All too often in the homebuying process, sales people take the rather passive role of either answering questions or stating facts, like how much HOA dues are and what incentives are available. However, the process of buying a new home is as much an emotional decision as it is a logical decision. Here are some "engagement tools" for creating an emotional tie to your homes with homebuyers.
- Start with your Internet presence. Does your webpage copy engage the homebuyer and virtually inspire that anticipation of ownership? Let consumers know what kind of experience they will have owning one of your homes. Tell them what sets your homes apart from your competitor's.
- Use real-life testimonials. Let your most satisfied customers speak for you and tell their own story. Consumers tend to trust the opinions of fellow consumers more than they trust your ad copy.
- Provide Interactive Floor Plans to bring the consumer further into their attachment to your homes. Interactive floor plans allow the consumer to refine and perfect their ideal home based on the plans and options you provide. The more you can have them thinking "this is my home" the better.
- New home and new home community videos are also wonderful tools for inspiring an emotional response in the home buying process. What better way to virtually place your site's users into your homes or communities than through video? Use a professional video production company to help you create the right atmosphere, embed just the right music, and capture the most eye-catching image stills and video.
- Use the best practices for web usability to provide as much information as possible to your users in an eye-catching and appealing way. Remember, buyers in today's market do all of their research online before they ever visit your model.
- Real-World follow-through. Carry your efforts for creating an emotional attachment to your homes into real-world tours of your model homes. Use language that reminds the home buyer of the experience they "will have" in their new home. Keep your on-site sales staff enthusiastic and motivated. Remember, nothing is more contagious than emotion.
If you use these few "feel good" tools, you'll create an experience for the homebuyer long before you start discussing pricing and lot selection. Get those buyers involved emotionally first, and the sale is made.
Please feel free to contact your BHI representative for further information on what we can do to help you.
Chad Bria
480-370-3141
cbria@builderhomesite.com
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Chad Bria has been in the Internet technology new home builder sector for over ten years, helping builders, ranging from custom home builders to "Builder 100" clients nationwide, with their Internet presence.
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