Developers want to sell more home sites in thir communities, sell them faster, at a greater profit, and have more demand for those home sites from successful builders.
Builders want to sell more homes at higher profits, and both need to have an overall greater customer satisfaction level.
What does it take? A cohesive, coordinated marketing and positioning program in which the developer cooperates with their primary customers — builders — by assisting them in reaching their primary customers — potential home buyers.
Branding can create a scenario where the overall community is well-positioned within the marketplace, with a central information or sales facility, community advertising, and cohesive signage.
This generates more consumer demand for homes in that particular community. As a result, builders sell homes faster and the developer realizes quicker returns. By creating higher sales velocity, prices may even justifiably increase.
A developer can accomplish positive results through a marketing program designed to draw new-home prospects to the community. This could include all or part of the following: a well-designed website; an effective public relations campaign, an ad campain, billboards, and directional signs; on-site promotional events; targeted social media; direct mail; and positive media exposure.
All of these activities should be implemented as a result of a well-thought-through marketing strategy, with the costs amortized over all the builders and the developer.