Artificial Intelligence (AI): The Game-Changer

Artificial Intelligence is revolutionizing the field of digital marketing, making it easier and more efficient for home builders.

Here’s how AI can shape your marketing strategy:

AI and CRM Management – AI can simplify analytics in your CRM and create campaigns or reports in a fraction of the time it used to take. With a single prompt, AI programs like ChatSpot or Salesforce Einstein can break down website visits by day, week, month, etc. Want an analysis of the sales pipeline by geography? A simple command and ChatSpot will make that report.

Image Creation – AI programs like DALL-E 3 can reduce your dependency on expensive photography or stock images. Say you’ve finished a blog and want a picture of a family hiking in the woods. Create a specific prompt in DALL-E 3, and the program will create multiple images to select from based on your request—no more searching for pictures.

Video Scripts Written by AI – If you plan to make a video, AI programs like Jasper can produce high-quality video scripts tailored to specific demographics based on customer profiles. This enables you to save time and resources and ensure a consistent message across different platforms.

AI in Content Development – Probably the biggest time saver for marketers and clients is content development. Several companies can create content like Bard or ChatGPT. But Bard and ChatGPT also have other high-level functions. Jasper is one of the few AI programs explicitly designed for creating content. Jasper AI can generate content such as blog posts, articles, and social media posts and reduce the time needed by almost 75% (personal experience) while maintaining consistent quality. Also, content programs can check your writing for plagiarism across the web and provide corrections to your grammar.

Repurposing Content for All Channels – The second biggest time saver in AI for marketing is repurposing content. For example, you can post a blog and prompt the AI program to “create five Facebook posts from this blog” or “rewrite this blog as a press release .”Again, this is a huge time saver.

The Impact of AI on New Home Construction

AI is here, and it will change almost every aspect of the marketing industry for marketing for all industries. With AI, marketing for home builders becomes targeted, efficient, and hassle-free. It’s not just the future of marketing; it’s the present.

Do you need guidance on navigating the new AI landscape? Let’s embrace this technology and build a better marketing plan. After all, the future of construction is digital. Don’t get left behind – contact Power Marketing today!

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And in return, all you want is an email or phone number. Done!

Now, give something!

The post As a builder, give something to get something! appeared first on Power-Marketing.

We’ve been specializing in homebuilder marketing for quite some time and know just how to ensure our homebuilding clients get the best exposure for their new homes. That being said, we always spend time getting to know our homebuilding partners before building their new website, discussing the importance of marketing automation and necessity of best SEO practices. But we always start the conversation asking about their homebuilding “brand”.  It’s surprising to learn how often homebuilders can’t give a simple answer as to what is their brand.

What exactly is a brand? Does such a thing exist or is it just more marketing strategy mumbo jumbo slight of hand? Some people think their color scheme and logo make up their brand. What do you think? I believe that the concept of ‘brand’ is slightly overrated and very misunderstood.

I believe a brand is a promise delivered! That promise is expressed in many ways: customer service, great product, value, price, quick response, etc. Great marketing always comes down to one thing: Tell your audience, in a compelling way, what your company does that is unique and better than your competition. Answer that question and perform the answer consistently, and you’re on your way to building a good brand. That doesn’t mean you don’t need a good logo or consistent marketing or a web design that provides customers with a great experience. You do!

Don’t confuse the concept of image building with branding. They are similar, but not the same. The following is a simplified definition of branding found in Wikipedia®:

A brand includes a name, logo, slogan, and/or design scheme associated with a product or service. Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design and media commentary. A brand is a symbolic embodiment of all the information connected to the product and serves to create associations and expectations around it.

The simplest concept of branding is that it’s much more than images, icons or names. The capacity to own a brand is larger and more far-reaching than any ad or marketing campaign could ever hope to be. Brand loyalty is truly a gift to companies from customers when the business proves, beyond any doubt, that they are worthy of their trust. This usually occurs when the company’s performance, credibility and consistency have risen above the competition. At that point, the company becomes the proud owner of that which only customers can give and take away — solid brand recognition.

