Builder Bulletin - April 2010

Builder Bulletin - April, 2010

The Internet has nearly certainly changed everything we ever understood about new home marketing... but not quite everything. This month I want to talk about something that many of you may already know, but few actually practice: The art of carving out a market niche. In today’s information-centric world, if you say three things you’ve said nothing. The ability to focus your message has always been a marketing recipe for success.

Unfortunately, the power behind true target marketing can also be its weakness. Many businesses prefer shotgun marketing to deadly accuracy are because with a shotgun approach you may at least have some success. But, pinpoint accurate, target marketing means there is a large audience you aren’t even targeting; that unnerves many marketing directors that fear they may leave business on the table! But properly executed, target marketing can produce great results.

This month we’re going to talk about creating a niche and how the Internet is perfectly designed to help you do just that.

I’m looking forward to your comments on this month’s bulletin.

Isn’t it time you find your niche?
Brian Flook, MIRM

I have said for years that there are no truly branded builders in this country. There are many great builders, with excellent reputations and top-notch branding materials, but seriously no truly branded builders. To own a brand means you dominate a specific category. Xerox owns the copying brand... you make a Xerox on a Canon or Nokia copier. Xerox has captured the brand. Godiva owns the gift candy brand! In my opinion Coke owns the cola brand. There are many books on how to build a brand, how to grow brands, how to brand brands... yada yada yada! In order to own a brand you must first know which one you want. In the building industry, there are quite a few possibilities if you dare.

Finish the article here.

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