View
423
Download
1
Tags:
Embed Size (px)
DESCRIPTION
The presentation we gave in DC, updated with Doug's info
Citation preview
International Builders ShowFriday, January 14, 2011
Orlando, Florida
Cathie Daly, President -- Design East Inc.Dottie Fawcett, MIRM -- Constellation Web SolutionsDouglas Fenichel, APR – INHouse Public Relations
Randy Hix, MBA, CMP, CSP – Randy Hix & Associates
• Welcome and Introductions—Cathie Daly• Marketing and Sales Trends—Randy Hix• Merchandising Best Practices—Cathie Daly• Public Relations- Reputation Power—Doug Fenichel• Social Media—Dottie Fawcett• Social Networking—Doug Fenichel• Sales Performance Management—Randy Hix• Q & A—Cathie Daly
Marketing and Sales Trends
Baby Boomers Next ActGeneration Bold
As boomers get older, they get bolder. Boomers are the generation that announced early their
intention to change the world.
"At a certain life stage people have always asked themselves, 'What should I do next?' But where the last generation primarily answered that by planning for retirement, increasingly people want to do something with meaning. " --Marci Alboher, Vice-President, Civic Ventures
50+ Homebuyer Trends
• Baby boomers will continue to work in jobs that provide high personal satisfaction.
• Choosing not to move to seniors-only retirement communities.
• Joining co-housing neighborhood where community’s socialization occurs.
• Stay active by demanding more time for hobbies and volunteering from their employers.
50+ Homebuyer Trends
• Encore careers
• By 2030, the number of adults 65 or older will skyrocket to 72 million, from 40 million this year
• Boomers are less likely to have pensions
• Boomers' desire to continue working dovetails with an expected shortage of younger workers.
• Fewer snowbirds
50+ Homebuyer Trends
• Retirement is now viewed as a step along the life continuum.
• Major goal for many in
“Generation Bold” is leaving a financial legacy
• Planning to age in place.
Demands of the 50+ Homebuyer for their new home
• Looking for safe urbanism.
• Locations with affordable cost of living and quality healthcare, trumping warm climate.
• Look for continuing education, culture, and active-lifestyle.
• Golf course communities are out; conservation communities with passive green space and trails are in.
Demands of the 50+ Homebuyer for their new home
• More sophisticated style
• Experiential environments
Merchandising Best Practices
50+ Market Yesterday
50+ Market Today
The profile of the 50+ Market has changed dramatically
Today – Home sizes and options
purchased have decreased!
100% increase
in average square feet per home
Decrease in
average number of household members
Year 1950 to 2000
Demand for Size: 2000 US Census Bureau
2004- 2330 Square Feet2007- 2495 Square Feet2008- 2320 Square Feet 7% smaller
TrendSize
Condo market has disappeared
Housing starts have decreased
Sales of available specs have increased
New 50+ communities have diminished.
Competition still exists
Courtesy of: NAHB Market ResearchIf you were buying a new house, how much importance would
you put on these factors?
9% of builders weighted it as important
Builder Audience
Courtesy of: NAHB Market Research83% of consumers as important!
Consumer Audience
2011 Merchandising Best Practices
for Existing Communities
Furnished Floor Plans Ideal for Web and Brochures
Create the Vision!
Furnished Color Rendered Floor Plan
Be future focused -
Utilize a merchandiser for all product evaluation
BEFORE
AFTER
EXAMPLE OF PRODUCT ANALYSIS
½ WALL
½ WALL
BEFORE AFTER
EXAMPLE OF PRODUCT ANALYSIS
LOOK THRU A NEW LENS!
HOW DOES YOUR ENVIRONMENT
INFLUENCE YOUR SALES?
• Model• Sales Center• Design Center
Experience
Consider the flexibility of today’s clubhouse
BEFORE
AFTER
BEFORE
AFTER
BEFORE
AFTER
Schedule team site visits
SELL THAT HOUSE!
“THE BIG PAYOFF”
We can improve and increase business potential with design
solutions that empower and meet budget guidelines
Remember: Think outside the box!
Celebrating Over 20 Years of Interior Design and Merchandising Excellence
Public Relations:The Missing Sales Link
Fair Question: Who’s Doug Fenichel & Why Is He Saying These Things To You?
• Accredited public relations practitioner
• President of In-House Public Relations, a firm specializing in homebuilding and those servicing them.
