sector. A recent update from NAHB says that builder confidence increased throughout the year and they anticipate the same for 2018.
In December, all three Housing Market Index (HMI) components registered gains, including buyer traffic, current sales conditions and sales expectations for the next six months.
The increase of home shoppers in your market will require strategic advertising and marketing campaigns to reach your prospects with timely, well-designed and shareable messaging. Weston/Mason is here to help, and we look forward to working with you to make 2018 your most successful year ever.
Contact Regina Marston to get started today!