Q: How should builders adapt their messaging in the midst of the COVID climate?
SS: Home builders need to think about the specific benefits for someone deciding to buy a home right now. Inform people on the facts and explain the clear advantages of building a home in the current climate.
Simply writing ‘we’re still open for business’ on your website isn’t enough. It’s better than nothing, but you need to provide extra information. Make sure the entire sales funnel is redesigned to answer any questions a prospect might have: how are you maintaining a COVID-safe building environment? What are some of the successful builds you’re tackling right now?
Q: How important is adaptation to the market for home builders?
SS: The home building market is one where things change from quarter to quarter, depending on changes to government policy, available land, the economy and so many more factors.
In order to adapt, home builders need to be fluid, learning and informing clients about grants and other offers as soon as they become available. If the government decides to offer a new grant, you need to ensure that you have the details clients want to know front and centre of your marketing messaging because it’s going to pull a lot more buyers in.
This goes beyond COVID-19: you should always stay up-to-date on the shifts in the market and adapt your messaging to reflect them. Whether it’s a deposit scheme, a new grant or a pandemic, your messaging should always be both attractive and relevant to the marketplace.