In the past decade, homebuilders have added digital features to their websites, such as virtual model home tours, aspirational and inspirational photography, detailed home plans, and the ability to schedule appointments online. Those features are must-haves, but they don’t separate you from your competition anymore. Today more than ever, it’s important to add an online personalized touch to your communications and services.
Consumer expectations about what’s possible to do online have changed dramatically in the past month for all businesses, including homebuilders because of COVID-19. With so many families now working, schooling and living online from their homes, their demands for how companies connect with them online have gone up, too. How has your business embraced online sharing and communications since the pandemic started?
Now is the time for homebuilders to surprise and delight potential customers by truly personalizing their online experience for them. My friend Roger Hurni, brand strategist and owner of advertising agency Off Madison Avenue, recently wrote a blog about personalization and, as he so eloquently says, “Brands often spend too much time acting as if personalization is putting a name on a piece of communications. Personalization is much more subtle and requires more thought. You have to ask yourself these kinds of questions:
The creation of those moments is exactly what will surprise and delight your customers. Those are also the moments that will lead to an incredible level of brand affinity.”
So how can homebuilders create moments that will surprise and delight potential customers on their websites? By adding what we’re all craving right now: personalization through human interaction.
Here are some thoughts and insights to consider:
While your potential customers might be nervous about spending money on a new home right now, they are still making buying decisions by establishing their consideration set. They’re looking at you and your competition, and your personalized touches will set you apart. They may not make a purchase decision yet, but know they are crossing off who they don’t want to work with right now.
Many Realtors are predicting that when social distancing regulations are lifted there will be a lot of pent-up demand. Now is the time to position your brand for growth in the long term.
Some of these suggestions are easy and free, while others may be better implemented later. Our recommendation is to start small and do one or two, do them well and see how they are working for you. My friend Roger Hurni recommends creating a process and system for personalization and customer experience. We agree, and would add to think digitally because that’s how you’re going to connect with potential homebuyers right now.
True Digital Communications is here to help you weather this storm. If you’d like to talk more about how to adjust your marketing strategy or if you have more ideas to share, please contact me. We are offering free, 30-60 minute ideation sessions to discuss marketing strategy and tactics to help you thrive during these turbulent times. We’ll get through this together.
More to come,
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