This week on The Home Builder Digital Marketing Podcast, Michelle Mambuca of Barron Collier Companies joins Greg and Kevin to discuss how home builder digital marketers can deliver marketing with integrity.
Builders need to promote their homes to prospective buyers in a genuine way. Michelle says,
“We don’t do any false advertising. And as a matter of fact, our residents are featured in our marketing. So, this is really different. From talking to sales team members, being on the ground ourselves, you know, out in the community for many years, building those relationships, we have met some incredible people and actually have come up with this campaign. It’s the second year running it, which has won some awards, like you mentioned. The real stories from a big kind of small town which is our tagline. So, these are real people.”
Potential home buyers must be able to trust that digital marketing is congruent with the homes and communities they will go to visit in person. Michelle explains.
“Consistency is key. We want people to see our ads, see our website, see our billboards, radio, everything, and when they get to Ave, they walk into our welcome center, and they’re like, wow, this really matches everything I’ve seen up to this point. And then that experience, that customer journey of coming there and then going to the sales centers with the builders, finding their dream home, we want it to be consistent, and we want it to match the brand. And I feel like a lot of times you see this beautiful marketing, and then in reality, you’re like, this is not what I expected, and that’s unfortunate. So, that’s something that I feel like should happen if you can help it and try to keep your brand consistent, so people understand it and speak highly about it.”
When home builders deliver on digital marketing messaging, the customer journey will be more successful. Michelle says,
“…we promise something, we promise them the world and…we want them to move in and we want them to be happy, contribute to the community, be an integral part of it because our residents are everything to us. They are what make it special in addition to other people, of course, but they’re really what make it unique. So yeah, I think that you should deliver on your promise.”
Listen to this week’s episode to learn more about providing home builder digital marketing that is honest and reliable.
About the Guest:
Michelle Mambuca is the marketing and public relations manager for Barron Collier Companies (BCC), one of the largest diversified companies in Florida dedicated to the responsible development, management, and stewardship of numerous land holdings. In this role, she manages BCC’s and its parent company’s social media channels, websites, internal communications, public relations, advertising, and marketing strategies.
Michelle has spent her professional career in various roles for local marketing and PR firms. As a young professional, she has served on the Board of the Public Relations Society of America (PRSA) in different capacities and is currently the chapter president. She recently won Marketing Director of the Year for Collier Building Industry Association and won a silver award at The Nationals for the National Association of Home Builders as a top 5 marketing professional in the country.
Michelle graduated Cum Laude from Florida Gulf Coast University (FGCU) with a bachelor’s degree in communications with a concentration in Public Relations. She earned her Accreditation in Public Relations (APR) in 2022. While at FGCU, she was heavily involved in Greek Life, holding various leadership positions, and was honored to be a part of Order of Omega, a national Greek honor society.
When not in the office, Michelle loves spending quality time with her husband and family, cooking, baking, and going on adventures with her two children, Miabella and Luca. One of her favorite inspirational quotes is “Ability is what you are capable of doing; Motivation determines what you do; Attitude determines how well you do it.”
