Tips for Marketing Your New Construction Homes

We’ve connected with key industry partners to get their top tips for how builders can most efficiently market their new construction homes and grow their business.

First up is Mollie Elkman, president and owner of Group Two, a Philadelphia-based ad agency for builders, who shares her advice for marketing new construction homes.

Understand that the buyers’ perception is everything

Buyers are influenced by two factors: How you are currently perceived in the market and how your competitors are perceived.

Be deliberate when you craft your unique value proposition

Take a purposeful approach when developing messaging to set yourself apart from all other options. That includes resale homes, too.

Choose your marketing battles

Recognize that you can’t compete head to head on everything. Identify what makes your homes and communities so special, and then relay that message clearly and frequently.

Appeal to the right audience

Your marketing must resonate with your buyers — not the builder, sales team or marketing team.

Remember that buyers shop with their eyes and hearts

Descriptive words and lots of engaging images make an essential connection with buyers, and can prompt them to take the next step in the process of owning a new home.

Communicate clearly and passionately

Buyers are always looking for reasons to rule you out. Don’t let buyers drop you because you’re a poor communicator.

Speak the buyers’ language

Spark their emotions! Buyers want a home, not a house. They want to live in a neighborhood, not a project. They want to be part of their community, not the development.

Focus on the two tasks that truly influence buyers

Your job with marketing is to show up and show up with the right message.

Don’t waste your money

Ignore the intangible tasks that don’t deliver; instead, invest your marketing dollars where you can track the results.

Walk a mile in the buyers’ shoes

What’s it really like to interact with you? Understand the buyers’ experience — from their first online impression to the sales pitch and closing.

Prepare to educate your buyers on the new construction experience

Show buyers the value of owning a brand new home. Educate them on the direct impact it can have on their everyday lives.