Marketing is almost as important as quality building when it comes to selling your homes. However, a big trap that many builders fall into is ego marketing, which is when you promote yourself and your business instead of the product you are selling. The fallacy that many people believe about ego marketing is that informing your potential customers about your business will get them to see you as the best choice. However, more often than not, this strategy ends up backfiring. Ego marketing usually ends up being a turnoff, because it doesn’t actually talk about the value of purchasing a home from your company.
Signs of Ego Marketing
Many builders don’t actually know what qualifies as ego marketing, and they end up unintentionally using ego marketing techniques in their ad campaigns. Being aware of these ineffective techniques is the first step towards avoiding them. There are a few common signs of ego marketing, the biggest one being excessive use of ‘we’ or ‘I’ in the marketing copy instead of referring to the customer. Another major sign of ego marketing is using photos of the business owner in the ads instead of showing off photos of the product. A more subtle sign of ego marketing is when builders use very technical language in their advertising copy instead of language that would better appeal to their customer base.
Steps to Avoiding Ego Marketing
There are some easy advertising techniques that you can use to avoid ego marketing your business. The first step is to think about the problems that your potential customers have and how you can help solve them. This should always be the basis for your marketing strategy. Once you have identified your customers’ main problems and goals, use this as a launchpad to develop ideas that will appeal to them. Put yourself in your customers’ shoes – if you were them, what kind of advertising would get your attention?
Beyond your initial marketing push to build brand awareness, you should then take steps to make your brand stand out from other builders by doing more for your customers. For example, you can create advertorial blog posts that give your customers helpful information about how to buy a house in your area, work with contractors, or other information that you have to share. This positions you as an expert in your field while still keeping everything customer focused. Another fun way to appeal to your customers is by doing collaborations with popular businesses in your area to promote your homes. This shows that you know what your customers value and that you care about them having a good experience with you overall.
Overall, the key to preventing ego marketing campaigns is to keep the focus on your customers. Although your business has plenty to offer home buyers, don’t fall into the trap of focusing on yourself when putting together your home builder marketing strategy. Selling great homes should be easy – you don’t want your marketing campaign to get in the way of finding great new buyers.