Awareness

At the beginning of the home buyers journey, your clients are most likely unaware of who you are and if you’re suitable for them. So at this stage, they’re not even on your radar and you can’t know if they’re interested in you because they probably don’t know you even exist!

Your Challenge

To market your building company successfully, you’ll need to create awareness for your company, your display homes, your custom home design service or your financing options for house and land packages. Ultimately, your marketing should focus on the pain point of your customer – not simply branding.

Search Engines

When customers want to research something in Australia 86% of them turn to Google (Gizmodo 2016). So it’s only fair to expect when someone thinks about building, they search on Google.

The first stages of search are generally broad and then narrow down the further along the buying cycle someone travels.

For example, did you know there are 16,200 searches each month for “Floor Plans” and “House Plans”?

“Display Homes” are less than that at 9,900 and both are higher than “Home Builders” which is only 5,400 searches each month.

Searches become much more specific later in the buyers journey as can be seen here;

“Custom Home Builders” – 720 searches

“Narrow Lot Homes” – 320 searches

Social Media

16 Million people use Facebook in Australia and just under 15 Million use YouTube – meaning your customers are more likely to be there than reading a newspaper.

Currently video on Facebook costs less than almost every other medium (including YouTube) and has demographic targeting more powerful than TV.

This makes social media like Facebook, Instagram and YouTube a great medium to connect and grow awareness for your building company. Videos can drive foot traffic to display homes and you can use lead magnets such as Case Studies and Floor Plans to capture customers in your marketing automation software.

Knowing what customers are looking for can provide you with insight into what you have on your website and how prominent that information should be.

At such an early stage of research, it’s important that you begin collecting prospective customer’s information in exchange for what they’re looking for. This should tie into the front end of your communication plan and enhance marketing automation efforts.

** Nurtured Leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report 2016)

Consideration

Once home buyers have begun to narrow down their choices to a few different builders, they’ll begin researching again. At this stage, they’re really going into comparison mode – seeing what makes you different to the other builders they’re currently considering.

They’ll consider the most obvious but also the not so obvious. Things like;

  1. Price
  2. Inclusions / Specifications
  3. Design / Home Size
  4. Who they like or trust most
  5. Reputation
  6. Intangible differences like expertise, advice, unique abilities within a Company or Group.
  7. Added services like interior design
  8. Timelines / Milestones

Appeal to their desire

During the consideration phase, new builders still have an opportunity to come into the picture and win the business. Also, if a builder or their sales consultant isn’t performing (in the eyes of the client), then clients are more likely to switch. Delays with discovery calls, a lack of follow up or being unavailable as a sales rep can all put you behind your competition.

Appealing to their biggest desire to get the ideal plan will be the strongest approach closely followed by a competitive advantage like price and a systematic follow up system for your sales team.

Microcommitment

It’s at this stage getting a micro commitment can make a huge difference to your sales numbers. A micro commitment is where you get the client to cross an invisible barrier.

For example, having them pay you to arrange a site survey or enter a design agreement. While it doesn’t guarantee a sale, it is a step in the right direction where the client has now entered into a formal exchange and money has changed hands.

Intangible differences can set you apart from your competitors and even significantly distort price comparisons allowing you to charge more for your service.

Remember: People will pay more for what they value most. The extra percentage on your bottom line can make a big difference over time.

Decision

Once your clients have agreed with their partners/family they’re ready to commit to you as a builder.

At this point, they are thinking about what else is required for them to do, knowing there’s still a lot of decisions to be made.

A clear roadmap will go a long way to speeding up the contract signing stage. Sure, you can use the ‘impending price rise’ as a motivator, but most people are only pausing here because they still have many unanswered questions.

Consider a ‘What Happens Next’ handbook or flyer that explains what the client will need at each stage.

Remember most people haven’t built before, so what comes naturally to your business is very foreign to them. Break it down in simple, easy to understand language.

Can this work for you?

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