What's Your Message?

At Home Builders Network, we talk to builders all over the country. When they need help with marketing, we always ask them "What’s your message? Why should someone buy a home from you, rather than your competitor?" Then when we look at their marketing materials, we often find that this message is missing. They don’t know what to say, or how to say it.

According to David Olgivy, the legendary advertising man, 80% percent of the impact of your marketing is what you say (message) and only 20% is where you say it. So as you begin thinking about improving your marketing, this is place to start.

A good message should have the following characteristics:

n Focus on the customer, rather than the builder. Buyers aren’t interested in you. They’re interested in what you can do for them.

n Sell the benefits, rather than the features. Features are what the product is. Benefits are what it does for them.

n Use emotion effectively. Remember, buying a new home is an emotional decision.

n Sell value, not price. Selling on price is the fastest way to cut your profits.

n Be consistent. Concentrate on 3 or 4 main benefits and repeat them in all your marketing.

n Include a call to action. Give them a phone number and a reason to call.

Home Builders Network  205 E. Ridgeville, Blvd, Suite C • Mount Airy, Maryland 21771
Toll Free: 800-823-4344