Home Industry News The 2018 modern sales and marketing plan – Part 2

The 2018 modern sales and marketing plan – Part 2


If you recall from Part 1, we’re rolling through an example of a 2018 sales and marketing plan. If you missed Part 1, check it out. You’ll be glad you did. In short summary, we’re operating in 3 phases:

  • Know the targets
  • Know the numbers
  • Know the hearts

With the first two addressed in Part 1, we dive into the last phase: Know the hearts.

Chances are, you and your organization have been great at relationship building for decades. I’m here to tell you technology may help you get even better, but more on that in a moment.

In 2018, your new sales and profit goals will be directly tied to the relationships you forge with the people we’ve identified in Part 1.

You’ll recall that in Part 1, there are 187 people who determined our success. Therefore, we need to win over 187 hearts.

Not in a “When Harry Met Sally” type of way, but in a “There’s no one else I’d rather share a 2×4 transaction with” way. Each experience has to be customized. Therefore, you’ll want to know what every single person wants. Not just in terms of you as a supplier, but what they want in their business and life. This part may be easier to divide up into two categories “current customers” and “future customers,” as I’m sure your organization has a better understanding of the people you’re currently doing business with.

This can be broken down into four areas: Educate, Demonstrate, Inform, Entertain.

For example; Let’s say target #47, Jon Joist, is 41 years old, builds 15 homes per year and wants to increase his $/start at least 25% over the next three years. He has two kids, wants to save more for college, and enjoys college football.

If we want to win Jon’s heart, we need to care about what he cares about.


Whether he tells you or not, Jon is going to need help understanding how to build, how to market, and how to sell a more expensive home. Let’s get Jon involved with three to five companies that sell premium products in higher-cost homes. Record each meeting so you can reference later. In this scenario, I’d highly recommend finding another builder in a non-competing market who has done the same thing Jon is trying to do. Set up a webinar, record it, and ask open-ended questions. Heck, pay the builder $250 for his or her time and advice. It will be worth it.


Jon will need real-time info on market data, open plots of land, new companies coming to town, new products or applications that allow for differentiation, constant communication with your entire organization to ensure logistics are spot on, etc. Any new information that pops up in your organization should immediately be communicated via your social media channels.


Most guys like Jon suck at marketing, and demonstrating is a great opportunity for you both. Run out to his job site on a quarterly basis, use your iPhone to video him and ask him a few questions such as why he builds the way he does, and what it means to the homeowner. Record your sessions on how to install new products, or save time, then send to him via YouTube for him and his team to reference. Call five of his happy homeowner clients, show up to their house with a bottle of wine and ask for a testimonial on Jon’s behalf.


“I get you and I got you.” Look at entertaining Jon as “how do I make this guy feel good?” One traditional way would be funny updates via email about his favorite college football team or even taking him to a game.

Show up with a drone and capture a project. I really don’t know why but everyone turns into a kid when looking at a drone. The video will be helpful for him to use in his marketing (if you’re really bold, take over a social media account for him periodically and help him tell his story with content). Grab a film student from a local college, offer them “real work experience” as the host of a video in which you film (even from an iPhone) a walkthrough of a completed house.

Part of getting a “yes” is creating a relationship where people can’t say no. Does it work every time with every person you meet? No, but if you plan on being in business for years to come, I’d triple down on what’s been discussed in this article while the rest of the world blasts the market with “buy my stuff now” ads. Being the company who cares the most is a solid strategy that cash flows.

If you only take one lesson from this two-part series, let it be this: Use that phone in your pocket to show you care.

Be sure to check out The 2018 modern sales and marketing plan – Part 1 if you haven’t already.