pcba/SENTRY

More From a Blog Worth Reading

Posted by pcbasentry on June 29, 2009

I’m not trying to bore you here, but I find this blog so interesting that I’m going to reprint a couple of the recent posts to try and get you to at least check it out. The blog in question is the Builder Social Blog and I find it has good ideas on how to best use the various social marketing applications. If you click on the link for Builder Magazine’s list of builders using Twitter you will find PCBA listed under the ‘ State and Local Home Builder Associations’ category.

From June 16th…

Homebuilders on Twitter (or not)

As part of a recent exercise on social media for a homebuilder client, I searched for examples of other homebuilders using Twitter as a marketing tool. Yep, you guessed it — not so much. There are a few examples of builders doing it really well (check out @lennar for example), and yet there is so much more that can be done.

Twitter is a tool that builders can embrace because of it’s immediacy, intimacy and personality. Relationships can be built with potential homebuyers through twitter, or at the very least those relationships can be strengthened through continued communication via builder tweets. For example, a residential community could tweet about price changes, incentives and — yes, they are actually happening — new phase releases. Sales associates could direct message buyers with updates on the construction of their new home, send links to photos of the development, and let them know about upcoming milestones and special events. A builder could be tweeting about his or her blog (ahem, Steve Doyle) and letting all its existing and future homeowners about news and trends. Twitter really is a very powerful tool for homebuilders, just waiting to be tapped.

Builder Magazine recently published a list of builders using twitter. Let’s hope that since it was released in March, this list has grown substantially along with the growth of twitter.

And another recent article in Brand Republic News ranked that top 100 brands most mentioned on twitter. And no surprise – not a single homebuilder brand made the list. But give us a little time — I’ll bet by next year builders and real estate developers are all over twitter like bees on honey. It’s just a natural combination

Follow me @jonjonbailey for more…

From June 19th

Social media a game-changer for homebuilders

I’m just returning home from speaking at the Pacific Coast Builders Conference (PCBC) in San Francisco, where I led a presentation on social media marketing for the homebuilding community. And although I was there to teach along with Jason Baer and Lora Heramb, I was also there to learn. And I learned a great deal about where homebuilder marketing is headed.

Happily, I can report that the homebuilding community is wholeheartedly embracing the new world order. Everyone I talked with understands that as the economy sparks back to life (and it is) and homes start selling again (and they are) that it will not be business as usual in homebuilder marketing. I keep saying this economic downturn has been a game changer, and it every sense of the phrase, it has.

Homebuilders will not return en masse to the newspapers where they dropped thousands — if not millions — of dollars in advertising over the past many years. Print advertising will not go away, but it will become much more targeted, more selective. Broadcast media will experience the same new order – when the dollars do come back from builders, those now-savvy marketing directors will be asking about TV and radio station’s websites, email databases and other forms of online marketing tools. Behavioral online advertising, pay-per-click, search engine optimization, and e-marketing are the stuff of strategic marketing discussion now.

This is no surprise. All marketing executives now know the web is the place to be. But what’s interesting is watching the homebuilding community eagerly gathering information for the upswing that is to come. When the tide changes and the marketing dollars start to flow again, those “mature” dogs are learning some great new tricks. They will be armed and ready.

SOOOOO cool. Let the games begin.

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