As seen at IBS 2019: Two industry-leading experts Robert Cowes and Dave Miles provide a step-by-step guide for creating a foolproof marketing plan that combines the engaging power of the creative right and the data-driven approach of the analytical left.

1. Essential Elements &
Execution of a Comprehensive
Right Brain/Left Brain
Marketing Plan

2. Meet Your Speakers
SmartTouch® Interactive
Robert Cowes
@smarttouchint
David Miles
Milesbrand
@MilesBrandDNA

3. Session Description
Your psychology class likely taught you that a “left-brained”
personality is one who is more analytical and organized, while
someone “right-brained” is more imaginative and creative. Does
your marketing make the mistake of appealing to only one or the
other? Different styles and messages appeal to these unique
personality types, therefore, it’s critical that you build a
comprehensive marketing program that will resonate with both. In
this session, learn from two industry-leading experts as they provide
a step-by-step guide for creating a foolproof marketing plan that
combines the engaging power of the creative right and the data-
driven approach of the analytical left.

4. • Learn which marketing channels work best for
both personality types and why.
• Identify ideal messaging and possible buyer
pain points.
• Learn the equations to calculate and predict leads,
tours, and sales.
• Learn how to build a holistic marketing plan from pre-
sales to launch.

5. The material in this education session has not been reviewed, approved, or endorsed
by the National Association of Home Builders (NAHB). The topics discussed and the
materials provided herein are for informational purposes only, are not intended to be
an exhaustive presentation of information on a particular subject, and should not be
treated as such. The speaker or speakers are not acting on behalf of or at the
direction of NAHB.
NAHB specifically disclaims any liability, loss or risk, personal or otherwise, which
may be incurred as a consequence, directly or indirectly, in the use or application of
any of the materials presented in this or any other education session presented as
part of the International Builders Show®.
NAHB Disclosure

6. Credit(s) earned on completion of this course will be reported to AIA CES for AIA
members upon completion of the AIA/CES Session Participation Forms found in the
back of this session room and online at BuildersShow.com. Certificates of Completion
for both AIA members and non-AIA members are available upon request.
This course is registered with AIA CES for continuing professional education. As
such, it does not include content that may be deemed or construed to be an approval
or endorsement by the AIA of any material of construction or any method or manner
of handling, using, distributing, or dealing in any material or product.
American Institute of Architects (AIA)
Continuing Professional Education

7. “The brain is the most complex thing we
have yet discovered in our universe.”
– James Watson, Nobel Prize winner for helping to discover DNA

8. “My second
favorite organ.”
– Woody Allen

9. LEFT HEMISPHERE
• Sequential, logical,
and analytical
• Controls the right
side of the body
• Is “a thousand words”
• Specializes in text
• Analyzes the
details
RIGHT HEMISPHERE
• Nonlinear, intuitive,
and holistic
• Controls the left side
of the body
• Is “a picture”
• Specializes in
context
• Synthesizes the
big picture

10. Motivate with emotion.
Persuade/Justify with logic.

11. Top 5 Brands in the World

12. LOGIC
A Perception
of Certainty
EMOTION
A Perception
of Uncertainty

13. LOGIC
The Tactical
Elements of
The Plan
EMOTION
Addresses
Needs, Wants,
and Desires

14. LOGIC
Management
(and Sales)
EMOTION
Marketing

15. LOGIC
Eyes
&
Ears
EMOTION
Heart
&
Soul

16. LUXURY GOODS:
Feelings of Self-worth, Acceptance, Status

17. COMMUNICATION DEVICES:
Connection to Friends, Family, and a Broader Network of People

18. ATHLETIC BRANDS:
Inspire Competition, Challenge, Achievement

19. PERFUME, COLOGNE AND LINGERIE:
Emotions Related to Love, Relationships, and Sexual Desires

20. NEW HOMES:
Emotional Bond with Family, Safety, Security

21. So, how do we combine both logic and emotion
into a great marketing plan?

22. LOGIC
The Tactical
Elements of
The Plan

23. • Establish Sales and Revenue Goal
• 0.5 – 2% on Marketing
• Establish Conversion Metrics
• Forecast
• Lead Engagements
• Tours
• Sales
• Expected Cost per Transaction
Predicting results before you start.
Methodology of Predictive
Performance Modeling

24. Average Sales Price $450,000
Total Estimated Sales 100
Estimated Gross Sales Revenue $45,000,000
% of Sales .89%
Total Spent on Marketing $400,000*
*Does not consider model home expenses, operating headcount, or realtor commissions.
Predicted Results
from 1% of Gross Revenue
How Do We Get There?

