Understanding your target audience: women as "relaters"

There's a current line of thinking suggesting that, regardless of the product (consumer electronics, cars, new homes), more and more women are now playing a primary role in the decision-making purchase process.

What does this emerging role have to do with your marketing approach and style?  If you've always marketed to what might be categorized as a "female audience," you might argue...not much.



Here's a relatable story: complete with best dish to try!

However, all sorts of other bits of marketing data are emerging, as well: women are the "most" connected audience (throw out your preconceived "geek" ideas!).  That fact alone might suggest modifying your marketing approach: more mobile, less print; more Facebook, fewer mailers.

In addition, a series of recent studies suggest women see information, products and even themselves in terms of how they relate to others.  Women, in other words, feel more comfortable responding to marketing messages that tell relevant stories.  And, the studies suggest the story's details matter as much as the outcome.

Gen Y and Housing..beyond Tech to Location!

Gen Y, Echo Boomer, Millennial...regardless of label, we're looking at z population demographic whose members were born between the late 70's and early 2000's.

Much has been written regarding their approach to just about everything: technology, shopping, relationships, family.

Of course, they're more tech-savvy (although many "connected consumers" aren't part of this demographic). A current term is "digital native" (as compared to digital immigrant, for example).

As a result, according to a J Turner Research Study, What Do Residents Want? Trends in Resident Technology and Communication Preferences (read it here), Gen Y members shop using smart phones, laptops and tablets.  And, they use these devices when searching for a home, as well.  In fact, it might be noted that the younger the prospect, the more likely they will use social media and the internet to search. 


What's nearby? Try highlighting the neighborhood!

We'd suggest "test driving" your marketing processes on some of these devices; how do you measure up?

What has also been found when analyzing housing "hot buttons" for this group is: Gen Y housing wants/needs aren't that different from previous generations.  Builder, in a 9/25/12 article, suggests "satisfying the needs of those prospects still seems to be an exercise driven by community location and service reputation."

Location trumps design and amenities and McDonald states "location, efficiency and adaptability" as critical decision points.

What To Do to Get More Customers?

Traditionally, salespeople would answer this question by saying: have a good product, put together a great marketing program, cold call leads...you get the idea!  All over the place, in other words.

Leo Widrich, in a BufferApp blog available here, suggests we need to spend time understanding how our customers think -- and increased sales will result.

SalesTouch: Light Up Their Brain..and Go Green, too!

He talks about 10 things you can apply today to get more customers; we've narrowed his list down to 3:

(1) Use Urgency the Smart Way -- creating a sense of urgency or scarcity is known to drive up sales (think: iPad, Elmo, Wii). 

What Howard Leventhal suggests is critical: people tend to block out urgent messages if they aren't given information on how to followup!

There's a message for every builder: put your CRM to use! That means schedule follow-up activities for your agents (emails, phone call reminders, hard copy mailings) -- whether agent-generated or automatic. 

(2) Make Their Brains Light Up 'Instantly" -- It's your brain's frontal cortex that is highly active when we think about waiting for something.

Builders, Co-op Agents: Reaching the Asian Community

We've all been reading about our ever-increasing diverse population; but, have you considered there's a diverse homebuyer demographic, as well?

Were you able to attend the recent REALTORS Conference & Expo? 

Jim Park, President of the Asian Real Estate Association of America, noted that, when hearing people talk about diversity, the Asian community is frequently missed.  He comments, "The last category usually is 'other.' Well, the 'other' community has a lot of people in it."

Reach out to your co-op agent team

17.3 million people in the US are of East and South Asian descent, according to the 2010 US Census.

And, according to Park, Asian-Americans are a great target market for home sales.  Household income is higher than other households and...they prefer buying new homes! Park notes, "Asian-Americans are more likely to live in non-Asian communities."

As a homebuilder, how does your marketing respond to this information? We'd like to suggest a couple of ways: use CRM to help manage your prospects and, more importantly, utilize your co-op agent team to reach out to this community.

Co-op agents often specialize in specific markets -- ranging from relocations to 55+ to Asian-Americans.  They consistently work with their target market and become known in their community as a reliable agent. 

Veterans Day 2012: Join the Parade of Thanks!

Everyone loves a parade and what better reason to celebrate than thanking our military veterans for their service?

