Category Archives: Sales and Marketing Power Hour

Sales and Marketing Power Hour: Shaping Your Brand Voice

Sales and Marketing Power Hour: Shaping Your Brand Voice

This edition of the Sales and Marketing Power Hour was an engaging session led by hosts Carol Morgan with Denim Marketing and Kimberly Mackey with New Homes Solutions Consulting, focusing on the critical aspects of branding and its impact on sales. Taylor Humphrey, the Director of Sales and Marketing for Pacesetter Homes in Dallas Texas, shared insights into the foundational steps of defining a brand that resonates with the target audience without reducing it to mere transactions. Taylor gave a sneak preview of his IBS session, Two-Story Talk: Successful Strategies for Building & Protecting Your Brand.

Here are the key takeaways from the session:

Brand Definition and Experience

  • Start with the land: Understand who you are and firmly define your brand.
  • Avoid making interactions transactional; focus on brand over price or product.
  • Consider sensory experiences (weight of the door, sound, smell, music) to make environments engaging. Music, for example, should be carefully selected to set the right mood.
  • Defining brand elements is crucial because if you don’t, your customers will. It’s about creating an experience, not just selling a product—similar to the Publix shopping experience.

SWOT Analysis

  • Begin with a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to plan brand strategy improvements.
  • Communication adjustments post-pandemic are necessary to refocus on customer experience.

Brand Standards and Customer Communication

  • Establish clear brand standards for all company members.
  • Provide brand training for all employees.
  • Simplify communication: what you offer, how it improves lives and how to purchase.
  • Set policies, procedures and support systems.

Customer Satisfaction and Experience

  • Measure customer satisfaction for insights into repeat business or referrals.
  • Post-mortem surveys are valuable for future improvements.
  • Design memorable customer experiences with planned interactions.

Brand Identity and Management

  • Define your “chicken sandwich,” i.e., your standout offering. Chick-fil-A has a standard for exactly how the pickles on the sandwich should be presented.
  • The brand should be known by all, not just marketing.
  • Identify a dedicated brand manager to police the brand.
  • Quick wins are important, but remember, brand building is a gradual process.

Mapping the Customer Journey

  • Define and enhance the customer journey.
  • Ensure brand guidelines are clear and empower teams to create elevated experiences.
  • Actively manage and celebrate creating great customer experiences.

Team Empowerment and Metrics

  • Equip your team with the necessary tools and knowledge to navigate and deliver on the brand promise.
  • Measure effectiveness through clear KPIs to manage and improve the customer experience.

The session underscored the importance of a well-defined brand and its consistent application across all customer touchpoints to create a memorable and positive customer journey. By focusing on the little things, empowering teams and keeping the customer experience at the forefront, businesses can significantly enhance their market position and customer loyalty. The discussion left us with actionable insights on where to start and how to systematically build an exceptional brand, emphasizing the need for clarity, creativity and strategic measurement.

About Taylor Humphrey: Taylor Humphrey is a name synonymous with excellence in the field of sales and marketing. His illustrious career spanning over 17 years in sales, construction and marketing management is inspiring. Taylor has been recognized with prestigious awards, including the 2023 NAHB Gold for Sales Manager/Leader of the Year and the 2021 MCSAM award for Sales Manager/Director of the Year in the Dallas/Fort Worth market. His expertise in leading diverse teams, managing sales objectives and developing innovative marketing strategies has set him apart in the industry.

As always, we hope you get tips from this Sales & Marketing Power Hour webinar that you can implement today! Continuing the Journey: Join industry experts and head coaches Kimberly Mackey, New Homes Solutions Consulting founder and sales and marketing management consultant, and Carol Morgan, founder and president of Denim Marketing, for this free webinar series focused on your success. This series continues on Wednesdays at noon in 2024! Register to stay in the know. And, don’t forget to join our interactive Facebook group at Facebook.com/groups/salesmarketingpowerhour 

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Sales and Marketing Power Hour: 2024 Annual Lasso Roundup

Sales and Marketing Power Hour: 2024 Annual Lasso Roundup

Every year, ECI/Lasso CRM invites the top minds in the home building industry to contribute to a joint blog post featuring the Top New Home Sales Tips, the Top New Home Marketing Tips, and recently added The Top New Home Operations Tips for the year. You can visit https://newhomessolutions.com/SMPH-2024-Annual-Lasso-Roundup for links to the full blog posts onContinue Reading

Sales and Marketing Power Hour: So, You Got a Lead, Now What?

Sales and Marketing Power Hour: So, You Got a Lead, Now What?

Today’s consumers are well-informed. To attract the right leads, we dive deep into the mindset of the modern homebuyer and explore ways to resonate with them. This entails leveraging effective marketing strategies, including targeted ads and SEO to reach target audiences. You will see proven techniques to generate high-quality leads consistently. Learn how to buildContinue Reading

Sales and Marketing Power Hour: How to AI…Now

Sales and Marketing Power Hour: How to AI…Now

  In our SMPH webinar, “How to AI…Now,” we further explore the potential of artificial intelligence in the home-building sector. Kimberly Mackey of New Homes Solutions and Carol Morgan from Denim Marketing invite industry leaders Anya Chrisanthon from Anewgo and Barrett Davis of NterNow, to present practical strategies for incorporating AI into sales and marketingContinue Reading

Sales and Marketing Power Hour: How Artificial Intelligence is Revolutionizing New Home Sales

Sales and Marketing Power Hour: How Artificial Intelligence is Revolutionizing New Home Sales

