For years, advertising creative has been designed to break through the clutter and catch the consumers attention. From teaser campaigns, shock value and high-graphic flash ads, advertisers have pulled out all the stops to reach new consumers. As Seth Godin says in "The CRM Gap," they're treating their online prospect like targets rather than potential valued customers.
But in the online world the consumer has control. We've seen this for years, and as a result of this, advertisers have been revising their online marketing to cater to the consumer's needs. Display ads accomplish this by tapping into user searches and assisting in the search process.
On NewHomeSource we've consistently seen Display Ads that help narrow and refine the consumer search outperform other more promotion-driven campaigns. Why? Because when consumers visit NewHomeSource, they're at the beginning of the purchasing process. They're shopping and gathering information, learning about plans and looking at models. Banners that provide a range of communities and their price help refine the consumer search and drive more traffic to the builder's website. Consider Display ads as the digital billboard directing consumers to your homes. The creative should be simple, direct and meet an expectation.
In addition to a high click-through rate, these banners have ancillary benefits -- most notably a consistent message and ease of implementation. Creative that advertises a community is relevant for the life of a community. Unlike weekend sales events that must continually be produced, updated and switched out, the community creative provides a steady undercurrent driving traffic. The hard sell campaign has its place but should used in addition to, not replace, a campaign that has proven effective.
For more information on how you can take advantage of Display Advertising, contact Thane Tennison, Ad Operations Manager for NewHomeSource at 866-651-8868 or at ttennison@builderhomesite.com.
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