Know-How Exchange : Advertising/PR

Dear Silvia,

You need to clarify what you mean by the term "a new concept in home building".

Additional information (such as a website) would be really useful here. The more detail you can offer forum contributors, the more detailed your responses will be.

Gary Bloomer
Wilmington, DE, USA

You need to take a consultative sales approach vs low cost. You have to educate your target market and pioneer. Of course they are skeptical. But, that is a stall-- not a real objection.

When they say, "its got to be poorly made"-- think of what is called a spin response. Acknowledge the concern -- blowing it off can insult your prospect.

Something like, "a lot of people say that when we tell them how cost effecient we are but then they see...."

Sit down and brainstorm with your group. THink of every objection the group has heard-- and come up together with a spin response.

I'd do ads like "energy effecient windows?" Its in there.
xyz feature Its in there.

Do you have a facility to do plant tours and PK (product knowledge) seminars? Invite the public. I was just looking at a dome house manufacturer for a house we want to put in FL-- they have plant tours one Sat a month.

Put together a box lunch presentation and take it to realtors. You have to educate-- expensive doesn't mean well made building. Inexpensive doesn't mean poor construction. Challenge then to rethink what they believe is true.