Target Marketing: How to Find and Be Found By Your Buyers.
By Administrator on Nov 5, 2007 in Marketing
For the first in our Monday Morning Sales Meeting series we have as our guest Brian Flook of Power Marketing, a firm that works exclusively with new home builders and sales organizations. In this phone interview Brian explains the importance of understanding how your buyers shop for a new home so that you can position yourself in their ’search corridor.’ Listen to our interview with Brian, or download and print the attached transcript. If you like this format, please view the other audio programs available from BuilderRadio.com.
Transcript: Jerry and Scott interview Brian Flook:
BRIAN FLOOK
The first thing I would talk about to a lot of builders is helping a builder understand who their client is; who are they selling these homes to. Many times if it’s a particular community, one of the things the builder has to understand first of all is who is the audience, what’s the demographic, what’s the psychographic, what exactly do they look like – so I know how to craft a marketing message that will appeal directly to them.
Once a builder understands who their audience is, the next step I’m going to take is help them understand who they are. Very few builders know what their selling proposition is. I often talk to builders about what’s called a USP or Unique Selling Proposition. And, what that really answers is why should someone buy from you, as opposed to the builder down the street. Or, why should someone buy your homes to sell, as opposed to another builder in another state. And, it’s a very important question that most builders don’t answer, and therefore they don’t know who they are. So, the customer, as a consequence, doesn’t know who they are either. If it’s a community, you know, we want to talk about the selling proposition for that community. How do we craft a message that’s both unique, so that the consumer we’re targeting is directly targeted? And, that is compelling, so that consumer is inclined to respond. Very important. …Continue Reading
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3 Comment(s)
By Administrator on Nov 9, 2007 | Reply
This is your chance to be heard, so what do you think of this format and the information presented?
– Scott
By Nick Katzer on Feb 2, 2009 | Reply
Good morning guys; I was lucky enough to see you two in Vegas two weeks ago and I’vbe been on your website four times since I got back. What a great website! Thanks so much for putting this together to help all of us weather this storm. I look forward to tomorrows lesson.
Nick Katzer
By Chris Robbins on Aug 4, 2009 | Reply
Good afternoon gentleman. I happened to catch one of your more current Monday moring sales broadcasts recently. Since that one broadcast, I listen religiously every Monday now. The information you present is fantastic. I have taken the information from the broadcasts I have listened to thus far and am applying the newly aquired knowledge with each and every customer I now meet.
I am the Sales Specialist with Frontier Housing, Inc, out of Morehead, KY. We are the largest non-profit homebuilder, lender, developer, and homebuyer educator in the state. Scott, you may know where we are located. We service 9 counties in the eastern part of the state.
I was handed a copy of The Journal one afternoon and was asked to read an article written by Jerry Rouleau, and while reading the artice I saw an advertisement for BuilderRadio and the Monday morning broadcast. Being curious, I checked it out and have been enjoying it ever since. Thank you all very much.
Chris Robbins
Sales Specialist
Frontier Housing, Inc.
Morehead, KY 40351