FloorPop  - Marketing Best Practices for Homebuilders, May 2, 2007
Vol. 8, Issue 2: Copyright 2007 Blair Kuhnen.  All rights reserved.

FloorPop FloorPop (Flr-pop) n. 1. The new home buyer who visits a homebuilder's community and writes a contract for sale the same day. 2. The sound made by a salesperson clicking their heels high in the air and returning to the floor after a prospect signs a contract to buy a new home the day they first meet.

A Builder's Summer Reading List

Summer is upon us. Now would be a good time to select a few books for your summer reading.

Every so often, friends, knowing I am a marketing junkie, ask me about my favorite marketing books. More often, I attempt, usually unsuccessfully, to explain a marketing concept sourced from a great marketing mind. Many of these concepts have real world application for homebuilders. This month I share with you my favorite marketing books and the reasons why they made it to my list.

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  • How to generate $3,500 - $15,000 more revenue per home
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  • All these books share a number of features. First, they get to the point and state marketing principles in a straight-forward way. Second, they are relatively short. I can't stand verbose writing and am too ADD to put up with a slowly developing theme. Finally, I believe they are valid and relevant to builders. Here are my top 10 marketing books:
    1. Wisdom of a Genie by Jack Trout. Jack Trout is one of the great marketing thinkers of all time. He got us all to expand our thinking about the 4 P's to include "Positioning" as a 5th P. What I like about this book is that Trout boils down his decades of marketing knowledge in a fun, quick read written as a parable. If you are an operator and don't want to get snowed by your marketing chief, this is the book for you.
    2. The 22 Immutable Laws of Marketing by Jack Trout. Trout brings simple marketing rules that help you clarify your thoughts and think through many a marketing conundrum. He explains why it's better to be first than better and many other great marketing truths.
    3. The Regis Touch by Regis McKenna. Regis McKenna is probably one of the most successful technology marketers in America. His McKenna Group has been instrumental in some of the great technology marketing stories. Credited with coining the term relationship marketing, he explains the concept in an easy to implement manner.
    4. Ogilvy on Advertising by David Ogilvy. Ogilvy is considered by many to be an advertising genius. He is the man who also brought us so many classic quotes such as "50% of all advertising is wasted. The only problem is I don't know which half." There is lots of great information in a super package.
    5. The Innovator's Dilemma by Clayton M. Christensen. This is a must read for anyone curious about why industry leaders are rarely at the forefront of innovation.
    6. Purple Cow by Seth Godin. Many of Godin's books are among my favorites. He was made famous with his "Permission Marketing." He argues that safe is risky. Because of the clutter out there, you have to be worth remarking about. That's where Purple Cow comes in.
    7. The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell. Gladwell does a good job of explaining how ideas spread through populations. It gives us clues about how green building and other new concepts spread through consumers.
    8. Unleashing the Idea Virus by Seth Godin. In many ways Godin builds on the ideas of Gladwell, but gives us very practical methods for making word of mouth happen using interactive tools. As a special bonus, this one is free. Download this book free.
    9. All Marketers Are Liars by Seth Godin. Godin brings all of his writing together to explain how our stories drive marketing success.
    10. Why We Buy: The Science of Shopping by Paco Underhill. Underhill, through scientific observation, explains why your front-and-center merchandising is utterly lost on many shoppers. A bit dense, but if merchandising is part of your job, you will want to read this one.
    I hope you enjoy reading some of these that you might have missed. What did I miss? Drop me a line and let me know who you think I left off at kuhnen@earthlink.net or 817-658-7698.

    Blair Kuhnen is the publisher of FloorPop. He is VP of Marketing for Builder Homesite, Inc., He can be reached at 817-658-7698 or via email at kuhnen@earthlink.net.

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