In the first few months of the pandemic, homebuilders and developers had to focus on how to continue building and operating, while also loading up on digital tools for online selling and contactless closings, and sorting out strategies for managing backlogs and standing inventory. The challenges were enormous. Luckily, our builder friends are never afraid to roll up their sleeves and get to work. The result was unprecedented innovation across the industry.
Here we are, rolling into summer, and we’ve actually seen signs of encouragement in the market. Interest rates are tantalizingly low, buyers are itching to get into new homes, and things are opening up across the country. Now that you’ve got operations and sales processes somewhat stabilized, it’s time to figure out how to bring new neighborhoods and master-planned communities to market in this new reality — and activate all that pent-up demand.
Recently, Wick Marketing hosted a webinar called “GRAND OPENINGS: WHAT’S NEXT.” Barbara Wray, Director of Growth and Innovation, was joined by three creative and savvy experts:
- Veteran homebuilding industry awards show producer/creative Lisa Parrish of Team PMP
- Real-estate PR and marketing pro Carol Ruiz, Principal of NewGround PR & Marketing
- Global brand event strategist Cindy Lo, CEO of Red Velvet Events
Here are our high-level takeaways to help fuel your Grand Opening strategies:
Takeaway #1: Grand Openings are absolutely still relevant. In fact, they’re vital.
All of our panelists agreed strongly on this point. PR expert Carol Ruiz noted that buyers will always want some way to experience what it’s like to live in a particular home and community. “Without that,” she says, “I don’t think people are going to engage as well.” Carol went on to say that the scale and scope of what’s needed varies wildly by individual circumstances. Builders in a region with a critical housing shortage and high demand can probably succeed without elaborate Grand Opening plans. Those in an area where housing is more plentiful — and those lacking in community or brand awareness — will have to work harder.
Takeaway #2: This year, everything you do needs to fuel buyer confidence.
Wick Marketing’s Barbara Wray really stresses this point. Don’t underestimate the pressure and worry buyers have been carrying. In your approach to a Grand Opening, instilling a sense of comfort and security will go a long way. You can do that by having a clear plan for the launch events, consistent digital outreach and exceptional follow-through. Do what you can to anticipate buyer concerns (social distancing, how to fit in with new neighbors you can’t meet in person, etc.) and solve for them ahead of time.
Takeaway #3: The new Grand Opening is a hybrid.
In-person events are back in most parts of the country, but our panelists agreed that virtual is also here to stay. This means builders must now plan for both onsite and online Grand Openings at the same time. The good part is, having virtual events and materials lets you include buyers who don’t want to (or are unable to) attend an in-person event. Some may be relocators, for example, or people with household members who are immunocompromised. A hybrid approach casts the widest net, but make sure all experiences tie in to a unified brand and concept.
Takeaway #4: Normalize and optimize the experience.
Certainly things are different — there’s no getting around this. The more you can smooth the path for people, the more positive they’ll feel. This means communicating what to expect up front, whether it’s new safety measures or an unfamiliar virtual format. This way, as Lisa Parrish noted, people can simply enjoy the experience instead of enduring it. Hang on to time-honored tactics wherever you can. For example, bake those cookies in the model home, just hand out individually packaged ones to take home. For VIP virtual events, consider sending cookies and/or a cookie-scented candle ahead of time, so they can share in the warm coziness of your model home. Putting in the effort to make things easy, pleasant and familiar shows you care and demonstrates the brand’s strong commitment to exceptional service.
Takeaway #5: Budget constraints just mean you have to get creative.
Having produced homebuilding industry awards shows for years, Lisa Parrish understands this all too well. She summed it up by saying, “You can throw more money at anything and make it better, but that doesn’t mean your event can’t be great on a shoestring budget. Don’t think you can’t do it.” Our panelists had a lot of ideas for budget-friendly ways to make your next Grand Opening special — from Facebook and Instagram Live moments to highly targeted online events designed to get quick wins from your most likely buyers. (Look for their tips and ideas in future articles.)
Ultimately, our Grand Openings webinar was reassuring, as well as inspiring. Homebuilders are resourceful, problem-solving people who tend to thrive when the going gets tough.
Ready to move ahead with your next Grand Opening? Wick Marketing is here to help.
For more than 25 years, our agency has served builder and MPC clients in markets from California to Florida. We’ve helped homebuilders navigate all kinds of crises and achieve their goals. Let’s talk! Reach out to barbara@wickmarketing.com or call (512) 479-9834.
