This week on The Home Builder Digital Marketing Podcast, Bill Sieversten 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.
About the Guest:
With over 20 years of agency experience, Bill has developed an in-depth knowledge of consumer marketing strategy and execution. He is well-versed in the high-quality management and production of most marketing tactics such as website development, online advertising, signage, collateral, direct mail, photography, and interior display systems. Throughout Bill’s career, he has successfully managed internal agency teams across departments along with client/partner relationships in the fast-paced and continually evolving work environment.