CONTENT TO SUPPORT THE CUSTOMER JOURNEY

Content

Phase

Awareness

Phase

Consideration

Phase

Intent

Phase

Decision

Phase

Construction

Phase

Warranty

Phase

Buyer purpose and mission

•Education

•Identify needs and wants

•Build long list of builders

•Clarify wants and needs

•Reduce to short list

•Prioritize builder list

•Select builder to work with

•Get best possible value from selected builder

•Get as much as possible for what is being spent

•Ensure Builder will stand behind the product

Buyer behavior to be expected

•Buyers are seeking education

•Looking for third party endorsements and referrals

•Awareness of solutions and features available

•Awareness of builders providing solutions

•Buyers have identified pain points

•Buyers are committed to solving pain points

•Focused on which builders will provide best solutions

•Buyers are comparing builders and seeking validation for their short list

•Ready to select a homebuilder

•Buyers have selected homebuilder

•Buyers are committed to working to achieve their solutions/goals

•Demanding

•Suspicious

•Not really understanding the construction process

•Abandonment issues and concerns

Buyer will require this type of information

•Vendor-neutral content

•E-books, guides

•Expert content

•Educational content

•Curated articles of interest

•Branded checklists

•Branded videos

•Checklists

•Infographics

•Homesite amenities

•Latest features and technologies

•Comparison whitepapers

•Expert guides

•Checklists

•Live conversations

•Webinars

•Podcasts

•Videos

•Builder comparisons

•Feature comparisons

•Testimonials

•"Why buying from XYZ Builder is a Smart Choice"

•Validation for the choice about to be made

•Onboarding processes

•Products

•Features

•Color choices

•Introductions to construction company players

•The home-building process

•Changing specifications

•Reading design articles

•Talking to friends about products.

•Handholding

•Assurances

•Comfortable that they will be cared for

•Understanding of Buyer responsibilities for maintenance

Use these buzzwords and relevant terms in the content

issues, resolve, energy, efficiency, DOE, EnergyStar, technology, learn, study, educate

history, reputation, troubleshoot, risks, upgrade, improve, optimize, prevent, learn, identify, diagnose

solution, provider, service, supplier, tool, device, technology, appliance, choose, select, systems

compare, versus, comparison, pros and cons, benchmarks, review, test, product, brand name

smart, systems, team, cooperative, effort, choices, custom, customize, personal

trust, faith, smart, systems, team, cooperative, effort, choices, custom, customize, personal

future value, appreciation, worth, esteem, smart, value

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