The 5 Stages of the New Home and Remodeling Purchase Process
September 29, 2009 by Coach Rick · Leave a Comment
Happy Fall to you! As a hunter, there’s no better time of the year. I just got back from my first grouse hunting trip with my 9 month old dog Bentley.
We flushed a few birds but didn’t put any in the bag. We DID, however, scare the you know what of out some Chipmunks and Tweedy birds!
~Rick
The 5 Stages of the Purchase Process
If you missed Part I (Kick-off & Research), you can click here for the article>>
According to Marti Barletta, author of Marketing to Women and PrimeTime Women, when men and women buy as partners, women control at least four out of five stages of the purchasing process (well really all 5 but us men need to get our egos stroked a bit 
.
Stage III- Purchase
If there’s one area of the purchasing process where we feel men are in charge, this is it. Why?
Historically this is where the “man” takes over as primary contact and negotiator.
It’s why we get confused as marketers…
…that men are the primary influencers in the decision to buy.
We get confused because it was her idea to move or remodel in the first place (Stage I) and she did all the research to find your company (Stage II).
Doesn’t it seem like you work and work with her and when it comes time to write the purchase agreement “Mr. Negotiator” steps in?
The question I ask all my clients in this situation is this, “Is she on board?” If they say ‘she is,’ he’s just trying to get the best deal.
In this situation stand firm on your negotiation. Give him something to make the deal happen- just not the farm!
Click here for a sales process that will have her selecting you and your company>>
Stage IV- Ownership
She’s back in the saddle again! The post purchase stage has her making selections, finalizing design, dealing with construction details, etc.
This is where your staged guest experience comes in. If you aren’t proactively staging a “Nordstrom’s” type customer experience you’ll let her down, and you can’t afford that…
…because the ownership stage leads us to…
Stage V- Word-of-Mouth
OK guys…this is where we get BURNED.
Contrary to popular belief, women are NOT as likely to give a referral as a man. Women tend to keep personal and business separate.
Therefore, women need a GOOD REASON to give a referral and that reason is how they were treated in the ownership stage.
Your goal is to CREATE experiences and strategically handle problems so your female customers have plenty of good reasons to refer you, thus influencing your next buyer.
And the purchase process begins again…
Use this link to get the ONLY new home and remodeling sales system designed to appeal to a woman>>
Happy Selling!
P.S. Don’t fall into the trap of buying into the same old “re-tread” sales training. Today is different. Consumers are different.
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The New Marketing Funnel
September 29, 2009 by Coach Rick · 1 Comment
I found this fascinating quote today:
With the expansion of the marketer’s toolbox to include social media, marketing is no longer about pushing out one way communications. The marketing world is no longer defined solely by impressions; it’s now a world of interactions. Today’s marketing includes the customer’s voice throughout the process, whether it’s intentional or not. Customers will talk online and comment on a brand’s marketing campaigns, products, services, and even how a company treats employees. It’s not enough to think about how companies communicate outwards; it’s just as important to think about how customers can communicate back, with each other, and arguably most importantly, with new prospects.adamhcohen.com, The New Marketing Funnel, Aug 2009
You should read the whole article.
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Home Builders, Realtors and Remodelers- Sign the Petition to Help Get Home Values Stabilized!
September 23, 2009 by Coach Rick · 6 Comments
Hello HVCC Petition Signer:
HVCC Continues to devastate home values across the US. As we’ve shared, Representatives Childers (D-MS) and Miller (R-CA) introduced legislation (H.R. 3044) requesting an 18 month moratorium on the Home Valuation Code of Conduct (HVCC), which now has over 80 co-sponsors!
Tens of thousands of consumers have already been robbed of their opportunity to enjoy historically low rates by Attorney General Andrew Cuomo’s rule. HVCC needs to be permanently reversed in order to restore lower costs to the consumer and to protect the thousands of real estate transactions stalled by this code. You are well aware of the harmful nature of this horribly misguided code, but others may not be. We implore you to forward this petition link to everyone you know…EVEN IF YOU ALREADY HAVE. Let’s make sure this petition gets enough signatures to open the eyes of the representatives that have the power to initiate change!
