tips for marketing new homes

Tips for Marketing New HomesAdvice from Group Two to Increase Your Marketing Impact

They’re influenced by how you are perceived currently in the market and how your competitors are perceived.

1Understand that the buyers’

perception is everything.

2Appeal to the right audience.

Craft your messages to resonate with your buyers —not the sales or marketing team.

4Appeal to the right audience.

New construction buyer demographics: • Income: $90,000

• Married: 75.5%

• Have at least one child: 46.1%

• Millennial share: 26.2%• Typical commute time:

25 minutes

Source: The Zillow Group Report on Consumer Housing Trends, 2016

Create specific messaging that sets you apart from all other home options — including resales!

3Be deliberate when crafting your

unique value proposition.

Engaging images and words make an essential connectionand guide buyers to the next step in homeownership.

4Remember that buyers shop with

their eyes and hearts.

A Zillow Group analysis of 24,000 home sales revealed listings with these keywords tend to sell for more than expected:

luxurious (8.2%), captivating (6.5%), impeccable (5.9%), stainless (5%)

5Remember that buyers shop with

their eyes and hearts.

Source: “Zillow Talk: The New Rules of Real Estate”

5Choose your marketing battles.Don’t compete head-to-head on everything.

What makes your homes special? Relay that messageclearly, simply and often.

6Communicate clearly and passionately.Buyers are always looking for reasons to rule you out. Don’t let poor communication be why they drop you.

6Communicate clearly and passionately.

78% of buyers expect a response within one day.


Buyers want a home, not a house. They want to live in a neighborhood, not a project or development.

7Speak the buyers’ language to

spark their emotions.

New Construction listings with images get 92% more page views.

7Speak the buyers’ language to spark

their emotions.


Your job with marketing is to show up and show up with the right message.

8You have exactly two tasks to do

to influence buyers.

Descriptions with 450+ characters receive 50% more leads.

8You have exactly two tasks to do

to influence buyers.

Source: Zillow Internal, September 2016

Only invest your marketing dollars where you can track the results.

9Don’t waste your money

on intangibles.

85% of buyers are seeing new construction listings on Zillow for the first time.

9Don’t waste your money

on intangibles.


Know what it’s like to interact with you — from their first online impression to the sales pitch and closing.

10Walk a mile in the buyers’ shoes to understand their experience.

Show buyers the value of owning a brand new home and the direct impact it can have on their everyday lives.

11Prepare to educate your buyers on the

new construction experience.

The top 5 desired features in new construction homes aredesirable location, newness, appealing features, customizability and floor plan options.

11Prepare to educate your buyers on the

new construction experience.


Learn about how

Promoted Communitieshelps builders attract and engage more

home buyers.

Get the facts

https://www.zillow.com/new-construction-advertising/