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September 28, 2022

Don’t Pull That Thread

How a Quality Marketing Strategy Will Keep You Afloat

It’s no secret that we are experiencing a market cooldown/correction. Sales are decreasing, interest rates are rising, and buyers are hesitant about buying a new home. Home builders typically look at spending to cut costs in times like these. Similar to a worn-in sweater, we tug at stray threads. Also, like a sweater, when we make the wrong cut or pull the wrong thread, the entirety of our sales and marketing processes, strategy, and tactics begin to unravel.  

In our 20+ years of experience in the home building industry, we’ve observed marketing is one of the most enticing threads to pull. At a surface level, marketing appears to be a task that can easily be taken in-house or shifted to an inexpensive freelancer. 

In reality, without a quality marketing strategy backed by a team of new home marketing experts, your once plush and cozy sweater will soon become nothing more than a pile of frayed yarn.

The Centerpiece to Success

At its core, marketing is about storytelling. Whether it be blogs, social media posts, or advertisements, marketing is a way to showcase what makes you uniquely wonderful. Unfortunately, crafting your own story in a vacuum is almost impossible (even for us marketing folks). It’s hard to be impartial, and we tend to play down our organizational/team accomplishments.

That’s where an outside group such as a marketing agency can help you – we can efficiently conduct a SWOT analysis and find your USP (Unique Selling Proposition), so you can share what they’re missing by not buying/building a home with you.

When the market declines, it’s imperative to continue this messaging, so you can stand out among the competition and avoid a significant hit to your organization.

Leave It To The New Home Marketing Experts

Investing in your marketing approach allows you to sit back, relax, and let the new home marketing experts do their thing. Experience marketing and selling new homes is critical when you want to maximize ROI. These dedicated professionals will know how to properly strategize to ensure your story reaches the target audience cost-effectively.

Typically freelance marketing professionals and “general” marketing firms (that don’t specialize in new home sales) do not offer the experience needed to guide your marketing strategy in challenging markets. In the long run, you will spend more money generating low-quality leads that bog down and frustrate your Online Sales Counselor and New Home Sales Counselors.

New home marketing experts know how to utilize SEO to drive your website’s organic traffic. Organic traffic yields the highest volume and quality leads because it makes your website more visible to home shoppers looking for homes where you build. Unfortunately, when less experienced individuals head this task, it’s common to experience a decline in website traffic and the quality of leads because the keyword strategy is too broad.

Additionally, expert marketing professionals help to craft an impactful social media and blog strategy carefully. Experience breeds knowledge about important factors such as the timing of posts, frequency of posts, and effectiveness of post content. This knowledge and extensive knowledge of analytics and data allow these experts to fine-tune your marketing strategy and ensure peak effectiveness. 

Storytelling Sells

At the end of the day—despite the ever-changing state of the industry— you’ll always have your mission and story. Your ability to share these two things with the world will directly impact the overall success of your organization.

Resist the temptation. Don’t pull the thread. Instead, to guarantee your company’s success in times of turmoil, you must emphasize the importance of creating a high-quality, effective marketing strategy. 

Are you looking for a team of established marketing experts? At Meredith Communications, we strive to help builders use digital tools to tell their story and grow their business. Check out our website to learn more about how we can help you share your story!  

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