Following are some areas to consider when you think about developing a marketing program for your home building business.
Remember, marketing is about developing a positive perception in the subconscious mind of the prospect before the buying decision is made. The prospect wants to know that your business is worthy of her consideration. The goal of a marketing program is to place your company “front of mind” when the prospective client thinks about building a home.
It is just as important to avoid a negative impression as it is to build a positive impression. That is why you want your marketing package (including your appearance, your quote, your sales presentation and even your vehicle) to be professional, logical, and tidy.
When you are in front of your prospect, you must exude competence and capability. Buying a house is a huge financial decision and commitment, and your prospect must feel that you appreciate the difficulty of the decision. Tell the prospect that you understand how careful they need to be, and you intend to give them all they need to make an intelligent decision, and that you hope the decision will lead to working together with them to build the house they want.
Congratulate yourself on the 1’s, then get to work on the 2’s and 3’s to beef up your marketing success. Keep the 4’s in the back of your mind for later consideration.
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