Move-Now Buyers Are Still Driving Sales. Are You Ready?

Republished with permission of The Builder’s Daily, where it was submitted by Barbara Wray and originally published August 21, 2025

Life happens, even in a slow market. Job relocations, family shifts, and urgent timelines create buyers who can’t wait. Builders who anticipate their needs—especially with quick move-in homes—win sales now and resilience later.

In 2025, life circumstances trump preferences.

“Life-happens” motivators come in different brands and colors, but they share common ground in how they work – even now – amidst a broad and deep pall of uncertainty.

Job relocations, family changes, and evolving household structures create urgency that cuts through market hesitation. With affordability challenges, mortgage rates expected to remain above 6% through 2025, existing home sales near 30-year lows, and the mortgage lock-in effect discouraging discretionary moves, many would-be buyers stay on the sidelines. But those whose circumstances require a move are ready to act—and prepared to choose a builder or developer who offers solutions on their timeline. Here’s how to be ready with what they want when they need it.

Quick Move-In: Your Competitive Edge

Quick move-in (QMI) homes have become essential tools in this environment, and builders who’ve embraced them are seeing the difference. QMI inventory eliminates uncertainty by providing critical pieces of information upfront: price, finishes, real-time availability, and move-in date. For buyers facing deadlines or managing multiple life transitions, this clarity reduces decision friction and can significantly accelerate your sales cycle.

Understanding the ‘Must-Move Spectrum’

Urgent buyers extend far beyond traditional relocations. Corporate transferees need to close before school starts. Sandwich generation buyers require space for aging parents while maintaining privacy. Budget combiners are friends or siblings pooling resources to afford what neither could purchase alone. Life-stage shifters face divorce, marriage, retirement, or other major transitions with non-negotiable timelines. Each scenario brings distinct priorities, and marketing that acknowledges these needs demonstrates a genuine understanding of their urgency.

Strategic Marketing for Urgent Buyers

The strongest connections happen when your messaging speaks directly to what’s prompting the move. That can mean:

• Leading with readiness by featuring QMI homes prominently and emphasizing immediate availability.
• Solving for complexity with floor plans that address multigenerational needs like private suites and dual offices.
• Streamlining the process with clear pathways from interest to closing that respect compressed timelines.

With a majority of builders offering special programs, the question isn’t whether to provide incentives—it’s how to target them strategically. Time-sensitive offers like rate buydowns with expiration dates work particularly well for urgent buyers. Lifestyle-specific packages such as “Sandwich Generation Suites” or “Remote Work Ready” packages often generate stronger ROI than broad-market incentives.

RCLCO’s Mid-Year Update shows that many master-planned communities continue to outperform, offering stability and a sense of place that resonates with today’s buyers. For must-move buyers, they deliver immediate amenity access, strong school districts, and anticipated protection of resale value through community standards—advantages most standalone subdivisions can’t match. Keep placemaking and compelling lifestyle storytelling dialed up in volume, frequency, and precision to make those strengths top of mind.

Construction Reality Check

Construction timelines continue to present challenges, with 13% of projects now taking more than 13 months to complete—up from 9% in 2019. That reality makes QMI inventory even more valuable for buyers facing inflexible deadlines.

When move-in dates don’t align perfectly, bridge solutions keep sales alive: temporary housing assistance, partnerships with extended-stay providers, or build-to-rent units within your community that allow transferees to experience the lifestyle while their permanent home completes construction.

Building Long-Term Success in a Tight Market

Aligning now with must-move buyers does more than drive short-term sales; it also builds resilience for the next market. Every system you sharpen today—inventory strategy, targeted incentives, messaging that meets urgency with clarity—becomes part of a stronger, more adaptable brand.

In a market where most buyers can’t wait, the builders who meet that urgency with solutions will hold the advantage now and set the tone for what comes next

When Homebuyers Pull Back, Builder Brands Must Step Up

Republished with permission of The Builder’s Daily, where it was submitted by Barbara Wray and originally published July 1, 2025

In markets under stress, consistency, empathy, and value-driven messaging provide builders with a critical edge among today’s cautious buyers. Advisor Barbara Wray gets real about the path forward for homebuilders today.

