Volume Buyers

Keeping you informed and updated!

Marketing Funnel & Social Media

I recently attended a presentation about Marketing Funnels & Social Media by Ebb Walton from Nancy Marshall Communications.  The presentation was hosted by Tracy O’Clair from TOCmedia.  Click here to check out the TOCmedia website.   I thought I would share with you some notes I took from the presentation.

The definition of a Marketing Funnel is a holistic approach to marketing that creates well-prepared prospects ready to spend their money with you.  Please see the image below.  In our industry follow-up with the customer is so important because the process of deciding to buy a home could take several months.  This funnel allows us to capture the customer and allows for extended engagement. 

Picture1

Here are 5 bullet points of a well-prepared prospect

– Aware of ALL of their needs

– Understand your differentiation and benefits

– Know, like and trust your business

– Self select as customers

– Take action to fulfill their needs with you

One of the most important steps is to make sure that your company is being seen and considered.  It is important to have effective advertising such as social media, digital advertising and SEO (Search Engine Optimization).  Other important factors to consider is how the customer views you vs. the competitor, which is what Chris Nicely covered during his presentation to us in April.    

The second step to the funnel is lead capture. There are several different ways to capture the customer information. For example, through a website inquiry, a message on your Facebook page or your salesperson captured their name, phone number and address from someone who came on your lot.

The third step is to keep the communication between you and the customer open. They suggested that after the first interaction, the salesperson sends follow up emails on the 3rd, 8th & 13th day. Please use those emails to educate the customer about your product, promotions or upcoming events. Be very careful not to repeat information in the email which could lead to the customer getting frustrated and feeling pressured to purchase.

The fourth step means you have successfully gained the customers respect and trust and they are prepared to make their home purchase through you!

The fifth step is brand advocacy. Hopefully the customer has had a great buying experience through you and is willing to advocate for you. This could be through a customer testimonial that you can advertise on your Facebook page, website or make a commercial out of it.

The final step is to repeat this process! Send post-purchase follow up emails to customers, send monthly email campaigns, and update your Facebook page

July 10, 2014 Posted by | General Information | , , , , , , , , , , , , , , , , , | Leave a comment

Baby Boomers

A Baby Boomer is someone who was born between 1946 to 1964.  To date, there are roughly 76 million boomers which is equivalent to 1 in 4 Americans. Boomers have very strong buying power and could really sway the housing market, because of their large buying power.  Kathleen Howley wrote an article for the Bloomberg (click here for the full story) discussing the record sales the housing industry is seeing.  Although this article features stick built homes in Oregon & Utah, this could directly affect our industry.   A majority of these boomers bought homes during the 80’s and 90’s, and with the price of real estate constantly growing, this has left them with a great return on their investment.  Boomers would rather pay cash for a home then be bogged down by a mortgage.

The Manufactured & Modular industry would be ideal for Baby boomers who are looking for custom homes at an affordable price.  We offer a way for them to uniquely design the floor plan and features that they want in their home.  I refer back to the presentation that Chris Nicely discussed with us at our last meeting.  Our industry can offer wide hallways, 360 degree bathrooms, smooth transition flooring, no step showers, grab bars, 36″ doors and no low or high appliances.  Even if boomers are up to date with all the technology today, they still want to touch and feel the product they are going to buy. It’s important to show these features in some of your display homes.  Don’t forget to display brand names!  Boomers still want luxurious products and rely on known brands; this also includes “Made in America.”  Here are four points to consider attracting baby boomers – capitalizing on nostalgia, avoiding stereotypes, emphasizing the product’s benefits, and considering product features that will make Manufactured & Modular homes the smart choice!

June 5, 2014 Posted by | General Information | , , , , , , | Leave a comment