Wednesday, April 29, 2020

The New Normal for Modular Home Builders

Everyone is getting tired of staying home, wearing masks in public and being told what stores we can and can’t shop.

Many people are still waiting on their $1,200 checks to arrive but all that pales for small businesses that aren’t sure if they will have a business to return to after this crisis.

Modular new home builders are also wondering what their business will look like after COVID-19. Many modular home builders have been in business for more than 20 years and have certain methods they’ve used with proven success. Will they continue to be successful doing business as usual?

The answer is YES! But you will need to add some things to your marketing and sales that prospects and buyers in Post COVID-19 will expect from you.

If your marketing on social media has been limited to Facebook, you will want to find ways to expand into Twitter, Instagram and even LinkedIn. If you’ve not attempted to market on these social sites, now is the time to learn how. There are many sources on the Internet to show you how to get started.

A big thing to realize when you're starting to market on social websites is each site’s target audience. Facebook viewers tend to be the mature audience while most of the others are used by a younger audience. LinkedIn is primarily a professional site.

You must adjust your marketing message to each distinct audience. Don’t make everything you post a blatant sales pitch. Do more informational posts which will keep people interested in what you have to contribute to their home buying process. Be the home buying expert not that guy that’s always trying to sell me something.

Your focus in everything you write is to get them to visit your website. If it never changes, they may visit a couple of times but after that they lose interest in what you do. Look at adding pictures of houses to the landing page you use on social media sites, changing them often and maybe offering a special price or option occasionally. This landing page should be the most actively updated one on your site, possibly once or twice a week.

If you’ve been a big email proponent, keep doing that as many of your prospects and customers may not want to meet face to face. Remember, your email recipients can feel your tone as they read your email, so stay upbeat and cheerful as you write it.

It’s time to ramp up your knowledge of what your prospects expect you to do when they reach out to you through your website. Have they begun going back to pre-COVID-19 days wanting to meet with you in person from the beginning or have they become more cautious? Do these prospects want to do more through live web interaction by using software like Zoom?

If you think your prospects don’t want to do that, you may lose a customer simply because they don’t want to meet you face to face. Don’t take that personally. It’s just their new normal even if it isn’t yours. Now is the time to learn how to use alternate methods to meet new prospects.

If you’re not sure how to begin using the suggestions above, you may want to post something on LinkedIn asking for help. Many of your contemporaries are in the same boat and will comment on your post. Be sure to use “message” if someone wants to privately talk about helping you get started.

The new normal will probably not look a whole lot different than what you’ve always done except for some tweaking of your marketing efforts and how you interact with prospects and customers.

Let’s hope the new normal happens soon.

Gary Fleisher, the Modcoach, is a housing veteran, editor/writer of Modular Home Builder blog and Modular Construction Industry Observer and Information Gatherer

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