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Marketing Strategy ,[object Object],[object Object]
Introduction ,[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object]
Part I - Research ,[object Object],[object Object],[object Object],[object Object]
Define the Asset Hunters Knoll: A single family community with spacious lots Growing Varina location Custom homes for move up buyers What else?
Define the Prospects Pricing in the $200,000s = affordable financing 4-5 Bedrooms Open or formal plans 2 car garages Perfect for young or growing families
Define the Competition
Define the Competition Study your competition’s:  target audience & marketing floor plans price points  standard features upgrade and change fees determine where you might be at  a disadvantage by doing a...
S.W.O.T.  analysis ,[object Object],[object Object],[object Object],[object Object]
What is the U.S.P.? What does Hunters Knoll have that no other new home communities in the Richmond area have? Differentiate your development from the competition.
“ ...a strategic approach to market research and analysis will equip you with the insight — and just as importantly, the confidence — you need to accomplish your goals and navigate through a difficult housing market.” -David Rice, New Home Star Market Research
Communicate your findings in your marketing
Part II - Traditional Marketing ,[object Object],[object Object],[object Object],[object Object]
Community Appearance & Signage ,[object Object],[object Object],[object Object]
Direct Marketing ,[object Object],[object Object],[object Object]
Events ,[object Object],[object Object]
Print & Traditional Media ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
“ When asked where they first learned about the home purchased,  36 percent of buyers said a real estate agent; 36 percent the Internet; 12 percent from yard signs ; 6 percent from a friend, neighbor or relative; 5 percent home builders; 2 percent a print or newspaper ad; 2 percent directly from the seller; and less than 1 percent a home book or magazine.” -Nov. 2009 NAR Press Release
Part III - New Marketing ,[object Object],[object Object],[object Object],[object Object]
Website & Blogs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
 
Other web presence ,[object Object],[object Object],[object Object],[object Object],[object Object]
NewHomeGuide.com NewHomeDirectory.com AmericanHomeGuides.com
Direct eMarketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
www.youtube.com/watch?v=sIFYPQjYhv8
Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
“ Social media is now a  ‘how’  question for businesses, not an "if." Most brands have moved beyond the internal debate of if they should be involved in social media or not, and are moving on to consider how they will approach it. The early adopters have earned their early lead, but it might surprise you how quickly brands that started a little slow are catching up.” -Andy Sernovitz, SocialMedia.org
“ The biggest value that we have seen from social media is primarily through media and REALTOR® relations...” -Steve Shoemaker, director of marketing, Ideal Homes in Oklahoma “ Like any marketing tool, Twitter [and social media] will only pay off with an investment of time and effort.  As the sites’ influence grows and more users participate, the potential for reaching home buyers, REALTORS® and media through [social media] only increases.” -Carol Ruiz, Vice President of PE at red rocket LA
Online Video ,[object Object],[object Object],[object Object],[object Object],[object Object]
What makes good content for online video and social media? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Resources Provided ,[object Object],[object Object],[object Object],[object Object],[object Object]
Part IV - Questions

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Midview Management's Hunters Knoll Marketing Strategy

  • 1.
  • 2.
  • 3.
  • 4.
  • 5. Define the Asset Hunters Knoll: A single family community with spacious lots Growing Varina location Custom homes for move up buyers What else?
  • 6. Define the Prospects Pricing in the $200,000s = affordable financing 4-5 Bedrooms Open or formal plans 2 car garages Perfect for young or growing families
  • 8. Define the Competition Study your competition’s: target audience & marketing floor plans price points standard features upgrade and change fees determine where you might be at a disadvantage by doing a...
  • 9.
  • 10. What is the U.S.P.? What does Hunters Knoll have that no other new home communities in the Richmond area have? Differentiate your development from the competition.
  • 11. “ ...a strategic approach to market research and analysis will equip you with the insight — and just as importantly, the confidence — you need to accomplish your goals and navigate through a difficult housing market.” -David Rice, New Home Star Market Research
  • 12. Communicate your findings in your marketing
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.  
  • 19. “ When asked where they first learned about the home purchased, 36 percent of buyers said a real estate agent; 36 percent the Internet; 12 percent from yard signs ; 6 percent from a friend, neighbor or relative; 5 percent home builders; 2 percent a print or newspaper ad; 2 percent directly from the seller; and less than 1 percent a home book or magazine.” -Nov. 2009 NAR Press Release
  • 20.
  • 21.
  • 22.  
  • 23.  
  • 24.  
  • 25.  
  • 26.  
  • 27.
  • 29.
  • 30.  
  • 32.
  • 33.  
  • 34. “ Social media is now a ‘how’ question for businesses, not an "if." Most brands have moved beyond the internal debate of if they should be involved in social media or not, and are moving on to consider how they will approach it. The early adopters have earned their early lead, but it might surprise you how quickly brands that started a little slow are catching up.” -Andy Sernovitz, SocialMedia.org
  • 35. “ The biggest value that we have seen from social media is primarily through media and REALTOR® relations...” -Steve Shoemaker, director of marketing, Ideal Homes in Oklahoma “ Like any marketing tool, Twitter [and social media] will only pay off with an investment of time and effort. As the sites’ influence grows and more users participate, the potential for reaching home buyers, REALTORS® and media through [social media] only increases.” -Carol Ruiz, Vice President of PE at red rocket LA
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  • 39. Part IV - Questions