Category Archives: Marketing

Case Study: Last Homes Standing

Building in a master planned community has it’s benefits…and shortfalls. As a guest builder, private builders like my clients participate in the marketing programs that includes advertising, signage and an identity on websites and collateral pieces. They drive traffic to our sales offices and it’s up to us to close the deal. It’s an upfront expense that a guest builder doesn’t have to take on, but rather pay at the closing escrow for each home between 1%-2% depending on the community.

But what happens when everyone turned off the lights and you’re still sitting there with a few homes remaining? For us, the directional signs were removed, the flags disappeared, the sales office moved on to bigger and better projects…like the new village about to open – along with the website and advertisements. As a guest builder, you’re already paying a nice sum of money for those programs whether they still there or not, so the money isn’t there to go and redesign, redevelop and reinstall what once was even if the developer would allow it…which they wouldn’t. Further the HOA now controls the community and you have to adhere to the rules on signs and such.

ARGHHH!

What we’ve done is market like you’re a real estate broker. Use their resources and play in their parks, so to speak. Become one of them.

We started by having a broker “soiree” with wine and cheese to re-familiarize them with the last remaining homes in the community. Resale opportunities are often priced higher now that the neighborhood is maturing, so we’re poised well in the value department. It’s just getting the traffic to the sales office!

Second, we started hosting weekend Open Houses with the little arrow signs allowed by the HOA. We advertise in the classifieds rather than the New Home Section and attend the weekly broker pitch meetings to get the top brokers excited about the 3% referral commission, explaining that they basically walk away once the contract is signed…easy money!

Social media gives allows us to continue with the messaging to our fan base and virtual tours with amazing photography provides a great touch point when you send a link as a follow up to visitors and inquiries.

Bottom line – you don’t to be scared of the dark and there is light at the end of the tunnel!

Realtor Marketing Programs

Create-a-Buzz Marketing has relaunched a refreshed and updated service for the Real Estate Professional looking to identify their target market, develop a plan to attract that buyer and speed the sales process through a robust interactive marketing campaign.

These packages can be customized to meet the needs of the property and can include:

  • Professional Imagery – Please don’t make us look at your photos and videos taken with a smart phone!
  • Home Staging – Make it pretty…clean it up, unclutter and depersonalize!
  • Branded Designs – Set yourself apart from the competition by branding YOU and not your brokerage office!
  • Digital Media – Let technology be your friend!
  • Get a Social Life – Expand into a viral marketplace and integrate your brand with relevant content
  • Targeted Lists – Yes, tap the shoulder of both consumers and brokers to increase the property’s exposure!
  • Hosted Events – Woo brokers, neighbors and prospective buyers with champagne receptions
  • Self-Guided Tours – Don’t make them guess! Tell them what’s so special about the property even when you’re not demonstrating the home!

Best part is that these services can be paid at the close of escrow, so in most cases you can greatly reduce your front-end marketing expenses…SWEET!

Give us a call and let’s talk about how to get that house sold!

SeaCountry At RMV Is Coming To An End Soon!

It’s been one heck of a wonderful ride! From being on the opening crew at Ranch Mission Viejo, to taking on the marketing and advertising for SeaCountry Homes in March, 2014. I’ve learned a lot and we’ve done a lot over the year and some months, but with only a dozen homes left and the model homes getting ready to undergo construction for the new homeowners; it’s a bittersweet success.

The good news is that we’ll be back in a future village on the Ranch, but you won’t see us popping up in ads until 2016.

Bottom line…if you’re looking for an amazing home with great features packed in a home that is perfectly sized at or under 2,000 s.f. – get on out to the Ranch NOW and let us show you around the neighborhood!

PCBC WAS AWESOME

With PCBC being so close to home, I couldn’t resist the opportunity to join thousands of building industry professionals in San Diego last month. It was wonderful to see so much power and energy in the convention center as colleagues old and new joined to hear the latest in technology, consumer trends, forecasts and overall how great it is to be busy at work again!

With so many new faces and fresh youth entering the industry, this year’s conference seemed to generate interest in more education than in previous years. Its time for the seasoned pros to teach the enthusiastic learners seeking a greater understanding of how the pieces fit together. I’m looking forward to seeing what spins out this great time in renewed growth!

Stay tuned as I transcribe notes and find links for those that couldn’t attend.

TBT