What Golf Can Teach Home Builders About Marketing Online
It’s been said that you can learn a lot about the character of a person by how they play golf. But what can golf teach you about how a home builder manages their online marketing?
Here are a few online marketing lessons from the course:
Tools do not Equal Skill. Buying the latest, most expensive set of golf clubs will not make you a better golfer if your swing does not have proper form. Similarly, spending a lot of money on a new website, a Customer Relationship Management tool (CRM), or high priced social media experts will not make you a better home builder marketer. Success requires a disciplined and focused commitment to learning what your customers need.
Be. Patient. You don’t become a scratch golfer after a few lessons with a golf pro or a few weekends on the course. Similarly, you don’t create laser-focused content and online marketing strategies after a few Facebook posts. Understanding who your audience is, how they research a purchase online, and how to create a clearly defined sales path from click to close requires an ongoing commitment to gathering data, testing outcomes, and tweaking strategies.
It’s a Long Game… and a Short Game. You can’t expect to focus on your short game and ignore your long game if you want to become a better golfer. You have to commit to both. In homebuilder marketing (online or offline), a constant focus in driving sales this weekend, this month, or this quarter without a long term strategy for nurturing leads who will buy in 6, 12, or 18 months will eventually land you in the sand trap on the 18th hole.
Discipline Over Luck. A hole-in-one is a lucky break, even for the most accomplished golfer. But games are not won based on one lucky break. More often it’s the result of thousands of swings on the driving range, hours of practice on the putting green, and developing the psychology needed to overcome setbacks on the third hole when you have fifteen more to go. Similarly, abandoning Twitter or a specific email campaign because it does not produce an immediate result may be less effective (and much more expensive) than analyzing what didn’t work, determining the needed correction, and forging onward.
Like golf, online marketing rarely offers short-term wins and easy victories. It’s a game for those who are committed to the reward that only comes from discipline, practice, and occasionally the help of a pro.
Need help with your online game? Find out more about our digital marketing services for home builders.