You don’t have to guess what buyers are feeling. The data is clear: People are more cautious, more cost-sensitive, and more selective about what—and who—they trust.

The latest RCLCO sentiment survey backs that up, placing the industry firmly in “stress” territory. The survey finds that nearly two-thirds of real estate leaders expect a recession within the year. And while that may feel abstract, the effects are immediate—slower traffic, longer decision timelines, higher cancellation rates, and tougher questions.

But what often gets overlooked—especially when incentives go up and buying power goes down—is this: Brand matters more in times like these.

In uncertain markets, buyers aren’t only watching rates and monthly payments. They’re watching how you respond. The steadier your message, the stronger your position. The more trust you build, the more resilient your pipeline becomes. Here’s a breakdown of what to focus on now to ensure your brand remains relevant.

Lead With Empathy, Not Urgency

Buyers are still in the market.

But they’re spending more of their shopping time under the radar—researching, comparing, hesitating—before they ever join an interest list or speak to your team. The financial stakes are higher than ever, and the emotional weight behind the decision is greater than ever.

The first 80% of their journey happens before your sales team gets a chance to engage.

If your campaigns, landing pages, or follow-up emails are still written in the tone of last year’s pace, now’s the time to take another look. Remove the friction, add some respect, and keep it human.

If you’re a marketing manager: Revisit ad copy and email nurture flows. Tone down the urgency, and elevate the value.

If you’re a sales leader: Practice pausing in conversations. Invite the hesitation—it’s better than ignoring it.

Shift the Spotlight to Long-Term Value

Uncertainty shrinks the decision window. People zero in on what they can afford right now. That’s natural, but it also narrows the scope of the conversation.

Your role is to reopen it.

What’s the long-term value of the product you’re offering? What peace of mind does it deliver? What infrastructure, livability, or lifestyle will still make sense five years from now?

Build Trust Before You Ask for It

In more cautious markets, the middle of the funnel does the heavy lifting. They need more clarity, not more pressure.

Buyers who would have once visited three model homes and signed quickly now take longer. They need more confidence, not more pressure.

Stay Consistent

Plans change and pricing shifts. What can’t waver is your voice.

The message you send when things are in flux—whether it’s a timeline delay, a missed sales goal, or a pullback in advertising—tells buyers how stable you are. Don’t go silent. Don’t overcorrect. Just stay present.

If you’re managing external communication: Choose brand continuity and accuracy over polish. And when in doubt, say less—just say it consistently.

Strong Brands Lead—Especially in Uncertainty

This isn’t just true in housing.

Chewy Inc. didn’t just survive the early pandemic—it built loyalty by staying steady, fast, and warm when others felt chaotic. Toyota didn’t react wildly in 2008—it reminded people why it remained the most trusted brand. Airbnb didn’t disappear when travel stopped—it shifted its tone and focused on community and safety.

Then there’s Sears—a brand that had time and capital but failed to adapt. It stopped listening, stopped evolving, and, ultimately, lost relevance. When the market changed, so did the customer. Sears didn’t. And the silence was louder than any campaign.

In residential real estate, where the stakes are deeply personal, brand strength is more than marketing—it’s reassurance.

The Takeaway

When markets falter, clarity cuts through. Builders who stay focused will earn trust that moves the needle today and build an advantage for what’s next.

Design For Now, Market To What Homebuyers Are Really Feeling

Republished with permission of The Builder’s Daily, where it was submitted by Barbara Wray and originally published May 14, 2025

What 60 ideas from the IBS stage reveal about how design, messaging, and community can meet today’s buyers where they are — mentally, practically, and with empathy.

Some of the most important signals about what today’s buyers want are showing up in places we don’t always expect—bathroom finishes, the location of the laundry room, even rooftop layouts. They’re subtle, but together they say something big: expectations are shifting, and so is the opportunity to meet them with a design that works harder, feels better, and connects more deeply.

That was the energy behind “60 Design Ideas in 60 Minutes,” a session I co-presented in February at the International Builders’ Show alongside four standout professionals in research, design, architecture, and custom homebuilding, moderated by Lesley McCarthy of Builders Design. The pace was fast, but the ideas were grounded.

