It’s always fun attending the show, getting some new ideas and sitting down with builders like you. This year there was definitely optimism in the air- but not for everyone.
Let me explain.
When the market began changing between 2005 – 2007 I started to see this gap develop between the “big guys” and the “little guys.” Where a large local builder once took the role as mid size builder producing $25 – $50 million, today that is filled by a regional or public home builder. The mid size builder is more or less extinct. What’s left are the following…
- Micro builders producing less than $1,000,000 in annual volume
- Very Small builders producing $1,000,0oo – $3,000,000 in annual volume
- Small builders producing $3,000,000 – $6,000,000 in annual volume
- Medium builders producing $6,000,000 – $15,000,000 in annual volume
After that there is this gap from $15 – $25 million and then the regional or public home builders take over.
Because of this gap, the $15 million and under builders have been forced into defense just trying to keep the doors open. The big guys have shifted to buying distressed assets and taking a larger market share just by their physical presence. They’ve also improved product offerings and cut costs.
Now, with this newly found optimism by the $15 million and under crowd, there is uncertainty at how to shift from defense back into offense.
“What do I need to do to grow by business? So much has changed. I can’t go head to head with the big guys yet I need to increase my market share because I’ll die if I don’t do something!”
The Value Gap
“Where are you?”
“Who are you?”
“What do you do?”
“How do you do it?”
“Why should I trust you?”
“Why should I choose you?”
These are the questions every lead, prospect and buyer is asking themselves while they’re researching in the Invisible Market (the online period of information gathering before they visit, call or email).
To grow your business today you’ve got to do three things…
- Tap into a niche(s) that the big builders can’t or won’t go after
- Create an Awareness campaign to attract new leads
- Answer the value gap questions BEFORE your lead enters the visible market (and starts talking to your competitors)
I’ve been working on the above for quite some time and now am ready to show you how the process works and some examples of what other builders are doing. Please join me on Thursday March 15th where I’ll lay everything out for you!
What: Closing the Value Gap: 3 White Hot Marketing Tactics for Higher New Home and Remodeling Sales& Margins (Webinar)
When: Thursday March 15th at 11 PST, 12 MST, 1 CST, 2 PST
Cost: Free but limited to 100
Secure your spot: https://www2.gotomeeting.com/register/375840130