“Build It and They Will Come”…do you remember this famous line from the 1989 movie “Field of Dreams”? Kevin Costner is the Iowa corn farmer who believes if he just builds a ball field, all the great players will show up. Maybe that Hollywood approach worked then, but we know today that just creating an inviting environment and some wishful thinking will not bring in the people. 

Gone are the days, at least for now, when we could put out our Open House signs, unlock our doors, and then wait as a steady stream of prospective buyers came to visit. Now you are there, in your model, and your doors are open. But are the people coming to your “field of dreams”? If you answered no, then how do you get them to come? 

Let your mind wander a bit. Are you marketing in every way you can think of that will put you and your homes in the “place of most potential”, by attracting visitors to your model. Get creative with ways to attract interested visitors and play the “numbers” game…market as much and as often as possible to increase your traffic and your odds of making a sale. Here are some ideas to try, but think outside of the box and add your own to the list. Don’t be afraid to try something totally new and even “outrageous”! If you close the door to your imagination, you may as well close the door to your model. 

SIGNAGE:

• Put Awareness Riders on your signs to make them stand out both by their message but also by their shape. You could emphasize price point, monthly payment, or even FREE PIES!!(remember that imagination). Placement will make a difference, a corner spot will help them stand out. Have a set of 4 per neighborhood and mix them up to create interest, don’t let your audience get bored!

• Check your city’s website and direct people from an event to your Model. 

• Banner buildings under construction as to their status and availability; “Now Selling” or “2 Remaining”. People may be interested and need to be aware of the status and when and why they should stop back. 

• If they do show up at your model, what happens if you are not there? How do they contact you? Have a sign that is easily visible and welcoming, directing them how they can contact you. “For Immediate Viewing, call…….” If they are interested, you don’t want to miss them. 

INDIVIDUAL PROMOTION: 

 • Shop where they shop. Place business cards on local bulletin boards, restaurants, markets, lumberyards; the possibilities are numerous. 

• Participate in local home shows, fairs and trade shows with a booth, literature, photos. 

• Consider even the Wedding Fair, with the first time buyer in mind. Invite a past client who is a raving fan, to be a second party testimonial while helping out in the booth. 

• Keep your local Chamber of Commerce up to date with current homes available. Add flyers to their regular mailings, especially any that might go out to a families relocating to the community. 

• Form a networking group to enhance your personal business as well as your company’s growth. Get the good news out about your homes and communities, and use your network to learn what others are doing. 

• Use your/your company’s website to promote your homes. Link with your suppliers, vendors, and any local area businesses to get increased visibility. Advertise your special promotions and update the site frequently to keep it fresh. Include a link for potential visitors to get directions from their door to yours. 

• Are you a literary genius? Even if not, take a shot a writing some short articles (or get some help) for the local community newspapers, promoting your homes, but also suggestions for buyers looking to buy (and sell!) 

EVENTS: 

• Host a Customer Appreciation event… a barbecue, picnic. Encourage your customers to bring guests. “Good Will” goes a long way! 

• Get involved with your local Habitat organization or other non-profit, and encourage your team and trade partners to work along with you. Take advantage of any publicity that might come your way as a result, i.e.… press release, local news channel coverage, local newspaper article. 

• Always think seasonal. Remember back to school supplies in September, pumpkins in the fall, an Easter egg hunt on an adjacent vacant lot. Decorate a holiday tree in your model and donate it to charity for Christmas. Take advantage of local advertising to get the word out. 

• Sponsor a contest for the kids and offer a prize so they will want to bring their parents back! Provide them with pre-printed drawing of your model and let them color it and add trees, flowers, snowmen, pumpkins, and puppy dogs. (Make sure the address of the model is on the picture.) When they return the picture, they will get a prize! 

• Host a House Warming party for your Happy Homeowners and have the builder there to answer any questions and show pride in their product and reputation. Make sure to have your invited homeowners know they can bring guests who might be interested in a new home. 

MLS ACTIVITIES: 

• Offer continuing education in your models. Real Estate agents are always looking to fulfill these requirements and it gives your home increased visibility. Every body wins. 

• Sponsor a Realtor Focus group in your model. Based on their feedback, you will gain insight into ideas for future offerings and amenities. Keep them in your loop so they will promote you. 

• Have a “Meet the Team” weekend. Include the Builder, Designer, Sales Team, etc, to ensure that the Realtor community sees first hand the concierge level of care that your clients will receive. 

• Create a “Second Time Buyer” program for agents who sell more than one of your homes in a year. Consider extending it even to those who have multiple showings of your properties during the quarter. How about a gas card to ease the pain at the pump? 

NEW CONSTRUCTION EXCLUSIVE PROMOTIONS: 

 • New Home Planning Seminars, New Home Financing Seminars, Builder Blueprint Evaluation, Home Design/Decorating Seminar…anything that will attract potential clients who will be your future. Reward them with something that directly applies to a new purchase. 

• Think Green. Have experts in the field present ideas for protecting the environment that we can all be participating in. 

Remember, the key to attracting new traffic is not about what you do some of the time; it is about what you do all of the time. Consistent, repeated and innovative actions will net you the most gain. While we all want to find ways to get more visitors during the “down” times, the professional knows that working daily to find your prospects is “Best Practice”, and should be a constant. 

Deciding that some of these ideas and your own ideas could work is the first step. Turning that decision into an action plan will get your valuable players to visit your field of dreams. 

About the Author: 

Kerry Mulcrone is President of Mulcrone & Associates, a New Home Sales and Sales Training company based in Minnesota. Since 1986 Kerry has been selling, training, teaching and motivating in the New Home Sales arena, providing organizations and clients with insight and perspective to boost their company and customer growth. With 20 plus years of hands-on experience from a top salesperson and new home sales manger to the Vice President of Sales & Marketing, Kerry has held numerous positions offering her “realistic, practical” approach and style. You can contact Kerry at (612)817-4089, kerry@kerrymulcrone.com or on the web at http://www.kerrymulcrone.com/.

Tags: Home Builder Marketing, New Homes Sales, New Homes Sales Marketing, Real Estate Marketing