I was recently asked to address the question: "What will it take for builders and developers to be successful in the post-recession new home real estate market?" This was part of a broader question posed to a real estate industry business cooperative, The RE: Expert Consortium, of which I am honored to be a member. From my area of expertise, and in about 200 words I answered as follows:
Builders and developers understand how different audience behaviors and buying habits have become. They also realize that their website has moved from a mere component of a marketing mix to the central hub of their entire marketing and sales plan. Knowing versus executing, however, are two different things, and most simply grapple with how to do a better job of Internet marketing with smaller staffs and slashed budgets.
The good news? Marketing on the Web can be done well without the enormous expense of traditional advertising methods. The problem? A lack of experienced guidance and measurable goals. Without these, even tech-savvy builders and developers tend to wander around the web ineffectively trying this and testing that or become so overwhelmed with the idea and expense of change that they delay or underfund the effort. A change in this attitude is critical. The days of launch-it-and-leave-it are over.
Leaving aside the discussion of wide open Internet creativity for now, effective web marketing must include an engaging and adaptable website base; ongoing organic search optimization; actively managed social media components; precision E-marketing and demographically, geographically and behaviorally targeted online advertising. It should also be mobile device friendly. Tracking all of the above is vital to long-term success.
Also, if you like short stories, please be sure to visit my other blog at shortstoryisland.wordpress.com
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