What’s Your Difference?

How To Differentiate Yourself As An Expert Eco Builder

The rapid changes in the residential construction industry has created numerous opportunities for builders.  Those who see these opportunities could really differentiate themselves from the competition and gain a leading position in the marketplace.  So, how do you stand out from the pack?

Following are a few simple and practical strategies for you to ponder as you seek to gain a leading position as a sought-after eco builder in your community.

1. Market Your Difference

Don’t shy away from magnifying the value of the things you put into your homes.  Take the time to explain and educate your buyers on the green benefits and aspects of your homes.

Many builders do not realize that they may already be building beyond the minimum standards required of green-built homes.  Market what you do well already in building sustainable, durable and low maintenance homes by focusing on the benefits derived from such green practices and products.  Learn what others are doing to distinguish themselves from the rest of the builders.  Pulte Homes has done a fantastic job of displays on their model homes to help buyers understand the value they get from a high-performance Pulte-built home.

Consider revamping your website!  Buyers today surf the internet for everything before they buy.  Your website is the image of your business.  Here are a few vital questions your website should answer: what you want them to do first when they land on your home page, what you do, who you are, and how to contact you.

The “what you want them to do first” question is very seldom addressed by thousands of websites!  What is it that you want customers to do FIRST when they visit your website?  Does your website provide any direction to your visitors?  Your website needs to capture your customers interest in the first 2 to 5 seconds.  Most websites do not direct the buyer on how to navigate through the site.  Use the power of your website to direct the buyer.  Stay away from having a lifeless website that’s a big “blah”.

The “what you do” section should be clear and to the point.  This is where you should include in pictorial form what your homes offer.  Check out these two websites for some excellent ideas: Environments for Living and Green Builders Inc of Austin, Texas.

One quick advice: don’t try to do the website yourself – it’s noticeable!  Hire a professional to do it as they know how to make it appealing and user-friendly.  One thing to keep in mind is to keep it simple.  The simpler, the better!

2. Market Through Online Social Media

Our society today is literally connected through online social media with the most popular platforms being Twitter, Facebook and LinkedIn.  Position yourself as an expert in your market niche and exhibit your knowledge through articles, photos and videos of your projects.  Use Twitter to market any special open houses, realtor workshops, and informational consumer seminars offered at your model home or at one of your jobsites.  Use LinkedIn to connect with other professionals in your industry.  You never know who they are connected to and how your relationship to them could result in a sale as a result of your connection.

Consider having a blog for your business.  We live in a society that demands more openness and honesty.  A blog is a great way for prospects to get to know you more through your postings.  A quick tip:  every time you blog, add a tweat on your Twitter page with a direct link back to your blog article.  Don’t forget to include the link to your website in your blog site as well!

3. Educate The Buyers

One foundational way to educate your buyers is to have a well prepared homeowners manual.  The manual should educate the homebuyer on the activities and service from pre-construction to post-construction.  However, it is pointless if the manual is handed to the buyer at the closing table when the construction is complete!  The manual needs to be integrated into the home-buying experience and construction process, and thus needs to be introduced up front.

How do you integrate the manual?  Here it is!

Step 1: Take the adequate time to walk the homeowner through the manual.

Explain each section, answering their questions, and addressing their concerns from the start.  Do you know how many thousands of headaches, misunderstandings and unnecessary phone calls (especially during undesired hours!) this could save you and the buyers?  Hmmm!

Encourage the buyer to use the appropriate email to submit their questions during construction and how to submit service requests after move-in.  When is the best time to set the boundaries and expectations in any relationship, business or otherwise?  At the very beginning!  Failure to take this critical step early in the game could result in unwanted situations in the future!

Step 2: Encourage the buyer to bring the manual to all meetings during the construction process.

The homebuyer should be informed that there will be additional information provided to them during the meetings, and so bringing the homeowner manual is vital.  By doing this, you emphasize the importance of the manual. PS:  have your manual reviewed by your legal advisor!  This small investment could be well worth it!

4. Stay Connected With Your Customer Base

Thousands of businesses fail in nurturing their relationship with their past clients!  The emails from prospects, inquiries and past customers that you have collected over the years are a goldmine to your business.  Find innovative ways to capture email addresses when they visit your website.

What do you think the best way to do capture emails on your site?  You guessed it!  Offer something free!  For example, when they first visit your website you could invite them to receive an instant free report or article on a green home topic.  (Remember the tip mentioned before, direct them on what you want them to do FIRST!)

Give your free report or article an appealing name, such as “11 Secrets of Sustainable Homes That The Other Builder Never Told You!” or “4.1 Easy Ways to Green Your Kitchen!”  When the visitors click on that link or button on your site they should be asked to enter their email address, and if possible, first and last name.  Resist the temptation of asking them for more!  Entering their email address is a quick and easy thing that people do all the time.

Now that you have an email database, use it!  Send out consistent and periodic e-zines to your contacts.  Include topics of general interest apart from marketing your green homes.  Emphasize on things that could help them or are interesting to them!  In this manner, you may start to gain ground in their minds as a “trusted advisor”.

Some ideas for your e-zine could be to include an “organic recipe” or some other type of green news that a large number of your audience could be interested in.  Once you do this, then include a subtle marketing of your homes and services.  This type of e-zine is more inviting and less threatening, and best of all, the chances are higher that they won’t add your email to the “junk box”.  Don’t forget to include an invitation to follow you on Twitter or Facebook, or to check out a recent article on your blog site.  PS:  Be consistent on the date you send your e-zine and don’t overwhelm them either!  Scheduling you’re your e-ezine monthly or bi-monthly is tolerable for you and them!

So, why should you seek to stand out from the pack by magnifying your eco building skills?  Because if you don’t, your competitors already are!

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