Comments for The Builder Matrix

Comment on 50 Critical Questions You Should Ask About Your Website by admin

admin — Fri, 27 Aug 2010 20:45:49 +0000

Hey Jayson
Long time no chat. Thanks for your comments. I would agree with you wholeheartedly.

Comment on 50 Critical Questions You Should Ask About Your Website by Jayson

Jayson — Fri, 27 Aug 2010 20:38:38 +0000

Huge list of great questions – all are important to webmasters and many of them probably remain unanswered for a large majority of site owners. Thanks for the list

Comment on 50 Critical Questions You Should Ask About Your Website by admin

admin — Tue, 15 Jun 2010 22:36:07 +0000

Thanks for the comment Lisa. Obviously you have to answer #35 a little differently than most simply because a home buyer isn’t going to give you money initially or online….right?
To me, the single most important thing a home builder should want is for them to follow the call to action to make contact with the builder ie; a visit, a phone call, an email. The problem is, most builders do not have these “calls to action” on their site.

Comment on 50 Critical Questions You Should Ask About Your Website by Lisa Pool

Lisa Pool — Tue, 15 Jun 2010 21:42:47 +0000

20.What is the single most important thing you want a visitor to do?
21.Is that clear from looking at your site?

I’ve been asking this question over and over every Monday when I evaluate the analytics. I thought I read a question about how difficult/easy is your website to change but I can’t find it right now… Let’s just say I wish I had just a tad more ability to make adjustments and test them so #35 How many clicks does it take for a visitor to give you money? woud happen faster…

Comment on Builder Social Media Rockstars by Lisa Pool

Lisa Pool — Fri, 07 May 2010 23:27:53 +0000

Thank you Ed for your words. Again, I am speechless and we both know how rare that is! There is always so much more to learn just to keep up. I’m always looking for ideas, thoughts and comments/feedback and would be honored to “link in” with anyone who is interested.

Keep you the great work Ed!! And for everyone out there, Ed was my hero today! He gave me the BEST TIP ever~!!!

Comment on Builder Social Media Rockstars by Ed Doss

Ed Doss — Tue, 04 May 2010 14:01:02 +0000

Thanks Jan! Keep it up! I hope others are inspired by your creativity!
Ed

Comment on Builder Social Media Rockstars by Jan Astani

Jan Astani — Mon, 03 May 2010 19:16:26 +0000

Thank you so much for the comments about our Home Creations FB page. Our goal is to make our social media fun and informative while throwing in a little bit about our new homes here and there. We’ve learned that our FB page is not about the total number of fans we have but rather the interaction they have with us. Once again, thank you for noticing our efforts. We appreciate the high five!

Comment on My one “act of Self-Promotion” by admin

admin — Wed, 28 Apr 2010 02:19:03 +0000

cool stuff!!!

Comment on To Share or Not to Share…this is the question. by Dawn Sadler

Dawn Sadler — Sat, 13 Mar 2010 15:39:19 +0000

This is a great post that raises several good points. I particularly agree that the web is a tool for tracking prospective buyers as they move through each stage of the buying cycle. I also strongly agree that interest can be determined by response to new information presented.

I think all of this starts at initial opt-in.

Is asking a website visitor to register for a brochure download very different than asking them to complete a guest card before touring the models? Is this not standard practice?

I agree that to prospective homeowners, all homes pretty much look alike online. What makes one home stand out over another in a buyer’s mind? A personal relationship with a trusted New Home Sales Professional (sorry marketers, but it’s true). The earlier that this relationship can begin, the greater the opportunity to convert that prospect to a sale. By requesting opt-in early, we give our sales teams the opportunity to influence the buyer’s decision earlier in the discovery process (when combined with strong follow up). It is also the most effective way to convert website traffic to a sales office visit. Without this step, web traffic has little value.

Customized features online with sophisticated tracking systems are ideal, but in a time of shrinking budgets and downsized marketing teams this isn’t realistic for many builders. Creating a brochure opt-in is an easy, affordable option for builders to connect earlier with buyers in the sales process. This gives them a competitive advantage, regardless of how big their budget is.

I don’t think the request to register for a download is offensive or inappropriate. I would recommend some copy change (“you must” and “are required” could be changed to “We invite you to experience…”). I also think phone number should never be a required field for a first opt-in. I would also include a photo of the brochure so they know what they are getting.

When used strategically within a defined online sales process, opt-in can be a very effective tool in shortening the sales cycle and capturing opportunity that might otherwise be lost.

Thanks Ed and Lisa for a thought provoking and well thought out post – well done!

Comment on Builder Business Ethics by Lisa Pool

Lisa Pool — Thu, 04 Mar 2010 16:46:57 +0000

Ed,

Honesty in all things is the core of a successful long lived business. Although I get a tad bent out of shape when my ethics are called into question, I do understand the need for businesses to verify. I verify others, so why shouldn’t I too be verified.

Sadly, I have seen the same “extra clicks” by vendors hoping to prove their worthiness. And thankfully digging and sorting through analytics have proven a story a time or two. Sometimes it has been done purposeful, and others not so. Either way, when making decisions on where to spend marketing monies, ROI is key. The only way to verify ROI is to track. Truth has a way of revealing itself, so why bother lying?

Well stated Ed.

Lisa