Episode #308: Developing a Strong Builder Marketing Strategy – Carrie Davis

⏱️ 23:30 🎤 Greg Bray, Kevin Weitzel, Carrie Davis

AUDIO EPISODE

Episode #308: Developing a Strong Builder Marketing Strategy – Carrie Davis

0:00

Chapters

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1:45

From Sales to Marketing

Carrie shares her unusual career path, including a stint at a therapeutic wilderness camp before falling into real estate and eventually marketing in home building.
3:16

Marketing Diverse Home Types

Carrie discusses her experience marketing a wide range of homes, from luxury properties to affordable starter homes and 55+ communities like Ladera Living.
5:49

Core Marketing Strategy for Builders

Carrie advises builders to focus on website optimization, user experience, and differentiation, particularly when dealing with inventory challenges, and to understand their demographic.
8:21

Emotional Connection vs. Product Dump

The discussion highlights the importance of emotional messaging in home marketing, focusing on dreams and memories rather than just product features.
11:28

In-house vs. Outsourced Marketing

Carrie suggests a 'Neapolitan ice cream' approach to team building, recommending strategic thinkers for in-house roles and outsourcing creative and event tasks, emphasizing the importance of verifying analytics.
15:30

Common Marketing Mistakes

Carrie points out common builder marketing mistakes, such as poor lead follow-up and ineffective TV advertising, questioning their relevance in the digital age.
18:29

Competing as a Small Builder

Strategies for small builders to compete with larger companies include focusing on organic search results and leveraging platforms like Zillow and MLS for visibility at the bottom of the funnel.
22:04

Leveraging Analytics for Decisions

Carrie stresses the importance of tracking traffic, leads, appointments, and sales, using a website as a benchmark, and being present across multiple digital channels.
25:46

AI Tools in Marketing

Carrie advocates for using AI tools like ChatGPT and Jasper to save time and maintain fresh copy for repetitive marketing tasks, especially for social media and ad content.

Speakers

Greg Bray

Host — Blue Tangerine

Kevin Weitzel

Host — Outhouse

Carrie Davis

Marketing Manager with Ladera Living

Key Takeaways

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Prioritize lead follow-up: Ensure every lead generated from your marketing efforts receives prompt and thorough attention to maximize conversion rates.

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Optimize your website for user experience: Make sure your site is easy to navigate, with clear calls to action, and compelling content for every available home.

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Tailor your message to your demographic: Understand who your buyer is and what speaks to them emotionally, focusing on the lifestyle and dreams a home offers, not just its features.

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Utilize analytics to inform strategy: Regularly track key metrics like traffic to lead, lead to appointment, and appointment to sale, using your website as a benchmark, to identify what's working and what's not.

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Smartly outsource marketing tasks: Focus on having a strategic marketing person in-house and outsource creative and event-based tasks, but always verify reports and analytics from third-party vendors.

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Leverage digital platforms like MLS and Zillow: For smaller builders, ensuring a strong presence on these platforms is crucial for visibility, as many buyers begin their home search there.

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Embrace AI tools for content creation: Use AI for generating fresh, optimized copy for social media and ads, especially for repetitive tasks, to save time and maintain creativity.

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