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
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