What stood out to me most was how each one reflected a broader truth: today’s buyers are navigating a new set of needs, pressures, and possibilities, and the role of design is shifting with them.

Buyers bring their own pressures to the process — economic, emotional, and lifestyle-driven. Homes, communities, and the experiences surrounding them now carry a heavier lift: to offer relief, connection, and clarity in a time that feels anything but simple.

Design trends are speeding up and blending together,” said Mikaela Arroyo, VP at the New Home Trends Institute and chief of staff at John Burns Research and Consulting. “Thanks to social media, everything feels fleeting. But with no clear ‘in’ style, there’s more freedom for people to express themselves however they want.”

That freedom is fueling a more personalized design landscape—one where no single lifestyle or layout defines the standard. And it’s pushing everyone involved, from architects to marketers, to respond with more flexibility, more purpose, and a deeper sense of how people want to feel in the places they call home.

Designing for a Wide Range of Lives

U.S. Census Bureau data shows that non-parent households reached record levels in 2023. This is reshaping who we design for and how their spaces need to function.

Not every household needs a nursery. Many need two offices, a flexible guest suite, or a kitchen that handles more takeout than home-cooked meals. Sometimes, the change is structural. Sometimes, it’s as simple as relocating the laundry room to make mornings smoother.

We’re using dual layouts to give buyers meaningful choices without changing room size or complicating construction,” said Dave Copenhaver, managing partner at BSB Design. “It simplifies construction and enhances lifestyle.”

And that, at the core, is what so many buyers are looking for: not complexity, but consideration.

Connection, Calm, and the Emotional Layer of Design

Wellness has long been trending. But it’s evolving—less a checklist, more a design lens grounded in how people want to feel at home.

Nature-inspired materials are transforming bathrooms into personal retreats,” said Sarah Breen, VP of marketing at CDC Designs. “We’re seeing natural stone, warm wood textures, and earthy tones come together to create a spa-like escape rooted in wellness and simplicity.”

Chris Bolio, regional partner at Alair Homes, has seen it too, as requests for fitness spaces, saunas, and cold plunges become part of the program—not as luxuries, but as lifestyle essentials.

Wellness is the baseline now,” he said. “Buyers are thinking about how a home supports their mental and physical well-being.”

But wellness isn’t only personal. It’s social. The desire for connection is shaping what outdoor living looks like. Rooftop decks. Entertainment-ready patios. Community spaces that don’t feel tacked on, but rather are central to the experience of living well. And master-planned communities designed to bring people together in spaces that suit the lifestyle they’re seeking.

What the Message Needs to Say

One of the points I shared on stage is that the customer experience doesn’t start with the model visit. It starts far earlier, often with a scroll, a search, or another digital first impression of the brand.

The best outcomes happen when the same insight shapes marketing and design: a clear understanding of who the buyer is and what they’re looking for. That’s where the story begins. Every touchpoint should reflect the heart and soul of the brand and affirm to the buyer that they’re in the right place.

Is it about the countertop? Maybe. But more often, it’s about what the space says: We thought about you.

The goal is to create alignment—from the design to the website to the way a sales professional describes the primary suite. When all of it reflects a meaningful, consistent story, buyers feel it. They don’t have to decode the value. They understand it — because it was designed with them in mind, and they can tell.

Designing Places Where People Want to Be

Josh Kassing of Mary Cook Associates said:

It’s not uncommon for builders to seek out the latest ‘silver bullet’ to amenity success.” He added, “Current design and amenity ‘trends’ aren’t really even trends at all. They’re reinventions of existing programs—smarter, more market-specific, and implemented with greater intentionality.”

That point of view isn’t about predicting what’s next. It’s about tuning into the now — how people live, what they prioritize, and how to beautifully design a space (and a buying experience) in ways that continue to matter well beyond move-in day.

The future isn’t a style or a feature set. It’s a mindset — one rooted in real life, shaped by shifting values, and made visible through design choices that say: We see you. We’ve thought about you. You belong here.

Do Homebuilders Waste Money On Marketing No One Trusts?

Republished with permission of The Builder’s Daily, where it was submitted by Barbara Wray and originally published March 28, 2025

To build rapport with buyers, homebuilders need to be upfront, shift from selling to educating, and evolve their marketing strategies. Marketing strategist Barbara Wray shares time- and cycle-tested secrets.

