1. Be Found Where People are Looking: They’re out there, and every day we see the increasing numbers of unique web visitors. A very positive sign for new home developers. Homebuyers are doing their research online, well before they reach out to the sales team on site. Your Internet footprint is critical and it goes well beyond just keeping your website up to date. Content generation and distribution require a focused effort that should be one of your top priorities.
2. Use Affiliate Database Resources. Data is king. You want to begin a conversation with the same people they do, so why not work on that together? While every company has digital assets, often the potential goes unrecognized. It’s time to get creative and develop a win-win program that provides an opportunity for both companies to reach their objectives.
3. Encourage Sharing through Social Networks: Homebuyers are online. They are in constant communication with colleagues, friends and relatives—the very people you want to make contact with. Give them reasons to share why they love your community. Make it fun. Provide photo ops, interesting information and contests that have an immediate buyer benefit. Create a platform that encourages sharing with a goal of making people smile…the viral reach will be a natural result of a job well done.
4. Make it Easy for Brokers: The best thing you can do today is pay a broker commission for bringing you a buyer. They have the same goal as you – they want to make sales and money. The easier you make it for them to promote your community to their existing database, the more successful your broker program will be. Brokers need to be a resource of information for their clients. Give them the tools they need, and they’ll deliver.
5. Audit Your Activities: There is always room for improvement. No matter how long you have been in the game, things are constantly in transition. Not only has technology opened new opportunities, but also homebuyer demographics and psychographics have changed drastically in the past five years. This dynamic market requires a fresh approach. Ask yourself, “Where can we do better?”
A marketing audit provides an opportunity for new ideas and a different perspective. Often, it’s about gaining a better understanding of what’s working in order to effectively prioritize the marketing spend for the coming year. With a laser focus on driving sales revenue, Cotton & Company concentrates on understanding today’s buyer, while filling the pipeline with future sales.
