Quality is not a Unique Selling Position: How builders can step up their marketing game

April 27, 2010 | Posted by Carolyn Pikoulas
There's a great article from BuilderRadio.com about the problem many builders face with marketing their business. They don't know how to stand apart from their competitors. One reason for this is far too little effort in understanding their customers' perception of a Unique Selling Position (USP).

A builder should focus more on researching the needs within the market, rather than worry about website traffic and print ads. Buying a home is all about perceived value. For example, a builder might think that offering custom cabinets gives a home better value. But it might not be worth the extra $3,000 in the mind of the homebuyer. That's why it's important to pinpoint what buyers perceive as value.

A focus group is one way to discover buyers' needs. There may be holes in the market that aren't fulfilling a need. It takes some research to find out what those holes are and how the builder can fill them.

Research is not about deciding whether or not the job is right for your company. It's designed to find out how to refine your product, so you can provide what the customer really believes they want, and what they're willing to pay for.

READ THE FULL ARTICLE HERE >