25. PREDICTIONS
Operation
Expenses
Lead
Generation
Expenses
In Every Plan…

26. MARKETING
OPERATING
EXPENSES
SNAPSHOT

27. MARKETING OPERATING EXPENSES
Examples

28. LEAD GEN
EXPENSES
SNAPSHOT

29. LEAD GEN EXPENSES
Examples

30. PREDICTIONS
SNAPSHOT

31. Lead to Tour
20%
2,659
Engagements
Tours to Sales
15%
676
Tours
100
Sales
100
Homes
PREDICTIONS

32. $223,000
/
2,659
Engagements
CPE
$61
$223,000
/
676 Tours
CPT
$330
$223,000
/
100 Sales
CPS
$2,234
100
Homes
PREDICTIONS
(based off efficiency)
*$400,000 Annual Budget | $223,000 Lead Gen Expenses | $176,000 Content & Marketing Operating Expenses
**Example formula and pricing based on new community being launched in the market and first year goals.

33. *Does not consider model home expenses, operating headcount, or realtor commissions.
Predicted Results | Approx. 1% of Gross Revenue
Average Sales Price $450,000
Total Estimated Sales 100
Estimated Gross Sales Revenue $45,000,000
% of Sales .89%
Total Spent on Marketing $400,000*

34. Recap:
1) Establish sales and revenue goals.
2) Establish % of marketing budget.
3) Apply conversion metrics based on capture rates.
• If you don’t have that data, industry benchmarks for
Engagements to Tours is 20%.
• And depending on market demand 10-15%
for Tours to Sales.

35. EMOTION
Addresses
the buyers
needs, wants,
and desires

36. CUSTOMER MOTIVATION:
People Shop for Goods and Services to Satisfy a Need, Want, or Desire

37. STATUS
QUO
LOOSENING
OF STATUS
QUO
VISIT
COMMUNITIES COMMITTING
TO CHANGE
EXPLORING
OPTIONS
COMPARISONSTEP
BACK
NARROWING
OPTIONS
MAKE
SELECTION
ExternalTrigger
InternalTrigger
llllllll
llllll
llllllll
llll
THE CUSTOMER
JOURNEY
EXPERIENCE

38. The Four Elements of a Marketing Plan
LEAD GENERATION
SALES CONVERSION
YOUR
WEBSITE
SALES
CENTER
DIGITAL
STRATEGY
REALTOR
STRATEGY
MEDIA
STRATEGY
REFERRAL
STRATEGY

39. The Digital Strategy
ANALYT
ICS
> > > > > > > > > > > >
>>>>>>>>>>>>>
>>>>>>>>>>>>>>
>>>>>>>>>
Real Estate
Information
Portals
Email
Marketing
Digital
Display
Social
Media
Website
SEO
SEM
EMAILRETA
RGETING
SEA RCH RETA RGETING
SITE RETA RGETING
SOCIALRETARGETING
RETARGETING

40. Lead Generation Funnel

41. WHAT METRICS DO YOU USE
TO DEFINE SUCCESS?

42. Engagements
Tours
Sales
KPIs for
Overall Plan

43. Engagements
• Registrations
(Online & Onsite)
• Calls
• Driving Directions
Tours
Sales
KPIs for
Marketing

44. Engagements
• Registrations
(Online & Onsite)
• Calls
• Driving Directions
Tours
• Converts lead
engagements to
appointments
• Lead to Tour
Conversions
Sales
• Tours to Sales
Conversions
• Contracts to
Closings
KPIs for
Sales

