Advertising techniques

[trainspotter]

Thanks UB. Great stuff. Lotsa experience coming out of a wise head by the sounds of that. I think that a HMAS warship that sunk in 1964 might be a long bow to draw on UB. The Voyager was also a NASA spaceship that recorded a lot of space and was extremely successfull as well. (first spaceship to reach Saturn and Uranus) No pun intended. Logos have been designed with the planet in mind. Burnt orange representing the earth, Blue for the ocean and Green for the forests. Eco friendly yadda yada yadda.

Scattergun approach means that ALL people will be represented in the advert AS IN FAMILIES. Appealing to the nuclear family. We build houses for everybody blah blah blah. Have done this kind of advertising previously to find out what the market will respond to. Not a waste of money as it shreds through what is available at the time.

 

[joslad]

Quality versus affordability - hmmm

My mate, a builder, has mentioned this often while we've been discussing his business.

A more meticulous and skilled builder you would be hard pressed to find. However, to get building jobs he has to compromise on the materials he uses. People won't pay for quality materials, which cost more than the rubbish most builders use.

It seems clients are more concerned with the bottom line - ie cost/affordability. They choose the cheapest quote nearly every time.

 

[trainspotter]

Thanks gooner for the advice on the "niche" marketing approach.

LMAO at Moxjo for the ACA approach. Inciteful !

 

[trainspotter]

Quality versus affordability - hmmm

My mate, a builder, has mentioned this often while we've been discussing his business.

A more meticulous and skilled builder you would be hard pressed to find. However, to get building jobs he has to compromise on the materials he uses. People won't pay for quality materials, which cost more than the rubbish most builders use.

It seems clients are more concerned with the bottom line - ie cost/affordability. They choose the cheapest quote nearly every time.

People will tend to go the cheaper route everytime. It is up to the sales people to ensure that the clientelle knows what they are getting. Objections on price can be overcome. Looking at the middle of the road people. 2nd and 3rd tier people who have built previously and know what they want is the market drive.

 

[Sith1s]

Hi TS,

My father in-law runs his own mortgage business. He refers quite a lot of people to one particular builder as they do the same thing for him.

My suggestion would find one of the smaller local lenders and set up a referral deal of some description.


Cheers,

Sith1s

 

[moXJO]

Quality versus affordability - hmmm

My mate, a builder, has mentioned this often while we've been discussing his business.

A more meticulous and skilled builder you would be hard pressed to find. However, to get building jobs he has to compromise on the materials he uses. People won't pay for quality materials, which cost more than the rubbish most builders use.

It seems clients are more concerned with the bottom line - ie cost/affordability. They choose the cheapest quote nearly every time.

It just has to look like a quality finish, not so much using the most expensive materials when they will be concealed anyway. It’s very easy to make a building look very wrong with expensive material, or have a very good finish using the cheap stuff. Having the right tradies with clear onsite expectations spelled out for them helps. Also good support for customer concerns is paramount.

I'm not so sure they go for the cheaper option either. I am one of the most expensive in my area. I also do not advertise anywhere, and am normally always busy and have been for years (I have no idea where some of them get my number).
Investors will always go the cheap option though. Those with commercial or domestic IP only want the cheapest solution generally.

I once saw (possibly read in a book) something that sums up most trades

Cost, Quality or Speed
Pick any two

 

[stocksontheblock]

Well hello to all and sundry. I am sure that most of you have been manipulated by the mass media in some way or another. You have purchased something because a TV/radio/newspaper/internet advert told you to in some subliminal way.

I am in the throes of starting a building company (housing residential project home style) I have the nuts and bolts down pat. THIS IS NOT WHAT I AM LOOKING FOR. I am looking for input on what makes you buy a product ie what do you respond to in the way of advertising? Gimmicks? Giveaways? Service? What are you looking for?

REMEMBER this is a HOUSING BUILDING COMPANY !!!! I am looking for advertising "hooks" to do specifically with the building industry. Can you please write your thoughts on what direction I should take in the way of "advertising" a "specialised" form of media and product. I know what media works for what reason, so I am not looking for advice on what media works best.

Feel free to PM me if you think you have a winner that requires further investigation.

