Have you ever noticed that you and your prospective clients tend to think about things differently? Sometimes it’s almost as if you are speaking different languages!
As a home builder, you probably tend to think about how you’re actually going to build the home your client wants. You know how to construct a great house and you follow a well-thought-out process to get there.
Your client, on the other hand, probably has other things on his or her mind. She’s thinking about how the kitchen, dining room, and family room need to work together for when visitors are there. He’s wondering how to get more storage space in the garage (and maybe include space for woodworking).
Your prospective clients will probably never learn how to think like you do—and they will likely never build houses on their own. However, if you want to win their business, you have to learn to think like homeowners do. That means you have to address homeowners’ questions and concerns from their perspective.
Sure, home buyers want a capable, experienced builder working on their home. But they want more than capability. They want someone who will build a home to meet their needs and fit their lifestyle. These are the things you need to be covering with your marketing messages.
One way to be more effective is to develop a clear picture of your ideal client. Not everyone out there looking to build a home is your potential client. Think about who your ideal customer would be. Create a “persona” that covers essential characteristics of the kind of client you want to build for. Of course it will include financial information (how much they want to spend and how much they earn). It will probably include geographic information, as well. But it should go deeper. Are you a custom builder? If so, you want to attract the kind of client who is willing to be involved in building that kind of home. That involves more than simply spending more. You want someone who will also invest the time and effort a custom home requires.
Of course, it’s important for you as a builder to understand what the buying process looks like from your client’s perspective. Here’s a helpful look at seeing the process from the homeowner’s point of view.
The key to attracting the right kind of buyer with your home building marketing is to think like a homeowner. Then—after you’ve closed the deal—you can think like a builder again!