What’s More Valuable to a Home Builder- An “on-site” or an “on-line” Lead?
October 25, 2011 by coach · Leave a Comment
If you’ve been around as long as I have, you’d probably answer the same way I would. The on-site walk-in!
We’ll, the times they are a changin’…
At our October 20th webinar Four Cutting Edge Lead Generation Ideas for Today’s Home Builders and Remodelers, I revealed the results to date with our case study of Hallmark Homes and NIH Homes. Check them out.
The results are pretty telling, aren’t they? Unqualified walk-in traffic is 70% of our total leads yet nets only 30% of our sales. On the flip side, Realtor showings and referral leads are only 13% of our total leads yet generate a combined 55% of total sales.
Now imagine this. Using the “MoneyBall” approach to your annual marketing and sales plan, how many leads of each source would you need to do the following?
If we use the same ratios and formulas as our case study builders, this is what you would need…
Here’s the conclusions so far:
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4 Cutting Edge Lead Generation Ideas for Today’s Home Builders and Remodelers
October 13, 2011 by coach · Leave a Comment
What percentage of leads should a builder be getting from…
- Online marketing?
- Open Houses?
- Events?
- Client Referrals?
- Professional referrals?
Since the housing industry has been turned on its head, so has the traditional sources of leads. A home builder can’t rely on only model traffic just like a remodeler won’t grow their business on “natural” client referrals.
Hallmark Homes of Utah and NIH Homes of Minnesota have embarked on a case study to make over their marketing, advertising and sales strategies.
We’ll be exploring…
- How each builder has restructured their website to capture more online leads
- What the builders did and are doing to drive more web traffic
- The specific tools each is using to generate leads and their results
- How they move web leads to walk-ins
Reserve your spot right now. We’ve got room for 100 people.
Happy Selling!
~Rick
P.S. Each builder will also be breaking down the lead source for their sales. Even though the results are early, they will surprise you! Reserve you spot > >
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What’s More Important to New Home and Remodeling Buyers Today- Price, Design or Location?
October 3, 2011 by coach · Leave a Comment
What’s More Important to New Home and Remodeling Buyers Today- Price, Design or Location?
Isn’t this a question you’ve pondered nearly every day over the last 5 years? We’ll, we may have the answer. John Burns Real Estate Consulting just released a survey of 10,000 prospective home buyers (all types of homes, not just new) and the results are quite interesting. Check them out.
Yes even after all the changes in the housing market, location still is at the top of a purchase decision. Style and Design come in #2 with price filling out the top three considerations.
A couple of interesting notes…
- If you’re a remodeler and you’re focusing on price before design, you’re missing the boat. Your prospects are more concerned about getting the design right vs. getting the lowest price. So why would you utilize a sales process that has design 2nd and pricing first. Get your designer in front of your prospects before you dive too deep into the scope of work or specifications.
- If your a home builder who can upgrade to an A location (i.e. closer to work, amenities, better schools, etc.) do it immediately. There are always pocket locations with demand and plenty of bank owned properties to consider.
- If you have the option, never build the same model home or available home twice. Take a queue from the auto industry and focus on continual design improvements. Build homes with features, rooms and amenities not available in the used market.
Finally, look how New Home Construction rated in the survey. Only 4% of prospective buyers rank it #1 in their considerations. Part of your marketing, advertising and sales plan must include educating your prospects and local Realtors on the benefits of new vs. used. The focus should be on the short-term bait and switch of a low price used house vs. the long-term low cost benefits of a brand new home. Remember, the biggest hidden cost of used homes is the future remodeling required to update to the way people live today.
You can read the full article here.
Happy Selling!
~Rick
