Do traditional methods of marketing still hold value?
An intelligent and cost-effective marketing strategy is fundamentally important for any housebuilder. Getting it right is by no means a straight forward job and ensuring that you are targeting the correct audiences through the appropriate marketing channels can be an arduous task.
It can also be a labour and cost intensive one if is not carried out in the right way. So how can you determine which methods work for you?
That is why we are here to help.
The debate continues
The traditional vs. digital marketing debate continues to be hotly contested within many corners of the housebuilding industry, despite the fact that consumer conversations largely take place on digital platforms today. On balance, digital marketing has overtaken more traditional means as the default preference for sales and marketing directors, although it is yet to assert itself as the be all and end all. It is a hold-up which speaks to the value that is still placed on the likes of:
- Print advertising
- Local community initiatives
- Direct mail
Time to move to digital?
Whilst there is little doubt that these methods still offer value to housebuilders, shifts in consumer behaviour mean that more and more house-hunters are now conducting their home search online. The sales side of the housebuilding industry is still ultimately a people’s business in which connecting with customers over the phone or at the show suite is required for a signature, but they need to be given a reason to get there in the first place.
Moving towards a digital heavy marketing strategy offers a number of crucial benefits in this respect:
Web analytics and other online metric tools allow you to track the effectiveness of your campaign. Has Facebook or Twitter worked for me? How receptive were first time buyers to that sales message? Has Monday or Wednesday proved the most fruitful day for leads? These are critical questions which can only be assessed via digital methods and in doing so, allow you to reshape and reorganise your campaign in a cost and time efficient manner. Here at Prospect Generator, we can answer those questions for you.
The online world is truly your oyster when it comes to digital marketing. Housebuilders are reaching prospective audiences which they hadn’t known existed some 10 or 20 years ago. Customers are responding to their increased choice. Selling to overseas buyers is more straight forward than it ever has been, whilst developers in London and the South East no longer need to rely on just The Metro or the Evening Standard for their means of promotion. There were 3.5bn social media users in 2019 alone, notwithstanding the plethora of alternative digital methods and platforms housebuilders have at their disposal.
- Targeting and insight
Having a broad reach is one thing, but having the ability to filter that reach to one which is painstakingly crafted is another. The internet is a melting pot of information and contains thousands of data points which help to build a profile of the end user. This is gold dust for housebuilders as they are able to create bespoke marketing messages to which target buyers will be receptive. Here at Prospect Generator, we can help to identify and build those audiences for you to ensure you are getting the most out of your campaign.
- Tracking the call to action
Long gone are the days when housebuilders would wait by the phones at the show suite and pray they used the right phone number in the newspaper. House-hunters can now book an appointment or view a home virtually through the click of a button. But what’s more, that call to action allows sales and marketing teams to track exactly where they are coming from and consequently make an informed judgement around the kind of home they might be after. At Prospect Generator we have gone one further by creating an online Budget Calculator. It is embedded directly into the housebuilder’s website and logs contact details and buyer requirements directly into your CRM systems.
ROI above all else
Return on Investment reins above all else when it comes to marketing. Here at Prospect Generator, we believe that whilst traditional marketing methods are still of significance, a well-crafted and executed digital strategy delivers optimal ROI. Measurement, reach, insight and bespoke targeting represent the key pillars of a successful marketing campaign in today’s digital landscape. And that’s all against a backdrop of maximising the efficiency of your marketing spend – our bread and butter here at Prospect Generator.