Walk into any homebuilder’s sales office, visit their website, or scroll their social media feeds, and you’ll find a familiar story: beautifully staged homes, well-lit community renderings, and glowing testimonials about a seamless homebuying experience.

But there’s a problem — a big one: Buyers don’t believe it.

In a market where inventory is rising, prices are softening, and interest rates are unpredictable, buyers have taken control. If they don’t trust what they’re being told, they wait. Or walk away.

The homebuying journey has always required a leap of faith, but today’s buyers have more information and higher expectations than ever. And they’re experiencing stress from many sources.

Builders can’t afford to be one of those sources.

That’s where marketing has to evolve. The strategies that worked in a high-demand, low-inventory market don’t resonate the same way today. It’s not about pushing harder—it’s about proving value and earning buyer confidence.

Shift From Selling to Earning Buyer Confidence

Not long ago, demand outpaced supply, and homes sold quickly. Buyers were eager, competition was fierce, and urgency often outweighed skepticism.

But today’s market? Completely different. Buyers aren’t making snap decisions—they’re looking for proof that their investment is sound.

For builders, that presents an opportunity.

This isn’t about abandoning traditional marketing—it’s about enhancing it with transparency and education to stand apart in a way homebuyers recognize and respect.

Four Ways to Build Trust Through Marketing

1. Transparency — From Pricing to Timelines

Buyers appreciate honesty and clarity. Builders can build confidence by acknowledging realities and proactively addressing concerns. Here’s how to shift the message:

• Be upfront about timelines. If a home’s completion date is estimated at 10 months, say so. Setting realistic expectations from the start reduces frustration later.
• Clarify pricing beyond the base model. Buyers want to understand what’s included and where upgrades come into play. A clear breakdown builds trust.
• Show progress, not just vision. Renderings are helpful, but so are real-time updates on homes and anticipated amenities. A mix of both sets the right expectations.

Transparency is the foundation of trust.

2. Shift From Selling to Educating

Today’s buyers are doing their homework. Access to information gives buyers the confidence that ultimately leads to home sales. Build credibility through education with these three steps:

• Create content that addresses known buyer concerns—from the mortgage process to what happens if delays occur.
• Offer behind-the-scenes insights into the homebuilding process. Buyers appreciate understanding what’s happening at every stage.
• Provide interactive tools like pricing estimators and community growth maps to make the experience more transparent.

When marketing becomes a resource, buyers engage more deeply—and that engagement builds trust.

3. Leverage Real Buyer Stories, Not Just Testimonials

Buyers trust other buyers, so integrate real voices into your marketing. While polished testimonials still have their place, buyers today put more weight on candid perspectives from people who have been in their shoes.

• Feature real homeowners in video testimonials that feel natural and unscripted. Let them share what they learned along the way.
• Encourage user-generated content. Many buyers already document their homebuying journey on social media. Builders can highlight these organic moments rather than relying solely on their own messaging.
• Engage with online reviews and feedback. Responding thoughtfully—whether the review is glowing or constructive—demonstrates commitment to customer satisfaction.

Buyers are drawn to brands that embrace authenticity and acknowledge real experiences.

4. Sell the Lifestyle, but Keep It Grounded in Reality

For community messaging to resonate, it must feel real and attainable.

• Use a mix of aspirational and everyday moments. Stunning model photography is great, but so is showing families enjoying a backyard barbecue or a community dog park in action.
• Be clear about what’s here today and what’s coming soon. Buyers appreciate a vision for the future, but they also want to know exactly what will be in place when they move in.

When buyers can picture their real life in a home or community, they feel more confident in making a decision.

Final Thought

If marketing efforts aren’t landing the way they used to, it’s worth asking: Is the challenge visibility or credibility?

Buyers today want to believe. And they need the right reasons to do so. The homebuilders who embrace a more open and engaged approach will be the ones buyers trust when they’re ready to take the next step.

And that’s the kind of marketing that works, no matter the market conditions.

11 Things Homebuilders Need To Know About Placemaking

Republished with permission of The Builder’s Daily, where it was submitted by Barbara Wray and originally published October 29, 2024

Build it and they will come, … but only if you get the story right and then put it in front of the people who will love the place you’ve built.

