“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!
Have you taken advantage of our many services we offer for developers? If not, now is the time to check it out!
- We offer over 2500 plans in our library!
- Multi-elevation plan sets — a core plan with different elevation styles saves time and money.
- Custom home design.
- Plan alterations.
- Promotional artwork — market the plan before purchasing the full construction set.
- Plat maps
- Community logos
- Community signage
- Amenities artwork
- Lot Markers
- Builder-Centric℠ GOLD — receive discounts and materials to help you sell more homes.
- Woman-Centric Matters!® — recognizing the importance of women’s preferences in the home.
Learn more with our Developer Services program, and contact us today!
From the company that pioneered mixing cutting edge design with innovative range hood technology, comes a new idea in stress-free cooking. Elica’s NikolaTesla induction cooktop is designed to make cooking and clean-up a hassle-free process. Elica incorporated the standard, highly desirable qualities of an induction cooktop such as rapid boil and easy cleaning, and took it one step farther by integrating a fully functional range hood into the cooktop itself. The central fan replaces the typical range hood and gathers grease and odors without compromising design. It also has a built-in double bridge function that combines two adjacent cooking zones to adjust for large pots. A 10-speed touch pad control system allows you to easily control the fan, so all you have to worry about is answering the doorbell!
Learn more about Elica NikolaTelsa induction cooktop, and other Elica products.
(Note: Product spotlights are for informational purposes only; we do not formally endorse any product or service.)
Nestled between the Wasatch Mountain Range to the east and the Great Salt Lake to the west, and stretching from Salt Lake City north to Ogden, Utah, Flint Custom Homes builds homes on some of the most picturesque homesites anywhere in the country. This area, known as the Wasatch Front, is home to 80% of Utah’s growing population and has attracted numerous production home builders, whose viability depends on volume of homes built. With a graduate degree in accounting, owner Steve Flint recognized a different business model could work—delivering one-of-a-kind custom homes to home buyers who would not be satisfied with tract housing. According to Flint, “We rarely build the same home twice.”
Those production builders now own or control most of the available land, Flint reported; therefore, Flint usually builds his $500,000-$2,500,000 homes on homesites his clients already own. More recently, that has meant building on the backside of the Wasatch Mountains as well.
A second-generation builder, Flint learned construction firsthand on jobsites from his dad. Then, when he was old enough, he went to work for their framing and finish carpenter. Steve loves construction and is proud of the craftsmanship that shows in every home he builds. That was evident early on, which caught the eye of Scott and Michelle Blain, who purchased one of Flint’s homes that had been built on a “spec” basis. A few years later, the Blains had Flint build them a custom home, which went so well that Michelle went to work for Flint in 2004.
“I’m a walking testimonial for Flint Custom Homes,” Blain said, continuing, “That’s so important in my working with each of our clients.” Blain understands custom home building from the client’s perspective and essentially sees her role as the client’s advocate, educating and guiding buyers through the entire purchase and home building processes. According to Steve, “Michelle’s got their backs.”
The team of Steve Flint and Michelle Blain introduced a Woman-Centric approach to home building along the Wasatch Front. Flint remarked, “Men don’t think like ladies. For example, our sub-contractors are guys and our women clients appreciate a strong female voice that can direct the subs.” Flint Custom Homes embraced Design Basics’ Woman-Centric Matters!® program, which provides keen insights into women’s preferences in the home. “I talk with every one of our clients about our Woman-Centric approach, and our buyers ‘get it,’” said Blain. “For example, I introduce the drop zone idea with its storage and convenience when coming in from the garage, explaining to our prospective buyers that they already have one, but it’s probably their kitchen island!”
Click here for more about Flint Custom Homes and see beautiful photos of their custom designs!
Learn more about our Woman-Centric Matters!® program.
It’s uncanny how prospective home buyers equate better design with better homes, and buyers want to buy the best!
Of course, how would-be buyers experience your home needs to be better, too. We use the term ‘Hidden Assets’ to describe amenities that may be over-looked or under-appreciated. Soft-close cabinet hardware is a big advantage – if buyers know about it. Quiet bathroom exhaust fans are hidden assets unless people turn them on. A doorless walk-in shower may be impressive, but explaining there’s no door to clean elevates the desirability of this amenity.
Nothing tops well-trained salespeople who are as eager to listen to the customers as they are to demonstrate the home. Akin to a pull-out kitchen wastebasket drawer, pull-out recycling bins will be appreciated; but explaining to buyers that the location of those recycling bins, next to the kitchen sink, is ultra-convenient because most recyclables need to be rinsed out first is better than a recycling bin in the garage. This location also eliminates water spots that would otherwise show en route to a recycling bin elsewhere in the home.
A large glass block window over a soaking tub is aesthetically pleasing, but calling attention to glass block’s inherent privacy, eliminating the need to add window coverings and the associated hassles of reaching over the tub to close the blinds, makes you ‘the builder who really understands how people actually live in their homes’.
Great Designs + Great Customer Experiences = More Referrals
According to sales strategist and author Tom Hopkins, “Referred leads are six times more likely to buy from you than non-qualified leads!”
One way to address bringing attention to the hidden assets is by using tasteful signage; especially if your home will be shown by agents who are not familiar with the home. Builders that are members of Design Basics’ Woman-Centric Matters!® or Builder-Centric℠ GOLD program have access to hundreds of different Hidden Asset Circles to effectively point out and communicate such amenities. Find out more about these two proven programs by clicking on the links above.