Opening Your Eyes to the Invisible Market: How to Increase New Home & Remodeling Lead Opportunities by 90% Webinar
January 23, 2012 by coach · Leave a Comment
On Wednesday January 25th Rick Storlie of New Home Sales Coach will be sharing a revolutionary new idea in lead generation for home builders and design build 
remodeling companies.
It’s been a known fact for years in the new home and remodeling industry. People interested in finding a new home or remodeling ideas start by sitting down at their computer and searching online.
This search process can go on for a few months up to a few years. Every day there are hundreds of thousands of people getting ideas and gathering information. Yet, these same people aren’t picking up the phone or driving to a model home. According to Rick Storlie, they’ve been invisible, up until now.
“The invisible market started when home builders and remodelers launched their first website. It’s been this black hole of potential business. We know people are there, we’re just not sure what they’re looking for and how to capture them,” Storlie recently commented.
Storlie’s idea for this Invisible Market came from the book, “Winning in the Invisible Market,” by Robert A Potter. In the book Potter contends most service providers, like home builders and remodelers, operate on only 10% of any local market. Potter calls this the Visible Market- “people actively and opening seeking a service provider.”
“The problem with operating in the Visible Market is threefold. First, the buyer doesn’t know you. Second, you haven’t established value for your company. Third, and 
most importantly, there is no trust between buyer and seller,” said Storlie. “What commonly happens is a multiple bid situation where the buyer places a low price as the primary decision criteria.”
This leaves builders with slim profit margins and an unstable supply of new leads. Storlie contends most home builders and remodelers know they’re missing out, there just not sure what to do about it.
“If I look at most builder’s websites they’re all designed and built around the builder’s perspective. The problem with this is new home and remodeling buyers have much different goals. They need to get specific questions answered before they’ll consider calling or visiting a model home,” said Storlie.
Since new home and remodeling buyers shop online by process of elimination, the vast majority of home builders and remodelers are crossed off the list and never have an opportunity to tap into the Invisible Market.
“Technology is driving this revolution. Other industries are light years ahead of the housing industry and the way I look at it, the Invisible Market is a wide open opportunity for builders,” commented Storlie.
On Wednesday January 25th Storlie will be discussing the Invisible Market in detail. He’ll reveal common lead generation myths along with the specific steps builders can take to tap into the Invisible Market and profit from it.
What: Opening Your Eyes to the Invisible Market: How to Increase New Home & Remodeling Lead Opportunities by 90% (webinar)
When: Wednesday January 25th 2012 11 PST, 12 MST, 1 CST, 2 PST
Register: https://www2.gotomeeting.com/register/582417986
Cost: $0 but limited to 100 attendees
Storlie has created a sales and marketing Scorecard that will tell any home builder or remodeler how well they’re tapping into the Invisible Market. The Scorecard takes 2 minutes, builders will get an immediate score and see how they compare to their builder peers. Home builders can get their Scorecard by clicking here. Remodelers can get their Scorecard by clicking here.
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Opening Your Eyes to the Invisible Market: How to Increase New Home & Remodeling Lead Opportunities by 90%
January 18, 2012 by coach · Leave a Comment
Opening Your Eyes to the Invisible Market: How to Increase New Home & Remodeling Lead Opportunities by 90%
In his book Winning in the Invisible Market, Robert A Potter floats this idea that 90% of your potential new leads are invisible to you. That’s right. Most builders are only tapping 10% of potential new leads.
First some definitions from the book (I’ve changed them slightly for a B2C approach):
Visible Market- The portion of the market comprised of people actively and openly seeking a builder. By the time these people enter your field of vision by taking proactive steps to hire you -request a bid, schedule a showing with a Realtor, call, email or stop by- it is likely they’re already talking to a competitor.
Invisible Market- The majority of the market, which consists of people not actively looking for a builder. Prospects in the invisible market may be at an earlier decision stage, may have already addressed a problem or may not have the motivation or resources to address the problem.
Invisible Active Market- The portion of the market where people are quietly choosing builders on a sole-source basis. The size of this market varies in different industries, but it is almost always larger than companies suspect.
Now some known facts about our industry:
- 90%+ of people start their search for a home or remodeling project online
- The sales cycle of the typical new home and remodeling prospect includes a few months to sometimes years of research
- Women are the primary decision makers when it comes to buying/building a new home or remodeling her current
Consider this chart from Marti Barletta of the TrendSight Group. According to Barletta there are 5 stages of a woman’s purchasing process.
- Kick-off (she decides her currently home isn’t working any longer)
- Research (she goes online)
- Purchase (Mr. Buyer steps up to prove he’s a big shot but she still has primary influence on the decision)
- Ownership (you build or remodel)
- Word-of-mouth (her network of friends, co-workers and family that leads to your next referral lead)
I’ve highlighted research for a reason. This is where I’d argue is our Invisible & Invisible Active Market. It’s where she’s getting ideas on where she can build, designs available and what things cost.
When she arrives at your website it’s the equivalent of your virtual model home or showroom. If she doesn’t like what she sees, you’re done. So not only do we have to have the information she’s looking for, we have to engage her in a manner acceptable to her.
When we do this correctly, we can consistently create sales ready prospects that will choose us based on a “sole-source” basis or when they do move towards the Visible Market, we have the insider’s edge.
Ready to Find Out More?
If you think Potter is on to something and want to get more specific ideas on how this works for home builders and remodelers, secure your spot in my upcoming webinar below.
What: Opening Your Eyes to the Invisible Market: How to Increase New Home & Remodeling Lead Opportunities by 90%
Where: Webinar- your computer or tablet
When: Wednesday January 25th at 11 PST, 12 MST, 1 CST, 2 EST
Secure your spot: https://www2.gotomeeting.com/register/582417986
Cost: Free but limited to 100 people.
Happy Selling!
~Rick
