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?

Evok keeps you up to date with monthly insight on Home Building marketing trends. Click here to view more work from industry experts or scroll down for related articles.

Related Articles

Posted on October 17th, 2018

Home Building

Marketing for Architects: Where to Put Your Focus

How to Market Your Architecture Firm Architecture firm marketing is a specialized field, but it shares common pain points with other industries looking to market in a competitive digital environment. Many firms […]

Continue Reading

Posted on September 19th, 2018

Home Building, Marketing, Social Media

What Every Homebuilder Needs to Understand About Facebook Advertising

How Do You Use Facebook Advertising as a Homebuilder? Building homes and Facebook advertising have more in common than you may think. For one, they both need a strong foundation. To market […]

Continue Reading

Posted on August 14th, 2018

Content Creation, Home Building, Social Media

Demystifying Instagram for Homebuilders, Developers and Remodelers

Mastering the Basics of Instagram for Homebuilders Instagram has officially hit the 1 billion users milestone, making it the third most widely used social media platform today. That figure alone is enough […]

Continue Reading

Posted on July 11th, 2018

Home Building, Marketing

Are Millennials Looking for Starter Homes? What Marketers Need to Know

What Millennials Really Want in a Home The last of the Millennials are finishing up college or trade school and officially entering the world of “adulting.” This new era of their life […]

Continue Reading

Posted on June 11th, 2018

Home Building

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 […]

Continue Reading