Marketing Action Checklist

Following are some areas to consider when you think about developing a marketing program for your home building business. Remember, marketing is about developing a positive perception in the subconscious mind of the prospect before the buying decision is made. The prospect wants to know that your business is worthy of her consideration. The goal of a marketing program is to place your company “front of mind” when the prospective client thinks about building a home. It is just as important to avoid a negative impression as it is to build a positive impression. That is why you want your marketing package (including your appearance, your quote, your sales presentation and even your vehicle) to be professional, logical, and tidy. When you are in front of your prospect, you must exude competence and capability. Buying a house is a huge financial decision and commitment, and your prospect must feel that you appreciate the difficulty of the decision. Tell the prospect that you understand how careful they need to be, and you intend to give them all they need to make an intelligent decision, and that you hope the decision will lead to working together with them to build the house they want.

Review your current marketing efforts. Score yourself on each category.

1 I'm doing this right already.

2 I'm doing this now, but my efforts need improvement.

3 I should be doing this.

4 My business is not ready for this yet.

Congratulate yourself on the 1’s, then get to work on the 2’s and 3’s to beef up your marketing success. Keep the 4’s in the back of your mind for later consideration.

MARKETING ACTION CHECKLIST

Company

Prepared by

Date

Copy to

Your Branding

Business Name

Easy to pronounce; Unique; No negative associations ("Satanic Structures" or "Blackhole Builders").

Positioning

Don't confuse your prospect. You can't be all things to all people - don't even try. Spend time defining and refining your niche.

Color

Choose a color that will be your color. Work it into all promotions. Bright colors for young people -- muted, richer colors for older people. Customers unconsciously respond to your use of color.

Logo

Simple shapes are recognized most quickly, and go deeper into the mind for better retention. Ovals are best, simple is best.

UVP - Unique Value Proposition

No more than 7 words that say what you are about. Words will have emotional appeal. Leave the meaning a little fuzzy. "Quality is Job 1", "You're in Good Hands", "The Real Thing", "We Work", "You Build. We Biz."

Reputation

Provides a conscience validation of the unconscious decisions based on your image package. A good reputation will not necessarily be the deciding factor in a purchase decision, but a bad reputation will definitely work against you.

Your Story

People respond to a story. What is it you do that nobody else does? What have you done that nobody else will do? Where did you come from? What sets you apart? "Why should I remember you?"

Your Company Website

MUST HAVE. A billboard on the information highway. Buyers use the Internet to check on vendors prior to a purchase, especially a large purchase. If you are not here, it says negative things about your business: too small, not keeping up with new developments, too cheap, etc.

Column in a publication

Ask if your local newspaper would like a column on some aspect of home ownership. You're the pro.

Testimonials

Ask happy customers to write letters and then frame the letters and put them on display. Include them in your promotional literature. Post them on your website. No marketing piece is stronger than a good testimonial.

Word of Mouth

To get "word-of-mouth", your business must be "front-of-mind". You get there with a well-designed image package, superb service, and referrals.

Website and Social Marketing

Establish your expertise. Add a YouTube video explaining the floor system or the plumbing fixtures you use. Have a subcontractor discuss why he enjoys working with you and the products or techniques used in his phase.

Newsletter

Be the helpful consultant. The newsletter is not about you, it is about the needs of your market segment. Each letter is self-contained and addresses one part of the home-building process. Distribute on a regular schedule. Post on your website, and archive past issues there.

Branding Summary

How many rated as "1"?

How many rated as "2"?

How many rated as "3"?

How many rated as "4"?

Your Company Image

Words Mean Something

When you are talking with your customers, use the words they want to hear. "Value", "Long-lasting", "Unique", "Safety", "Comfort"...depending on what your market research tells you they want to talk about.

Consultations

Offer free, non-binding, consultation to prospects planning their own home -- "help you design to keep costs down... to increase your energy efficiency...to enable you to age-in-place..." This is an opportunity to demonstrate expertise.

Sales Presentation

Learn to use effective and emotionally-loaded words and phrases. "Secure", "I'll take care of it", "I know just what you mean", "Let me repeat that to make sure I am understanding you"...

