Services
Marketing
Comprehensive Solutions
Marketing that brings you leads
A well-conceived product needs a planned, action-oriented marketing effort behind it to generate sales leads. We’ve developed and executed marketing programs for home builders, developers, and manufacturers, and we know what’s working in today’s marketplace and what isn’t.
We’ll help you get the best value from your marketing budget by working the complete marketing mix, not just the corner of it you’re most comfortable with.
The order it happens in
Marketing gets expensive when it starts in the middle — with a campaign, a brochure, or a website refresh — before anyone has settled what’s being sold and to whom.
Research and product first. Who’s actually buying in this submarket, at what price, and what else are they looking at? At Battlement Mesa, that question changed everything: refocusing a Western Colorado company town toward active adults brought in more than 11,900 prospective renters and buyers in two years and nine months.
Positioning second. What is this product, in one sentence, to that buyer? At White Deer Valley, positioning a 400-acre parcel as a high-end custom community — instead of the quarry the owner was weighing up — set up homes selling from $800,000 to over $3 million.
Then budget, media, and merchandising. Once the first two are settled, spending money starts to pay.
Our marketing services
- Marketing Audit: Plan and Management
- Market Research
- Product Development
- Product and Service Positioning and Branding
- Marketing Budget: Development and Management
- Design and Production of Marketing Collateral Materials
- Advertising: Traditional and New Media
- Promotions and Public Relations
- REALTOR relations programs
- On-Site Merchandising Audit
- Alliance Partnership Programs: Creation and Management
- Event Planning
Alliance partnerships
Here’s one of the biggest opportunities in new home marketing, and it’s consistently underused. Economic development councils, chambers of commerce, HBAs, Boards of REALTORS, utilities, manufacturers — every one of them already has the audience you’re trying to reach, plus credibility with that audience your own advertising will never have.
At Coal Creek Ranch, we partnered with major utilities on conservation innovation and brought brokers in to make the community their second office. That combination pulled qualified buyers from across the entire Denver Metro Area, and the faster absorption brought marketing costs down.
This approach goes back to Robert’s work in economic development in the early 1980s. Get to know the organizations around your project. They’ll open doors a media buy can’t.
Call +1 303.500.3400, or send us a message.
Marketing: common questions
- What does a real estate marketing consultant do?
- We help you work out who your buyer really is, what your product should stand for in their mind, and how you'll generate leads and hand them to a sales floor that can convert them. That covers research, positioning, branding, budget, media, promotions, REALTOR relations, and what happens on site when someone arrives.
- How much should we spend on marketing?
- The more useful question is what you're spending it against. A budget only means something once you've settled your positioning and know which buyer you're going after. We start with a marketing audit so every dollar has a defined buyer and a defined message behind it.
- Can marketing really influence what buyers want?
- Within limits, and the limits matter. Marketing can move a buyer between options they'd both accept, and it can make a genuine advantage visible to someone who'd otherwise miss it. What it can't do is make people want a home that doesn't suit their life. Robert was quoted on exactly this question in Remapping Debate.
- What is an on-site merchandising audit?
- We look at what a prospect actually experiences when they arrive — the signage, the approach, the model home, the sales center layout, and the order information reaches them. It's worth doing, because a lot of communities spend heavily to bring people to a site that then works against the message.