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Custom Home Advisors

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • The ideal customer is a business-savvy, time-conscious individual seeking to build an expensive home and wanting to avoid common pitfalls.

Audience Type

  • B2C
  • High-end home builders

Needs – Primary Buying Considerations

  • Expert advice and oversight for their homebuilding project
  • Value for their time and wants to avoid wasted opportunity costs

Demographics

  • Age Range: 35-60
  • Gender: Both
  • Geography: United States
  • Income Level: High (able to afford a custom home project)
  • Profession: Varied, but likely busy professionals or entrepreneurs

Psychographics

  • Lifestyle: Leads a busy lifestyle, values high-end residence
  • What they value: Time, money, quality in their home construction
  • Pain Points: Risk of making expensive mistakes during home building
  • Buying Behavior: Seeking expert advice, possibly through recommendations or personal research
  • Decision-Making Roles:
  • Primary Decision Maker: The customer
  • Secondary Decision Influencers: Trusted referrals
  • Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • Custom Home Advisors provides savvy business owners, who recognize that their time has value, peace of mind and cost-saving opportunities when building a high-end home through experienced knowledge, unique insight, and strategic oversight, so they can enjoy the rewarding experience without the stress.

Understanding Their Pain Points

  • Navigating the complexities and challenges of home building.
  • Lacking industry-specific knowledge to make informed decisions.
  • Experiencing increased stress due to time commitments and potential pitfalls.

Transformation

  • Transforming the daunting task of home building into a hassle-free venture.
  • Providing a sense of calm and control in a traditionally stressful process.
  • Saving significant time and potentially reducing building expenses.

Unique Selling Proposition (USP)

  • Unparalleled industry experience and unique approach to home building.
  • Proven track record of saving clients time and money.
  • Offering guidance, strategy, oversight, and execution unavailable with other options.

Brand Values & One-Liners

  • 'Uncompromising Quality, Unmatched Insight'
  • 'Transforming Building Stress into Building Success'
  • 'Experience the Reward without the Rigor'

Tone

  • Our tone is advisory and professional, providing a sense of expertise and assurance. We aim to foster feelings of trust, relief, and confidence in our customers.

Hero Text Idea

  • Flag Text: 'U.S. Home Building Simplified'
  • Main Headline: 'Switch Stress for Success in High-End Home Building'
  • Sub Headline: 'Experience unrivaled peace of mind and significant time savings with Custom Home Advisors - your expert partner on your home building journey.'
  • CTA: 'Begin Your Hassle-Free Home Building Today'

3. The Media I Will Use to Reach my Target Market

Website

  • Improve site mobile-friendliness for better user experience
  • Consider a customer-portal for progress and update shares
  • Track user interactions (CTA click, link clicks) via Google Analytics

Social Media

  • Linkedin: Share industry tips and project updates weekly
  • Instagram: Share the building process with bi-weekly posts
  • YouTube: Monthly video walkthroughs of properties

Paid Advertising

  • Google Ads: Target searchers for 'home building advice' and similar terms
  • Promoted posts on LinkedIn to target high-income professionals

SEO and Content

  • Start a blog: share industry insights, simple tips, pitfalls to avoid
  • Optimize existing site for keywords like 'homebuilding advisor'

Offline and Local Media

  • Sponsor local business events for networking
  • Continue using yard signs at project locations

Partnerships & Outreach

  • Partner with high-end real estate agencies for referrals
  • Speak at real estate industry events

Online Networking

  • Join homebuilding forums and communities (e.g., Houzz)
  • Participate in discussions on relevant Reddit subreddits

Directories

  • List business in professional service directories (e.g., Angie's List)
  • Join local Chamber of Commerce directory

Online Events

  • Run quarterly webinars with insights into the home building process

Content Recommendations

  • 'Top Home Building Pitfalls (and How to Avoid Them)'
  • 'Why Every High-End Home Builder Needs an Advisor'
  • '5 Costly Mistakes in Home Building'

Podcasts

  • Start a podcast interviewing industry professionals
  • Guest appear in podcasts like 'The Modern Architect'
During (Lead)

1. My Lead Capture System

Lead Magnet

  • 'Home Building Pitfalls' Free Guide
  • 'Cost Saving Tips' eBook
  • Interactive 'Home Construction Cost Calculator'

Tripwire Offer

  • Initial Consultation at discounted rate
  • 'Home Planning Session' for a fixed fee
  • 'Plan Review' service for a reduced fee

Welcome Sequence

  • Email 1: Thank you and deliver lead magnet
  • Email 2: Introduce the company, USP, and benefits
  • Email 3: Case study showing client success story
  • Email 4: Call to action for tripwire offer

Segmentation

  • Segregate leads based on preferred services
  • Categorize leads by potential project size/value
  • Segment by source of lead (referral, lead magnet, etc.)