Sales Training

Entire workforce needs to know how you expect the customer or prospect to be treated. Don't assume your site superintendent will be nice -- train him how to talk to your prospect.

Business Cards and Stationery

Your business card is a mini-brochure for your company. You aren't a snooty attorney. Stationery should be of appropriate quality and tone. Use both sides to tell your company story.

Brochures

8 1/2" x 11", tri-fold. The story of the Company. Pictures and large typeface. Just to leave something with her after your meeting. Color printers and word processors make it easy.

Yellow Pages

This used to be where people look first. Has been supplanted by the Web, but still important to show stability. No need for a large expenditure here. You may find that a small ad referring the prospect to your website is effective.

Television/Radio Commercials

Always expensive, but can be very effective if you hit your market niche. Use only if you are commited to using mailings, handouts, website tie-ins, etc. before, during and after the campaign. Very powerful for establishing name recognition.

Tie-In With Other Merchants

You display their stuff, they display yours. Talk to furniture stores, shed manufacturers, garage storage companies...

Reprints of Ads and Other Publicity

Create and distribute reprints of newspaper ads or columns you have written. Put them on your website. You're the pro.

Supplier's Ads

Ask suppliers for their brochures. Distribute to prospects - "This is the kind of quality we use in your house". Ask about cooperative marketing. You and the supplier share the costs for advertising pieces.

Supplier Links

Put links to your suppliers on your website. Make it easy for the prospect to find out more about the products you use. Some suppliers will reciprocate by listing you on their site. Ask.

Magazine Ads

Look at local or regional magazines. If there are ads for the products you use, copy the ad and use as a mailer, e-mail, or on your website. "As seen in..."

Positioning Summary

How many rated as "1"?

How many rated as "2"?

How many rated as "3"?

How many rated as "4"?

Your Product

Convenience

Make it easy for your prospect to get a bid, work with their lender, place the order, and complete all the myriad steps required.

Speed

Delivery speed at each step in the process indicates your level of interest in pleasing your prospect. Respond quickly to a request for a quote. Have a construction schedule and stick to it. Stay on top of change orders.

Pricing

Studies indicate that only 14% of prospects say price is important. Pricing is probably more important for the builder because of lender appraisal and lending guidelines. Build what your market niche can afford.

Availability of Financing

Customers want the whole package. You will sell more homes if you have a relationship with a bank or mortgage broker which allows you to do the sale and the financing in "one-stop".

Follow-Up

Let prospects know you are interested in building their homes. Don't let them fall through the gaps.

Public Displays

Billboards, bus benches, taxicabs, coffee cups, caps, shirts, measuring tapes, balloons at public events, etc. The more off-beat and attention-getting, the better in this category.

Take-One Boxes

Place in locations frequented by prospects. Absolutely have at your current job sites.

Outside Signs

Put signs at your jobsites letting people know who is building this house. Also have a sign at your place of business, especially if you work out of your house, so prospects can find you easily.

Gift Baskets

Include coupons from local merchants, especially your suppliers. Send to buyers within seven days of their move-in date.

Product Summary

How many rated as "1"?

How many rated as "2"?

How many rated as "3"?

How many rated as "4"?

When submitted, form responses are sent to the email addresses provided and then deleted.
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Marketing Action Checklist

Review your current marketing efforts. Score yourself on each category.

1

I'm doing this right already.

2

I'm doing this now, but my efforts need improvement.

3

I should be doing this.

4

My business is not ready for this yet.

MARKETING ACTION CHECKLIST

When submitted, form responses are sent to the email addresses provided and then deleted. IF YOU WISH TO RETAIN THE INFORMATION YOU HAVE ENTERED, ADD AN EMAIL ADDRESS BEFORE SUBMITTING.

When submitted, form responses are sent to the email addresses provided and then deleted.
IF YOU WISH TO RETAIN THE INFORMATION YOU HAVE ENTERED, ADD AN EMAIL ADDRESS BEFORE SUBMITTING.