Issue link: https://read.dmtmag.com/i/486601
APRIL 2015 24 THE JOURNAL Need More Sales? It's All About Engagement BY SCOTT STROUD MARKETING CONSULTANT We've entered the Age of Engagement. Are you ready? Remember the Information Age, when everyone was rushing to get a website and put all their best stuff online? Well, that's long past. Every fact, figure or morsel of knowledge is now online. Information is a commodity; anything anybody wants to know is just a click away. It's overwhelming your buyers, and as a result, it has changed the way they search, shop and make decisions. The sobering fact is that if you're not keep- ing up, you will be left behind, wondering where all your traffic went, why your lot is empty and your phones aren't ringing. Buyers today want more than just informa- tion. They seek solutions to their problems, relevant and compelling choices that will im- prove their lives. They are looking for someone trustworthy to show them what to do to get the results they crave. So, if the message you de- liver is all about you – facts and figures, features and benefits, then you are not getting their at- tention – you aren't engaging them. What do we mean by "engagement"? One dictionary definition is: "the act or state of in- terlocking." To get your buyers out of their liv- ing rooms and into your showroom, you need to 'interlock' your product with their desires and imaginations. You have to get their atten- tion before you can move them to take action, that is, pick up the phone and call you, or bet- ter yet, pack up the family, get in their car, and pay a visit to your sales center. Creating engagement requires that you ad- dress three things: crafting a message that grabs their attention and gets a response, delivering that message in a way that reaches your audi- ence, and nurturing their interest to develop trust and motivate action. Engaging Message As an industry, we do a poor job of engaging buyer's dreams, ambitions and imaginations. Homebuyers are on the market for a reason – there's some need that their current home isn't satisfying, and they are searching for a solution to that problem. The problem is likely not being defined in financial terms, i.e. price, but rather in emotional terms – comfort, peace of mind, safety, status, etc. We're still trying to compete on price, when our message should focus on buyer's desire. So, whatever you show them or tell them about your homes or community, they are going to mentally 'try it on', as if they were trying on a piece of clothing. If you are telling them to buy your home because it costs less, then what's likely to go through their mind is, "It's proba- bly not what I want, but it's cheap. Maybe I'll have to settle for that until I can afford what I really want." If you think that's the message that more buyers will respond to, then welcome to 1976. The truth is that factory built homes can and do meet the desires of your buyers – our homes are warm, easy to maintain, comfortable, styl- ish, energy efficient, safe, durable, and so much more. You should be touting those as- pects of your home and educating buyers that they don't have to pay stick-built prices to get an extraordinary home that they will be proud to own and raise their family or retire in. Picture, instead, a photo of a beautiful, well appointed living room or kitchen in which you see a family happily enjoying life in comfort. The caption promises, "Now, this can be yours…" How does that feel to your buyer when they 'try it on' in their head? "Ah, this feels nice. I could be happy with this. Tell me more." You have that picture, and you can make that promise. Now use it to attract and moti- vate your buyers to take the next step. Engaging Delivery I don't talk a lot about websites because my company designs and builds websites and I don't want to come off a 'preachy' or self-serving. But, in this case, we need to talk. Imagine a new car dealer whose front line is filled with used cars from 2004. To someone looking for a new car, that's not very appealing. They wouldn't even stop. Yet, most MH websites I see haven't been updated in years. They still have the 'elec- tronic brochure' look and feel. Candidly, they are not appealing or engaging. So, yes, you need to update that old, tired website, and you need to do it now! Current, up to date websites should include the following "must haves": • Great opening photography that capti- vates interest immediately Home page that engages the prospects inter- est (not what you're interested in them see- ing!) • Mobile friendly – Most of your buyers will be viewing from a smart phone or tablet; • Simple, easy site navigation – make it easy to find what buyer's are looking for; • Downloadable Resources – Educational articles or white papers they can sign up to re- ceive; • Strong Call to Action – Make it easy and compelling for site visitors to engage with you. The right message delivered in the right way will increase your traffic and put you face to face with more qualified buyers. Engaging Follow UP Less than three percent of prospective buyers will engage with you from their first encounter. They might be interested, but they will only take action when they have enough trust in you - and enough compelling reason - to make a chance and act. Their interest must be nur- tured with consistent and relevant follow up. You MUST have a Contact Relationship