By Thane Tennison, Advertising Manager, BDX

At BDX,  we strive to be pragmatic and let the data dictate the story. It’s exciting when you can double the ad performance of your clients and fundamentally change the way they think about online marketing.  That’s all we’ve ever tried to do – maximize performance.

Today the market is booming; builders are short on land and big on breaking ground. We launched new Grand Opening Packages earlier this year to help builders maximize their reach and create consideration for communities with little maturity and no brand equity. Many builders are seizing upon the boom, launching new online programs and really establishing an online presence in the marketplace.

Amazingly, others consider this increased activity as a hindrance to business. “We have too many leads!” “We have too much business! I don’t really need marketing anymore.” It’s an interesting dilemma. Advertising should drive sales, but if I’m hitting my sales goals do I need to advertise?

Does the lead car, set the cruise and enjoy the ride? No, work and forethought are required for market position. It’s easy to forget that while business is good everyone is doing just as good.  Now is the time to create consideration for search and give consumers a reason to shop your homes. Over 40% of consumers shopping any given market are relocating from outside areas. These consumers have little familiarity with local home builders and short sited savings can lead to long-term losses. Consider the buying cycle for new homes ranges from 9 – 12 months; many consumers shopping today will be buying after the market begins to cool.

We work with many builders who chose to create a strong online presence during the downturn and are now seeing the fruits of their labor. If you’d like more information about how builders are improving their web traffic through display advertising contact us at info@thebdx.com.