“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.