|Creating your Business Billboard - Maximizing your Web Site|
Wed 06/08/05 09:14:10 am
by Jerry Rouleau
Just because you are in
business today, does not mean you’ll be in business tomorrow. Imagine owning a
typewriter company years ago. Some are gone, and some are still here, bigger and
better than ever. Can you adapt to the new technology? It’s not how big you are.
It’s not how long you have been in business. It’s not how much money you have.
It’s not how many people you have. It’s how you use the new technology, that
will make all the difference on how successful you are.
Let’s take a look at where we are today and how
we got here. In 1994, there were 38 million
Internet users, 3,000 Web sites worldwide, and 35% of
U.S. schools were wired. In the
year 2000, there were 304 million Internet users. In 2004, Google indexes 4.2
billion Web pages. There are 800 million Internet users, and 99% of
U.S. public schools are
How do we
shop, and more specifically, how do we shop for a home? Statistics show that 80%
of the North American population, has access to the Internet at home or at
Five years ago, wireless
Internet at home, was just getting started. Today, millions of homes use
wireless. 85% of new homebuyers, will go on the Internet to research or get more
information on their new home
interesting statistic is, that when consumers do their search on the Internet,
they start off in the elimination process. Once they do the elimination, they
narrow down their search, to four or six companies. Will you get eliminated or
builders nationwide say that their web site generates their best lead, and is
the least expensive. How much do you intend to spend this year on your web site?
As consumers, how long do we spend on a web site? If it’s boring or too
complicated, how much time will we spend, before we give it the “ Internet
click” and move on?
your web site? Is it the same person who designed all your marketing literature,
your billboard and your ads? Did
you have a high school techie develop the site, or a programmer? Or, did you do it yourself, for the fun
of it? Why would you take something as important as your worldwide web site, and
your best lead source, and turn it over to someone who does not understand
Questions for you to
Is your web
site a good resource? Will they
come back again?
Does it tell your story? Is it consumer friendly? Does it sell the lifestyle? Is it easy to read and navigate? Is it women-centric? Does it tell who you are? Does it show your involvement in the
community and in your industry? Is
your company humanized, or are you just there? Are you touting your staff and
personnel? Are your hours
posted? The list is endless.
However, be careful as to not provide too much
that you never get the customer to contact you.
What kind of key button or tags
do you have? Let’s review a possible list. They may not all apply, and there is
no way you can have them all, but consider the
Information, or About Us
- Our Staff - Does your web site have pictures of you and your
staff? If not, humanize your
Gallery, or Showcase, or Portfolio, or Photo &
- Resources or Links -
How many number of link exchanges, do you have? It does help your
positioning. Example, related links (HBA, community organizations, chamber,
subcontractors, resource sites, product suppliers, directories,
- Project in
- In the
News, or Newsroom
- Testimonials (How
about photos of happy, smiling
- Design Studio or Model Home
Location - Does it have directions?
Contractors or Trade Partners - Do you have key
advertisers or partners on your site? Consider the possibilities. Product
suppliers, Real estate agencies, Banks/mortgage companies, Relocation sites,
- Send to a
- Web Site Offer - Do
you have a call to action, to get prospective customers to respond? Brainstorm what kind of carrot you can
dangle. Develop an offer to get
prospective customers to register. How much do your leads cost you? What if
you offered coffee, or bookstore coupons, for web site users to register?
Would that be less expensive than your regular leads? What if they had to
register on line and then pick up the coupon at your model?
- Why ABC
from the Owner or From the President or From (your
- En Espanol -
Do you sell to any specific minority or ethnic group? Can you tailor a specific site for
them, maybe even in a their language?
If you sell
in a development, how about:
are you promoting your site?
for consumers to find it all by themselves. You need to promote the web on
everything. Is your web site on the
- Answering machine
- Your model or
office sign. Some companies are
using their web site name on their buildings, signs, and other sources,
instead of their name.
cards. Your web site and e-mail address should be at least the same size type
font as your name. Don’t make it hard for the baby boomer market to read your
key address. Is that a “6” or an “8”?
Is that a “c” or an “e”?
How many leads are you looking
to get off the web site? Are you prepared to handle all you get? How soon can
you reply? Web site leads expect response in a timely
Take a look at your contact button. Are you
asking for required information? Do you want to respond to everyone who
sends you a note? What if the note says, send me some
information on your homes and how much they cost,
then they sign the note VR? How much information do you want to send them, not having any
background or data?
