1. AfyeiccrlMcrrketing
RecrpsBig Rewcrrds
bJ'DonRussell,
HBCNewsmagazineTeam
Atypicalmarketingcanbestbedescnbedas
merchandisingandmarketingyournewhome
communityinwaysnotcommonlydonebythe
areragecompetitorinyourindustry.Thereare
manylessonstobeleamedtromunconvention-
alapproaches.Changeisthemo$impofiant
element.Shysofdoingbusinessusedtoevolve
overaaperiodofgenerations,nowourbusiness
enr,ironmentcancompletelychangewithina
year',0revenmonths.Wemustbeconstantly
awareofhowthemarketchanges,andwhatwe
candotonaintainouradr,antages.Howdoes
thisaffectourhomebuildrngindustry?
Imagineyourselfasapotentialhomebuyer.
Youreadpnntmediaadsforrariouscommuni-
ties.Youhaveafewplacesinmrndtolookat
today,butare'justlookrng".Youcollectallthe
brochuresyoucan,lookatthemodelsand
maybeyounanowyoursearchtotwoorthree
communities.Afterthelong.exhaustingdayof
looking,youretumhomeandhaveeachofthe
brochuresinfrontofyou,tryingt0nanowthe
choicetoone.Assumeallofyourfinalistsare
roughlythesamesize.location,pnce,etc.What
factorsremaintomakeyourdecision?
Atypicalmarketingisthekey.HowMEM)-
R{BIEisyourcommunity?Whatimpressions
dothehomesandthesalespeopleleave?Thisis
otienthelinalanalysisusedtochoosewhich
hometobuy.Belowareafewideastoexperi-
mentuithtosolidifytheever-important"la$
Irrp|e..ion"ttheorerallratingl ourcommunitv
r:ceire:uithhomebuyersastheyleaveyour
';le.rrfflce).
Creertive
Merchcrndising
Nothingcomplicated.Instillmoreunique
characterintoyourhomes.Makethemmemo-
mble.Showpartofthegarageasa"wood-
',',,rfkelu'onderland."Utilizeanunder{he-
. ,:r...'|r:etasawinecloset(usebeveledglass
F:,':.:.* ,'r:'.houcasingr,vinerackw/winebot-
:
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- ,.-,:,..1:i'intpleelectncallineintothe
:.:.:.,,,,' :l; -:.',',-.lttAqevellOrvlarnpWill
.:a'*.: .- : .
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HOME EUIIDERS COUNCIT NEWSiAAGAZINE
fire?Howaboutsoothingmusicinyourmodels
thatcatertothesenses?(Remember,salesare
madebasedonemotion,logicmerelyvalidates
thesale.)Insteadofplacing"notincluded,dec-
oratoroption"stickerseverywhere,howabout
"Yes,itisincluded."Remember,ourgoalisto
accentllatea1lthewondedulpositivebenefitsof
owningoneofthesehomes.Showproudly
rvhatisrncluded!Theperceivedvalueofthese
simplechangeswillhelptomakeyourcommu-
nitymoredistinctiveanddesirablewithbuyers,
SerlesEnthusierm
Salesprofessionalsarehard-working,cntical
pafinersinyoursuccess.Theyareyour"fiont
1ine"inpubhcrelations.cashflowandproblem
solvrng.Investsometimeandwell-spent
money0nsalessupporl.Educatroniscriticalin
sales.Nationalandlocalstatisticsprovehow
productiveregularlyeducatedsalesteamscan
be.Organtzeasaleslibrarywheresalesmeet-
ings,motivationalprograms,andeducational
seminarscanbeho$ed.Remember,if your
homesarecompetitive,andyoursalespeople
arehappyandwellsupporled.youwillenjoy
increasedsales.
Finally,askthepublicwhatvaluesare
impofianttothem.Haverecentbuyersgiveyou
anhonestcritiqueofyoursalesandmarketing
efforls.Infomationyoureceivefromthefront
linewrllbeinvaluableinunderstandingthe
changingneedsanddesiresofahighlypercep-
tive,highlydiscnnunatingpublic.I
Peoplesoonforgethowfastyoudidajob;
theyremembermuchlongerhowwell
youdidit.
CUSTOMERSERYICE
CustomerServiceisaframeofmind.
Ourattitudeisthatthereisneverabettertimeto makearepairthan
rightnow.Wefixamistakeimmediatelyandtakenotestomakesure
thesamemistakedoesn't
happenonthenexlphase.
JustasklncoHomes...
Thencallus
|nAMPBELL
TNCRETE Inc.
(714)787.0800
otSOuthernCalitornia" .l#, LicenseNo.4s6226
FALL '93