Atlanta Building News-September 2008 - (Page 14)

F E AT U R E Low- or No-Cost Ways to Market Your Homes 6 Ray Bouléy, president, Full Circle By Renita Davis There’s no such thing as a free lunch, and you may think there’s no such thing as inexpensive marketing, either. The fact is, you can create a buzz for your homes and communities with just a little effort. And when it comes time to put your resources toward marketing, investing those dollars to get the most for your money can make all the difference. Here, we present ideas from six Georgia Members of the Institute of Residential Marketing (MIRM) who give their secrets to maximizing your marketing efforts. WORD OF MOUTH IN AN ALL NEW WAY When it comes to making big decisions such as buying a home, buyers turn to people they know and trust for advice and reaffirmation. Often times, the “people” they know are actually the brands they’ve come to trust. By creating associations with other brands, builders can make sure their names are top of mind when it’s time to buy. “Most people think of guerilla marketing as cheap, but it can be a highly sophisticated method of reaching consumers at any point in the buying cycle,” explains Bouléy. By working with a pre-existing brand that consumers already trust, a builder can touch consumers when the consumer doesn’t even realize it’s happening. The consumer feels the association, but in a different, less intrusive way than with a direct sales piece. The consumer also gets the message at many more points, both in and out of the buying cycle, Bouléy says. In fact, Full Circle has redefined its business model to incorporate strategic relationships among partners to reach consumers at a variety of touch points. “This is guerilla marketing in that it’s subversive, not because it’s contrary to how people want to associate with a brand, but contrary to how they’ve been exposed to it. It truly is the key element to making many of the staid methods of marketing and advertising work and work harder,” says Bouléy. Builders in Atlanta have aligned themselves with popular brands through incentives, special events and model home decorating. Bouléy sees many more opportunities for builders in the future. 14 SEPTEMBER 2008 | ATLANTA BUILDING NEWS

Table of Contents for the Digital Edition of Atlanta Building News-September 2008

Atlanta Building News-September 2008
Letter from the President
Classes and Events Calendar
Building Quality Traffic in a Challenging Market
6 Low- or No-Cost Ways to Market Your Homes
Legal Corner
The Housing Institute
Earthcraft House
Homeaid Atlanta
Atlanta 50+ Housing Council
New Members
Index to Advertisers

Atlanta Building News-September 2008