we first met online.

From choosing a restaurant to evaluating the pros and cons of a refrigerator, there is no doubt that consumers rely heavily on the Internet to do most of their research nowadays. When it comes to buying a home --the largest financial purchase for many– decisions about who to build with are being made before consumers ever step foot in a sales centre/ show home or speak with a sales associate. 

 

Many companies utilize the Internet to showcase their websites: explaining their company and product offering. This was fine in 1998 when Friends was a hit and clunky heels were considered fashionable however, the Internet has evolved. The Internet of today has become more than just an information tool, rather a hub of social interaction + two-way communication.  

 

With the introduction of viral forums such as blogs, Facebook and Twitter, consumers are taking their real life experiences online and redefining social interaction + communication. 

 

When researching potential community + builder candidates, consumers are looking for more than just the glossed over ads and corporate “calls to action,” they want to know who it is that makes up the company + what previous purchasers have to say about their company + their product.  

 

By integrating social media into public relations + communications strategy, builders and developers have the opportunity to create and foster relationships with prospective purchasers and current homeowners that, before the introduction of social media, were only possible through face-to-face community engagement. 

 

--kt 

www.chattersondrive.com

calgary's downtown core slow to grow

Much talk continues around urban density and it's critical role in Calgary's future, but who controls urban density... the builder-developer community, the government or the marketplace?  

 

In today’s marketplace, the smart builder builds based on demand.  The builder running in the red builds on speculation.  Buyer demand, unfortunately, does not currently exist in Calgary’s urban centre.  There’s a large amount of “urban” product on the market and absorption levels are slow in comparison to new, single-family communities on the outskirts of the city centre and beyond.

 

The buyer culture needs to shift and begin demanding more homes downtown or regional government must intervene and provide incentive for the building and development industry and prospective purchasers interested in buying a home in the downtown core.  

 

Multi-family builders are attempting to pick up lost momentum in the beltline and city core.  2008 saw a record number of project starts in Calgary’s downtown condo market.  Many speculative buyers are still scrambling to resell or rent and finding it difficult to do either. 

 

Builder organizations are homebuilder’s first and service organizations second.  The before build, build and after build service is extensive for new homebuilders.  In the age of the service-oriented business, it would appear builders’ priorities are in the right place.

 

The benefits of avoiding urban sprawl cannot be argued, savings in infrastructure spending/ maintenance and creating a greater sense of community downtown; however, a broader culture shift needs to occur amongst home buyers as opposed to pointing the finger at the service-oriented builder organizations.

--allan

www.chattersondrive.com

fans first. customers second.

In the sometimes turbulent world of residential + resort real estate, establishing the fruitful relationship with a prospective owner is becoming quite the challenge. Your ads don't cut it anymore. The billboards telling the world you're the best is no longer credible. Today, prospective purchasers care less about what you have to say and more about what everyone else is saying ABOUT you.

 The best builders, realtors and developers in real estate see this light. Advertorial what? Who reads advertorials anymore unless its for prescription drugs? Engaging prospective purchasers takes more than traditional marketing + advertising. It's a nice start but its like having bricks and no mortar. They're savvy and "due diligence" is easier to do than ever before. The success stories come from the organizations that are demolishing the walls of what is considered "traditional" real estate marketing. All of a sudden what you do and how well you do it is determined by those who have been through your process--not how great and "hassle-free" you say it is. Small speed bumps and obstacles aside, if they enjoyed "the experience" provided, you have created yourself a true "fan." 

 

Fans follow.

 

That's what fans do, they follow. When I started with Walt Disney in 1999, one of my managers gave me a copy of a book called "Raving Fans." It taught me the difference between a satisfied customer and a "raving fan." This couldn't be more important + critical today.  To be the best, your customers have to be willing to raise your flag. To share the unique experience they had with you with their friends, their family and their "social network." 

 

I'll admit it. I get excited about organizations that are constantly breaking-down the traditional walls and leading the way as innovators in engaging prospective purchasers and creating "raving fans." I'd much rather have a fan or a follower over a customer any day! Embrace the opportunities and never-before-created ideas, technologies and strategies that the rest ignore. Purchasing a home is most commonly the single-largest purchase decision anyone makes in their life. Shouldn't that experience be an enjoyable one? Go beyond traditional means of marketing communities + homes and acquire a group of fans who are willing to follow YOU. 

 

If you haven't read it, get it: http://amzn.to/2FMtir 

 

--jason 

http://chattersondrive.com/