This week on The Home Builder Digital Marketing Podcast, Stephanie Lane of Geranium joins Greg and Kevin to discuss how informative home builder digital marketing can help qualify leads and streamline the sales process.
The first step for most home buyers starts online, and they expect relevant information to be offered there. Stephanie says,
“We know that the majority of our homeowners or prospective homeowners are doing their research online before they even call us or come in a sales office.”
Sharing price information in digital marketing messaging is an important way to attract serious home buyers. Stephanie says,
“We’re pretty firm on sharing our price points or starting price ranges in our ad sets, on our website, in our e-blasts, in all of those communications to pre-qualify someone to at least an entry price point. So, that’s a very important part of our strategy is always having a price point on our communications.”
Relevant information helps home buyers quickly determine whether homes fit their needs and budget and eliminates unnecessary communication. Stephanie explains,
“But I’m absolutely of the mindset that quality over quantity. We can spend our money and we can get all of these leads, but to your point, then our sales reps have to sit there and sift through and call and contact. And if we’re not getting that quality in there, that’s at least qualified from a price point perspective at the onset, it’s a disservice to really the prospect at the end of the day. Their time is very valuable and we don’t want to be wasting their time on something that’s not suitable for them. It really is, for us, quality over the quantity, and we are sort of flipping back a little bit between those two.”
Listen to this week’s episode to learn more about how providing information in home builder digital marketing can help secure more qualified leads.
About the Guest:
Prior to her career in real estate, Stephanie Lane trained in Hospitality and Tourism with considerable emphasis on customer service and relationships. Through her training and extensive workplace experience in the Hospitality industry, Lane learned the importance of customer satisfaction and acquired the ability to provide quality experiences that elevate brand awareness and increase referrals.
Lane joined Geranium in 2015 after honing her sales and marketing skills launching high-rise and resort communities across Ontario since 2005. She is a licensed Real Estate Sales Representative, an active member of TRREB (Toronto Regional Real Estate Board) and BDAR (Barrie & District Association of Realtors) and is knowledgeable in both resale and new home sales.
In her position as Vice President, Sales & Marketing, and a member of the Executive, Lane provides valuable insight into land acquisitions, site planning, product design, finance as well as strategic planning and execution of sales and marketing efforts for low- and mid-rise residential communities.
Under her leadership, Geranium has successfully marketed and sold a varied portfolio of homes and condominiums with attention to maximizing revenues, ensuring a positive customer experience and strong brand recognition. In addition, during this time, the company has garnered prestigious industry awards at local and national levels. Most notably, recognition for marketing excellence from the CHBA. Stephanie was also recently awarded Silver for Marketing Professional of the Year 2024 by the NAHB (National Association of Home Builders), is a long-time Board of Directors volunteer with Hats on For Awareness (in support of mental health) and has also been a volunteer with BILD (Building Industry and Land Development Association).
