Thursday, November 17, 2011

TARGETING A GROWING MARKET

Fortunately my wife and I are happily married and the last time I checked I still had a pulse.  But that is not the case for about 50% of the women in the US.  They are either divorced or their husbands have died.  Either way this is always sad.

These women are not the shrinking violets their mothers and grandmothers were.  Because of the enormous amount of information available to them, they have become extremely savvy about purchasing a new home.  They want to learn more about what you offer and how it will fit their new lifestyles.  Many of them still have children living at home.

None of them wants to be taken for granted.


If you are still trying to sell homes the same way you did just 10 years ago, you might be using the old saying "The woman buys it and the man pays for it!"  That is wrong on so many levels.

There are two things that are going to happen in 2012 that will change home building. 

The first is that modular home construction will become a more accepted way to build and will finally be able to stand up against the "double wide" mentality that has always haunted us.

The second thing that will happen next year is an increase in the number of women getting into the new home business.  They will be turning to modular construction with increased vigor.  They are finding that they don't have to hands-on for a big part of the construction process because their factory will do that.  They can concentrate on actual marketing, design, sales and all the other parts of the home building process that their male counterparts usually skim over; especially when working with female prospects and customers.

They will understand that "the woman buys it AND pays for it."  

If you are a factory owner or a factory Sales Manager and do not have a marketing plan ready to bring these new builders into the fold or if your website "sucks" when it comes to marketing to the female new home buyer, stand back and let the factory that "gets it" run around you.

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