- Make sure you’re listed in
your area phone book, not because someone is going to pick it up and look for
you, but by being there, when potential customers search the yellow page
listing on the Internet, you will be
- Getting published on the
Internet, is better than getting published in a magazine, because it helps in
- Send customers to the Web,
to download material. Have a special page or link, that will get the
information to specific data.
Save on postage and
- When you get a lead from
your web site, be able to respond quickly. Remember, that is why they went to the
web in the first place.
- Be careful of type size used
on your web site – don’t make it so small. Be sure to use a minimum 12 point
- Have a
good navigational structure. Remember, not everyone will enter your site at
the same page, or go through your site the same way you would like them
- Make it logical and easy to
find information. Don’t have key
information hidden or buried
- Have your contact
information button, shown on
- Be sure
you have ownership and control of your web site. If you have an outside firm create
your site, be sure you own the rights to the content and
- It is easy
to build a Web site, but it takes skill and marketing insight, to create a
Jerry specializes in sales
training and public relations for builders, housing companies and building
product suppliers. He is the author of
“Selling New Homes: Sales & Marketing Workbook for Million-Dollar
Producers”, and a frequent article contributor to numerous building trade
publications. Special feature home projects that he has been involved have been
featured on the Today Show, in People Magazine, USA Today and in hundreds of
newspapers, radio, TV, industry trade publications and specialty consumer
information check out his web site:
www.jrouleau.com Jerry can be reached at 860
589-7391 or by e-mail at: [email protected]
For additional sales and
marketing ideas that can help improve your business check out:
The Complete Guide To Selling New Homes is a step by
step strategy that is guaranteed to improve your sales process. Generate
more traffic to model homes while learning valuable information that will
impact your business.
Attend targeted seminars on New Home Sales
Achieve better productivity
Break out of the box
Get the name of your business in print through public relations
Increase consumer recognition of your product
Jerry's sales tools give you
the competive edge in overcoming objections and closing the sale,
screening and qualifying, question selling model merchandising and
advertising. This is an encyclopedia of new home selling information. If
you sell new homes this book is a toll everyone on your team must have.
Get the book HERE
|Table Of Contents
Chapter 1: Human Relations
Chapter 2: Model Homes
Model Home Set-up Checklist
Working a Model Home
Body Language & Dress Code
Showing the Model
Model Maintenance Checklist
Merchandising the Interior
Merchandising Tips & Ideas
Chapter 3: Sales Aides & Sales Tools
Chapter 4: Question Selling
Advantages of Question Selling
Chapter 5: Screening & Qualifying
Developing Creative Questions
Follow-up Time Frame & Tools
Chapter 6: Telephone Techniques
Sample Phone Follow up Questions
Chapter 7: First Appointments
Reasons for First Appointments
Utilizing Customer Recap Sheet
Chapter 8: Finance Qualifying
Working with Financial Institutions Ballpark-finance Qualifying
Chapter 9: Objections & Closings
Closing the Sale & Testimonials
Closing Tips and Techniques
Chapter 10: Advertising
Setting up an Advertising Budget
Developing Ad Copy
Do´s & Don´ts of Advertising
Chapter 11: Sales Activities
Home Show Selling
House Raising, Parade of Homes
Promotional Activities that Generate Traffic
Chapter 12: Public Relations
Benefits of a PR Campaign
What Makes a Story
Writing Press Releases
Chapter 13: Business Plans
Setting up a Business Plan
Marketing Plan Checklist
Determining Home-buyer Needs
Fast Track Sales & Marketing Plan
Sample Eighteen-month Plan
Chapter 14: Miscellaneous
Four Elements of a Goal
Types of Goals
Hiring Sales Personnel
Resume & Interviewing Tips
Job Performance Review
Sales Job Description
Chapter 15: Resources
What readers have to say about the
" While most books on home selling and marketing are out of date before
they hit the bookstores, this book has timeless advice that will keep you
successful for decades."
Charles Bevier,Editor, Building Systems
“Great information! You can never revisit the fundamentals of selling
too often. Thanks for taking the time to put together such a useful
David Allaire, C. M. Allaire & Sons, Inc.
“I just received your book, and its great. It´s many things that I
already know but its great to have in writing to read over and over. It
also confirms what I have been telling my staff, now they can see its not
just my point of view. Thank so much for the quick shipment. I will refer
this to other people that I know in the field."
Judy Owens, Wery
“Jerry covers all the bases with this book. Our sales team has learned
volumes from his teachings. It´s a very hands-on, practical approach."
Bill Dudley, President, Carolina Model Homes and Homeworks Custom
Get the book HERE
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The potential for success will be apparent to you once you see for
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course, all demos are free and with no obligation and there is always
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