Image advertising can buttress an existing brand, but rarely will it ever create one on its own. If you have a bad image, you need to change it by improving your product, service, or the client’s perception of both. Product image is about reputation, credibility and standing in the community. While you can control your company’s brand identity (which is its graphic appearance), you have less control over its image (which is the general perception your customers have).

Brand is about the consistent performance of quality and benefits that you articulate and, hopefully, maintain in numerous media. It’s a strategic way of establishing your company and products in the minds of customers by using advertising (newspapers, magazines, TV, radio, outdoor medium and the Internet), collateral materials (flyers, brochures, print, direct mail, trade shows and telemarketing) and even point-of-purchase materials among other things to “brand” your image into the minds of your consumers. Much like a rancher brands his image into the hindquarter of his herd.

Branding 101 teaches that a brand is more than a name or a company logo and that customer loyalty can’t be earned by an ad. In order to gain customer brand loyalty — which is a concept that is fading every day — you must gain customer’s trust over time by consistently performing in a fashion that demonstrates your credibility.

Try these five brand-building ideas and employ them into your marketing strategy to begin creating better brand recognition:

1.     Make a specific brand promise and consistently deliver on that promise.
2.     Keep your marketing consistent (website, logo, collateral materials, signs, etc.)
3.     Don’t attempt to be everything to everyone. The Internet gives businesses the ability to niche our products and services like never before.
4.     Position someone in your organization as an expert in your field using seminars, social media marketing, editorials/white papers, blogs or other means.
5.     Your business needs to own something if you don’t have a unique product or service: a story, a unique offering, and a social audience.

Branding is important, but it isn’t simply a one-step process. The concept of owning a brand is popular, but the process is much more difficult. To own a brand is to possess the top-level of recognition of a category in the consumer’s mind. Xerox owns the copying category. FedEx owns the overnight shipping category. And Godiva owns the chocolate gift category. What category can you own?

I wish you success in your branding efforts. To learn more about the ideas in this article and others, visit our website at www.Power-Marketing.com or contact us at info@Power-Marketing.com.

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My tip this week is a bit different!

I hear regularly that many of you enjoy reading our very brief tips.

This week I want to invite you to attend a limited seating, one-hour presentation highlighting the incredible power of Infusionsoft and how we can harness it to grow your organization’s success. Having a CRM and Marketing Automation package isn’t optional today; nearly all business begins online and if you want to capitalize on that opportunity, you’ll need what we have to offer.

Click here to reserve your seat for this crucial opportunity to be held at our Hagerstown, MD office. This one meeting can literally change your business forever.

Next week we will continue our series “How Can I Improve My Website?”—if you haven’t had the chance to read the past entries, now is the time!

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Here we are at Part Four, and I must admit, this tip alone can really make or break your website! If you’re just joining us you may want to check out the previous installments of the series—a quick review will bring up to speed with this week’s Tuesday Tip.

How Can I Improve My Website?

Understand Your Computer Screen
Clear A Path
Intuition Must Lead The Way

Ok, all caught up? Let’s dig into the importance of great photography.

Cheesy Pictures = Cheesy Company…At Least In The Mind Of The Prospect

The internet is predominantly a visually-driven information platform. Think about it for a second, what attracts your eye first? A colorful, stunning image or a huge block of text?

I always tell Power Marketing’s clients that good photographs don’t sell—but great pictures do! Remember, your potential clients are going to either eliminate you or continue to investigate your offerings based on the overall presentation of your website. If your website isn’t visually and graphically appealing, subconsciously your audience is going to relate those same negative emotions to your product. This may not seem very fair, but trust me, it’s a real reaction.