45. Enabling Tracking of KPIs
Ø Google AnalyticsØ CRM Ø Google My Business

46. Enabling Tracking of KPIs by Source (CRM)

47. Enabling Tracking of KPIs by Source (CRM)

48. Enabling Tracking of KPIs by Source (CRM)

49. Enabling Tracking of KPIs by Source (Analytics)

50. Enabling Tracking of KPIs: Events/Actions

51. Enabling Tracking of KPIs: Events/Actions

52. Enabling Tracking of KPIs: Business Listing

53. Enabling Tracking of KPIs: Business Listing

54. Case Study: Predictive Model in Practice
Tres Lagos, Master Planned Community, McAllen, TX

55. Tres Lagos, Acre Master-Planned Community
in McAllen, Texas
2,500
Acres
5,000
Homes
25 Year
Build-Out

56. 1. Whisper Campaign & List Building
2. Pre-Grand Opening
3. Grand Opening Weekend
4. Post Launch Momentum
Tres Lagos Predictive
Model in Practice
(Q2/2016 – Launch Q3/2017)

57. Whisper Campaign
• When: Starts at least a year before Grand Opening (Q2/2016)
• What: List Building
• Where:
Landing
Page
Signage
Search &
Display
Social
Media
Pages
Facebook
Ads
Realtor
Emails
• Why: Stir interest, build a list, build a following

58. Campaign Examples

59. Expert Tip #1:
“A goal without a plan is just a wish.”

60. • When: 6 months before Grand Opening (Q2/2017)
• What: Share updates and add layers to your program
• Where:
Pre-Grand Opening
• Why: Generates awareness around the grand opening weekend, nurture
leads from listing building stage, gains momentum for the event
Landing
Page Signage
Search &
Display
Social
Media
Pages
Facebook
Ads
Realtor
Emails
Buyer
Emails
SEO Media Buys Listing Sites
Reservation
Program

61. Campaign Examples

62. Expert Tip #2:
Your list building and nurturing strategy
is what builds interest and advances shoppers
to buyers through the grand opening.

63. • When: 1-2 months before (Q3/2017)
• What: Heavy promotions
• Where:
Grand Opening Weekend
• Why: Gather RSVPs to gage turnout, build relationships
with Realtors, pre-sales
Landing
Page Signage
Search &
Display
Social
Media
Page
Facebook
Ads
Realtor
Emails
Buyer
Emails SEO Media Buys Listing Sites
Reservation
Program Print Event

64. Campaign Examples

65. Expert Tip #3:
Specify your goals and you will hit them.
For instance, “Our goal is to presell 60 homes.”

66. Grand Opening Weekend
120 Homes Pre-sold2000 Attendees1000+ Pre-Registered

67. Predictions for 2017
Grand
Opening
Year
$97,500
Marketing
Budget*
1,800
Engagements
424 Tours
64 Homes
Sold
*Does not include community events

68. Grand
Opening
Year
$97,500
Marketing
Budget*
7,247
Engagements 1120 Tours
145 Homes
Sold
Actual Results for 2017
*Does not include community events

69. Predictions for 2018
Year 1
After
Grand
Opening
$357,000
Marketing
Budget*
3,116
Engagements 640 Tours
96 Homes
Sold
*Does not include community events

70. Actual Results for 2018
Year 1
After
Grand
Opening
$357,000
Marketing
Budget*
12,524
Engagements 1,313 Tours
127 Homes
Sold
*Does not include community events

71. CASE STUDY:
True Homes “Boost & Bridge” Campaign

72. Creative Brief Outline
• Builder Overview
• Brand Promise
• Goals & Objectives
• Problems To Be Solved
• Target Audience/
Customer Profile
• Competitive Profile
• Key Benefit
• Strategy
• Creative Request
CASE STUDY: True Homes “Boost & Bridge” Campaign

73. Overview
This marketing program is called the “Boost and Bridge” strategy.
• “Boost’ stands for boosting sales in Charlotte during the
first 4 months in order to sell 500-600 homes.
• “Bridge” stands for creating market-wide awareness for True Homes as
the value leader in Charlotte in order to fuel or “Bridge” sales into 2020.
CASE STUDY: True Homes “Boost & Bridge” Campaign

74. Overview: Builder Profile
True Homes is the largest builder in Charlotte and also builds
in 4 other markets in North and South Carolina:
• The Triad: consisting of Greensboro, Winston-Salem and High Point
• Raleigh
• Charleston
• Coastal
CASE STUDY: True Homes “Boost & Bridge” Campaign

