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...

There are reasons not to sell to boomers, but not many.  If you don’t build a product that a 50+ demographic relates to, fine.  If you are only set up to build a first time home buyer product with few options, okay.  Otherwise, you should consider selling to boomers. Keep in mind while duplexes and quads or other low maintenance product is still valid for the 50+ market, it is not exclusive to it.  Just as young professionals are buying quads in a mostly retired communities, boomers are building custom homes, buying mid and high rise units and settling in to smaller single family detached in typical subdivisions. The rules for what product type people used to buy have changed.  

Boomers, or “50+” buyers, are generally: 

• Older, more experienced, and have definite ideas about what they want
• Buying lifestyle above all else, even over quality, construction, location, price, etc.
• Not pressed to buy. They can buy, rent, buy pre-owned, or wait.
• They want freedom.  That may be in a maintenance free home, away from traffic, or just emotional freedom from a larger house.  Don’t lose sight of their view of freedom.
• Understand quality, not just quality construction, but quality sales, customer service, and business operations.
• Not easily fooled, tricked, or pushed in to making a decision
• Not price sensitiveMore...