Why It’s Worth Hiring a Marketing Specialist

What is the common element or strategy that allows Red Earth Marketing to continually outpace the real estate industry in all regions and all economic cycles? The answer has always remained constant: FOCUS.

Regardless of the size or stage of the community, the ultimate metric a builder or developer measures is consistent sales activity. The revenue from the next sale is all that matters in the continued operation of that builder or developer, and in this industry, clients demand that the revenue be consistent.

Setting up and operating a dedicated team of sales professionals is not an easy task, especially for the builder that is already managing projects, budgets, trades, and timelines.

The management relationships that Red Earth engages with typically starts with a problem-solving conversation around replacing a few very common unproductive selling environments:

1. Tried to Manage Sales In-House:

Most builders are great at designing and constructing homes. A lot of them became that way by being great at selling too, but now their company is too big for that figurehead to run the company and impact sales. So, organizations take someone, typically someone internal and place them into that role, without a lot of support or training processes and oftentimes the company’s sales will suffer as a result.

2. Tried to List With, or Hire a Local General Brokerage Company or Firm:

This usually starts by engaging a team that the builder feels indebted to (this firm represented the land seller,) or was selected because of their top regional production numbers. While both of those options seem reasonable, the majority of Red Earth engagements over the last twenty years are products of the aforementioned failed relationship.

The primary reason for this is the misconception that there is a strong similarity between general brokerage firms and onsite builder sales, when THEY ARE NOT AT ALL THE SAME. The representation of a community and/or a builder requires a specialist, not a “general practitioner.” Red Earth employs new-home-specialists that are focused solely on the community they are entrusted to, and nothing else.

3. Master-Planned Community Leave Builder Sales Up to Each Individual Builder:

Red Earth is often called upon to replace environments where multiple builders are being represented within a community of other builders, but there is very little cohesiveness throughout all of the community marketing, which creates visual chaos.

A significant factor is that one of the most important aspects of the sales process – the community story, is often neglected by the builder representation. A common process in central sales is funneling the customer to the product, the homesite or builder that meets their needs with regards to timing, location, livability and pricing. Logistically entrusting this situation to each independent builder can be confusing to navigate. From different onsite days “open” to various model home locations, it can create an inefficient and overly complex customer experience.

Red Earth Signature Engagement

Red Earth’s Signature Engagement is truly the premiere home builder representation relationship. It’s the all-inclusive, zero-fee, home-builder-specific operation that has helped hundreds of builders exceed goals year-over-year. It’s a relationship that allows a builder to manage and grow their company while the sales operation is completely managed and funded by Red Earth. Websites, home renderings, collateral, printing, broker events, onsite signage, even model home operations – all handled for you, and at just the cost of a standard listing agreement. And beyond that, Red Earth will provide oversight and training of the individual that becomes entrusted with that community.

Red Earth will utilize existing team members, or if necessary, will install a new sales team. In both instances, they are able to implement an operations manual for that specific site outlining everything from database rules, brokerage relationships, operating hours to real estate compliance regulations. In addition, each team member is provided a new hire orientation, weekly sales training calls and quarterly reviews. They even have a weekly coaching call for onsite team members focusing on whole-life and business issues.

Two exemplary examples of this all-inclusive relationship are in the Huntsville, AL marketplace. The Village of Providence and its sister community The Village at Oakland Springs are both luxury communities full of southern charm, high architectural controls, multiple product segments and include a development plan of over a thousand residents. Each community includes a builder’s guild of 4-6 builders. Red Earth manages the central sales environment ensuring proper lead generation and tour standards for all customers. Over the last 24 months, between these two communities Red Earth has directly managed and sold nearly $100 million of transacted real estate.