What Will Brand Differentiation For Home Builder Marketing Be Like In 100 Years?
And small business owners are absolutely the worst at this because they’re doing a hundred things. So the shiny object that makes the most noise this week is now the marketing plan.
The thing is, if a builder gets the strategy part right in marketing, he or she can surround it with just about any set of tactics that are performed and measured consistently. That’s how important the strategy piece is. One of the most significant components to getting a marketing strategy down for a business is to find some way to clearly differentiate one’s business.
Now this may not sound like an earth-shattering idea, but most businesses don’t think about them as thoroughly as they should, which is why brand differentiation will still hold a lot of ingrained truths to the test of time. Here are 10 brands who differentiated themselves.
Identify Your Unique Value Proposition
Builders absolutely must find or create, as part of their strategy, a way to differentiate their business from all the other builders that claim to do the same thing. This isn’t necessarily a new concept, but it’s one of the hardest to get businesses to actually do. Everyone wants to think what they do is so unique. Unfortunately, in most cases, it’s something that everyone either can or does claim as well. Here’s a good way to get a sense of this idea.
Cut and paste the first paragraph of your top five competitors’ websites, blacking out all references to names, and then pass the document around the office to see if anyone can recognize which company each paragraph belongs to. Chances are, the descriptions will be nearly impossible to tell apart.
One of the most effective bits of research you can conduct to help find what really sets your organization apart is to sit down and interview a handful of your best customers. Ask them these questions:
- What made you decide to hire us?
- What’s one thing we could do better than others like us?
- Would you refer us or do you refer us?
- If you would refer us, what would you say?
Look for common threads among those answers and develop a core message that supports those themes. Stepping outside of the box is essential and it’s also how you can charge a premium for your services. You might find that the themes center around the experience you deliver.
Expound on that. If you would like to differentiate your brand, understanding your unique value proposition is the first thing you must do. From there, it’s about understanding how your services fit your target audience. That means understanding your buyer personas, which are fictional representations of your ideal client.
This article covers step 1 out of 4 to effectively close more homes and clientele with inbound marketing.