CONTENT TO SUPPORT THE CUSTOMER JOURNEY

Content

Phase

Awareness

Phase

Consideration

Phase

Intent

Phase

Decision

Phase

Construction

Phase

Warranty

Phase

Buyer purpose and mission

Education

Identify needs and wants; Build long list of builders

Clarify wants and needs; Reduce long list to short list

Prioritize builder list; Buyer will select builder she wants to work with

Get best possible value from selected builder

Try to get as much as possible for what they are specding

Prioritize builder list; Buyer will select builder she wants to work with

Buyer behavior to be expected

Buyers are seeking education; Looking for third party endorsements and referrals

Based on the content the Buyer has studied, awareness of solutions and features available and of builders providing solutions

Buyers have identified and are committed to solving pain points; Focused on which builder will provide best solutions

Buyers are comparing builders and seeking validation for their short list; Ready to select a homebuilder

Buyers have selected homebuilder and are committed to working to achieve their solutions/goals

Demanding, suspicious, not really understanding the construction process

Abandonment issues and concerns

Buyer will require this type of information

Vendor-neutral content. E-books, guides, expert content, whitepapers, educational content, curated articles of interest

Branded checklists, branded videos, checklists, infographics, homesite amenities, latest features and technologies

Comparison whitepapers,expert guides, checklists, live conversations, webinars, podcasts, videos

Builder comparisons, feature comparisons, testimonials, "Why buying from XYZ Builder is a Smart Choice", validation for the choice about to be made

Entrée into home building, processes, products, features, color choices, introductions to construction company players

Changing specifications, reading design articles, talking to friends about products.

Assurances, comfortable that they will be taken care of.

Use these buzzwords and relevant terms in the content

Issues, resolve, energy, efficiency, DOE, EnergyStar,technology, learn, study, educate

history, reputation, troubleshoot, risks, upgrade, improve, optimize, prevent, learn, identify, diagnose

solution, provider, service, supplier, tool, device, technology, appliance, choose, select, systems

compare, versus, vs., comparison, pros and cons, benchmarks, review, test, product,brand name

smart, systems, team, cooperative, effort, choices, custom, customize, personal

trust, faith, smart, systems, team, cooperative, effort, choices, custom, customize, personal

future value, appreciation,worth, esteem, smart, value

First marketing piece for category

Second marketing piece for category

Third marketing piece for category

Fourth marketing piece for category

Fifth marketing piece for category

File Management

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