AI-Driven Sales: How Artificial Intelligence is Revolutionizing New Home Sales Chat GPT Generated Summary. For details, please listen and watch the episode. Hosts: Kimberly Mackey, New Homes Solutions Consulting Carol Morgan, Founder and President of Denim Marketing Panelists: Bassam Salem, Founder of Atlas RTX John Lee, CEO of Anewgo Will Zhang, CEO of OpenHouse.ai PatrickContinue Reading

Atlanta Real Estate Forum Podcast: How Homebuilders Can Get Traction With Sales

Atlanta Real Estate Forum Podcast: How Homebuilders Can Get Traction With Sales

The podcast was recorded on February 23, 2023. Recently, Kimberly Mackey joined host Carol Morgan, Founder and President of Denim Marketing, to chat about the Traction Scorecard strategy, predicting sales paces and more on the All About Real Estate segment of the Atlanta Real Estate Forum Podcast. Here is a summary of the conversation. ForContinue Reading

Sales and Marketing Power Hour: Girl Power! How Women Are Changing the Homebuilding Industry

Sales and Marketing Power Hour: Girl Power! How Women Are Changing the Homebuilding Industry

Mollie Elkman, Owner and President of Group Two and best-selling author of The House That She Built and Alaina Money-Garman, CEO of Garman Homes join hosts Carol Morgan of Denim Marketing and Kimberly Mackey of New Homes Solutions Consulting for this GIRL POWERED edition of the Sales and Marketing Power Hour. This program created quiteContinue Reading

Sales and Marketing Power Hour: Annual Lasso Roundup 2023

Sales and Marketing Power Hour: Annual Lasso Roundup 2023

The annual tradition continues, and this just might be the best one yet. Every year, LassoCRM does blog posts for the Top New Home Sales Tips and the Top New Home Marketing Tips. From that article, we team up with the experts who wrote the most innovative tips and bring them to life with ourContinue Reading

Sales and Marketing Power Hour: Follow-up Like a Boss

One thing on the mind of sales teams across the county right now is, “how can I follow-up in meaningful ways, and not ‘sound like a pest’? The keyword in that sentence is “meaningful.” We all sound like a broken record when we say the market has normalized and that we have to back toContinue Reading

Sales and Marketing Power Hour: Selling to Active Adult Buyers in the Current Market

Sales and Marketing Power Hour: Selling to Active Adult Buyers in the Current Market

If one of your buyer demographics involves Active Adults (so, all of us), even if you are not selling in an age-restricted community, this is the conversation for you. Co-hosts, Carol Morgan, MIRM (Denim Marketing), and Kimberly Mackey (New Homes Solutions Consulting) have pulled together three of the top industry experts, Todd Warshauer, from 55Places.com,Continue Reading

Sales and Marketing Power Hour-Making Movie Stars Out of Your Camera Shy Team

Sales and Marketing Power Hour-Making Movie Stars Out of Your Camera Shy Team

Industry gurus have preached the power of video for years and 2020 brought the importance of videos even further to the forefront, yet your team is still struggling to produce them. It is understandable. Perhaps it is rooted in fear, perhaps it is laziness, perhaps it is a lack of understanding. Whatever it is, nowContinue Reading

Sales and Marketing Power Hour-Selling Homes with Nothing to See

Sales and Marketing Power Hour-Selling Homes with Nothing to See

Welcome to the first Sales and Marketing Power Hour of 2022 and our move to Wednesday. Happy Hump Day! We kicked off 2022 with a BANG! SOLD OUT? Waiting on your next community to open? Dr. Seuss tells us that “the waiting place is a useless place.” Do homebuilders still need model homes in today’sContinue Reading

The Sales and Marketing Power Hour: Annual Lasso Round-up

The Sales and Marketing Power Hour: Annual Lasso Round-up

When we say, “Power Hour,” we mean it! Take a look at this incredible line-up who joined hosts Carol Morgan, from Denim Marketing and Kimberly Mackey, from New Homes Solutions for our annual partnership with Lasso CRM for the end-of-year Round-up. Each year, Lasso CRM asks the top experts from the new home industry toContinue Reading

Sales and Marketing Power Hour: Diversity, Equity and Inclusion

Sales and Marketing Power Hour: Diversity, Equity and Inclusion

Ghandi told us to “be the change we want to see in the world.” The conversation must start somewhere about what our company and industry cultures attract for future growth, competitiveness, and better service our surrounding markets. In this episode of the Sales & Marketing Power Hour, we reached out to two industry experts, TeresaContinue Reading

Sales & Marketing Power Hour: HOW RUDE! Dealing with Negative Social Media Comments

Sales & Marketing Power Hour: HOW RUDE! Dealing with Negative Social Media Comments

If you don’t have something nice to say, don’t say anything at all…is what we all wish we could say to rude comments! Instead, we will put on our big girl and big boy pants to discuss what we can say professionally in this SMPH with Courtney Steward of Denim Marketing. Watch now to learnContinue Reading

Sales and Marketing Power Hour: Pants Optional–Making Remote Work

Sales and Marketing Power Hour: Pants Optional–Making Remote Work

Builders and industry friends, are you still working from home, or perhaps, with the Delta variant and school back in session, you have staff out due to quarantines? This is the webinar for you. How can you give workers the flexibility they need and still keep the work flowing? And, if you the worker whoContinue Reading

Sales and Marketing Power Hour: Creating Urgency in the Active Adult Buyer

Sales and Marketing Power Hour: Creating Urgency in the Active Adult Buyer

Today’s active-adult homebuyers have more choices than ever. From staying put in the home they’ve been in for 30 years to renting, buying in an age-restricted community, or retiring to the beach. Because these buyers don’t have to move, it is often more challenging to create a sense of urgency, but it is possible whenContinue Reading