What helps sell more homes faster? A) construction science, B) deep pockets C) stellar sales people D) strategic marketing?

You guessed it, strategic marketing. You might have said all of the above, but not really because of the word “faster”. Why?  Construction science can build it faster. Money is great, but not if you waste it on poor marketing choices. Sales people help, but only if they have leads.  So, strategic marketing fits that bill.  

Do you think you are in construction? Too bad, you are also in marketing. You may have gotten in to this industry because you are a construction science guru, or maybe you are a brilliant architect, or you graduated from Business College and you got in it for the money or your parents gave you the business. It doesn’t matter, congratulations, you are now in marketing.

While most builders don’t usually do blow away marketing, some do. You can too. Whether you could build a home blind-folded, or you are a Harvard business grad, or you were a superintendent and are starting your own company, none of that matters if you are not marketing like a Transformer!  So here is a tip many builders overlook. It will help you out-position your competition. More...

We all know the story of teaching a man to fish is better than just fishing for them. Many of us may realize through times of adversity come opportunity. How are these connected to home building?

For decades, in cycles, builders have made money. When times were good, they simply fished with a big net. It was more or less easy to find a buyer for a home one was building.

This concept of throwing a net out there to catch what you can is changing in the world, and especially fast in the United States.  Instead of going out and scooping up, the new way is to become a magnet.  Builders will have to change from being fishermen, to being high powered magnets. Some builders already are, others are planning to catch up, and some have not yet put the planning in place.

How do you pull, instead of scoop? The shift will require companies, including builders, to push out quality content, in mass, very quickly, but in a more sophisticated way than previously done. Builders will have to be more than providers of product; they will need to become trusted resources and destinations of information. They are already a destination for decorating advice; consider the many “looky-loos” using your model homes as examples of decorating advice. Society will force builders, at least highly profitable ones, to do a better job of attracting people. Why? Because people have more choice than ever before, but less time, and therefore can only go where they are strongly attracted. Enter the magnet builder. More...

The Feel, Felt, Found principle was developed long ago and it works in multiple scenarios of all interpersonal relationships including prospects, customers, vendors, family members etc. One key to both warranty and successful project management is communication. It also happens not to be a strong suit among many in the residential construction industry. Effective communication can make up for a mistake, or enhance an already great product. It can deflect anger, redirect someone’s future actions. Not to mention, effective communication is tied to your profitability in the sales process. 

FEEL, FELT, FOUND: Any time someone speaks to you, AND, you want to redirect their language, or thoughts, or actions, try this out. Here is a sample conversation between a consumer customer (Customer) and builder’s project manager or superintendent (PM) regarding a warranty claim: 
Customer     “John, all of my plants have died. I just moved in not even 30 days ago. What kind of junkie plants does your company use?”
PM                “Mrs. Smith, first, let me communicate that I understand how you FEEL.”
Customer     “I don’t think it is right that I now have to do all new landscaping, because of your fault.”
PM                "I understand how you FEEL. I would have FELT the same way. I would not want to replace all my plants after all the hassle of moving in as well.  What I have     FOUND in the 22 years I have been doing this, is that sometimes customers focus on making a quality home on the inside, but simply forget to wrap their plants during a freeze. It is an easy thing to do. Although I understand how you FEEL, and would have FELT the same way too, what I have FOUND is sometimes things have to get fixed or replaced from easy actions we take, or didn’t take. 

At first read, one may think this is amateurish at best.  But when you use this More...