RISMEDIA, July 15, 2009-Snap out of it! This article is about cultivating your first-time home-buying clientele after they are snuggled in nicely. The average home turnover is about 11 years, with a range of six to 16 years, depending upon your state. You definitely want to build relationships with your younger clients, knowing they could move again in just a few years.
Remember, generally, the first home is purchased to end renting and to build some equity. The desire for a second home usually begins when the family starts to grow. The third home is usually the dream home. If you like repeat business and referrals, targeted and consistent communication to this young group is key.
Since they average around 32 years of age, these clients will crave and need information about caring for their biggest investment. Here are some easy ways you can get started fulfilling their needs:
– Take note of what they focus on upgrading in the home. Send an e-mail or give them a call with a trusted vendor of yours for the project. Or, just send them vendors on a timely basis. A good example is HVAC vendors before heating and air-conditioning seasons.
– If you feel it’s appropriate, invite them to join you on your favorite social network. This is a great way to get to know them better and get referrals, too.
– E-mail them when a larger home in their neighborhood lists or has sold. They will be interested, and you may spark a discussion about moving up.
– Invite them to subscribe to your blog or news articles on your website, which discuss new homeownership, maintenance, remodeling or other related topics. Or, send them links to your articles or others that may be of
interest.
We could come up with enough tactics to fill this magazine, but the point is for you to develop your own and adjust them as necessary. Keep meticulous notes on each family because the more you personalize your communications, the more effective they will be for you.
Chris Kaucnik is marketing director for Home Warranty of America, Inc.
For more information, visit www.hwahomewarranty.com.
