Different digital strategies are put in place at various levels of the sales funnel. At ONeil we’ve spent years developing a strategy that directly correlates to a home buyer’s journey. From the beginning, when they might not even know that they want to buy a new home, to the end when they’re handed the keys, […]
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All too often we take over marketing for builders and find that they were previously using the homepage of their website as the place where all traffic was directed from Google, Facebook, Bing and other online marketing efforts. While the homepage of your website should provide a quick synopsis of who you are and what […]
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Last week Megan and I hosted the first edition of our new series of Facebook Live’s discussing the state of builder web traffic during Covid-19. Thankfully, most of our clients are located in states in which building is considered an essential business, as it should be. On March 12, most of the country began efforts […]
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It is the role of every person within an organization to contribute something uniquely human and leadership is the most uniquely human of all contributions. It is my belief that every uniquely human contribution is, at least in part, leadership – empathy, compassion, foresight, assessment, and organization of the abstract are among just a few. […]
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While we are all doing our best to practice social distancing, a lot of people are staying home. They are cooped up with their families and taking an extra close look at their surroundings. Anyone who was contemplating a move in the near future will definitely want to move after being at home for so […]
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Responding to market trends is a necessity for most businesses. Consumers are the market and therefore are the ones generally viewed as responsible for creating it. Unless profit, or staying in business at all, is not a requirement, companies pay attention to the needs and wants of their customers. Consider then, what limited control that […]
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What is Retargeting? According to Wikipedia, Retargeting or Remarketing is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions. In home builder marketing terms, retargeting is – displaying an ad for your brand, community, floor plan, or quick move-in home, online, to a prospect […]
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It’s that time of year! Love it (probably not) or hate it (more likely), you have to spend the bulk of Q4 putting some thought into next year’s budget. To help, we’ve compiled a list of things to keep in mind as you spread out your 2018 marketing dollars. Digital Still Gets the Lion’s Share […]
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The relationship the Internet has with the salesperson is a fascinating one. Some salespeople choose to ignore technology. Some fear it. Some choose to fight it. And some choose to work with it. Over the last 15 years, I’ve witnessed first hand the changing role of the traditional salesperson; How the Internet has impacted salespeople like robots impacted the […]
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I recognize the ever growing popularity of the Online Sales Counselor role. I first saw it nearly ten years ago, and it continues with a slow and steady climb. It has always been my feeling, albeit unpopular, that the Online Sales Counselor role is a short-term solution at best, and at worst, a dependency drug […]
Read More »In early January, Jeff Shore and I began an ambitious project to survey nearly 300 new home sales and marketing leaders about what’s hot, what’s not, and what’s really happening in the marketplace. This in-depth survey asked leaders specific questions about topics including negotiating frequency, salesperson turnover, social media use, and online leads. Because of […]
Read More »Packaged offerings benefit the buyer. Canned offerings benefit the seller. When an offering is packaged, it’s done so with the buyer in mind. The package is a combination of products or services that affords the buyer additional value, often trading a little bit of decision making freedom for simplicity and that increased value. The buyer […]
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The first goal of any marketing effort is to gain someone’s attention. We can argue about whether or not this means the goal is to interupt someone, but no matter the direction, the goal is always to do something unique enough to get noticed, and then be heard. Let me be clear – stock photography […]
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The huge number of online marketing options available creates a virtual cosmos of possible entry points. Builders are bombarded with messages about everything they have to start doing “right now!” Get a new website. Invest in search engine optimization. Spend money with Google AdWords. Do lots of follow-up with email marketing. Everyone’s on facebook. You […]
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“More home shoppers start their search online than ever before.” “Over 90% of buyers use the Internet.” This is not news. This is not new information. The number of home shoppers who start their home search online has been above 80% for years. This is not news. Even early numbers in 2000 showed that 40% […]
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