75. Overview: Builder Profile
True Homes offers 5 new home collections in Charlotte:
• Integrity Collection: From the mid $100s 1,253 to 2,642 sq. ft.
• Elements Collection: From the mid $100s 1,150 to 4,326 sq. ft.
• Traditions Collection: From the mid $200s 1,944 to 4,585 sq. ft.
• Uptown Collection: From the low $300s 2,244 to 3,871 sq. ft.
• Tribute Collection: From the mid $100s 1,253 to 3,882 sq. ft.
CASE STUDY: True Homes “Boost & Bridge” Campaign

76. Brand Promise
True Homes: It’s All About You
CASE STUDY: True Homes “Boost & Bridge” Campaign

77. Goals & Objectives
2019 Sales Goal:
• 1800 total sales – all 5 markets
• BOOST: Sell 500-600 homes in Charlotte by April 30, 2019
• BRIDGE: Create market-wide awareness for True Homes as the
affordability leader in Charlotte to help build sales momentum into 2020
CASE STUDY: True Homes “Boost & Bridge” Campaign

78. Problems To Be Solved
• How do we create market-wide awareness with renters who
would like to own?
• How do we convince renters to take action and learn more
about True Homes?
CASE STUDY: True Homes “Boost & Bridge” Campaign

79. CASE STUDY: True Homes “Boost & Bridge” Campaign
Target Audience/Customer Profile
• Budget conscious renters who are savvy enough to know
that owning is better than renting.
• Monthly payment is the key to this buyer.

80. Competitive Profile
• Maintenance-free apartment living with nice amenities
• Resale homes
CASE STUDY: True Homes “Boost & Bridge” Campaign

81. Key Benefit
“True Affordability”
Low payments with
no-money-down options.
=
CASE STUDY: True Homes “Boost & Bridge” Campaign

82. Strategy
Capture people’s attention
with an unexpected, creative and
fun radio and TV campaign.
CASE STUDY: True Homes “Boost & Bridge” Campaign

83. Creative Request
• Campaign Ideation for two :30 TV spots and two to three
:30 radio spots
• Deliverables: One or two sentence idea write-ups and scripts
expressing the strategy.
CASE STUDY: True Homes “Boost & Bridge” Campaign

84. 2019 Media Buy
Week commencing Monday
31 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22
Charlotte: A25-54
Television :30 Spots 200 200 200
- All Dayparts / 30% PT/SP
Traditional Radio (:60's) 200 150 200 150 200 150
January March ApirlFebruary
CASE STUDY: True Homes “Boost & Bridge” Campaign

85. CREATIVE EXECUTION:
2018

86. The material in this education session has not been reviewed, approved, or endorsed
by the National Association of Home Builders (NAHB). The topics discussed and the
materials provided herein are for informational purposes only, are not intended to be
an exhaustive presentation of information on a particular subject, and should not be
treated as such. The speaker or speakers are not acting on behalf of or at the
direction of NAHB.
NAHB specifically disclaims any liability, loss or risk, personal or otherwise, which
may be incurred as a consequence, directly or indirectly, in the use or application of
any of the materials presented in this or any other education session presented as
part of the International Builders Show®.
NAHB Disclosure
[Television Spot 2018]

87. CREATIVE EXECUTION:
2019

88. [Television Spot 2019]

89. [Television Spot (2) 2019]

90. Results: Sales YTD Monthly
CASE STUDY: True Homes “Boost & Bridge” Campaign
BUDGET ACTUAL TOTAL
TRUE HOMES CORPORATE 159 209 50
BUDGET ACTUAL TOTAL
CHARLOTTE NORTH 35 35 0
CHARLOTTE WEST 33 66 33
CHARLOTTE SOUTH 23 42 19
ON YOUR LOT 4 7 3
TRIAD 27 38 11
COASTAL 5 3 -2
CHARLESTON 12 2 -10
RALEIGH 20 15 -5
HOUSE/OTHER 0 1 1
TRUE HOMES CORPORATE 159 209 50
BUDGET ACTUAL TOTAL
INTERNET SALES TEAM 60 78 18
JANUARY
JANUARY
JANUARY
BUDGET:
159
ACTUAL:
209
TOTAL:
50

91. Speaker Contact Information
SmartTouch® Interactive
Robert Cowes
rcowes@smarttouchinteractive
@smarttouchint
David Miles
Milesbrand
dave@milesbrand.com
Mobile: 303.880.2531