Summary of the BILD Sales & Marketing Forum
Posted by ADhoc Blog Team on April 6th, 2009 | 0 comments
As everyone is aware, our Account Manager, Tim, spoke at the Building Industry and Land Development Association (BILD) last Thursday. The audience absolutely enjoyed the insights. A big thank you to Tiffany Kohl of BILD, and our builder and media friends for showing support, we hope we provided you with some value to take back to your office.
For those who weren’t able to attend, we’ll summarize a few key points that Tim spoke about.
How can builders’ tap into the ethnic market?
- To first tap in, we must understand the ethnic buyers and their buying behaviour
- Many ethnic buyers are accustomed to buying property that is already built
- They are used to buying something that is tangible
- To provide confidence in ethnic buyers, GTA builders need to utilize visualization tools that can make their project tangible
- All builders should look into utilizing 3D Animation Videos, Interactive Touchscreens, Model Suites, 3D Renderings, and Scale Models
- The prices of these tools have come down significantly. It’s absolutely affordable now
- Builders need to create and provide multiple languages in their advertising materials
- Ethnic translation is inexpensive
- Your project website, 3D Animation Videos, Interactive Touchscreens should have the option of multiple languages
- Providing multi-language print broshures may not be feasible as it is costly; there should be digital brochures in multiple languages
- Advertise in ethnic newspapers
- Diversify your marketing mix and set aside a small budget for ethnic advertising
- Most importantly, select the correct ethnic newspaper…At ADhoc, we’re investigating and qualifying every ethnic newspaper and print publication everyday.
What adjustments in the sales approach must sales centre staff make when potential buyers are of an ethnic background?
- A diversified sales team who speaks multiple languages
- Must have the ability to communicate to ethnic buyers in your projects community
- Have handy worksheets/pamphlet (in multiple languages) to explain terminologies, such as occupancy fees, occupancy periods, and cooling off periods
- Some countries don’t have these regulations and builders need to clearly communicate these terms.