To give you some direction .... the building company is to be called HOME BUILDING CORPORATION Pty Ltd T/as "Voyager Homes"

Feel free to write a 15 second radio advert. Write a script for a 30 second TV segment. Knock yourselves out with ideas !! OPen to all submissions.

I have not spoken to Joe Blow about if there could be a "prize or monetary reward" if advertising material is used in campaign? I am more than happy to come to some agreement.

Sorry TS, haven’t read all the thread, yet the big one for me is WHAT SET'S YOU APART from everyone else. It’s the one thing I look for when talking to builders, tradies or anyone who may have a product I want.

Good ol' style honesty and what sets you apart from them. In saying that, while you might need to say it, stay away from the general side of things like: on-time service, good quality/craftsmanship etc. Everyone says it - whether true or not. I want to know what is/are the 1 (or 2, or 3) BIG things that really make you different.

 

[Uncle Barry]

Burnt orange representing the earth, Blue for the ocean and Green for the forests. Eco friendly yadda yada yadda.

Train man, sorry to tell you, but to be straight off the shoulder honest,

Arrr, I think, you REALLY SHOULD look into colours
and how they trick the human mind !

No, not ideal colours to sell such an important product, something that will take most people all their working lives to pay for, now your colours in the human mind, the colours represent,

Burnt orange, damage, trouble
Blue, your selling........here dark royal blue would be ideal
Green........nothing.

Do you think giant very successful Companys just pick the Company logo colours for fun or to keep the boss's wife happy ?

Just a hint........

Eco friendly....... sounds beaut, but your selling a product and NOTHING Eco,
its a house, a home, where love and trust is and will EVERYTHING...... another hint

AND forget all the eco bul...it !
That comes from people with no money.. another hint
And from Governm, departments spending other people's hard earned tax dollars, just to keep themselves in a job.

You, the owner of the business MUST BE
someone than can be trusted
someone that people can talk to directly
someone they know.

Kind regards,
UB

 

[prawn_86]

UB,

Slightly off topic but do you have any studies that shows that logo colours actually affect purchasing decisions?

 

[Uncle Barry]

"Porsche" says it all. It also says "I'm a w*****",

And there folks, is another example, from a Comrade who is wishing he owned a Porsche but cannot afford one and therefore makes an excuss to cover himself.

An beautiful example of why not to use a shot gun approach to advertising.
Advertising on this kind of person is negative and therefore a waste of advertising dollars.

To produce a better result, save the wasted dollars and......target market the suitable potential customer.

Where as to spend the extra $'s and buy advertising space in a business magazine would be target marketing the people who can afford the Porsche and enjoy driveing a magical car.

UB

 

[Uncle Barry]

Good afternoon P86
Slightly off topic but do you have any studies that shows that logo colours actually affect purchasing decisions?

I did once, where all the collected data is now, is heaven's only guess.

Then is a mile of information if you start searching,
and be careful, its a subject that goes on forever, the more you learn, the more you see great examples and then think, thats why, thats why consumers pick that product before the others. AND the more you will want to understand what tricks the mind, the same applies to a Companys logo..it's brand name !

If I can be of any help or feed you with concepts/ideas, please feel free to ask, even with a PM, if thats suitable to you.

Kind regards,
UB

 

[moXJO]

Hey T-spot are you setting this up in anticipation of the next construction boom all the Prop investors are talking about?

 

[drsmith]

These high resolution satellite images over built up areas offer a whole new world of advertising potential.

http://maps.google.com.au/maps?q=no...799,138.578922&spn=0.003489,0.003042&t=h&z=18

 

[gooner]

"Porsche" says it all. It also says "I'm a w*****",

And there folks, is another example, from a Comrade who is wishing he owned a Porsche but cannot afford one and therefore makes an excuss to cover himself.

An beautiful example of why not to use a shot gun approach to advertising.
Advertising on this kind of person is negative and therefore a waste of advertising dollars.

To produce a better result, save the wasted dollars and......target market the suitable potential customer.

Where as to spend the extra $'s and buy advertising space in a business magazine would be target marketing the people who can afford the Porsche and enjoy driveing a magical car.

UB

Uncle Barry,

You might want to try the "quote" function - it's not that hard to use. Otherwise people might not realise I made the Porsche comment.

