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Pay Attention to the Details to Improve Sales
During the last five years of the severe housing recession, home sales have plummeted by more than 80%. Builders have been fighting for sales by substantially increasing their sales and marketing budgets, discounting sales prices (including upgraded specification in the base sales price), giving away upgrades, customizing homes, increasing sales commissions and doing whatever else it takes to close a sale. These are all expensive reactions to generate sales but often it is the little things-the details-that kill a sale. As Emma and I have been traveling around the country to help builders during this recession, we have been amazed to see many inexpensive things that are simple to correct causing losses in builders' sales capture rates.
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5 Questions for Brad Bombardiere, CEO, Reality Concepts
1. What is the ultimate goal of a builder's website? Provide leads? Engage buyers? Build trust?
The ultimate goal is to sell homes. I work with quite a few builders, and that's just about the only thing they're worried about. I often say, "If you only had ten people showing up to your website per month, and you sold ten homes, they'd probably be very happy." It isn't' really about traffic. That means they have to communicate the right home in the right neighborhood at the right price. If they can't do that, there isn't any chance of getting a sale.
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 Product Features
Dollars and Sense:
Urethane More Cost Effective Than Wood
Dollar for dollar, it's more cost effective to install urethane millwork pieces on a home than wood. That's what experts at Market Resource Associates® (MRA) discovered when doing a hands-on comparison field study of professional contractors.
"Our research shows that contractors save on time and labor by installing Fypon® urethane products versus using built-up traditional wood pine pieces," says John Cashmore, president of MRA at the time of the study. "Overall, using urethane products saved our research participants up to 19 percent on labor over a similar project that required wood product.
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PPG Delivers with the HomeVantage HomeBuilder Partner Program
 PPG Architectural Coatings offers a variety of quality wall paint products in an assortment of standard ready mix colors under its well-known and trusted PPG Paints brand. PPG, through its HomeVantage Homebuilder Partner Program, offers professional value-added marketing and color tools to help builders market their homes to potential buyers. This comprehensive program includes field personnel working closely with the builder to understand their needs, conduct site inspections, offer product recommendations and write paint specifications that optimize value and performance.
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6 Tips for Effective Content Marketing
By Paul Deffenbaugh, Chief Content Officer, Deep Brook Media
Consumers have become more cynical. When you watch a movie and you see products used in it, we all know that the company paid to place the product in that scene. In television shows, especially reality TV, it is not unusual to see participants stop to discuss some particular product-tooth whitener, breakfast cereal, dietary supplement-that has improved their lives. We know those are commercials.
That cynicism works against home builders. How do you engage buyers in a way that builds trust and fights cynicism? The answer is content marketing. In short, content marketing means that you market with information buyers need rather than with a sales message. Not "come buy our house," but "here is information you need to make a smart decision." By doing this, you position yourself as an expert. If you can define the message, you can become the leader. It's more subtle; it's less direct; and it works with today's cynical buyers. 
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Builder Partnerships is excited to welcome RubinBrown, LLC as a new associate in the Builder Partnerships program.
RubinBrown has an established and well-recognized HomeBuilders Services Group that provides a full range of assurance, tax, business planning and management consulting services to the home building industry.
We offer specialized services and expertise as well as close personal attention to our clients. In addition, we are well equipped to help clients with family business consulting, strategic planning, fringe benefit consulting, technology consulting, bookkeeping services, and permanent and temporary staffing needs.
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Upcoming Events
Design Trends 2011-
What you should be doing NOW
April 29 at 11 AM EDT
Brought to you by Environmental StoneWorks
You've heard about going small, getting lean, cutting back, chasing Millennials, forgetting Gen X families - all design strategies builders and architects put in place over the past three years in order to survive. So what is working now?
Design has proven to be an essential element in a builder's success formula moving forward, but it is important to do the right thing. In this webinar, Steve Moore , BSB Design, discusses the latest trends in home design that are seeing successful sales in today's market - the layouts that are working, the exteriors that are garnering consumer attention, and the design approaches that are drawing consumers out of their shell. Steve's webinars over the past 3 years have been some of our most informative, so don't miss this latest update! .
To register, click here.
Local Search -
The Missing Link in Your Internet Marketing
May 13 at 11 AM EDT
Local search is the use of specialized Internet search engines that allow users to submit geographically constrained searches against a structured database of local business listings. How can this impact your online presence?
Join us as Brad Bombardiere explains what local search is and how you can improve your website to increase your visibility by incorporating local search technologies.
To register, click here.
Improve Your Sales Techniques and Close the Deal with the Sales Power of P.R.O.B.E.$
May 27 at 11 AM EDT
Brought to you by CounterStrike by TracPipe
P.R.O.B.E.$ is the essential counseling process that converts lookers to buyers. In this webinar, Tom Richey will introduce the tools you need to be successful in todays housing market. No fluff, no bluff, just bare bone facts on how to bring new home buyers to contract. Tom will share little known secrets and techniques you can use to seek out and sell more prospects. Anyone selling new homes should attend and study this information to maximize the power of peak performance.
To register click here.
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The Shinn Group has over 500 builder clients, located across the U.S. and Canada, including top performers among regional homebuilders. For more information, visit www.theshinngroup.com.
Builder Partnerships represents nearly 500 builders in the US and Canada who build an average of over 25,000 units annually. To be added to our distribution list or contribute an article to the newsletter, please contact us at info@builderpartnerships.com.
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