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Effectively reaching potential homebuyers has become more difficult than ever before. The days of simply placing a full-page ad in the Sunday newspaper and waiting for the traffic to hit your models are long past. Consumers are bombarded by ads everyday and they are "tuning-out" or even "skipping" their messages more and more. Add the impact of the Internet on the home buying process, and it's no wonder that builders and developers are struggling to find the right mix of media, the right messages that stand out, and ways to turn a glut of raw leads into actual prospects that head to their communities.
On-Target Marketing understands your needs, and will work with you to not only create sound strategy and tactical plans, but support your efforts with multi-channel integrated marketing programs that encompass the entire buying process including after the sale. We leverage automated systems that keep your messages relevant to what your targets are truly interested in and as a result move them to the "Next-step" closer to the sale and brand loyalty.
As the New Home marketplace becomes more competitive, the importance of your marketing to your sales and market share performance will grow significantly. Now more than ever, your brand and the effectiveness with which you communicate your brand promise will determine your ongoing success.
On-Target Marketing will help you build brand equity and increase your Return-On-Marketing-Investment (R.O.M.I.).
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The Buying Process
The home buying process has changed forever. The cause...the Internet. Now consumers can search, browse, compare, and dream online without ever packing the kids into the car and driving out to models.
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Building the Dream
The concept of owning your 'Dream Home' is a mainstay of the American Dream. The reality of what constitutes one's dream home varies by demographic and psychographic group, but the adage of "Where your treasure lies, your heart lies also," relates to home ownership for all groups. |
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Sales Support
One of the most significant trends impacting the new home building industry is the proliferation of lead sources predominantly from the Internet. Builders are swamped with leads of varying value, most of which are poorly screened and difficult to harvest. Internet sales divisions or concierges cull the chaff to identify the real leads and try to engage them expeditiously, but many find the sheer volume overwhelming. Despite these challenges, the Internet grows in importance for builders everyday requiring them to invest heavily to improve their marketing systems.
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Emerging Markets
Low interest rates have driven home ownership to all time highs amongst all segments of the population. But, home ownership amongst minority groups continues to lag far behind that of Anglos. In fact, a recent study by Fannie Mae found that homeownership amongst Anglos had reached 78% in 2003, leading to the obvious question of how high can this number go? When you combine this extremely high percentage with the minimal population growth estimates from the 2000 Census for Anglos and it is clear that growth in demand will not come from Anglos. |
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