New Home Connection Marketing Strategy
Some Key Ideas
We are different! New Home Connection recognizes new and different tools and approaches to successfully sell our listed homes. Here are some of our key ideas and approaches.
- We rarely list new homes--we advertise them to draw buyers.
- Prospective New Home Buyers Often Buy Resale Homes
Most prospective home buyers investigate and visit both new and resale homes. Only about 1 in 4 end up buying a new home. The rest end up buying resale homes. - The focus of our advertising is on new homes, as well as exceptionally well-maintained resale homes. We market and advertise extensively under the trademark names “New Home Connection™” and “Homes That Shine!™." This advertising slant attracts many different kinds of buyers, and helps us sell new and exceptional homes. However, surprisingly, it also strongly promotes the sale of rather ordinary resale homes.
- Almost all of our advertising budget goes toward attracting buyers, not just racking up listings.
Here's How We Do It!
Studies and experience show that home buyers strongly prefer new homes and exceptionally well-maintained resale homes. Potential home buyers in a national study were asked whether they preferred new or resale homes. Over 50% preferred a new home while only 13% preferred a used home. The remainder had no preference. Although in this study a majority said they preferred new homes, another study indicated that only 24% of home buyers end up buying a new home, while a whopping 76% buy a resale home.
So, you see why we focus our advertising and marketing on new and exceptionally nice resale homes: they are what the public wants and they attract many buyers. However, as we connect with buyers, we listen carefully to their individual needs while promoting our listings. We then let the ball roll where it may, which can often result in the sale of our listings.
In addition, our experience shows us that most buyers looking for a resale home want an exceptional home. (Don’t we all?) The fact is, most buyers investigate new homes but a large majority end up buying resale homes. And those who want an exceptional home, for many reasons, often settle for something less.
Most Home Buyers Begin Their Home Search On the Internet
It’s true! And many never use another tool. In addition, Colorado Springs is a highly wired city, with over 70% of buyers beginning their home search on the Internet.
Less and less do qualified buyers look at classified ads and pictures in real estate books for homes. Many use nothing but the Internet. On the Internet, they can accomplish far more in less time. Most have eliminated all but a select few homes before calling the Realtor for a showing. Homes for sale must be well presented and relatively easily found on the Internet. This is just what we do! See our On the Web section for information on the New Home Connection web presence.
Explaining Homes That Shine™
Homes That Shine™ is the trade name we use to list and market resale homes. 
We describe Homes That Shine™ as a collection of especially nice, particularly well-maintained homes in all price ranges. We call Homes That Shine™ the Resale Division of New Home Connection, Inc.™.
Remember, most people want an exceptional resale home. Our Realtors seek out both types of buyers (new homes and exceptional resale homes) with our marketing approach, as either type is likely to buy on of our listings. This is supported by, and feeds into the rationale described in Section II. In addition, placing a seller's home in the Homes That Shine™ category gives buyers a favorable first impression.
We do not list fixer-uppers in the Homes That Shine™ category.
Our Marketing Study
Our recent marketing study concluded that home buyers have varying concepts of what the term "new home" means. Because the term "new homes" means different things to different buyers, we found that the concept “New Homes” can effectively be broadened beyond new construction to include “almost new” and “like new homes.” “Almost new” homes are several years old and “like new” homes means as good as new, even if many years old. Each or all of these categories can fit a prospective buyer's concept of "new homes." Therefore, these additional home categories can be included within our “New Home Connection” title. All three will also fit within our “Homes That Shine” category.
Conclusion
Our unique marketing strategy gives us an advantage in expanding our buyer pool, and produces more buyer prospects for our listings.
