HomeBuilders: Your Team as Content Providers - Part II

Recently, we suggested homebuilders consider using their Construction Team to create relevant content for website and other social media outlets.  The trend towards social and mobile media -- coupled with content "commoditization"-- suggests every business needs to locate sources for cost-effective content (the highlighted Forrester Research study provides a great jumping-off point for a thorough discussion on this subject).

How might you move forward with this idea?  Internal sources to consider might include using team members as subject matter experts, developing information that is relevant to your business processes (for example, using CPS' construction scheduling software, FieldConnect Mobile, to post "stage of construction photos) and providing information to educate your buyers (such as a "behind the walls" video discussing how your homes are built). 

Builders creating relevant website/social media content!

We were really thrilled to see an example come to life: William Lyon Homes just published a YouTube video featuring one of their project managers,  Patrick McCabe, talking about the impact of William Lyon Homes in his life (his family moved into a Lyon home when he was 2 years old!). We've enjoyed working with him over the years; take a look here!

Another great suggestion for builder-generated content was provided by new home sales trainer and  marketing guru, Jeff Shore: ask your sales agents to create their own "walk thru" video describing a home recently toured by a prospect.  All they need is a smart phone The agent is able to quickly recap what features the prospect liked, how the floorplan met their needs and add additional educational information, as well.  Who wouldn't love receiving this type of follow-up email?

New Marketing Channels: Customer dialogue is critical

Go Interactive and Generate Dialogue!

Just finished a great article: The New Campaign Management Mandate by Forrester Research. Lots of great suggestions about rethinking traditional approaches to marketing campaign management.

Forrester mentions there are now a "dizzying array" of channels and tools available to reach consumers... placing the consumer in the driver's seat as far as marketing focus.  Forrester suggests this environment makes touching a customer easier but.. is a much more complicated life for marketers. There's the question of direction, integration and focus..at a minimum!

Amongst the challenges, Forrester suggests, is that, "emerging channels are under utilized for customer dialogue."

Have to go back to an earlier CPS blog regarding helicopter friends and their influence -- and how businesses can harness that influence through interactive touchscreen use. Helicopter friends Tweet, Facebook post and the like -- they've been called prosumers!  They broadcast information regarding likes, interests and...your products!  And, that broadcast message can be haphazard and unfocused.

Why not harness and direct these messages? Ask for comments; provide an easy way to Tweet your product? Plan on Facebook posts? You can effectively implementing a process for customer dialogue in an emerging channel!

Well-designed interactive touchscreen systems will help this process.  They'll present you..message, brand, products.  And, you're able to harness your consumer's interest to generate more messaging.  We've said a Tweet or Facebook post is a today's version of the referral.  Using an interactive touchscreen system, your shoppers can open a dialogue and broadcast your brand!

Then, you're achieving some of Forrester's objectives: engaging your consumer and providing relevance, personalization, and collaboration.