This week on The Home Builder Digital Marketing Podcast, John Peragine of Audience Town joins Greg and Kevin to discuss how home builders can market more effectively by getting to know their audience through data analytics.
Home builders are directing more attention to home buyers’ needs and expectations and some resources can help builders accelerate that focus. John says,
“You know, there’s been a huge movement towards consumer first in many industries. The home building industry is moving in this direction, and all of real estate is moving in this direction, and companies need the technology to be able to support that. Consumers are in control. Home builders and real estate marketers need to be able to have this information on hand.”
By better understanding potential home buyers, home builders can be more efficient and successful with their marketing efforts. John says,
“So, the more they know about their consumer, the better they can market to them. Which will help them one, save money by not marketing to the wrong people, and then lastly, driving more sales. Because if you’re putting better quality in at the top of the funnel, you should get better out at the bottom.”
Home builders can dramatically boost customer-centric marketing without a great deal of time and money. John explains,
“…all this information is knowable. It’s available. It’s easy to activate. It’s not really a hard thing to do. I know data is kind of like a big, scary word, but we’re a partner with Google. Within three clicks in Google Tag Manager, your account is set up, so it’s pretty easy, pretty simple. So, you don’t need like a lot of lift. It’s not taxing. It’s meant to be easy and not taxing. With this big movement towards everything being consumer first and consumers in control, as a home builder marketer, the best thing you could do is understand as much about your consumer in real-time as possible.”
Listen to this week’s episode to learn more about how to understand your home buyer audience better.
About the Guest:
John Peragine is the Chief Revenue Officer and Co-Founder of Audience Town. He has always leaned into cutting-edge digital marketing technologies. He started his career at CNN.com in 1999 then moved to Realtor.com tasked with helping grow their presence with National Advertisers on Madison Avenue to being part of advertising automation during the early days of the programmatic revolution which now represents over 80% of all digital advertising.
The founders of Audience Town saw an opportunity to bring consumer-first marketing and sales tools that were being utilized successfully in other industries to Home Builders. The thesis is based upon empowering Home Builders to use real-time data to drive decision-making instead of gut feelings.
John is an avid endurance athlete who has finished two Ironman Triathlons, a 50K Ultramarathon, and the NYC Marathon. When John isn’t riding his bike, snowboarding, or wrenching on a car he is coaching his son’s Football team or helping his daughter perfect her volleyball serve.