Hello again homebuilders. This week we’re almost at the halfway point of our ongoing series “Marketing Blunders To Avoid”, and I’m glad you checked in for this one! Are you certain you’re speaking the language home buyers understand? Let’s make sure!
News flash: When home builders are marketing to prospective buyers it’s important to realize they don’t care how long you’ve been in business, that you’re a family owned builder, or even how many homebuilding awards you’ve won. Period. Not until you’ve shown them that you provide exactly what they’re looking for, that you’re willing to listen to their needs and wants, and that you care more about them than you do their money will they show any interest.
Yet, most sales literature, websites and even our sales presentations talk about us, our quality, our experience… blah, blah, blah. Talk instead about your customers. Address their pains and the issues they face and how you overcome them. Become relevant to your buyers and you’ll get their attention.
It isn’t until you truly understand your buyer’s pain that you can prescribe a solution.
What’s The Bottom Line?
Implications: Buyers don’t care how much you know (or do) until they know how much you care. If you’re not talking about them, they’re not interested.
Solution: Develop a buyer profile, or “avatar”, that represents your core audience’s wants, needs, lifestyle and situation. Then, help them understand how your homes and services provide the specific solutions they need.
Don’t forget, you can always give me a call directly at 301.416.7861 if your business needs to communicate with your leads better. Here at Power Marketing we dig deep to identify your prospects true pain points and, more importantly, how to promote your product or service to solve their problems!
Next time we’re going to blow the lid off of just what constitutes poor use of social media.