• 25 years of helping companies reinforce their reputation during times of change
• 10 years as public relations director for K. Hovnanian Homes
• Handled Coldwell Banker as main acct at public relations agency
• Expertise in using traditional and social media channels to tell your story
Public Relations – The Missing Sales Link
Scan for Doug’s bio
Today’s Lessons at a Glance:
• Your most powerful sales tool is your good reputation
• Without good communications, the best reputationlanguishes under a basket.
• Tell your story yourself…to the right people at the right time through the right channels
Public Relations – The Missing Sales Link
Let’s define terms:
Public Relations – The Missing Sales Link
What is public relations?
• Free publicity• Spin
• News releases• Advertorials
• Making things look good• Schmoozing
Let’s define terms:
Public Relations – The Missing Sales Link
What is public relations?
• A strategic part of an organization’s business plan
• Protecting and building an organization’s reputation
• Communicating with people and groups impacting success.
Let’s define terms:
Public Relations – The Missing Sales Link
What is public relations?
Bi-i-ig Toolbox
• Surveys and research
• Help businesses define and tell their story
• Determine who to engage and how to do it
• Traditional and online media
• Social networking tools
• Special events
• Advertising (controlled message)
• Lots more
Anything ethical that helps build a relationship!
Let’s define terms:
Public Relations – The Missing Sales Link
What is public relations?
Relationship with who?
• Current & Future Customers• Host community residents
• Influencers• Trade Partners
• Vendors• Local government officials
• State & Fed rule makers/regulators• Media (traditional, online, bloggers)
• Advocacy groups, good & bad• Employees
• Others
Anyone who can impact your success
A “Personal Question”
Public Relations – The Missing Sales Link
Hyundai Genesis Mercedes-Benz CLS
Public Relations – The Missing Sales Link
The Hyundai is a demonstrably better car for half the price…
A “Personal Question”
Public Relations – The Missing Sales Link
Hyundai Genesis Mercedes-Benz CLS
Most people pick the Mercedes because it has the reputation…
A “Personal Question”
Public Relations – The Missing Sales Link
You can’t sell anything without a good
reputation.
A “Personal Question”
You can’t sell anything without a good reputation
Public Relations – The Missing Sales Link
2010 U.S. Reputation Pulse Study:Comparing Top 10 to Bottom 10 companies measured in study, general pubic is:
• 300 percent more likely to verbally support or give the benefit of the doubt
• 200 percent more likely to consider products
• 350 percent more likely to purchase products of highly regarded companies
http://bit.ly/repreport2010
You can’t sell anything without a good reputation
Public Relations – The Missing Sales Link
What makes up your reputation?• Products/Services
• Innovation
• Governance
• Workplace
• Citizenship
• Leadership
• Performance
You can’t sell anything without a good reputation
Public Relations – The Missing Sales Link
What makes up your reputation?• Are you known for providing the features
your customers want (have you been listening to the customers)?
• Are you known by town officials for adhering to rules, keeping a safe and clean site and being a good citizen (changing from
age-restricted to age-targeted)?
• Are you known by townspeople as bringing somethingpositive to the town and being a good citizen (the diner scenario)?
You can’t sell anything without a good reputation
Public Relations – The Missing Sales Link
They can’t know too much when it comes to your reputation.
Tell your story yourself…
Public Relations – The Missing Sales Link
If you don’t tell your story,someone else will.
Without communications, your reputation languishes
Public Relations – The Missing Sales Link
What should you communicate about?• What makes your company tick?
• USPs
• What makes your host community tick?
• Sustainability and other Issues
• Causes important to the community
• Problems
Without communications, your reputation languishes
Public Relations – The Missing Sales Link
What shouldn’t you communicate about?Transparency doesn’t mean you can’t have secrets…
but you need to be able to justify them.
• “We don’t discuss individual customers, but I can tell youthat we stand behind our customers.”
• “We don’t discuss active litigation, but our company adheresto the letter and the spirit of the law.”
• “We’ve just become aware of the issue. We arecooperating with authorities and conducting our own investigation.”
• “As a publicly held company, we do not release that information. What I can tell you is…”
Tell your story yourself…
Public Relations – The Missing Sales Link
Where do you tell your story?
Go fishing where thefish are.
Rememberto listen.
