Differentiate Yourself while coming out of this downturn!

By Guest Blogger Tom W. Gebes | President, BuilderMT

Builders are basically all the same.  While this comment may upset many of you, step back for a second and look at the market and more closely at the homes you build.  Now compare them to your competition.  You are all fighting for the same buyer and now more than ever you need to differentiate yourself from the pack.  How do you go about doing this?

  • Many builders are redesigning their product to fit the “new” buyer.  Have you done your research for your area on what the buyer is looking for?  Eg. Smaller square footage, but nice upgrades.
  • How are you improving your internal organization?  Lowering costs and finding improved efficiencies are only one way, what are you doing within your sales and marketing departments?
  • “Only two ways to make money, decrease costs or increase sales!”  Why not both!

How do you get there?  What are the steps involved?

  • Establish a business and technology plan that includes product differentiation.
  • Make sure you have a solid web presence and visit your site often to make sure you are actively telling the right message.
  • Use social networking tools such as Twitter, Facebook and LinkedIn.
  • Deploy a Sales CRM system to manage leads and track them through the buying process.
  • Train your sales department to use technology as a tool to find and close business.
  • Make sure that your processes move you from the sale and marketing step to the purchasing and scheduling step without any additional effort on your staff.
  • By evaluating your sales to construction process and implementing the right processes and the right technology, you keep your overhead low and your productivity high.
  • Last, but not least, do not forget about your customer service and warranty.  Make sure every buyer feels like they are the most important.  Work with your trades to cut down on warranty call backs and solicit referrals from your happy buyers.
  • Post these referrals on your website.

 It is all about marketing your differentiation!

Builders are basically all the same.  While this comment may upset many of you, step back for a second and look at the market and more closely at the homes you build.  Now compare them to your competition.  You are all fighting for the same buyer and now more than ever you need to differentiate yourself from the pack.  How do you go about doing this?
 

•Many builders are redesigning their product to fit the “new” buyer.  Have you done your research for your area on what the buyer is looking for?  Eg. Smaller square footage, but nice upgrades.

•How are you improving your internal organization?  Lowering costs and finding improved efficiencies are only one way, what are you doing within your sales and marketing departments?

•“Only two ways to make money, decrease costs or increase sales!”  Why not both!
 

How do you get there?  What are the steps involved?

•Establish a business and technology plan that includes product differentiation.

•Make sure you have a solid web presence and visit your site often to make sure you are actively telling the right message.

•Use social networking tools such as Twitter, Facebook and LinkedIn.

•Deploy a Sales CRM system to manage leads and track them through the buying process.

•Train your sales department to use technology as a tool to find and close business.

•Make sure that your processes move you from the sale and marketing step to the purchasing and scheduling step without any additional effort on your staff.

•By evaluating your sales to construction process and implementing the right processes and the right technology, you keep your overhead low and your productivity high.

•Last, but not least, do not forget about your customer service and warranty.  Make sure every buyer feels like they are the most important.  Work with your trades to cut down on warranty call backs and solicit referrals from your happy buyers.

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