Chatbot and Automation

  • Initial bot for basic queries and lead capture
  • Use bot to schedule calls/meetings with leads
  • Auto-segment leads based on chatbot interactions

2. My Lead Nurturing System

Marketing CRM

  • Recommended CRM: Zoho CRM due to usability and integrations
  • Automation capabilities: Email automation, Audience segmentation, Event tracking

Sales CRM

  • Recommended CRM: Pipedrive due to its visual sales pipeline functionality
  • Pipeline tracking incorporated in the CRM

Automated Follow-Ups

  • Post opt-in series introducing services and benefits
  • Abandoned call or meeting follow-ups
  • Reactivation emails for cold leads, quarterly

Newsletter

  • Monthly newsletter discussing home-building advice, industry trends and company news
  • Segment by interest: Planning, construction, financial

Retargeting & Ads

  • Google remarketing targeting website visitors
  • LinkedIn lead gen ads for high-income professionals

Social Media and Content

  • Weekly LinkedIn and bi-weekly Instagram posts about on-going projects
  • Content focus: Home-building process showcase

Webinars and Events

  • Quarterly webinars focusing on common pitfalls in high-end home construction

3. Sales Conversion Strategy

Sales Process

  • Initiate contact with a personalized email elaborating service offerings
  • Set-up a Discovery Call to understand client's needs
  • Propose a bespoke Home Advisory Plan
  • Demo a past client’s journey, and show expected future success
  • Follow-up with proposal, summarized advisory plan, and a call to action

Sales Assets

  • Develop sales script to address common questions in initial conversations
  • Create 'Home Advisory Plan' proposal template to save drafting time
  • Develop case study templates to showcase past client success stories

Testimonials and Case Studies

  • Ask clients to share testimonial at end of building project
  • Share testimonials on website's 'client success stories' page

Conversion Rate Insights

  • Use website analytics to track visitor-to-lead conversion rate
  • Aim to increase conversions by 15% over next 24 months

Urgency and Offers

  • Offer bi-annual 'Early Bird' package for clients who book in advance
  • Messaging: 'The sooner you start planning, the smoother your home building experience'

Guarantees and Risk Reversal

  • Introduce a 'Satisfaction or Refund' guarantee for first consultation

Shock and Awe

  • Send a high-quality, branded construction notebook after initial conversation
  • Thank you note and premium pen after signing the contract
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personal welcome email outlining the home building process timeline.
  • Initial strategy consultation call to understand client's vision.
  • Custom welcome kit with curated resources on home building best practices.

Communication Cadence

  • Weekly progress update reports via email.
  • Monthly strategy calls to review progress and plan next steps.
  • Instant alerts for critical updates or decisions via text.

Client Education

  • Blog posts addressing common pitfalls in home building.
  • Webinars featuring expert guest speakers from the home construction industry.
  • Access to a knowledge hub of videos, articles, and industry reports.

Personalized Touches

  • A congratulatory customized gift upon closing the construction contract.
  • Handwritten notes celebrating milestones like groundbreaking and topping off.
  • Annual anniversary post-construction check-ins.

Visuals and Documentation

  • Regular before-and-after photos of the homes under construction.
  • Digital progress tracker showing milestones and next steps.
  • Comprehensive final report detailing the construction journey and cost savings.

Feedback and Proactive Support

  • Biannual satisfaction surveys for constant improvement.
  • Quick response system for issue resolution through a dedicated client contact.
  • Proactive check-ins during critical decision points to provide support.

Guarantee or Promise

  • Peace of Mind Guarantee: Full transparency and no surprises.
  • Offer refund on the first month if not 100% satisfied.
  • Assurance of cost savings due to expert oversight.

Operational Excellence

  • Strict adherence to agreed appointment times and project deadlines.
  • Professional, courteous interaction consistently from all team members.
  • Seamless project management via cutting-edge home construction software.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer a multi-phase construction overseeing package with renewal option for each stage
  • Implement an annual maintenance consultation service post-construction for a reduced fee

Upsells & Cross-Sells

  • Provide an upsell opportunity for interior design consultation and sourcing
  • Upsell extended post-build management checks for structural health
  • Cross-sell partner architecture and contractor services if required

Bundling & Packaging

  • Bundle home planning, project management, and bonus consultation services
  • Offer an all-in-one package including post-build routine check-ups; provide discounts for upfront payment

Loyalty & Retention Programs

  • Implement a referral program: offer discount on future services for successful referrals

Custom Services and Personalization

  • Offer a premium package that includes personalized interior and exterior design consultations
  • Provide customized frequent report plans for clients who desire more frequent updates

Pricing Strategy

  • Offer retainer pricing for long-term project oversight
  • Provide discounts for upfront payment of bundled services

Customer Data and Insights

  • Implement a CRM system to track customer data and communications
  • Track success stories and testimonials to identify and replicate most effective strategies

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer discounts on future services for successful referrals
  • Offer remodeling consultation for referees

Shareable Assets

  • Create email templates with embedded customer testimonials
  • Design branded referral cards highlighting the high-end home building experience

Timing and Triggers

  • Request referrals following successful project completion and showcase home tour
  • Implement reminder emails at 6, 12, 18-month post-completion intervals

Client Success Stories

  • Collect and share video testimonials on website and social media
  • Showcase successful home projects in newsletters and blog posts with referral CTA

Referral Contests

  • Host semi-annual referral contests with rewards such as luxury home decor items

Partner or Affiliate Programs

  • Build relationships and exchange referrals with high-end real estate agencies

Thank-You Experience

  • Send customized 'Thank-You' gifts for top referrers, like exclusive art pieces
  • Handwritten notes appreciating their support, expressing interest in future collaborations

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

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