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3 Steps to Create a Marketing Communications Plan That Will Bring in Referrals

Referrals Are Your Biggest and Best Sales Drivers

Let’s say you’re looking to join a gym to get back into shape. And one of your best friends, Jennifer, tells you how great her gym is with its variety of workout machines and intense classes. How likely are you to get a day pass to that gym or even go in and talk to someone? Pretty likely, right?

And after you go in one day after work and try out a class or talk to a trainer, you get to experience Jennifer’s recommendation first hand and decide to join the gym on the spot. That’s the power of a referral, and it comes from clients or customers who are satisfied.

In the homebuilding industry, there’s only one way to get these satisfied clients: clear, consistent communication. To develop a streamlined process, you’ll have to create a marketing communications plan. Here are three steps to do just that:

Ask About Communication Preference

As we know, and as you know, it’s all about the client. To that point, your first question for any client should be, “What’s your preferred method of communication?”

Whether they say in person or by phone, email, text or even Facebook, you should be ready to communicate with them through that method. Once you establish a client-builder relationship in the way they’d like to communicate, the more likely they are to do business with you.

Your pre-construction communication also signals how you’ll respond before, during and after the building process. When you meet with a client for the first time, dress to impress with your best communications attire, so to say.

Create a Schedule with Clear Deadlines

Step two to your marketing communications plan comes after you convert a potential client into a paying client. Once a couple or family officially selects you as their homebuilder, you’ll need to create a schedule—a very detailed and clear schedule.

Luckily, you won’t have to do all the work yourself if you use a web-based construction management program. Make sure to select a program that has message or email features, a production schedule, progress pictures, and building plans and specifications.

With this program, you can include deadlines for key decisions, such as lighting fixtures, paint colors and flooring materials. This schedule with deadlines allows you to explain to the client that if they don’t make decisions on time, construction will be delayed.

Request Walkthroughs at Important Stages

Last but not least, walkthroughs at critical stages lets clients see their home come to life and decide if it’s headed in the right direction. Important stages can include electrical rough-in, drywall installation and structural framing.

With a marketing communications plan, there’s no doubt or confusion left to the client, which creates happy clients. And one satisfied client can lead to one or 10 referrals.

Here’s a stat to leave you with: according to HubSpot, referral-based sales normally close at 50 to 70 percent in comparison to 10 to 30 percent from other lead sources. So, are you making your clients satisfied?

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