BUILDERmarketingIDEAS

Archive for the ‘Marketing Principles’ Category

I am going to regret this the second I post it…but I’m going to man up and do it anyway.

Alright – here we are in the digital age, yet…most phone calls/emails/walk-ups I get about builder marketing seems to settle right back onto the stuff that “goes in the folder”.

There’s something to be said for the professional leave behind. There is – but the whole point of marketing is to get them to pick up the phone or visit your model.  The leave behind is the emotional equivalent of picking up a copy of the brochure of the car you just bought on your way out the door.

(Why DO we do that?)

A few months ago, I had a client tell me about how cable doesn’t work and how it’s all a waste of money.  The same client called me to tell me they say my commercial on Fox News. (Which I paid an obscenely cheap rate for!).

I recently did another buy for a client and OWNED ”Bravo” (which scores high with female empty nesters) on weekends for a number of weeks for the ridiculous rate of $3 per spot. Yeah…seriously.

We do what we do to create an impression in a buyer’s mind on what we’re all about.

TV still says “success” – even in this post :30 world.

Of course I’m begging the question, “How many homes were sold?”

Compared to what? 4 years ago?

This business is all about making a great impression of trust, stability, professionalism and success.

What are the top mediums to achieve that goal?

I think you know…

A client of mine and I were laughing (crying?) about the state of the market last week and we were bouncing some ideas around in order to generate interest. He commented that it must be easy to drop ideas as long as I’m playing with other people’s money.

He was joking…but the comment grew roots.

I’ve made my share of media-buying boo-boos from time to time in my career but I’ve not made them twice.

When I finally grew up and got a real job, the guy who gave me my shot was Don Volk, former owner of Volk Optical Inc (whom I still do work for in the “other” side of my business).

Although I had been involved in promotions and advertising for a little while, I was really green to MARKETING and I was nervous about setting up my first big media schedule. In fact, I thought I was going to puke because we spent A LOT of money on advertising. (You wouldn’t believe me if I told you.)

Don simply said, “Relax…and spend it as if it’s your money”.

Don probably doesn’t even remember this but it’s one of those moments I’ll never forget.

It’s proven to be among the most sage advice I’ve ever been given.

If you’re running a builder’s marketing campaigns – are you spending it as if it’s your own money or are you being wooed and wowed with the latest offer? Are you doing things because this is the way you’ve always done them or are you trying new things?

Next time you place a buy – ask yourself if you would do it with your own money.

Thanks Don. I hope you’re enjoying Hawaii.