Multi-Step Marketing and Position Selling are some new buzz words I’ll be talking about August 25th, 2009 at the MN Builder/Remodeler Sales and Marketing Summit.
It’s happening at 2:00 and you can still walk in to register.
If you can’t make it, here’s 2 stages of marketing & selling you can’t ignore!
- “Women initiate 80% of all home-improvement purchase decisions, especially when it comes to big-ticket orders like kitchen cabinets, flooring and bathrooms.” (Forbes, 2003).
- “Women directly purchase or have controlling influence in the purchase of 91% of all new homes.” (Smith-Dahmer Associates, NAHB IBS).
- “90% of all construction companies are owned by men.” (Bureau of Labor Statistics).
If you’re a home builder or remodeler, or sell for one, you WANT to pay attention to these 5 buying stages…
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 I- The Kick-off
Who gets the idea, 8 or 9 times out of 10, to change their housing situation?
When a woman isn’t satisfied with her current living situation it stems from problems.
Do you understand her problems better than anyone else?
The consistent mistake I see builders and remodelers making is jumping to solutions before identifying problems. As a man, I know my problems are DRAMATICALLY different than those of my wife.
Stage II- Research
Now that she’s decided to make a housing change, who do you think does the research?
According to the National Association of Realtors, she’s turning online 87% of the time to begin her home search.
And when she is looking at your website she’s looking to ELIMINATE you, not include you. She’s also checking out blogs, social networking and “CROPing”….
“Before women go shopping, they go CROPing, looking for CRedible OPinions,” maintains Kelley Skoloda Partner and Director of Global Brand Marketing Practice of Ketchum public relations.
Do you the best way to leverage the opinions of your current & past female customers?
Do you know what kind of website appeals to a woman?
Are you interactive in social media? Do you know which types of social media will give you the biggest return?
Do you understand what type of knowledge your female prospects are looking for online?
The bottom line is the housing industry has an incredible disconnect with our primary target market….women.
Our male egos lead us to believe we understand women and how to market and sell to them just because we have in the past.
The FACT is the majority of our previous sales were propelled by an unsustainable seller’s market- the same market that is not returning anytime soon.
Like anything, a process can be learned. And for those that do learn a sales system that appeals to women, the results are dramatic!
Use this link to get the ONLY new home and remodeling sales system designed to appeal to a woman>>
Next week I’ll talk about the Purchase and Ownership Stages. Until then…
P.S. The early bird deadline for my Sales Symposium Transforming Cold Prospects into Hot Leads is today August 25th.
I only put this on once a year and after September 1st you won’t get this “hold your hand” training that has led to millions of dollars in new home and remodeling sales.Click here to get the full details>>