Most industries are filled with hundreds of companies doing the same thing. Creating nearly identical products, using similar marketing tactics, and targeting the same markets. The housing industry is no different.
So how do you cut through the noise to make a lasting impression? Find out what sets you apart, utilize bold and creative strategies, and keep doing what works. Let’s break that down.
Craft a powerful & unique marketing approach
Pick your passion points. What makes you stand out? Do you incorporate sustainable materials in every home? Are you supplying hand-painted tiles you can’t find anywhere else? Are you offering the widest selection in the state? Does your company have a 100-year-long-legacy of family craftsmanship? Find the market, audience, or value you can align your brand with and infuse those ideas into your marketing
strategy. You’ll never appeal to everybody, so find your niche and stick to it.
Associate your brand with life events
Find out where your brand fits into your consumer’s life journey. The first-time homebuyers going through the exciting journey of purchasing their first home? The move-up buyer who is looking to find a home to make memories in? The recent empty-nesters who are starting a new stage of life? Find experiences you can associate your brand story with — because personal stories resonate more than blanket-statement marketing.
Establish relevant partnerships
Tap into the influential people that align with your brand within your market. Whether it’s an influencer on social media or a trade partner with a similar market, connect with those who have aligned interests to help you reach new, relevant audiences. Since you both have similar goals, you’ll be able to boost each other’s reach and increase credibility within your market.
Innovate with fresh ideas
What areas can make bold advancements to stand out? Maybe it’s with brand design — using unconventional colors, video, or photography — or within digital experiences — investing in virtual tours of every model or offering an exclusive online experience that no one else is doing. Maybe it’s with personalization that no one knew was possible. Whatever it is, think about how your brand can become an industry leader in innovation. Use it as a selling point for your customers. Sometimes all you need is one strong reason to set you apart from your competition.
Build long-lasting relationships
Don’t underestimate the power of real, human interactions. Keep your clients engaged — before, during, and after their interactions with you. Use your network to gain referrals and return the favor in kind. Go above and beyond the competition by showing gratitude with personalized messages, housewarming gifts, or anniversary discounts. Give clients a reason to keep coming back.