There are two types of photos you must incorporate into your website. The most important is what the industry calls the money shot. These are breath taking, professional images that will leave a positive impact, so stunning they simply can’t be ignored. Most websites will utilize at least three to five of these pictures, and your home page absolutely must contain the best of the best!

From there, as your audience travels through your website, they should experience a variety of other pleasing images that reinforce your company as someone they can visualize as doing business with.

Does your homebuilding website offer a selection of “money shots” throughout the site? Would you like me to give your website a personal review? Power Marketing offers a free, no obligation, 30 minute website consultation. I’ll be happy to tour your homebuilding website with you, pointing out what’s working and where you can make improvements. As always, feel free to call me directly at 301.416.7861.

Next week, we’ll move onto the importance of adding capture opportunities to your homebuilding website.

The post How Can I Improve My Website? (Part Four: Don’t Be Eliminated By Cheap Photography) appeared first on Power-Marketing.

Nearly everything we do these days begins online. No homebuilding marketing effort can have significant success without the essential foundation of a website that is intuitive, functional, well designed, and informative. That being said, how does a small business first afford and then maximize the incredible power of their website?

I call the Internet the great equalizer because it is the one marketing tool where a small business can look as powerful, successful, and creative as its biggest competitor. A company’s website is very often the place where consumers eliminate choices, so your website’s job is to make sure you don’t get cut from that initial search. Your website needs to move a visitor from potential to legitimate prospect; if that’s not happening, you need to find ways to improve your website. This is achieved using art, science, and a little internet magic.

By following these critical website solutions, the odds you will earn a client will improve drastically.

#1 – Understand your computer screen

A computer screen is a computer screen, right? Wrong! Eye studies have taught us that we read a computer screen differently than we do a printed document. You read a magazine ad in the shape of a “Z” with your eyes entering the ad at the upper left and exiting in the lower right. Your customers, however, read your website more like the shape of an “F”, meaning certain real estate of your computer screen or iPad are worth more than others.

You should focus your most important information in the areas of the “F”-shape. The upper left of this “F” is the most important real estate on any page. Put your products and other important destinations right there. The lower right quadrant is the least important, put ads, blogs or other links there.

Note the invisible “F” pattern; eye studies indicate these are the most important locations on a website page.

Curious to learn more details on how you can improve your website? Feel free to call me at 301.416.7861. I offer a free, no obligation 30 minute website design consultation.

Next week we’ll discuss the importance of getting your audience where they need to go once arriving on your website.

The post How Can I Improve My Website? (Part One) appeared first on Power-Marketing.

#10. Proper Marketing Leads To Your Business’ Credibility

Promotion is imperative to the validity and trustworthiness of your product or service.

#9. Strategic Marketing Allows You To Target Your Ideal Audience

Marketing enables you to strategically focus on the exact demographic most likely to require your goods.

#8. Marketing Keeps Your Audience Aware Of Your Goods & Services

Keeping your business front and center in the mind of the public increases customer recall.

#7. The Competition Is Continually Marketing Their Product

Your competitors are also vying for consumer attention. Failure to offer your alternative solution actually promotes the profitability of your rivals.

#6. Shine A Spotlight On Your Offerings

Proper marketing focuses consumer awareness on everything your company offers as well as your own unique selling proposition.

#5. Marketing Enables You To Educate Your Customers

Provide continual information to your audience, transforming potential clients into satisfied customers.

#4. It’s More Profitable To Retain Your Current Customers

Strategic marketing is able to retain valued clients, saving valuable funds when compared to strictly acquiring only new customers.

#3. Marketing Techniques Are Constantly Evolving

All growing businesses are constantly evolving. Neglecting to adapt your marketing strategies with these changes can leave your company exposed and outdated.

#2. Marketing Helps You Focus On Achieving Your Business Goals

Well-constructed marketing actually promotes an overall understanding of what your business is attempting to achieve.

#1. Delegating Your Marketing To A Professional Team Permits More Time For What You Do Best

Partnering with a professional marketing agency creates more time for business operations. You are no longer tasked with driving clients to your door, allowing more effort to be spent on best servicing the ever-increasing demands of customers.

