Who Are You? A Builder’s Guide to Building Your Brand
The market is strong, and that means more competition for home buyers. But you don’t have to have a big budget to gain a competitive edge in your market. Digital marketing including blogs, social media, email marketing and SEO gives builders of any size a level playing field with larger companies, but online marketing alone is not enough. How unique is your message? What are you saying to potential home buyers through online and offline channels that differentiates your brand?
Here is a simple, practical, and actionable guide to finding and refining your company’s brand.
What Do We Do Really Well?
The truth is that you already have a brand. Your brand is simply how potential home buyers and existing homeowners already perceive you. What are the positive aspects of your brand now?
Here are some examples:
- Homebuyers like our plans (brand message is design)
- Prospective buyers choose our competitor because they offer a stripped down home (your home buyers prefer quality)
- You have a 99% customer satisfaction rating (brand message is an exceptional customer experience before, during, and after the sale)
Dig a Little Deeper
Once you’ve established some top-level brand messages, it’s time to dig a little deeper. Look at the data that you may already have readily available to you to find additional points of value that you currently deliver to create a positive brand experience.
Here are some examples:
- Talk to your sales people or better yet spend a weekend afternoon on the sales floor talking to buyers.
- Look at your Google Analytics. Which pages are most popular? What is the content that gets the most views?
- Review your social media accounts. Which posts have the most engagement? Which ones are shared the most, retweeted the most, liked the most? What are those topics?
- Read through your home buyer profiles and surveys. Find trends of common positive perceptions that home buyers have about your homes, your team, and the customer experience.
- Discuss during team meetings with customer service representatives, marketing, and other key non-sales personnel.
The Big Disconnect?
Once you’ve gathered the information, review it with your Executive Team. How well does your original vision or internal culture translate to a home buyer’s perception of your company? For example, you may have started or joined your company with a vision for being the most innovative builder in your market, but your home buyers may not see you as an innovative brand. How important is that original vision, and how can you use your online media including social media, blogs, email and advertising to bridge the gap?
Putting it All Together
Once you’ve gathered data and reviewed with your team it’s time to establish your key brand messages. This doesn’t have to be a mission statement or require a three-day management summit to figure out, just a simply bulleted list of the eight things that you most want potential buyers to know about your company.
Use these key brand messages to drive all communication online (blogs, social media, website copy, video) and offline (brochures, sales presentation, internal training, print). The repetition of these key brand messages will help you simplify your online marketing and differentiate your company in a crowded market.
Need help with your home builder online communication? Contact us for more information about our digital marketing services for home builders.