Who are the Influencers in a New Home Sale?

bluebonnets-STOCK-1200x540 Who wouldn't want to share this beautiful photo? That's probably what Lennar Homes thought when they posted this lifestyle image for one of their new home communities in Texas. For a lot of us, it's not about the house. It's about what we see through our windows and the spaces outside  where we explore with a small child on a Saturday morning or get out for a run after work. These kinds of images cut through the burden of home buying details and give buyers a sense of how it would feel to live in that home. If you are an Influencer, you want to share this image with people you know. You can't help yourself! It's a gorgeous piece of shareable content. Builders want to be thinking about how to get relevant content to their Influencer audience. I received this infographic about Influence Marketing today. It got me thinking about who the Influencers are for a new home sale. Here are three influencer categories from my perspective. What do you think? Realtors - They can influence their clients to consider the benefits of a new home while they are also looking at resale homes. We recently wrote a post about what Realtors want from Builders. Connectors/Brand Advocates - Connectors are people who love to share content with their networks. They are easy to find if you can send a short NPS survey. You can use a question like, "How likely would you be to refer people in your network to our new home communities?" Nothing better than a one question survey - fast, easy and takes no time away from your customers. When you have this data, take the responders with the highest score and do a quick search to see who is most active digitally. Even if it's a handful, you have the seeds of an Influence Marketing effort. Sales team members may intuitively know who some of these Connectors are, and they may be ready to broadcast for you. All you have to do is ask and share content. The Social Media Examiner has written a good article with 9 reasons you want to engage with these Influencers. Lifestyle Bloggers - If you can connect with a Blogger in your markets, you have a way to leverage your content across a much larger group of home buying consumers. GroupHigh helps companies build profitable relationships with Bloggers. They offer a good database of Blog titles, subject matter, audience demographic, audience reach and tools to easily cultivate relationships on behalf of your builder brand. I love this quote because it reminds us to aspire to give our brands greater meaning. And I think it also makes it easier to connect with Influencers. new-brand-rules-3-728Builder brands are thoughtfully designing living environments that inspire a sense of community, provide an environment for families to connect and offer spaces for renewal and creativity. Influencers will tell people about the important work you are doing, if you can find and engage them!   Have you identified your influencers?  Do you have a Social Influencer Campaign in place? We'd love to hear from you, and we are actively seeking guest bloggers on this topic. Please connect with us if you are a Home Builder Marketer and would like to cultivate this conversation further through a guest blog post or series. Thanks for stopping by and engaging with us. Cheers! Leslie Bridges, Chief Blogger Marketing Blueprints is sponsored by Builder Promotions, an e-commerce, and mobile procurement platform delivering branded products used throughout the new home selling cycle. Builder Promotions proprietary GroupBuy service enables Divisions to benefit from collaborative purchasing.
lesliebridgeswriter

About lesliebridgeswriter

Leslie is a partner in Builder Promotions Marketing firm, a company devoted to making life better at work for the Marketing professionals who work tirelessly to deliver New Home Communities that provide a place for families to live and thrive. She loves being a Mom and keeps a suitcase packed for the next travel adventure with her family.

Leave a Reply