BY Adam Ambro
How to sell a hesitant buyer on a home builder ad campaign?
Gianna Franco, an account executive from Spectrum Reach, was working the same client for a year and couldn’t break through. Having used AdMall for several years, she knew she could create a compelling home builder ad campaign for him.
“Business [had been] slow, which is why he was hesitant to spend,” said Franco. “[This was a] family-owned business for over 30 years.”
How would AdMall help the potential client?
“[I knew] co-op dollars would help him buy a more robust cable TV schedule,” said Franco.
“I had been working this home improvement client for more than a year when I came across the co-op info in AdMall. I reached out to him with a plan that included information regarding a vendor he uses; Owens Corning.
“Turns out he qualified for co-op and he was thrilled to be able to have a portion of his cable TV ad campaign paid.”
Franco came up with a home builder ad campaign consisting of linear and streaming.
What was the result?
Franco was able to discover a creative way for a hesitant buyer to end up approving an $8,600 contract.
Franco also had advice for other sales reps who have been using AdMall but may not know the best ways to approach a potential client.
“Don’t assume your client knows that they may qualify for co-op,” said Franco. “It can be very useful information to both you and them.”
You can submit your own sales success story HERE! If your story qualifies for an AdMall Sell Smarter Award, you'll receive a $75 Amazon e‑gift card.
AdMall's intelligence system is used by thousands of U.S. media properties, from cable companies and newspapers to local TV, billboard, and cinema companies. It also includes manufacturer co-op funding information. Through the shared-cost advertising vehicle of co-op funding, media sales reps encourage local dealers to create ad campaigns featuring vendor products, especially when there are limited-time promotions and new product introductions.
We maintain a database of detailed co-op funding/market development programs for over 10,000 brands. There is no cost for vendors to have their co-op advertising program details listed in the AdMall intelligence system. When vendors share their co-op plan with AdMall, their local dealers can have the kind of success experienced by this beauty salon and this window treatment retailer.
More About: Home Builders
The home builder market ranges from small independent firms that build a few houses a year to large companies with a national presence that build thousands of units. Home building may be done on a contract basis with the home buyer, or on a speculative basis. In these cases, the builder constructs homes or subdivisions and then works with realtors to sell the homes. Speculative building is inherently risky, and builders may be unable to sell their inventory during times of economic contraction. As a result, builders may heavily market concessions such as upgraded finishes or additional features in order to increase sales.
Home builders work closely with subcontractors that specialize in framing, roofing, plumbing and electrical work. In tight economic times, home builders may also contract their services for renovation and remodeling projects.
Home building is a cyclical industry and closely linked to general economic conditions. Rising mortgage rates push up the cost of borrowing, which may discourage potential home buyers.
Nearly 66% of U.S. consumers own homes. Because few current homeowners are willing to sell and give up their low-interest mortgages, the number of existing home sales has fallen in comparison to the number of new homes being sold, despite high interest rates.
Small builders compete with each other, as well as large industry operators. Builders must also compete with other market forces. For example, consumers may choose to continue renting or they may choose to purchase a resale or existing home.
There are approximately 412,000 businesses in the home builder industry. The total annual revenue for these businesses is estimated to be $147.6 billion.
