The key question now is, ARE YOU READY for the recovery?  To assess your marketing readiness, ask yourself these questions:

1.  MARKETING ANALYSIS:  Have you conducted a marketing analysis to determine which areas in your sales and marketing presentation need improvement? 

2.  MARKETING MATERIALS:  Are your marketing materials current and coordinated?  As you analyze the strengths and weaknesses of your business, look carefully at each part of your marketing communications to ensure there is continuity in the presentation of your messages.

Marketing Plan — if you don’t have one, prepare one. This should include a media schedule, budget and a monthly action plan to ensure that your marketing is tied to your monthly or uarterly sales goals.

Branding — do your company’s or community’s logo and related marketing materials reflect the message and image you want to reinforce your position in the marketplace?

On-site Presentation — Make your prospect’s visit to your community an emotionally uplifting and memorable experience. Every detail is important to create a strong first impression. Look at your landscaping, signage and models to be sure these are perfect!   

Web site Tips:

• Make Your Site Easy to Find: Optimize your Web site maximize placement on search engines.
• Easy to Navigate: Buyers will spend more itme on a site that is easy to navigate.
• Well Designed: People like to view photos and videos more than reading a lot of copy. Be sure to include contact information on every page.
• Engaging: Make your sites interesting through interactive site plans and video clips.
• Call to Action: What do you want your Web site visitors to do? Make an appointment? Visit your community? Request information? Be clear about your intention.
• Keep it Current: Keep your web site fresh and up to date. Post timely messages on your home page, events, special incentives, and so on.
• Resourceful: Provide helpful advice on buying a new home and selling an existing home.

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Collateral Materials —These should reinforce the theme of your community and be a strong reminder of why prospects should return to your community and want to live there.

Model Merchandising — Do your models look fresh and new?  Don’t just decorate your model homes, merchandise them.

Sales Center Displays — Your community’s theme or company brand should be reinforced in the displays. Regardless of the size of your sales center, it should be designed to follow the critical sales path, providing your sales team with the tools they need.

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Advertising — Now is the time when you can position yourself in your marketplace to stand apart from your competition.  While other builders are sitting on the sidelines waiting for the market to turn, you can establish your company and your community as a leader in your marketplace

Internet Marketing — E-mail blasts, banner and tile ads on high-traffic media web sites and pay-per-click ads can be effective ways to reach out to active adult buyers.

Sales Training — is your sales team well trained?  How do they stay motivated? Are they shopped regularly to help them improve their presentation and closing techniques? Invest time and money into this important part of your marketing and sales program.

3.  EVALUATION:  Continuously evaluate all parts of your marketing program to determine what’s working best and make adjustments as necessary. 

It’s only a matter of time before the market rebounds. What you do now to prepare for the recovery can make the difference for your company and community between having a better 2009 and a great year in 2009. The time to start is now. 

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Rich Carlson, CAASH, MIRM, CMP, is president of Carlson Communications, a national award-winning marketing firm that specializes in marketing communications for new residential properties.  He is a frequent speaker at NAHB conventions and assists builders in marketing their communities through workshops and consultation.  For details, contact Rich toll-free at 877-393-9922 or e-mail him, rich@carlcomm.com or visit their web site, www.carlcomm.comReal estate is a cyclical business. Eventually the real estate market will swing upwards again and, based on the continued emergence of the baby boomers, the active adult market has great potential during the next 10 years and beyond.