Blue Tangerine

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This week on The Home Builder Digital Marketing Podcast, John Peragine of audience town joins Greg and Kevin to discuss how home builders can market more effectively by getting to know their audience through data analytics. ➡️Home builders are directing more attention to home buyers’ needs and expectations and some resources can help builders accelerate that focus. John says, “You know, there's been a huge movement towards consumer first in many industries. The home building industry is moving in this direction, and all of real estate is moving in this direction, and companies need the technology to be able to support that. Consumers are in control. Home builders and real estate marketers need to be able to have this information on hand.” By better understanding potential home buyers, home builders can be more efficient and successful with their marketing efforts. John says, “So, the more they know about their consumer, the better they can market to them. Which will help them one, save money by not marketing to the wrong people, and then lastly, driving more sales. Because if you're putting better quality in at the top of the funnel, you should get better out at the bottom.” Home builders can dramatically boost customer-centric marketing without a great deal of time and money. John explains, “…all this information is knowable. It's available. It's easy to activate. It's not really a hard thing to do. I know data is kind of like a big, scary word, but we're a partner with Google. Within three clicks in Google Tag Manager, your account is set up, so it's pretty easy, pretty simple. So, you don't need like a lot of lift. It's not taxing. It's meant to be easy and not taxing. With this big movement towards everything being consumer first and consumers in control, as a home builder marketer, the best thing you could do is understand as much about your consumer in real-time as possible.” Listen to this week’s episode to learn more about how to understand your home buyer audience better. 🎧 https://lnkd.in/eKmQh8PP

This week on The Home Builder Digital Marketing Podcast, Joshua Paul of Homebuilder Ops joins Greg and Kevin to discuss the 2024 New Home Buyer Customer Experience Expectations, a nationwide research study of buyers' residential construction sales and marketing preferences. ➡️This research study helps home builders recognize what home buyers expect throughout the home buying process and the things that might negatively impact home buyers during the journey. Josh says, “We wanted to understand what homebuyers, prospective homebuyers, recent homebuyers want out of the process, how they want to be communicated with, how they want to be followed up with. And also at the same time, the flip side, and this is some of the most interesting data in the study, is what don't they want? What are the things that we're doing, and our clients are doing when we communicate just because we don't know any better or because we've always done it that way that is turning home buyers away.” Homebuilders can alleviate many of the worries and uncertainties of home buyers with more informed messaging and content. Josh explains, “There's a lot of information, there's research, there's best practices that talk about the emotional hooks in the sales process and getting people to uncover their motivation behind wanting to move and their interest in a new construction home. What this study laid out, and it could be just the economic times that we're in, is there's a lot of logistical content and messaging that home builders can incorporate that will mitigate a lot of the concerns and fears and information gaps that buyers have.” Home builders can meet and exceed new home buyer experience expectations fairly inexpensively and without drastic changes. Josh says, “What home builder sales leaders should focus on is adjusting their process and providing content to meet homebuyers’ expectations. This report is all about what homebuyers want in the process, what new construction homebuyers expect in the process. And you don't have to retool everything, you don't have to blow everything up. You don't have to fire everybody and rehire everybody. You can introduce content and changes to your process without spending a lot, without a lot of change management, that would make a big difference to buyers and eventually move the needle. You'll have more appointments. You'll have people moving to contract faster. You'll have fewer cancellations because you have aligned your sales process and your marketing efforts with what buyers want, how they want to be treated, and the information they need to feel comfortable moving forward.” Listen to this week’s episode to learn more about how home builders can give home buyers what they want and need throughout their home-buying journey. 🎧 https://lnkd.in/ep-Fasyd

📢 Exciting news! Greg Bray, President of Blue Tangerine, is bringing his expertise to IBS 2025 with two must-attend topics you won’t want to miss! 🗓️ Tues Feb 25, 2:15–3:15 PM Search, Click, Sold! Website Best Practices for Selling Online Today & Tomorrow 🗓️ Weds Feb 26, 12:30–1:30 PM Search, Click, Sold! Website Best Practices for Selling Online Today & Tomorrow [🙌 ENCORE SESSION] 🗓️ Weds Feb 26, 4–5 PM Do This, Not That: What Homebuilder Marketing Experts Really Want Builders to Do (Panel Discussion) Get ready for practical tips, marketing dos and don’ts, and website best practices that drive results! Mark your calendars now and learn from the best! 

This week on The Home Builder Digital Marketing Podcast, Doris Pearlman of Possibilities for Design joins Greg and Kevin to discuss how working with professional interior designers and merchandisers to design model homes can help home builders create spaces that connect with home buyers and increase revenue. ➡️Home builders’ products are their homes, and interior designers can ensure that home builders showcase their homes in the best way possible. Doris says, “Well, you have to look at homes today as really any company's product. So, ultimately, all home builders should be interested and are interested, I think, in their product. We work in a medium that helps them define the product, highlight the positives, minimize the negatives because there are no perfect plans in this world. And then we actually, create and design sales. So, everything that we do is geared toward product development and a refining product development and then ultimately working to sell the home.” Designing a model home requires much thought, experience, and expertise. Doris says, “Design in home design, is about, first of all, scale and flow and traffic and size. Without that piece, you have nothing. You just have people dropping furniture into place. So, it's a very, very carefully curated process.” The interior design process considers the home space, the customer, and the emotional connection those two will invoke. Doris explains, “And it's kind of like layers of a cake. Number one, you've got to create a floor plan that lets people move through it easily. You've got to create a floor plan that highlights the architectural features of the home. And you've got to create a floor plan that allows the indoor/outdoor relationship to happen as well. So, that's number one. Number two, you've got to figure out who the buyer is and what their lifestyle is. And then number three, everybody likes to feel good.” Listen to this week’s episode to learn more about why home builders should use professional interior design in model homes. 🎧 https://lnkd.in/eyuwsPzv

