The conclusion of 2022 was not kind to homebuilders, and if most predictions hold true, the next 12 months look to be challenging as well. While it is natural to turn to past successes when developing your 2023 marketing plan, the current market conditions will dictate a different approach.
While that may seem to be a negative, all is not lost. New ideas and change may be the very things your marketing plan has been in need of for some time. In fact, it is number one on our list of tips to optimize your marketing plan in the new year. Embrace change to make the new year a success.
Tips to Optimize Your 2023 Marketing Plan
Embrace Change: Change is hard, but the likelihood of limited resources may force marketers like you to be more creative in your planning for the year. So be open to new ideas, different technologies and unique tactics. Embracing change offers the possibility of adopting a new and successful marketing strategy that you otherwise may not have explored. This year offers a great opportunity to be the first builder in your area to adopt a successful new marketing tactic before others do the same.
Know and Understand Your Numbers: While it is important to monitor numbers like lead volumes and advertising metrics, it is just as critical to do a deeper dive to understand lead-to-tour rates, lead-to-appointment rates, appointment-to-sale rates and your local market activity. Knowing that information will only help you spend your marketing dollars and resources more efficiently.
Create Content: Great content is the best way to bolster your paid advertising efforts to convert leads and meaningful sales appointments (and help your sales team overcome buyer objections). If your paid advertising budgets are cut this year, investing the time into creating compelling content should be a winning strategy.
For your marketing plan to be successful in 2023, you will have to sharpen your problem-solving skills and resourcefulness in all areas. As new home marketers, we must embrace this challenge as an opportunity, and in the famous words of Jim Rohn, “Don’t wish it were easier, wish you were better.”