There are a number of different ways to get the message about your home building business out to prospective clients. Which one works best? That depends both on your specific prospect and on what you’re trying to communicate.
There are times when your prospects want detailed information and explanations. They may want facts and figures that pertain to square footage. They may want to get an idea of the range of costs. They may want to know that you’ve been doing business in the area for a while and that you have a good reputation. They may want information about the home building process so that they know what they’re getting into. Those are all legitimate topics you can talk about.
You can create blogs and downloadable e-books and checklists that go into great detail on the subjects your prospects are interested in. As long as you’re providing helpful information, that’s great.
There are other times, however, when your potential customers want to see for themselves what building a home with you will be like. They want to get a visual sense of your designs, your quality and what their prospective home could look like. That’s when showing is so much more powerful than telling. Showing someone a well-designed and well-constructed great room is much more effective than trying to describe it with words. Of course, that’s one reason having quality photographs is so important. Poor quality pictures (where the images are too small or are poorly lit) can actually hurt your efforts. The same is true for using video to market your capabilities. Quality video can really show off a home. Poorly done video can be distracting and give the impression that quality doesn’t matter.
Open houses are another great way for “hands-on” prospects to experience what you can do. But an open house also needs to make key information available. It’s a wonderful combination of show and tell. It’s also a great way to find out what kind of information prospects are looking for. If you host an open house, make sure you ask visitors what they want to know. It’s even a good idea to have a sign-up sheet that asks them about questions they’d like to have answered.
When it comes to marketing your home building business, it’s a matter of show and tell. Make sure you include both elements in your marketing mix.