There is no single, cure-all response to market change. You must first develop an attitude that makes it work. You need to be sensitive to what buyers want and will pay for, not what you as a builder think they need. In a tough housing economy, the major objective is not to worry about market share or profitability, but to think “cash flow turnover,” become flexible, and maintain liquidity.

Here are 10 marketing management guidelines you can use in today’s challenging marketplace:

1. Maintain a steady, casual attitude. Don’t panic. Be open to any and all possibilities and to the realities of the market, and be prepared to do whatever you must do to maintain your operation.
   
   
2. Listen to what the market is saying and telling you, whether you like it or not. Then take steps to overcome the condition.
   
   
3. Respond to the market after you hear what buyers are saying. Put yourself in the shoes of your potential buyers so you can understand their needs, wants, abilities, fears, etc., and then deal with them.
   
   
4. Never stop trying.  If one idea, program, tactic or strategy doesn’t work, try another. Not everything you do will work with every buyer.
   
   
5. Take the lead in your market and beat your competition before they wake up. Be innovative and have a variety of programs ready to introduce at the proper time.
   
   
6. Work with someone who can help you strategize, whether it’s a marketing/sales consultant, advertising agency, partner or person who is creative and imaginative.
   
   
7. Work with your lenders. It’s just as tight for them, but there are ways they can help you. Don’t keep them in the dark.
   
   
8. CUT YOUR COSTS! From operating overheard to sub-contractors, vendors and all people who benefit from your company.
   
   
9. Seek any legal means of income and be forceful in obtaining what is rightfully yours.
   
   
10. Don’t panic! Continue to assess the market. Use your judgment. It’s your neck and your money.