Sit back and enjoy these Veterans Day 2012 Parade photos from one small town here in the Sacramento region: join the youth organizations, adult service clubs, school bands, and residents as they honor veterans for their service.

Cub Scouts Remind Us

The Sikh Community

Girl Scouts Say Thanks!

 

And, all of us here at CPS remember and thank family members for their service:

Bob's father, Robert Musa Sr, US Marine Corps (retired)
Chris' father, Michael Lott, US Navy (retired)
Michelle's husband, Jerry Stone, US Navy
Sean's father, Chris Miyazaki, US Air Force (retired)
Troy's brother, John, serving today in the US Army
Zoe's father, Charles Miller, US Army and brother, Wilson Miller, US Army

Bob Strickland, one of CPS' founders, US Air Force.

Use Interactive to Address Top 10 Reasons for New Home Purchase!

Jay McKenzie recently wrote an article in New Home Source discussing why so many home buyers prefer new homes as compared to resale home purchases.  Even with the recent pick-up in new home sales, many areas of the country still have a backlog of resale homes available and sales agents need to be able to effectively manage the new home sales process vs. a resale (or even foreclosure/short sales) purchase.  You can read McKenzie's blog post here.

What do you think is the top reason for a new home decision?

SalesTouch: Facilitates Your Home Your Way Design!

 Hint: it isn't location!

McKenzie suggests Reason #1: Design your Dream Home Your Way. Buyers are encouraged to think of their new home as reflecting their taste, not someone else's ideas, as models explore the latest trends and Design Centers offer a multitude of cabinet, countertop, appliance and flooring choices. 

Reason #2 isn't too far removed from #1, says McKenzie: Choose a Floorplan and Room Layout that Meets Your Needs.  Interested in a 4-bedroom with lower level master?  That's available in this new home floorplan! High ceilings but..concerned about energy costs? 

We've found use of a well-designed interactive touchscreen will help guide home shoppers through a community and effectively address Reason #1 and Reason #2.  CPS' SalesTouch allows consumers to view current floorplans and mix/match available structural options.  Help your buyer design their home -- complete with den in lieu of bedroom 3, optional bonus room and kitchen island complete with veggie sink and wine refrigerator! They're able to drag/drop selections, print a brochure featuring "their" floorplan -- even email a copy to the mother-in-law!

SalesTouch: Buyers & Agents Highlight Favorites!

And, builders utilize SalesTouch to effectively brand their company and products.  Offering energy-efficient homes?  Add a "builder story" video, energy calculator (even compare your floorplan to similarly sized resale home) or take buyers "behind the scenes" with "stage of construction" construction tours.

Help your buyer understand why your home meets their Top 10 needs!

Interactive Touchscreen Systems: Encouraging Discovery

If you're a regular Solutions reader, you've seen our blogs regarding the value of interactivity.

We've talked about engagement, narrowcasting, the value of touch in decision-making and how using technology in your sales offices/information centers keeps your brand in synch with today's consumers. Whether Gen X, Y or Boomer, today's homebuyer is connected.

Recently, a CPS SalesTouch client posted a YouTube video highlighting their new Grand Palm Discovery Center located in Venice, Florida.

Go Interactive: take discover to an entirely new level!

Their SalesTouch presentation actively encourages the home shopper to explore and discover Grand Palm. The presentation, so colorful and full of life, provides actionable touch points: it encourages homeshoppers to visit the surrounding neighborhood, learn about Grand Palm's amenities, find a floorplan that meets their needs and customize it with desired options, as well as select and place furniture in the selected floorplan.

Take a minute and compare this experience to a buyer walking into a sales office with passive signage and a static brochure.

Everything about the Grand Palm's interactive system involves an action verb -- designed to actively engage the home shopper from the minute they walk into the Discovery Center.

And, when you think about it, shouldn't the homeshopping experience encourage discovery? Your buyers are looking for something new; interactivity actively encourages the process, helps answer questions and encourages the homeshopper to imagine living in this community!

Doesn't this type of marketing tool build your brand, as well?  Your brand is part of the connected world; it recognizes how critical the exploration part of home shopping is to the consumer.  And, take a look back at the Grand Palm presentation, above: wouldn't you want to start touching to discover  what this is all about?

Interested in finding out more about CPS' interactive touchscreen system, SalesTouch? We're available at www.cpsusa.com.