... even though they'll try to say we are ;)
Your time is valuable so I'll get straight to the point.
If you're wondering what makes us different from all the other marketing agencies out there, you're going to want to read this.
Reading time: 7 minutes
Level: Novice
Key Takeaways:
- the key difference that sets us apart from other agencies
- how our program can help you generate more leads and sell more homes
- how you can perfectly align our services with the goals of your business
First of all, we're not a full-service agency. That means we don't do branding, signage, sales centres, or all the other things that home builders need agencies to do for them.
Now, you might be thinking, "But why wouldn't they want to do it all and cater to everything a builder needs? To be that one-stop shop for home builders?"
The answer is simple.
Less is More. Really.
Yes, there are more services we could offer if we were in it for the money and upsold our services like other agencies. But that mentality doesn't fly with us.
Rather than trying to have a broad service offering and do everything pretty good, we decided to specialize in one specific area of expertise and focus on delivering exceptional, world-class results.
The first question we always ask ourselves with every service or software we offer is "Will this help our marketing program work better for our clients?" If it doesn't, we don't do it. Simple as that.
In fact, we don't even really look at ourselves as an agency. We're more like an extension of your marketing team. We're the "special ops" team you call in when you need to get the job done. The hired guns. We view this as a partnership.
What we bring to the table is a highly specialized marketing service. We do one thing better than anyone else in the world - and that's generating more qualified leads and sales for home builders.
More Leads and Sales. Guaranteed.
You're probably thinking, "Okay cool, but how do you do that exactly?"
I'm glad you asked.
The foundation of our new home marketing program is built upon the powerful inbound methodology popularized by HubSpot. If you've not heard about inbound marketing before, then you need to look into it because it's an absolute game-changer in the world of online marketing.
Here's why the Inbound method works incredibly well for home builders:
You already know your ideal home buyer is spending their time online (duh... everyone is!) They could be anywhere in their home buying journey [link to Home Buying Journey LP] at this point.
Most builders focus their marketing on the buyers that are ready to buy now. Today. Or in the next 30 days. And why wouldn't they? That's the low-hanging fruit, right?
The Two Major Flaws In Home Builder Marketing
There are two problems with only focusing on prospects that are ready-to-buy-now:
1. That's where EVERY home builder focuses their marketing.
You can see it if you step back and take a look at your competitors. "Get free upgrades! Check out our latest promo! Save $XX,XXX if you buy before the end of the month!" How do you stand out from all the other guys if your marketing message is always the same as theirs? Heck, we even saw one builder launch a "Their promo is our promo!" campaign where they literally just matched the buyer's favourite promo from any other builder.
The majority of home builders are lost in the sea of sameness.
2. You're ignoring the fact that buyers spend months doing online research before they ever approach a salesperson.
Buyers have a whole series of smaller decisions to make FIRST, before they even begin exploring who to build with. And at any time during this process, they can easily be dissuaded from buying new and going with a resale home.
But builders have always left it up to the buyer to find the information and get answers to their questions on their own. They spend their time trying to convince the buyers that are shopping new to choose them over the other guys.
There Was A Huge Void In The Typical Marketing Process
So that got us thinking:
"These home buyers need specific information in order to decide to buy a new home. Why shouldn't the builder be that source of information? Why do they leave it up to the buyer to try and find these answers on their own?"
And then we wondered:
"If the builder were to provide the answers to their questions and be a helpful resource during the home buying journey, what would that do to the relationship they have with that buyer? What kind of trust and rapport would they build with them?"
And finally:
"If the builder built that kind of trust and rapport ahead of time, what advantage would they have over their competition when the buyer did decide to buy new?"
The answer was obvious.
The builder who's worked the hardest to earn the trust of the buyer, AND who makes the process of buying a home the easiest, typically wins the sale.
We Built An Entire Marketing Program Based On This Concept
Here's what it looks like:
We know that over 90% of home buyers start their search online. There's a whole series of mini-decisions the buyer needs to make along the way, narrowing down their options. With the right content, you can steer the prospect along the path to buying a new home.
So we create a content plan that aligns with this home buying process and we start to catch prospects when they first realize that their current home is no longer working for them. We draw them into the website using this content and then we capture them as a lead and get their permission to market to them. And then we use marketing automation to walk them step-by-step through this series of decisions they make throughout the home buyers journey.
We nurture them for as long as they need with emails and blog content until they're sales-ready and they either inquire online or show up at the front door of your showhomes.
We then put all of this activity history into their contact record in a CRM that your salespeople can access so when the sales conversation starts, your reps have loads of intelligence about the buyer, allowing them to see what they were looking at on your website, and seeing the forms they filled out online. This data makes them better advisors and helps them close the sale easier and faster.
We Align With Your Business Goals
"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat." - Sun Tzu, military strategist and philosopher.
Said another way: Strategy dictates the tactics. Tactics can win the battle, but strategy wins the war.
We live and breathe strategy. You can hire anyone to execute online marketing tactics for you. But no single tactic will ever deliver game-changing results. To get the best results, it's all about planning and execution. That's how it's done.
Do you have an increase in annual revenue you're shooting for? Or a sales quota for the year? Our program is designed around helping you to meet these goals and you'll see your progress month-by-month along the way.
We LOVE data and we measure EVERYTHING so you can see exactly how our program is impacting the metrics and key performance indicators you use to track the success of your business.
We Set You Up for Success
Again, we don't really look at this as we're service providers. We view this is a partnership, and we take it very seriously. Your best interests will always come first as we want you to succeed. We don't win unless you win - and we don't like to lose.
Our reputation is based on delivering exceptional results for our builder partners and we're hugely protective of it. And that's why we won't work with just any home builder. Our builder partners must meet our criteria of an ideal client, too. We have minimum requirements we look for before we consider working with a builder. This helps to ensure your success with our program - and helps us to maintain our reputation.
At the end of the day, if we're not 100% convinced that you will get amazing results from our program, then we won't work together. We want to create success stories and have clients for life. That's our goal.
If you're starting to evaluate agencies to see how they can meet your home builder marketing needs, we have just the resource for you! Click the button below to get your free copy today.