And, I could afford one, however just would not buy one. Once upon a time, a new Porsche cost the same as two or three average houses. Now it costs about one-third of a house. so much less expensive. I have a Toyota. They have a reputation as a reliable car and this is what I "bought" in to when I got it. It has proved to be correct. So Toyota's advertising was effective.

I get the AFR, full of luxury good advertisements - Chanel, Porsche, Paspaley Pearls etc, but I never buy that stuff, but I guess lots of people who get the AFR do buy luxury stuff. Actually, that's not true - have bought some expensive holidays before - this is one area where I do like to spend, each to their own I guess.

I agree with your comment about target marketing though.

 

[yjtrader]

Always remember service is priority!

 

[adobee]

I think if you can have a fact sheet with approximated costs and info you can provide to home builders it would be very helpful to catch leads..

Many first home builders start considering the process many many months before doing anything and at this stage dont want to meet someone for a quote rather just get some information about costs etc..

If you have a fact sheet that can be provided by email and capture their details when you give it they would be good future leads and generates some trust from the start with these people.. further if you offer the fact sheet in your other advertising it is a good guage to learn which advertising is generating any hits.. as you can have a seperate link / form referral key word in each different advertisement that needs to be quoted to get the first home builders free fact sheet or kit..

Neil Jenman founded a good realestate business which is pretty much a con or hook of his own on the premises of " Dont Sign Anything " I am sure a similar concept could be used for building as in " Dont Sign Anything until you get a second quote / price from us "

Sorry I havent read the whole thread but what is the market being focused on - Cheap project homes.. Million dollar mansions etc.. these obviously have largely different clients and target markets..


Other good idea is to build something or come up with your own architect designed house.. build one and then enter some of the competitions with it.. having the award winning "Clarendon" will attract some attention as will the "award winning constuction up to $300k" has to help get quality reputation.. If it is hard to get the awards get it endorsed by some architects firm or best of all.. get a design which you guys can build as a project designed by some famous architects ie.. the Alex Popoff Clarendn Special.. Phillip Starck Villa Living.. Sielder Watermark project home.. I havent seen anyone doing this..


Last idea for point of difference.. how about giving purchasers a price with everything and no extras and then they can work backwards to get cheaper.. rather than building a house and then adding on all the extras.. might work as a gimmick not sure as i am sure the market is pretty price sensistive..

 

[Uncle Barry]

Good afternoon Goon
PLEASE READ.

What I posted not what you wanted me to have posted in your mind.

I NEVER stated anything about a newspaper, if it is was the AFR.
because newspapers have a life of minutes and usually only one reader.

Where as magazines live for years and
are a 'spare time' item, where people will look and dream,
(have you noticed mainly photos/images in magazine ? )
and some have a readership of over 10.
That is, the same magazine is read by 10 different people.

Kind regards
UB

 

[trainspotter]

Hey T-spot are you setting this up in anticipation of the next construction boom all the Prop investors are talking about?

In a word ... YES. Thanks for the good advice party people. It is going well thus far. Keep up the vibe and great ideas.

 

[adobee]

Good afternoon Goon
PLEASE READ.

What I posted not what you wanted me to have posted in your mind.

I NEVER stated anything about a newspaper, if it is was the AFR.
because newspapers have a life of minutes and usually only one reader.

Where as magazines live for years and
are a 'spare time' item, where people will look and dream,
(have you noticed mainly photos/images in magazine ? )
and some have a readership of over 10.
That is, the same magazine is read by 10 different people.

Kind regards
UB

circulation of a newspaper smh / afr .. compared to a magazine will have about 1000% increase even though only one reader...

can be pretty targeted ie running advertisement in smh domain section geared at homebuyers or the telegraph home section seems to be geared at new homes and building..

 

[adobee]

As I am not sure of the size of the company you are setting up I am assuming it is a small company for commencement ..

What about buying a lot in a huge display village .. next door to the biggest home seller.. ie you get the lot next door to masterton in the display village.. you dont have to do much advertising .. they spend millions to attract people to see their product and then you just have the open inspection signs and flags next door and all these people out on the weekend would have to walk through the neighbouring house to compare ..