This week on The Home Builder Digital Marketing Podcast, Tom Nelson of NDG Communications joins Greg and Kevin to discuss why exceptional home builder digital marketing requires adaptability and open-mindedness.
Unforeseen circumstances often impact the best marketing plans, so home builder digital marketers must be flexible. Tom says,
“I’ve found two constants in new home marketing. One is the goal is always the same. I need more leads, more sales. I’ve been hearing that since the late nineties. In a good market or in a bad market, we need more leads, more sales. But the reality has been, we’ve never achieved those goals the same way twice. Every year, how we’re doing it has to change because the technology is evolving, consumer preferences are evolving. Then you have black swan events like COVID and, you know, everything basically changes in that regard.”
It’s impossible to plan for every scenario when it comes to marketing, so being receptive to change is the key to success. Tom says,
“So, change is always inevitable in any growing organization, but in marketing, the technology is just going so fast. You just have to adapt. And anyone tells you they have all the answers is completely not being honest with you. It takes a lot of A/B testing, a lot of tinkering, a lot of trial and error, but you learn so much through the process. You have to embrace that as a marketer, the pretty picture is only one part of it. A good message is only part of it. There’s just too many moving parts and pieces that all have to come together for success.”
Because there are so many variables at play, home builder digital marketing requires continual experimentation and adjustment. Tom says,
“You know, I say marketing in today’s world is a lot like golf. You know, you can be doing five things perfectly right and if you pick up your head, you’re going to hit that ball poorly. Same sort of thing. There’s so many nuances that, you know, you can get four things right and get one thing wrong, and then the marketing doesn’t deliver the desired result. I think the thing that is a requirement of anybody in marketing right now is just continuous growth and learning, being open, being adaptable and always trying new things.”
Listen to this week’s episode to learn more about why flexibility is vital to successful home builder digital marketing.
About the Guest:
Tom founded NDG in 2002, growing it into a nationally recognized advertising and marketing agency serving homebuilders, developers, and real estate firms. For over two decades, he has played a pivotal role in shaping marketing strategies for builders and developers nationwide. In 2020, this experience inspired him to launch UTour, the leading platform for self-guided home tours in the new home industry. Recently inducted into NVBIA’s Hall of Fame, Tom is an active member of NAHB, NVBIA, MBIA, and WMSMC. He is also a regular speaker at industry events, including NAHB’s International Builders’ Show (IBS).