overcoming obstacles when marketing to...
TRANSCRIPT
OvercomingObstaclesWhenMarketingToRetirees
AARCGroupDiscussion
It’snot2006anymore…
HowToSucceedaDecadeLater?
CommunitySpotlight-DoingThingsTheRightWay
4,500AcresWithATotalBuildoutof5,000+Units
WhoAreTheyMarketingToo?
� Northeast&MidwestRetirees
� Triangle&TriadinNorthCarolina(Raleigh,Durham,ChapelHill,Greensboro,&Winston-Salem)
� TheseNorthCarolinabuyersoriginallywerefromoutofstateandmovedforhighpayingjobsinthesemarkets.Nowthey’researchingforplacestoretirealongcoast.
MarketingComponentsToReachThisAudience
� Targeteddirectmailwithspecificcallstoaction(eventseriesatpropertyorprivatereceptioninthemarketplace)
� Expos&PrivateEvents(Meetingbuyersfacetofaceiskey)
� TargetedPublications(Retireesuseprint!)� GoogleAdWords/DigitalMarketing� Mostopenand“brokerfriendly”referralprograminWilmingtonarea
Conversions&Results…
� ExpectedTours2015–3,000w/projected3,500for2016
� Closingaverage@10%w/11agents(12-13agentsexpectedfor2016growth)
� 2013Transactions–275� 2014Transactions–297� 2015Transactions-325(projected)
KeysToSuccess…
� Leadnurturingwithspecificcampaignsforbuyersineachstageofthesalesprocess
� Deliveringverticalproductthatmeetsbuyer’sneeds� Deliveringamenitiesupfront
� MOSTIMPORTANT–DEVELOPERCONTINUESTOINCREASEMARKETINGDOLLARSEVENINANEXPANDINGMARKETPLACE!!
� DeveloperneverpulledbackonmarketingduringtherecessionandthathasfueledthegrowthmakingBrunswickForestoneofthetopsellingcommunitiesinthesoutheast
DiscussionTopic#1What’stheRightVerticalProductMix?
ImportantFactors…TheBasics
� Outdoorlivingcomponents
� UniversalDesign&“AgingInPlace”elements
� 1stFloormastersuite
� Lowmaintenance
� Openentertainingareas
� Highgradeappliances� Prewired/internetfriendly
ImportantFactors…ThingsToConsider
LocatedinRichmond,VA–176Salestodateaveraging$600,000+Developedfloorplans/conceptsaround“WhatWomenWant”
ImportantFactors…ThingsToConsider
� “WhatWomenWant”–Hallsley(EastWestPartners)Richmond,VA
� Latestinteriordesigntrends(newestcountertops/flooring)
� Petspacesw/shower
� Hiddendoors� Custompantries&closets
� Spabathsw/soakingtubs
� Barndoors� Waterwall
� Reclaimedwoodaccents
“WhatWomenWant”-Hallsley,RichmondVA
“WhatWomenWant”-Hallsley,RichmondVA
“WhatWomenWant”-Hallsley,RichmondVA
ImportantFactors…ThingsToConsider
VillagesofCitrusHills–outsideofOcala,FloridaIncorporated“GuestCottages”withintheactualmainhome• Separateentrances
• Separatemastersuitew/fullkitchen
• Locatedonoppositesideofhouseforminimalintrusions
• Greatforguestandfamilyw/kids
What’sResonatingWithBuyers?
DiscussionTopic#2WhatAmenitiesAreImportant?
WhatAmenitiesAreMostImportantInYourOpinion?
DiscussionTopic#3LeadNurturing/DatabaseBuilding
LeadNurturingDo’s&Don’ts
� HavingtherightCRMprogramsinplace-Focus-3,Lasso,Salesforce,etc.
� Havingcustomizedcampaignsforprospectsindifferentstagesofthebuyingprocess.Youcan’thavedirectmail,e-campaigns,etc.thattreatbuyerswho’vealreadyvisitedlikethey’rebrandnew.
� FullcoordinationbetweenCRM,phoneroom,&salesagentsthat’smanagedproperlywitheveryoneheldaccountableateachstage.
� “NoLeadLeftBehind”mentalitywhereeachprospectisworkeduntiltheypurchaseorsayremovethemfromlist.
LeadNurturingDo’s&Don’ts
� Thingsthatcan’thappen…
� *“We’regoingtojustfocusontheleadswehaverightnow.We’llstartmarketingagainnextyear.”Kissofdeathas18monthslaterthere’sanotherholeinthesalescycle.
� *Relyingonsalespeopletomakealltheircalls.Somewillandsomewon’t.Can’tleaveanythinguptochance!Thereneedstobeaconcertedoutboundeffortifthatmeanshiringacoupleof$10/hourtelemarketerstohelpout.
� *Thinkingyourdatabaseisbetterthanitreallyis.Studiesshowthat20-25%ofyourdatabasefallsoffeachyear!Mostcommunitieswithlargedatabasesaremarketingtoprospectswithzeroremaininginterestintheiroffering!
WhatAreYouSeeingThat’sEffectivewithLeadNurturing?
DiscussionTopic#4WhatMarketingEffortsAreWorking?
What’sWorkingForYourCommunity?
• DirectMail?
• Facetoface?–(Expos,privatereceptions,communityevents)
• Internet?• Magazines?
• Newsprint?
• Billboards?• Referrals?• LocalBrokers?
DiscussionTopic#5WhichMarketsAreBooming&WhichOnesAreSlowertoRecover?
� HotMarkets:
� *Nashville,Wilmington,TheTriangle,Charleston,SouthFlorida,JacksonvilleFL,NorthernVA,DelawareBeaches,BeaufortSC,BirminghamAL.
� LaggingBehind:� *Williamsburg,HiltonHead,Aiken,NCMountains(outsideofAsheville),NewBern(innerbanks),Pinehurst,OcalaFL.
AARCGroupDiscussion