David vs. Goliath

Well this is my first educational session at the International Builders Show (IBS) for 2006. I will share with you my impressions as close to real-time as I can.

How do you compete with the big builders? You need one single idea can make your business grow. He used example of great businesses that grew centered around a single idea in the beginning. Home Depot, Starbucks, Apple, Google, etc.

Pulte – Homeowner for Life

Toll Brothers – America’s Luxury Home Builder

D.R. Horton Homes – America’s Builder

Richard Elkman’s Keys to Effective Advertising

• Know Your Target Market
• Establish a Position
• Dare to be Different
• Inform
• Entertain
• Motivate

6 case studies of builders spending less than 1% of sales yet driving remarkable results.

The Website needs to be the foundation of your marketing plan. Outsmart, don’t outspend. Think retail. Look toward retail for ideas. Don’t just read the real estate section, look at retail for inspiration. Keep in mind that you are in the retail business not the real estate business.

Mayberry Homes – Doing innovative things, with a small budget

Lansing Michigan, We Builder the Perfect Place to Call Home

I need to get to a client meeting, but here are a few last thoughts. You have to look around and make it innovative if it is going to get attention and reinforce your positioning. More to come…