“Half the money I spend on advertising is wasted.”
“…the trouble is I don’t know which half,” uttered back in the 1800s by John Wanamaker, the Philadelphia marketing pioneer whose department stores ultimately became part of Macy’s; Wanamaker’s words still ring true today. Ironically, at the exact time prospective new home buyers are actively seeking information to help them make the best new home purchase, too many messages fail to engage.
Left-brain/right-brain theory suggests words and information reside in the left hemisphere of the brain, associated with logic and rational thinking. Sometimes called the “emotional brain,” the right hemisphere is home to pictures, feelings, and her sense of identity. And we know buyers buy on emotion and subsequently justify those purchase decisions rationally. I’m an avid reader of Motor Trend. Many of the car ads are predictable – a beauty shot of the automobile, some text… Would anyone really notice if you were to swap out the photo of the car and the manufacturer ID? However, Volkswagen’s ad for their parking assist was different:
This Volkswagen ad doesn’t even show the product! Rather, it addresses a feature (Park Assist), implies the benefit (making parallel parking safe and easy), and is emotional (humorous).
Okay, your turn. Much home builder advertising seems almost “templated,” focused on a beautiful photo of the home (exterior or interior), informative text meant to differentiate, and company identification. The beauty photo might attract attention, but is the ad memorable and engaging?
Main visual: Worried, wide-eyed 8-year old. Headline: “Mom, have you seen my _____?” Secondary visual: The lockers/cubbies in the rear foyer of your home. Secondary text: Cubbies/lockers provide organization, helping get everyone out the door on time in the morning.
Main visual: Woman wrapped in towel, smiling, standing in entry to door-less walk-in shower, holding squeegee. Headline: No door to clean! Secondary visual: Bathroom layout illustrating walk-in shower. Secondary text: Giving you back a little more time.
Main visual: Baby napping. Headline: Another reason to chose the “Serenity Package.” Secondary text: Peace and quiet is a beautiful thing. You’ll never regret opting for the Serenity Package with (highlight a few of the product upgrades included, such as quiet appliances, bath fans, garage door opener, etc.).
Main visual: Adorable, muddy dog staring up at you. Secondary visual: Your home’s optional pet center. Text: Appreciating everyone in your household.
Each of the above examples delivers on one of home buyer’s most-desired benefits – reducing stress. While most builders touting “quality-built,” “industry-leader,” and “customer-focused,” are essentially wasting their advertising dollars (what builder doesn’t say those things?). Ads focused on the concepts and benefits customers seek, without the overused exterior/interior beauty photos are emotional, engaging, and drive decision making!
In addition to innovative home plans, Design Basics can help you develop compelling ads that work. Let’s talk!
Design Basics, LLC (www.DesignBasics.com) has reached an exciting milestone as the company celebrates 35 years of delivering innovation and leadership through creative home design, marketing, and business transformation solutions, while protecting their right to do so, maximizing value for their customers.
Design Basics began in 1983 as a custom home plan design firm for professional builders in their local community, Omaha, Nebraska. Over the years, Design Basics has expanded their offerings to include a wide variety of home plan designs, plan alteration services, and professional marketing products and services as well as keeping a focus on custom home design. Design Basics’ home designs can now be found throughout all 50 states, Canada, Mexico, and other countries around the world.
Read more: Strictly Business Feature
We are proud to share that Design Basics is celebrating 35 years in business this year and the Midland’s Business Journal ran a nice story about our history, current, and future plans! Click here to read the full article.
“It’s raining in the basement!” shouts my 10-year old son, looking up from his video game. Upstairs, our 13-year old daughter is lying on her bed, talking on the phone. The laundry room sink, where she had been washing delicates is still running…and still overflowing! And that the laundry room is on the second floor, with all of the bedrooms. I rush home to standing water and white mush, which used to be kitchen ceiling drywall, soaking into and through the wood kitchen floors. Carpet…pad…walls…floors… ceilings…all saturated. My wife arrives home, crying, “We’re going to have black mold!” A water remediation specialist deploys massive fans. Our brand-new dream home, so meticulously planned, was flooded. Oh, did I mention we had moved in just F-I-V-E days prior?
You weren’t there. In fact, that event happened over 15 years ago. Yet, I’m betting you felt my anguish. Such is the power of story. Uri Hasson, a researcher at Princeton, claims a story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience (Harvard Business). We actually see ourselves in a good story, and it turns out our brains are wired that way.
So, you better believe there’s a story behind the humble laundry room drain. And if that’s true, isn’t there a story behind almost everything in the home you’re selling? Facts and figures (3-bedroom, 2 ½ baths, 1,800 square feet), and even bulleted feature lists activate left brain functions where we “think in words.” But story activates both the left brain’s logic and the right brain’s feelings and imagination. Neuroscientists have discovered brain chemistry is partly responsible. Story triggers the release of oxytocin, associated with good feelings, emotions, and in particular, empathy, allowing us to connect with the story. A second brain chemical, dopamine, is also released as we engage in story. Dopamine helps in focusing our attention, aiding memory, and pleasure.
Photo by Skyloft Photography
Simply put: information educates; story sells. You’ve heard the expression “buyers buy on emotion and then justify those decisions rationally.” Story is the key. And how we tell those stories matters, too. A story we’ve personally experienced, such as my water event, are charged with emotion and believability. As such stories educate, and become memorable, we can help shape buyer’s opinions, especially with regard to the desirability of certain aspects of a particular home. Walking in from the garage, there’s a drop zone on your left. Sometimes, story is simply triggered by a question – “When you arrive home from a long day and your hands are full as you come in from the garage, where does everything end up?” Inevitably they answer, “On the kitchen counters/island/table,” which leads to your story about the drop zone. To your right is a pet center complete with elevated shower for small dogs. Simply having an adorable stuffed beagle there begins to tell the story. A couple of potted plants nearby tells another story – it’s a gardening center!
At the risk of overstatement, your success in new home sales hinges on your prowess as a storyteller. This is where your team becomes so important. Make an event of walking through the home together, in particular identifying things you do or offer in the home other builders don’t, and then share your thoughts/experiences/stories regarding those things. What you learn from each other will help you develop your storytelling. Similarly, as you tour prospective buyers through the home, certain amenities may trigger the buyer’s own stories, some of which will become gems you’ll retell.
As you consider new home designs to offer, think too about the stories they will tell. We can help. Call us when you’re looking for that next hot design and we’ll talk with you about some of that home’s inherent stories. Even better, have a Design Basics; storyteller come spend a morning with your sales team, walking through your model home(s), identifying and rehearsing stories to sell!