How to Stand Out & Be Chosen by Potential Home Buyers

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Photo credit: FreeDigitalPhotos.net

“Plan the sale when you plan the ad.” — Leo Burnett, advertising guru & pioneer in branding

Today’s consumer has a lot of mass media to sift through when shopping for a new home. In 1950, there were three major television channels. Today, there are hundreds. In addition to newspapers and special-interest periodicals, more than 10,000 magazines are currently being published in America. The Internet has expanded from 18,000 sites in 1995 to more than 100 million sites today. Somehow, in all this media noise, your company has to stand out and be chosen by potential buyers.

One of the most effective ways to standing out is by achieving a local level of brand recognition in your builder marketing, and creating a unique selling proposition (USP) that is compelling and focused squarely between the eyes of your target audience. I believe that the best selling propositions for new-home builders have to do with the community — and not the builder — as the product.

Your USP is so important that it needs to be reinforced in every piece of builder marketing literature, every sign, every web page, and every home builder marketing tool you choose to use. Understanding and implementing this critical element will improve your sales, keep your builder marketing budget out of the black hole, tap into your home buyer’s minds, and polish your company’s image so it will outshine your competition.

The Best of the Brian Flook Blog in 2013

builder marketing, homebuilder marketing, home builder marketing, real estate advertising ideas, seo for home builders, home builder websites, homebuilder websites

All year long you’ve read our builder marketing content, and now we’ve whittled down our posts to the 10 best blogs of 2013, as noted by the number of total page views per post. Without further ado, here is the year’s best content:

10. Featured Project: JBG Builders

Our builder marketing team designed eye-catching, informative and simple signage for JBG’s new home community at Inwood Village.

9. Maryland Sound International: A Case Study

Maryland Sound International may not be a homebuilder, but the fantastic SEO results we achieved for the sound production company — 17 of 20 keywords now rank on Google page 1! — can be delivered to any of our builder clients.

8. Ask the Expert III: Builder Marketing Q&A with Brian Flook

Brian shared the benefits of builders working with a full-service, builder marketing firm like Power Marketing on their marketing strategies.

7. Press POWER for Builder Marketing Results

This compelling impact video we designed was a hit with viewers.

6. What’s My Builder Marketing Budget?

Brian’s reasonable rule-of-thumb calculation for a simplified marketing business plan.

5. Rules to Sell Homes By

A New-Home Marketer’s Creed to help you stay on track, make sound decisions, deliver outstanding customer service and master what matters in new-home sales.

4. 25 Simple Tips for Improving Your Builder Marketing Ads

From writing a solid headline to avoiding sneaky, hidden messages, these 25 tips help you improve your ad’s message and results.

3. Why Your Builder Marketing Company Should Do More Than Just Web Design

Only a reliable, results-driven company takes the time to understand your company as well, if not better, than their own!

2. Creating a USP: Let it Shine, Shine, Shine!

One of the most effective real estate branding strategies is creating a compelling USP that hits between the eyes of your target audience.

1. Selling New Home Benefits vs. Features

To be effective, a builder marketing message must appeal to the specific needs and desired benefits of the target audience, not just the features of what you’re selling.

What was your favorite Brian Flook blog post this year? Share in the comments below, then share the link with friends and colleagues on social media. 

More Praise for Power Marketing

What’s one of the best feelings in the world, you ask? Checking your email first thing on a Thursday morning and reading a raving review from one of your long-time clients. We were delighted to receive this praise from Rick Centra of Advantage Homes on a fall campaign we recently created for the Brunswick Crossing community (click here to read about it). Here’s what he had to say about our builder marketing services:

“I have read and evaluated the [results report from the campaign] and all I can say is THANKS! You guys are simply the best of the best, and I appreciate everything that Power Marketing has done to help our company. Words like awesome, outstanding, incredible, excellence, devoted, passionate and professional best describe your fine company.”

builder marketing, homebuilder marketing, builder advertising

Rick Centra (L) and Jim McCormack of Advantage Homes

Thanks for the kind words, Rick! And, here’s to many, many more years of builder marketing success.