August 30th, 2016
As a home builder, your goal when building a marketing center is to showcase your ability to create custom houses for your clients. But when clients walk into your visitor center, they want to see more than just your talent on display. They also want to see that you can build them the kind of home they are dreaming of. That is why the most successful marketing centers showcase the home builder’s ability to meet the client’s needs. By understanding why visitors come to your marketing center, and designing your center accordingly, you too can build a marketing center that sends the right message.
Inspire clients by showing them what is possible.
One of the reasons that people visit a real estate marketing center is because they want ideas they can incorporate into the homes that they are building. They come to you because they want to know what features and amenities are possible in the style and price range they are considering. If you can exceed their expectations with beautiful, practical, and relevant touches, you are more likely to earn their business when they are ready to incorporate those features into their new homes.
Of course, the specific features you highlight in your marketing center should mesh with your clients’ overall style, price ranges and goals. For example, showcasing the amenities possible in a luxury home will be very different from showcasing the amenities possible in a mid-range home. By providing your visitors with relevant and inspirational ideas for their houses, you allow them to see how your services can contribute to a more beautiful home.
Educate your clients on the features you showcase.
Another reason that people visit a real estate marketing center is because they want to learn more about the features they are considering for their home. Often, they do not want to simply know what their options are. They also want to know about the pros and cons of each option so they can make an educated decision. You may find that some people come to your marketing center already knowing about many of their options, but wanting to learn more about what makes each option different.
Therefore, if you want to meet your clients’ home building needs, you need to use your marketing center to educate them regarding the home building process. In particular, this means providing them with information about the features you have on display. For example, if you choose to showcase granite counter tops, you need to make sure your marketing center can explain why that kind of counter top might be a desirable choice. The more information you provide your clients, the easier it will be for them to make decisions that lead to their dream home.
Help potential clients to envision themselves in their dream home.
A third reason people visit a real estate sales center is so they can get a sense for what it will feel like to be surrounded by the features and amenities they are considering for their dream home. As a result, when someone walks into your sales center, you want them to feel as if that space could be their own home. For example, if you showcase granite counter tops, you need to make sure that those counter tops feel accessible and welcoming to your clients.
Creating a space that feels like home for your clients means understanding their needs and focusing on the details. For example, before showcasing granite counter tops, you need to be sure that they are a desirable feature for your target customer. Then, you need to think about dressing them up with warm accessories, soft lighting, and so forth in order to create a welcoming space that feels like home.
Allow for questions and consultations.
In today’s technological age, there are many online resources that people can use to look at homes, research their home building options, and learn about home builders. However, they still choose to come to marketing centers. Why? Because they want the personal connection that these visits provide. In a face-to-face consultation, they can ask questions and get an immediate response, develop a relationship, test out how they feel about the features they are considering, and make a more emotionally as well as factually informed decision about who they hire and what type of home they create.
In order to encourage this type of connection, build opportunities for questions and consultations into your marketing center. This can be as easy as hiring one or two more sales people so they have the time to invest in longer conversations with visitors. It can mean setting aside areas where your sales staff can have meaningful conversations with potential clients. The key is to make sure that your visitors feel that you are available and willing to guide them through the process of building a house.
Engage your visitors’ emotions.
An immersive experience that engages your visitors’ senses is important in many types of exhibits (such as museum exhibits). However, it also applies to marketing centers, where visitors are looking for more than an intellectual exercise. Building a home is often accompanied and driven by emotion, and clients are likely to make decisions based at least in part on how that decision makes them feel.
Creating a successful marketing center, therefore, means recognizing and meeting the client’s need to be emotionally engaged with the home building process. One way to meet your clients where they are emotionally is to engage all of their senses. For example, bright colors, scented candles, soft lighting, and gentle music can all set a certain tone. Plus, they can evoke an emotional response that can help to drive the client toward choosing you as their home builder.
Meeting your clients’ needs means understanding why they walk through your doors and then designing your marketing center accordingly. In particular, you need to inspire them by showing them what is possible, educating them on the features you showcase, helping potential clients to see themselves in the home, allowing for questions and consultations, and engaging your visitors’ emotions. The result should be a more effective marketing center and more satisfied customers.