Your positioning statement is one of the most important aspects of your homebuilder marketing. It gives your business strategy a tighter focus, which helps to support the marketing actions you take. So what exactly is a positioning statement? What does it do and why is that important, particularly for your inbound marketing activities?
What is a Positioning Statement?
It’s typically a statement comprising one or two sentences that explains clearly what your homebuilding company does, who you do it for and why you do it. For example, your clients might know you offer home renovation services. What they might not be clear on, however, is that you specialize in doing kitchen cabinet renovations for homeowners in a particular geographical area.
What it Does
Your positioning statement tells your target audience what sort of company you are, by “positioning” you as a budget contractor, a high-end contractor, a specialist or something else.
It does several things:
- It answers your prospects’ questions before they ask them. Who doesn’t love a company that gives you more information rather than less? If your positioning statement tells the potential client what you stand for, what your values are and what you do, that’s three questions fewer that he has to ask you. Ergo, he knows more about your company than he would if you didn’t have the statement.
- It helps you target the right clients. If you focus on building home additions for high end homes uptown, why would you want to spend hours declining meetings with prospects who want a budget price for a new garage door in the suburbs (or vice versa)? By specifying upfront who your market is, you give clients the chance to contact the right company (yours) with their very first call.
- Sets you apart from competition. It’s a sad fact of homebuilder marketing that many companies simply aren’t aware that they need a positioning statement. Who is your target customer more likely to call—your company, which says exactly what you do and for whom, or a company that gives no clue as to what they do?
How to Write a Position Statement
- Keep it short.
- Make it memorable and unique.
- Remain true to the core values of your business.
- Include a credible promise of what the brand delivers to consumers.
- Communicate how your business is different from the competition.
- Keep it clear enough for use as a guideline to evaluate whether or not business decisions align with the brand.
How it Helps You
So how does having a statement help make you your client’s first choice for a homebuilding contractor? By having a clear positioning statement that specifies your focus on high-end kitchen remodels, for example, you can avoid all the time you waste consulting or speaking on the phone with people who want cheap outdoor decks built! Of course, if you build cheap outdoor decks too that’s great, but if you prefer to focus elsewhere it’s just a nuisance. It also helps to establish your homebuilder branding, because it outlines your brand personality for clients.
Having a strong positioning statement helps to inform all your homebuilder marketing activities, builds a stronger brand, brings you the business you want and saves you wasted time.
Hart, Meredith. “12 Examples of Positioning Statements & How to Craft Your Own.” HubSpot Blog, blog.hubspot.com/sales/positioning-statement.