This week on The Home Builder Digital Marketing Podcast, Kate Jarrell of True Homes joins Greg and Kevin to discuss how home builder teams can better connect emotionally to prospective home buyers.
Buying a home is a significant financial investment with a very emotional component. It can be easy for home builder teams to overlook the intense feelings a home buyer experiences during the process. Kate says,
“I think one thing that sometimes home builders forget is the buying experience is primarily still emotional for so many people. Yes, we need a house. Yes, we need those four walls. We need those walls to be sturdy and we need the plumbing and electrical to be safe and secure. But at the end of the day, it is still an emotional decision. And I think realizing that our clients are human. They have the same needs and wants as everyone else. They want to make sure their children are safe. I think being able to add in that human element is a huge part of it. And sometimes it’s easy to forget, especially as we get into the day-to-day of grading land and building foundations and framing. It’s so easy to forget that these are going to be real people living in our homes, and to really still make it all about them.”
It’s important to understand who potential buyers are if home builder teams are going to provide exceptional customer service throughout the entire home buying journey. Kate explains,
“…my team and I like to discuss through customer personas who are actually purchasing our homes, and the answer changes per market…It’s going to change, so we want to make it as personal as possible. And with the knowledge of that customer persona, go back to our sales teams and say, Hey guys, while you’re getting the client when they’re coming into your sales center, marketing is responsible for capturing them online, on the web, through a digital media, maybe through design. Chances are we’re going to be at the very, very, very top of that funnel, and we want to make sure that every single touch point all the way down until that client walks into that sales center, it’s not only consistent, but they are getting the best of us.”
Listen to this week’s episode to learn more about how home builder teams can foster an emotional connection to home buyers.
About the Guest:
Joining the real estate industry in 2012 as a property manager, Kate Jarrell now leads the marketing team at True Homes as Operations Partner of Marketing. Using her unique fusion of creativity and innovation, Kate supports True Homes in their endeavor to provide more life for their clients, trade partners, employees, and stakeholders. Along with having an in-house graphic design team, the True Homes marketing team also excels in digital marketing, social media, email campaigns, event marketing, corporate branding, and more. Kate is a NALP and CAM designate, an educator for the GCAA, and a national speaker and trainer. She lives in Charlotte, NC with her husband, two perfect children, a cat, and dogs.