Afyeiccrl McrrketingRecrps Big RewcrrdsbJ'Don Russell,HBC Newsmagazine Team

Atypical marketing can best be descnbed asmerchandising and marketing your new homecommunity in ways not commonly done by thea\rerage competitor in your industry. There aremany lessons to be leamed trom unconvention-al approaches. Change is the mo$ impofiantelement. Shys of doing business used to evolveover a a period of generations, now our businessenr,ironment can completely change within ayear', 0r even months. We must be constantlyaware of how the market changes, and what wecan do to naintain our adr,antages. How doesthis affect our home buildrng industry?

Imagine yourself as a potential home buyer.You read pnnt media ads for r arious communi-ties. You have a few places in mrnd to look attoday, but are'just lookrng". You collect all thebrochures you can, look at the models andmaybe you nanow your search to two or threecommunities. After the long. exhausting day oflooking, you retum home and have each of thebrochures in front of you, trying t0 nanow thechoice to one. Assume all of your finalists areroughly the same size. location, pnce, etc. Whatfactors remain to make your decision?

Atypicalmarketing is the key. How MEM)-R{BIE is your community? What impressionsdo the homes and the salespeople leave? This isotien the linal analysis used to choose whichhome to buy. Below are a few ideas to experi-ment u ith to solidify the ever-important "la$Irrp|e..ion" tthe or erall rating l our communitvr:ceir e: u ith home buyers as they leave your

';le. rrfflce ).

CreertiveMerchcrndising

Nothing complicated. Instill more uniquecharacter into your homes. Make them memo-mble. Show part of the garage as a "wood-',', ,rfkel\ u'onderland." Utilize an under{he-. ,: r.. .'|r:et as a wine closet (use beveled glassF:,': .:. * ,'r:' .hou casing r,vine rack w/wine bot-: -. - ,. -,:, ..1 :i 'intple electncal line into the

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HOME EUIIDERS COUNCIT NEWSiAAGAZINE

fire? How about soothing music in your modelsthat cater to the senses? (Remember, sales aremade based on emotion, logic merely validatesthe sale.) Instead of placing "not included, dec-orator option" stickers everywhere, how about"Yes, it is included." Remember, our goal is toaccentllate a1l the wondedul positive benefits ofowning one of these homes. Show proudlyrvhat is rncluded! The perceived value of thesesimple changes will help to make your commu-nity more distinctive and desirable with buyers,

Serles EnthusiermSales professionals are hard-working, cntical

pafiners in your success. They are your "fiont1ine" in pubhc relations. cash flow and problemsolvrng. Invest some time and well-spentmoney 0n sales supporl. Educatron is critical insales. National and local statistics prove howproductive regularly educated sales teams can

be. Organtze a sales library where sales meet-ings, motivational programs, and educationalseminars can be ho$ed. Remember, if yourhomes are competitive, and your salespeopleare happy and well supporled. you will enjoyincreased sales.

Finally, ask the public what values areimpofiant to them. Have recent buyers give youan honest critique of your sales and marketingefforls. Infomation you receive from the frontline wrll be invaluable in understanding thechanging needs and desires of a highly percep-tive, highly discnnunating public. I

People soonforget how fastyou did ajob;

they remember much longer how wellyou didit.

CUSTOMERSERYICECustomer Service is a frame of mind.

Our attitude is that there is never a better time to make a repair thanright now. We fix a mistake immediately and take notes to make surethe same mistake doesn'thappen on the nexl phase.

Just ask lnco Homes...

Then call us

|nAMPBELL\TNCRETE Inc.

(714) 787.0800

otSOuthern Calitornia" .l#, License No.4s6226

FALL '93