Placemaking. It’s more than a buzzword; it’s about developing a compelling story that breathes life into a community. It’s the narrative that creates an emotional pull for potential residents. The goal is to help people envision a place where they can live the life they dream of—a place that’s better for them than any other place.

Placemaking is a vital part of designing and executing successful new-home communities. Here are 11 things to keep in mind as you strive to help your community craft its story and make its mark.

Start With Storytelling

Placemaking stories that help buyers envision experiences in your community build emotional connections, and, yes, ultimately help sell homes—faster and at a premium. These stories should capture the quirks and charms of your community that make it unique. Buyers don’t want just any place; they want a place that feels like it was built for them.

Visuals Make the First Impression

Bring the story to life with everyday moments and prospects are prompted to think, “That could be us.” When visuals feel relatable, you’re not just aiming to make people want what you have; you’re giving them the opportunity to envision themselves living the life they want in your community.

Share The Experience

Listing amenities is easy, but it’s the experiences the amenities create that sell. The resort-style pool is a place to swim, but also the backdrop for family memories. The fitness center isn’t just state-of-the-art; it’s where residents balance a healthy lifestyle and meet up with friends. When buyers envision the experiences they can have, the community becomes more than its features—it becomes the place they want to be.

Craft a Sense of Belonging

Words shape perception. “Welcome home” isn’t enough. Frame the community as a place where everyone belongs. They’re not just buying a house; they’re buying into a community that meets and facilitates their need for human connection, safety, wellness, and the life they see for themselves and their family.

Build Buzz With Phased Storytelling

Placemaking is a journey. Roll out the story in phases. Early on, focus on the vision. As development progresses, introduce specific amenities, events, and new neighborhoods. This approach keeps buyers engaged, offering something new at every stage that helps them see their future unfold within the community.

Create Intentional On-Site Experiences

Don’t wait for everything to be built. Hosting events on-site—even when it’s just dirt—gives people a taste of what’s to come. The best way to sell a lifestyle is to let people live it, even briefly.

Kevin Kelley, cofounder of strategy and design firm Shook Kelleyand author of “Irreplaceable: How to Create Extraordinary Places that Bring People Together,” talks about it this way: “Every inch of a place matters. Where do we want people to stand, to look? The senses are involuntary, what do they smell and hear?” He emphasizes, “And what emotion do we want them to feel?” Then, as builders, developers, and marketers, what are we doing at every touchpoint to facilitate that emotional response?

Let Residents Tell the Story

Even prospective residents can become your most compelling storytellers. Take inspiration from Kelley’s approach with Harley-Davidson. The strategy was simple yet impactful: capture a Polaroid of the prospective owner on the motorcycle and send them home with that snapshot. Then, take another instant photo when they buy, adding it to an ever-growing wall of proof-point smiles. These images provide a tangible vision for future buyers—a glimpse of themselves living their dream, finding their community, and truly fitting in.

Expand the Story Beyond Your Gates

Placemaking isn’t just about your development; it extends into the broader lifestyle. Highlight connections to nearby attractions, local businesses, schools, and cultural spots. Positioning your community as part of a vibrant local ecosystem tells prospects they’re buying into a lifestyle that’s bigger than just what’s inside the gates.

Listen, Adapt, and Stay Relevant

Marketing for placemaking isn’t a set-it-and-forget-it endeavor. It’s important to continuously listen, measure, and refine messaging. Communities evolve, and so should the community’s marketing efforts and messaging.

Differentiate by Showcasing What’s Unique

In a market full of developments, highlight what sets your community apart. Is it the development’s walkable town center? The weekend farmer’s market? A partnership with local artisans? By shining a light on what makes your community one-of-a-kind, you’re now offering a living experience that prospects can’t find elsewhere.

… and last, but not least…

It’s Always About the Buyer

When it comes to placemaking, it’s important to remember that it’s always about the buyer. It all comes down to their experience and how they feel about it, beginning with their first impressions—online and on-site—and every day going forward.

