Having worked as a marketing director in the home building industry, I see so many opportunities for the game changing marketing.
The home building industry feels like the last bastion of old style marketing & communications [and I’m not bashing my former employer here – they were very gracious with my change agent ideas]. In an industry where the majority of ad spending focused on print advertising, websites are merely extensions of phone numbers. E-mail marketing are mailed pdfs. Sales agents want to phone prospects and some DON’T EVEN HAVE EMAIL ACCESS. [i swear].
True, many Canadian home builder sites have added detailed maps and migrated the silly user registration forms online [i can’t believe marketing spend is influenced by these forms] but how many are really mining customer information better yet conversation to change the game?
Anyone in the low-rise industry might look at high-rise marketing for inspiration – high rise commands more marketing dollars, flashly campaigns and original creative. But who actually uses social media to create a lasting impression with customers?
I introduced corporate blogging with my past employer (and did – first in low-rise -thank you very much). But I left on mat leave before it really attained the vision that I had for it.
One blog that I always liked was Riverfront in Denver. I spent a lot of time in Denver, visiting tons of condo presentation centres, analyzing websites, etc and Riverfront was very interesting. The writing style is informal. Still lots of opportunity. In Toronto, M5V’s blog is commendable – they are showing comments including the age old – ‘when will construction start’.
Blogging for sharing more marketing information e.g. (*&)(*& press releases – is not revolutionary. The real opportunity is in satisfying customers along the entire customer experience. Not just prospects but buyers. Ah.. I have so many ideas.