Tell your story yourself…
Public Relations – The Missing Sales Link
How do you tell your story?Traditional Channels
• Events• News media
• Direct traditional mail• Political involvement
• Advertisements/Advertorials
• Demonstrations• Support local charities
Social Networking Channels
• Tweets • Facebook Posts
• Blogs• Optimized news releases• Search Engine Marketing
• Web sites• PPC Campaigns
• Webinars• Videos
• Geo-tagging
Tell your story yourself…
Public Relations – The Missing Sales Link
How do you tell your story?Integrated Tactics
• Consistent message points
• Direct to various Web pages from many sources
• Offer printed materials (paper and PDF)
• Use QRs on printed material
• Ask for fans
Tell your story yourself…
Public Relations – The Missing Sales Link
Your PR counsel will pull it together
• Listen and learn about your business objectives
• Test your assumptions with objective research
• Create a strategy based on your business strategy
• Suggest tactics, then execute the plan
• Counsel you on your role in engaging those people
• Measure the results
Public Relations – The Missing Sales Link
Summation
Public Relations counselis an important arrow in your quiverif you’re going to hit your numbers.
• You can’t sell anything without a good reputation.
• Without good communications, the best reputation languishes.
• Tell your story yourself…they’re talking about you anyway.
• Public relations and good reputations does not sell homes.Failure to engage, bad reputations prevents the sale of homes
Social Media
• Collection of more than 100 million video footage• 70 million Unique Users a month in the US – 6th largest
audience on the web
Social Networking:Engaging Your Customer
Social Networking 101
Public Relations – The Missing Sales Link
Nothing New Here
Social Networking 101
Public Relations – The Missing Sales Link
A new business philosophy
• Not about Facebook, Twitter and blogs
• A philosophy of doing business that embraces today’s ideals and challenges of transparency, inclusion and advocacy
• No longer about control, it’s about engagement
Social Networking 101
Public Relations – The Missing Sales Link
A new business philosophy• Groups vs. Individuals
• Control vs. engagement
• What you want them to know vs. What they can find out
• A few experts vs. Everybody’s opinion (informed or not)
• Short-term engagement vs. Forever
• Targeted vs. Everyone
• Private vs. Public
• Push vs. Pull
Social Networking 101
Public Relations – The Missing Sales Link
What are they saying about yourbrand?
Social Networking 101
Public Relations – The Missing Sales Link
Wish you could speakwith himabout yourbrand?
Social Networking 101
Public Relations – The Missing Sales Link
• Facebook Post: “I gotta get my parents out of that old house.”
• Tweet: My furnace isn’t working and the homebuilder hasn’t answered my call.
• Blog: We’re thinking about adding smaller homes to the mix. What do you think?
• Google: Two-bedroom homes in Timbuktu
• News Report: Ace Builders plans new community in Kalamazoo (with video and pix)
• Four-Square: I’m at the new clubhouse at Tall Pines on the Lake
• I know you’re at the community in Timbuktu, but why can’t you tell me about Kalamazoo?
What Do We Get From It?
Social Networking 101
Public Relations – The Missing Sales Link
What Should You Do About It?
• Take a deep breath and swallow hard
• Do what you do when you enter a room: Listen, look around, learn
• Engage
• Engage more
• Ask for help
Sales Performance Management
What Is Your Community Brand? How Do You Discover It?
• Surveyo Del Webb Lifestyle Advisor
launched July 2010.o Private dinners and gatheringso Focus groups
• Competitor Intelligenceo Who in your market is
competing well?o How do you compare to
others?o Identify individual USP’s for
each of your communities.o What is your competition
saying about you?
It’s Time To Change
• Develop community ambassadors and advisors.
• Involve trade partners and stakeholders.
• Refresh your marketing path
• Develop new models based upon the needs and price points of your community.
• Are you going Green?
Sales Management• Team events and motivational
meeting.
• Train, Train, Train.
• Hire a trainer-coach.
• Mystery-shop your sales team.
• Re-educate your sales team with new messages and new understanding of buyer’s desires.
• Develop new USP’s for the community and coach and train on objections.
Randy Hix, MBA, CMP, CSPRandy Hix & Associates
Long Valley, NJ 07853973-670-9024
Cathie Daly, CAASHDesign East, Inc.Medford, NJ 08055Office: 609-654-9675Email: [email protected]: www.DesignEastInc.comCelebrating over 20 years of Interior Design & Merchandising Excellence
Dottie Fawcett, MIRMConstellation Web Solutionswww.constellationws.com610-364-0989dfawcett@constellationws.com
Doug Fenichel, APR(973) 970-3411
[email protected]: www.inhousepr.wordpress.com
Twitter: @dougtheprguy