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Wray Of Light: Here’s How To Keep Pace As Headwinds Stiffen

Republished with permission of The Builder’s Daily, where it was submitted by Barbara Wray and originally published July 26, 2024

More than four out of five consumers think it’s a bad time to buy a home; here are seven strategies builders and developers can deploy as a more effective marketing plan to win sales.

Here’s the bad news: More than 80% of consumers believe it’s a bad time to buy a home, according to the latest Fannie Mae Home Purchase Sentiment Index. The good news? Builders and developers who focus on strategies to boost consumer confidence have a significant competitive opportunity to make sales in this market.

Let’s explore some marketing strategies that can help:

Lead With Empathy

First, seek to understand the person who wants to buy a home. Despite concerns about interest rates, pricing, their capacity to afford to purchase, and fearing this is overall a bad time to buy, that person is still shopping. The better you can understand what they’re grappling with, and what they care about, the more effective you can be in becoming their trusted partner in making their move.

Evaluate Digital First

Nearly every homebuyer begins their journey online. Your digital presence must be impeccable, attention-getting, easy to navigate, and consistent across all platforms, but, most importantly, it needs to earn trust.

• Social Media: Capture their attention during the early phase of their shopping with relevant, strategically crafted social content that’s helpful, reassuring, and transparent about the homebuying process. But don’t stop there—skilled community management introduces people to the relationship they can expect with your brand. Be sure it reflects your values and service commitment or you’ll lose buyers at this step.
• Content Strategy: Eye-catching imagery and high-impact copy, along with a wealth of useful and easy-to-access resources, will keep them engaged on your website when they’re in the shopping mindset. Aim to increase time onsite over the next three to six months.

Connect With Storytelling

An emotional connection moves people to action and keeps them motivated through waning confidence or doubt. In your content, marketing collateral, and conversations, inspire people to begin crafting stories for themselves of living the life they want to live in your homes and communities.

When your brand consistently shares a lifestyle story that resonates with the people who will appreciate your offering, you’re ahead of the brands that beat the “Hurry, it’s the right time to buy” drum. Yes, the numbers need to work, but you’re far more likely to lose them if the connection isn’t there, so find the common ground.

Embrace Transparency

Authenticity is crucial for today’s homebuyers–and crucial for builders who want to earn their business. The more transparent the better, especially around the biggest pain points. Offer information and resources through workshops and webinars with a goal of converting attendees to sales appointments.

• Cost Calculator: Offer an interactive cost calculator on your website to break down home prices, and connect buyers to a mortgage calculator through your preferred lender.
• Educational Opportunities: Host workshops or webinars on topics like “What You Really Need to Know About Today’s New-Home Buying Costs.”
• Partner Transparency: Launch a “Meet Our Partners” campaign to showcase your partners, including lenders, architects, and design professionals.

Demonstrate Value

Highlight the potential long-term value and stability of new homeownership, as well as being a resident in your community. Doing this effectively may mean reduced time from first contact to contract signing.

• Comparison Tools: Develop tools showing the cost of renting vs. buying over time, or the benefits of buying new over resale.
• Energy Efficiencies: Underscore the lowered overall cost of ownership when energy-efficient features and potential utility savings are factored in.
• Financial Consultations: Partner with financial advisers to offer free consultations.
• Leverage Partnerships: Negotiate with local businesses to provide your residents with savings on memberships, goods, or services.

 Identify Micro Influencers

Leverage trusted voices to amplify your message. Track the data and aim for an increase in influencer-driven leads to your pipeline.

• Real Estate Influencers: Collaborate with real estate agents for authentic reviews and tours, perhaps offering them sneak preview prioritization.
• Home Design Influencers: Showcase customization options, how to maximize small spaces, kids’ rooms design, and other ideas tied to your plans.
• Financial Influencers: Discuss the benefits of new construction, tips for saving for a down payment, how to organize home finances, etc.
• Small Businesses: Incorporate locally visible restaurateurs, musicians, and other resources for events and expand your reach to their audiences as well.

Produce Meaningful Testimonials
Leverage the power of social proof by sharing positive experiences from satisfied homeowners.

• Video Testimonials: Create short videos featuring homeowners sharing their positive experiences and the benefits of their new homes.
• Online Reviews: Encourage satisfied customers to leave reviews on platforms like Google, Yelp, and social media.

