FloorPop - Interactive Marketing Best Practices, August 3, 2005
Vol. 5, Issue 6: Copyright (C) 2005 Blair Kuhnen. All rights reserved.
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Recently, I met with a builder to get his views about pre-sales vs. the practice of holding off pre-sales until models are complete. He said, "We make sure our sales counselors fully understand the product so they are able to pre-sell it." I can understand this reasoning, but getting a few pre-sales may not build momentum for the community. Who was I to talk? I was in the presence of one of the best operators in the industry. However, I have seen the tremendous benefits of holding off sales and the momentum it can stimulate.
The encounter did raise this question: "How are you going to keep potential buyers interested so they don't buy from a competing area builder while you finish building your models?"
In the August issue of Professional Builders GIANTS Magazine we share the stories of four builders delivering outstanding results while changing how new homes are marketed. Central to their success is permission marketing. Permission marketing is the process of gaining the attention of consumers and gaining permission to market to them by offering some sort of incentive (e.g., a discount or free offer). We show how these builders are gaining and using permission to improve their grand opening process and their profits. Read "Permission Marketing - Buzz is Building."
Permission marketing is one of those concepts many people associate with the Internet. It was Seth Godin of Yahoo! fame who coined the term and spoke so convincingly at PCBC 2005 about how homebuilders can benefit from embracing the approach. Some builders are not only embracing the approach, but are leading practitioners of permission marketing. They combine effective marketing systems with internal processes to convert browsers into buyers. The August article is a must read for builder marketing professionals.
Bill Probert, EVP of Sales & Marketing for John Laing Homes shares his well reasoned and highly effective approach to permission marketing for homebuilders. Jack Appleman VP of Sales & Marketing for D.R. Horton Central Florida shares their innovative approach to manage coming soon interest lists. Randall Moore, VP of Sales for Bowen Family Homes, describes how they came to develop a very effective process for building momentum in Atlanta. Finally, Jeanne Stott VP Sales & Marketing for MBK Homes tells us how they combine their effective online marketing with high touch components.
So, read GIANTS this month and profit from permission marketing. If you do not have a subscription, find GIANTS online at: http://www.housingzone.com/toc-archive-pbg. The August issue should be online shortly.
Are you are ready to learn more about the tools and technology that can help you easily implement and effective program for turning your browsers into buyers? Give me a call at 866-661-3559 for a confidential discussion and to see our Focus Marketing System for yourself.Recent Popular Internet Marketing Articles for Builders
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Blair Kuhnen is the publisher of FloorPop and can be reached at 817-658-7698 or via email at firstname.lastname@example.org.