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Scott Sanders presents on Branding, Marketing, and Feels for what embodies BrightLeaf Homes. Learn more about BrightLeaf at: https://www.mybrightleafhome.com/
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- 1. Location, Location, Location Branding, Marketing, Feels Scott Sanders President and CEO
Notes de l'éditeur
- About me; CM degree from Illinois State, worked for Centex Homes in Chicago, NVR in DC, non profit weatherization organization back in Chicago doing energy audits and retrofits to low income housing
- Little about the team at BrightLeaf; there are 8 of us in the office plus an intern. We closed 4 homes in 2016, 12 this year, and are already on track for 24-30 in 2018. We’re professional construction managers and don’t have any trades on staff
- Build all residential, single family custom and semi custom. All infill sites. Partnerships with other developers on single family and multi family projects including apartments and townhomes.
- No, not actually any explicit content but the next 5 minutes applies to my view of my market only. Just trying to share and hope you pick at least two things out of it you can apply
- 143,000 companies classified as single family construction. Slow innovation, calling this what it is, a bunch of old white guys in pickup trucks
- Throw a bunch of sticks on the ground, let them get wet and muddy, and then nail them together.
- Progressive companies, Dwell magazine, Houzz, pinterest, appeal to innovators. All of that will become mainstream but what do we do now. Try to appeal too early adopters and early majority
- A psychologist named Barry Schwartz wrote a book in 2009 titled the Paradox of choice. He argued that consumers often become more dissatisfied the more choices are offered. Lets stop and think about home many decisions normally are made for a custom home. too confusing, too many directions to go. Need to simplify.
- After reading that book and a bunch of others about sales and marketing, and innovation in everything EXCEPT the home building industry; we got to thinking; how do we differentiate ourselves, and how do we make our lives and the clients lives easier?
- and we offer 3 sales tracks for clients to personalize them; express with very limited choices, semi custom allowing more finish changes and some floor plan alteration, and custom where the sky is the limit. Here’s the key, our base pricing changes for each sales track, adding $10k for semi custom and a minimum of $19k for fully custom.
- and we offer 3 sales tracks for clients to personalize them; express with very limited choices, semi custom allowing more finish changes and some floor plan alteration, and custom where the sky is the limit. Here’s the key, our base pricing changes for each sales track, adding $10k for semi custom and a minimum of $19k for fully custom.
- One thing isn’t optional; our high performance building. We don’t offer an air sealing package or upgraded insulation. We follow for the most part the pretty good house standard and find our balancing point between performance and cost. That’s baked into every house BrightLeaf builds.
- Our brand and marketing are unbreakably intertwined. What flows out of that and what our clients ad buyers come to expect is a fantastic EXPERIENCE from start to finish.
- These companies have a defined and well known brand and also a defined customer experience, but it isn’t a premium experience. They just have to deliver on the promise they have conveyed, not necessarily upsell or justify a higher price.
- People are willing to pay more if you give them more. Who would have thought? Don’t just give them more on the technical side though. Bundle it with the soft stuff; the customer experience of building their forever home.
- Customers will forget if you missed their move in by one day; they will remember and re-tell how much fun it was to see their home being built every day and how easy it was compared with the stories they hear from friends, family, and the internet about bad contractors and missed deadlines and budgets
- Tesla has the feels side of things down pat. To put it succinctly, many people say they want a Tesla and then ask how much it is. Compare that to homebuilding where I get a call a week asking how much per square foot it costs us to build before they even ask what we build or why.
- It’s great that our clients are having this experience but to build the momentum we need to get them to share it too. For the foreseeable future, social networking will play a huge part in our branding and sales cycle. The platform may change but our presence on whatever is hot won’t.
- In closing, I’d like to say if you have a better idea or at least a different idea, please come chat with me. Let’s work together to try and pull those other 143,000 home builders into the future of home building. Also, to win some points with my girlfriend, go cubs!