While fewer discretionary buyers are in the market right now for various confidence-draining reasons, life changes and growth mindsets still motivate a core cohort of people to move. Builders and developers who openly address and allay key concerns will earn buyer trust, restore confidence, and win sales.

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To Add To Your Share of 2024 Homebuyers, Start Here

Republished with permission of The Builder’s Daily, where it was submitted by Barbara Wray and originally published April 10, 2024

Earning customers’ trust and confidence starts with a consistent and focused marketing strategy.

Your prospective homebuyers are narrowing the field before they even let you know they’re looking. At this point in their journey, their experience of your brand rests on one thing: Your marketing.

Of recent homebuyers, 100% used the internet at some point in their home search process. This means that based on the websites, social media, advertising, and other marketing in front of them, they’re deciding if your brand makes it to their shortlist.

Let’s make sure it does.

Your brand must outshine the competition. It needs to pique the curiosity of the people who will love your offering and nurture them toward the next steps in the homebuying journey. Your marketing must earn your customers’ trust and confidence from the first brand encounter.

A customer-centric marketing strategy that incorporates the following steps will go a long way in setting you up for sales success:

Know your customer.
Revisit research you’ve invested in. Talk with people who have recently purchased in your communities, and those who did not. Learn about their specific experience and what they think of your brand. Tap sales teams for insights. The better you understand your customers, the more on-point and powerful your messaging can be.

Go beyond demographic data to understand attitudes and motivations, and let that inform your positioning.

Revisit the strategy.
Does your marketing reflect brand guidelines? Do activities align with the overall marketing plan? Make sure you’re still firmly anchored in your marketing strategies, or adjust either the strategies or the work.

What’s performing and what’s not? To maximize the selling season, reevaluate the budget for what you need and where you need it. Where do your customers spend their time, and are there other platforms or approaches you might consider?

Evaluate every touchpoint.
Today’s homebuyer is making a significant financial decision. If you lose their trust or disappoint them at any step in the process, you lose them. While we can’t control everything about their journey, we can create a clear path that builds confidence and trust along the way.

Review social media, search ads, websites, emails, and every other touchpoint to identify opportunities to improve the connection. Ensure helpful resources and information (especially concerning financing and the buying process) are readily available.

Audit the website. 
What’s the customer’s first impression? Is it easy to find plans and pricing? Are floor plans and photography fresh and up-to-date? When was the homepage copy updated? It’s time to retire anything that isn’t eye-catching, inspiring, and undeniably going to hold your next customers’ interest.

Also check links, load time, update plug-ins, and otherwise maintain the site.

Zhuzh your look. 
Replace outdated photos and videos with fresh visual assets for your website, social media, emails, and other marketing needs. If you’re hosting events, hire a photographer to capture residents enjoying life in the community. Inventory aerial videos, amenity center and model home walk-throughs, new model photography, lifestyle photography, etc., and make a prioritized plan to update as appropriate. Get both horizontal and vertical imagery, so you can customize per platform.

Be consistent. 
Continuity counts, and social media is no exception. Compare the brand presence on your social pages to your website and other marketing and advertising. Are logos and colors the same? How about descriptions and links, photography, messaging, and voice? While a brand may take a more casual approach on social media, it should still be clear to the customer that they’re interacting with the same brand. Any disconnect there, and trust can take a hit.

Real buyers ask real questions on social media. Do you have a consistent, professional approach to responding?

Ensure on-site success. 
Will the address on the website and wayfinding signage get them where they need to be without issue? The all-important exchange with the sales professional aside, how’s the welcome center or sales office experience? Is the space welcoming and comfortable, and are brochures and other materials stocked and current? What new collateral might help the sales team be more effective? Walk the community and every model with the critical eye of a prospective homebuyer, noting anything you might improve.

Study the competition. 
Shop them online and on-site. These insights will help you better understand your buyers’ perspective when they compare other communities with yours.

Invest in yourself. 
Podcasts, webinars, and other online resources make it easy to learn. Network with industry professionals—in person or on LinkedIn. They need to solve some of the same issues you do. People in this industry tend to be helpful. Got questions? Just ask.

Can we help? Please reach out to Barbara Wray at barbara@wickmarketing.com or (512) 564-4289.