Marketing Plan for Housing Development Company

Housing developers have various marketing tools at their fingertips.
Housing developers have various marketing tools at their fingertips. (Image: Thomas Northcut/Photodisc/Getty Images)

Housing development companies can conduct a SWOT analysis — strengths, weaknesses, opportunities and threats — to find out where they stand in comparison to the competition to create an effective marketing plan. Once builders understand the position of the company in the marketplace, they can develop a marketing plan that includes print advertisements, brochures, signage and innovative marketing ideas.

Print Advertisements

Print advertisements are a traditional way to inform the buyer of available home products and reinforce the brand message of the housing development company. Graphic elements such as professionally drawn renderings, floor plans and photographs can attract the attention of consumers. Short, concise copy can provide snappy descriptions of available homes, and graphic elements such as proprietary font styles and distinctive logos can contribute to the brand so people know what to expect from the builder. Quality, value and innovative housing design are certain attributes that buyers look for in a homebuilder.

Brochures and Presentation Folders

When buyers visit a new housing development, they look for information as well as reassurance that the builder is experienced and reputable. A brochure can provide details about the layouts and amenities of each model. It can also provide an overview of the building company, its owners and previous successful projects. Another marketing tool that's effective for builders is the presentation folder, which has the advantage of flexibility. The cover of the presentation folder can feature builder information, while each house model can have its own insert with a layout and description.

Signage and Billboards

Billboard advertising and signage can be an effective part of a housing development company’s overall marketing plan. Well-placed billboards of more than 50 feet can pique the interest of vehicular traffic and pedestrians, as well as draw potential buyers to the community. New digital billboards allow for remote updates. Once customers visit the builder’s sales office, signage that lists amenities, area attractions and layouts can help to market the community.

Innovative Marketing Ideas

There are various marketing methods available electronically, along with other innovative tools. Direct email to past customers can garner referrals from satisfied buyers, and new Tag bar-code technology can link print advertising materials to the company website. Flash drives preloaded with developer information can be distributed as giveaways to potential customers.

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