Buckle up because we’re diving into some game-changing insights from the big crossover event between The Sales & Marketing Power Hour with hosts Kimberly Mackey from New Homes Solutions Consulting and Carol Morgan from Denim Marketing and The Home Builder’s Digital Marketing Podcast hosted by Greg Bray from Blue Tangerine and Kevin Weitzel from Outhouse. When these two award-winning programs join forces, you know it’s gonna be good!
But first, if you missed Part 1, please visit https://buildermarketingpodcast.com and look for Episode 219. You can also find it wherever you get your podcasts. Also, when you listen, make sure to take note of what makes Kevin go “really freaking fast!” and how many kids Greg Bray has (spoiler alert—it’s a lot!) The word of the day was “nimble.” We also discussed how builders should aspire to become like Harley Davidson in their marketing efforts. How many people walk around with your logo as permanent ink on their body? Even if it isn’t literally taking this far, we discuss how you might get there in spirit anyway. Check it out and let us know what you think.
Teamwork Makes the Dream Work
Our panel couldn’t stress enough how vital collaboration and planning are between sales and marketing. They pointed out that understanding what buyers want, pricing correctly, and positioning products right are the magic ingredients for turning prospects into happy homeowners. The big takeaway? Sales and marketing aren’t separate silos—they’re two sides of the same coin.
Tackling the Tough Stuff
Now, let’s discuss some of the hurdles. One hot topic was developers’ holding back pricing information. Keeping prices under wraps can trip up the whole process later. The solution? Be transparent and upfront about pricing to build trust with buyers from the get-go. Another pain point is when there’s a disconnect between what marketing promises and what sales deliver. Misalignment here can lead to confused and disappointed buyers. Regular team check-ins can help keep everyone on the same page and ensure the message is consistent. Action-Packed Takeaways Our experts didn’t just talk theory—they gave us some solid action items:
- Follow-up Meetings: Make it a habit to review customer survey results and plan improvements regularly.
- Inclusive Meetings: Get your sales reps into those marketing meetings. Monthly or biweekly check-ins can make a world of difference.
- Digital Tools: Use those CRM systems and interactive floor plans to enhance the buying experience.
- Clear Vision: Make sure everyone in the company knows the vision and their role in it. Cohesive teams create happy customers.
- Share the Love: Post those glowing customer reviews on social media to boost your brand’s credibility.
Best Practices for a Winning Team Here are some best practices from our pros:
- Stay Proactive: Sales teams should take the lead, not just react to situations.
- Dig into CRM data for insights that can guide your strategy.
- Get Creative: Marketing should be fun and engaging. Think outside the box—like naming new floor plans after historical figures to add a unique twist.
- Keep the Website Fresh: Regular updates and feedback can keep your website user-friendly and effective.
- Strong Branding: Build a loyal following with creative campaigns. Think Harley Davidson levels of brand loyalty! Common Pitfalls and How to Avoid Them
Our panel also tackled some common industry issues:
Signage: Launching a new community? Don’t skimp on signage. Creative solutions like visible-from-a-distance tethered balloons can attract potential buyers even in restricted areas.
No Pressure: Sales associates don’t push for positive reviews. Genuine service and good relationships naturally lead to positive feedback.
The Power of Customer Feedback Customer feedback is gold. Regular surveys and action-based feedback can enhance the customer experience.
Consistency is key—ensure marketing, sales, and construction are all aligned to provide a seamless journey for your buyers. Third-party rating services can offer valuable insights, and sharing these results with your team can drive continuous improvement.
Wrapping It Up The bottom line? To succeed in new home sales and marketing, sales AND marketing must be best buddies. Open communication and a commitment to continuous improvement can bridge the gap and lead to a more cohesive strategy. We can better meet buyer needs and expectations in this ever-evolving market by working together. So there you have it—collaborate, innovate, and keep improving. With these tips from the industry’s best, you’re on your way to making your business thrive.
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