Are you ready to learn more? Contact Power Marketing today for your FREE, no obligation consultation!

You can even call 301.416.7861 or email Scott Piper directly!

The post Top Ten Reasons You Must PROPERLY Market Your Business appeared first on Power-Marketing.

My son is eight months old, and while I do plan on losing the baby weight, and really want to lose my baby weight, I just haven’t yet. I’m sure i’m not the only one, although when I look at all the moms on my Facebook timeline in bikinis I really start to wonder. I’ve never liked overachievers anyway! A friend of mine owns a pilates studio in town and has offered me free pilates classes and I totally plan to take her up on her offer but just not now, and here’s why:

Click here to read the full article on The Huffington Post.

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Homebuilders Need To Mirror People, Not Things

As a homebuilder you know how convenient and smart it is to present your product visually. This is the tried and true way builders have always marketed their homes, and for good reason. Of course a well structured homebuilding marketing automation, great SEO practices, intuitive website design and being active on social media with potential homeowners all works, too.

But I’ve always been a firm believer that good photography doesn’t sell—but great photography does! So what makes a picture great?

The key is to present your product in a way that activates the brain’s mirror neurons. You’re probably thinking to yourself “Brian, I’m not a neurosurgeon. What the heck is a mirror neuron?” That’s a fair question that’s best explained like this….

Have you ever noticed when you see someone yawn, you also find yourself feeling the need to do the same? Or, what about the immediate feeling of empathy you experience when you see a tragic story presented on the news? Both of these examples are directly related to the activity of your mirror neurons.

Mothers experience the power of the brain’s mirror neurons frequently, often fighting the urge to show other moms how to take care of their children. It’s a very human trait, very primal in nature.

In your sales centers and client videos, do you show happy homeowners interacting with your product? If not you’re missing a huge opportunity. It’s not the products we’re instinctively relating to, it’s the people using the products. Use this to your advantage!

Incorporate images of mom preparing a beautiful meal in the kitchen. Let’s see some pictures of dad tinkering in the garage. How about a cozy image of the kids watching a movie in the family room?

You get it, and so will your homebuyers!

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We found Belinda buried beneath a pile of work! All kidding aside, welcome back, Belinda.

Read the official press release below.

Belinda Smith Returns To Hagerstown’s Power Marketing As Customer Care Manager

Hagerstown, MD April 22, 2016

Power Marketing announces the return of housing marketer Belinda Smith in a new capacity as veteran Customer Care Manager.

Having been a part of this award winning marketing agency for over 19 years, Belinda left to pursue other projects in early 2014. Her return provides the opportunity for Power Marketing to offer an additional layer of interaction with their client base.

Power Marketing CEO Brian Flook: “Belinda was an integral part of our team for nearly two decades, and we’re happy to have her back. We’ve always prided ourselves on our commitment to direct communication with our clients, and now with the addition of Belinda, we’re opening a new channel to ensure we exceed our client’s expectations.”

With over 28 years of marketing experience, Belinda has a true understanding of business owner’s needs not only in ensuring maximum exposure, but also in creating and nurturing long-lasting relationships with customers, prospects and the community.

“When I started my career with Power Marketing the Internet was in its infancy. I was fortunate enough to be exposed to not only traditional marketing techniques but also to learn and grow as online strategies began to evolve. There’s so much more to marketing than a well designed piece or a catchy slogan—it’s more about truly understanding the client’s needs and helping them solve their problems. I can honestly say the most important component of Power Marketing’s success has always been our commitment to really understanding our customers”.

Power Marketing is a full-service marketing firm founded by Brian Flook in 1992. Specializing in strategy, website creation & design, branding, SEO, social media services, Internet marketing and builder marketing, Power Marketing services a wide variety of businesses in the surrounding Hagerstown, MD area.

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