This week on The Home Builder Digital Marketing Podcast, Brian Newquist of Kovach Marketing joins Greg and Kevin to discuss the importance of personalizing home builder marketing to create a stronger connection with home buyers. ➡️Customers want a more personalized approach in home builder brand messaging. Brian says, “Personalization continues to gain traction. Consumers increasingly expect tailored experiences based on their preferences and behaviors. They're just kind of used to that, whether they're totally cognizant of it or not. We feel like this means builders should focus on delivering customized content, targeted messaging to engage potential buyers a little bit more effectively.” Integrating personalization into a home builder marketing strategy is vital to increase customer engagement and conversions. Brian explains, “But with how much consumers or people in general are confronted with on a day-to-day basis, it's just such a noisy world that you have to be as targeted as you can be, and you have to be dynamic, and you have to be putting stuff out that grabs people's attention.” The main objective of personalized marketing should be to help home buyers feel understood and important. Brian says, “When customers feel valued and connected, they're more likely to trust your brand, and trust your brand when they're making important decisions about their future home, which is one of the might be the biggest purchasing decision of their life. By fostering these relationships, you're not only enhancing customer loyalty, you're creating community around your brand that could lead to long term success.” Listen to this week’s episode to learn more about customizing your home builder marketing to your home buyers. 🎧 https://lnkd.in/eH8Bj_YV

This week on The Home Builder Digital Marketing Podcast, Bill Sievertsen of Milesbrand joins Greg and Kevin to discuss how home builders can establish an effective name and a brand that will help build trust and create an emotional connection with home buyers. ➡️In the initial branding phase, a home builder determines a name that represents the company. Bill says, “…the first thing that we usually start with is the name, and the name is probably the hardest part of what we do. So, you got to find a name that not only invokes some emotion to it, that's not going to bother the client for something personal and also two, is going to be timeless, that in 10, 15 years when this community is getting ready to close out that the name is still relevant and still working and representing the brand that you've built with that community.” Once a home builder has a name, a unique tagline about what the home builder offers customers and how it impacts them needs to be outlined. Bill explains, “The second part in our process is the brand promise or tagline. So, we like to think that the brand promise is just as important as the name and that's where a lot of times you'll get some of that emotional payoff that you're looking for…So, a lot of the times for us is that brand promise is what's going to really pay off the emotion of the name.” To establish an effective brand, a home builder must know who their customers are and what they need. Bill says, “I think the number one thing is understanding your target audience, and then also kind of look at the consistency. Is your marketing paying off what people are going to see when they get to your community or see the home that you're actually marketing. And then three kind of ties these both together is the messaging. Is the messaging relevant to the audience and to the target buyer that is most likely going to buy your home or live in your community.” Listen to this week’s episode to learn more about how home builders can build a name and a brand that connects with home buyers. 🎧 https://lnkd.in/eTY6Mkcs

2024 has been an amazing year! 🌟 We are so thankful for our incredible team whose hard work and creativity drive everything we do, our amazing clients who inspire us every day, and our valued partners who help us achieve new heights. To everyone we connected with at the Home Builder Digital Marketing Summit—your insights and collaboration made this year unforgettable. Here’s to even more success, growth, and innovation in 2025! 💙 HAPPY NEW YEAR! #BlueTangerine #ThankYou #HomeBuilderMarketing   

Happy Holidays from Blue Tangerine 🌟 As we celebrate this festive season, we want to express our heartfelt gratitude to our clients, partners and community. May your holidays be bright, and may the New Year bring even more exciting opportunities for growth. #BlueTangerine #GratefulForYou #HolidaySeason

This week on The Home Builder Digital Marketing Podcast, Rose Quint of the National Association of Home Builders joins Greg and Kevin to discuss the NAHB’s 2024 edition of What Home Buyers Really Want, a nationwide survey of recent and prospective home buyers. ➡️One of the most important objectives of the National Association of Home Builders is to help home builders be prosperous. Rose says, “One of our missions is to help our members achieve professional success. And so, over 20 years ago, NAHB decided to conduct very thorough research on what buyers want, what amenities in the home and the community, people are looking for in their homes, and what features are essential and better yet, which ones are emerging, which ones are becoming more popular.” The research in What Home Buyers Really Want gives professionals in the home building industry valuable information needed to understand current home buyers’ expectations. Rose explains, “The study is done every 2 or 3 years. It is based on 3000, roughly, recent and prospective homebuyers. These are people who bought a home in the previous three years or who are looking to buy one in the next three years. And what's very important about this sample, how we select it, is that they are representative of the U.S. population in terms of age, of income, of race, as well as geographic location in the country. So, that our goal here is to provide builders and architects and product manufacturers, the most recent and the most accurate information so that they can build and produce the homes that people want.” Listen to this week’s episode to learn more about what home buyers want in their homes. 🎧 https://lnkd.in/eXmJyszJ