International Builders Show 2019 Las Vegas
Anatomy of a 55+ Relaunch is a three-part real life case study that explores how a local builder took a pause and did the necessary homework to better identify its strongest target market, redesign its model choices and pricing structure, redefine its USP, retool a customized customer-centric marketing and selling strategy and better focus on analysis of accurate metrics—all of which led to extraordinary results.
A Builder’s Perspective
Tuesday, February 19 | 12:30 – 1:00 PM
Event Type: Presentation
Location: LVCC – 55+ Housing Central – North 261
Moderator(s):
Jane O’Connor, CAPS, CMP, CSP, MIRM, 55Plus LLC, Hawley, MA
Presenter(s):
Justin Olear, Regal Builders, Dover, DE
What It’s About:
55+ builder Justin Olear will share his overview, strategic focus areas and timeline for the internal relaunch of a 9-year old active lifestyle community. You will learn how the company paused and analyzed where they were and where they needed to go, how they went from an in-house talent perspective to a national perspective bringing in recognized 55+ resources/experts, how they refined and better utilizing systems/software to deliver accurate metrics, and how they retooled their perspective on their hiring practices when adding talent to their team.
Branding & Sales Approach
Wednesday, February 20 | 3:00 – 3:30 PM
Event Type: Presentation
Location: LVCC – 55+ Housing Central – North 261
Moderator(s):
Jane O’Connor, CAPS, CMP, CSP, MIRM, 55Plus LLC, Hawley, MA
Presenter(s):
Jeff Foust, Noble’s Pond, Dover, DE
What It’s About:
Jeff Foust, Noble’s Pond sales manager, will share how their sales process was revamped and customized to better engage customers resulting in a shorter sales cycle. Because selling is both an art and a science, both disciplines have evolved to match the style and preferences of today’s buyers. You will hear how the company on-boards and grooms strong sales talent, how sales management relies on the capture and utilization of accurate metrics critical to achieving sales goals and how their retooled customer-centric approach promotes brand value over price.
Integrated Marketing & Social Media
Thursday, February 21 | 9:45 – 10:15 AM
Event Type: Presentation
Location: LVCC – 55+ Housing Central – North 261
Moderator(s):
Jane O’Connor, CAPS, CMP, CSP, MIRM, 55Plus LLC, Hawley, MA
Presenter(s):
Carrie Gilbert, Gilbert & Sheppard Group, Atlanta, GA
What It’s About:
Learn how the community’s marketing agency used a multi-platform unified marketing strategy to change the trajectory of qualified leads and traffic resulting in increased sales volume. Hear how the company’s refined USP messaging and their retooled customer-centric sales approach influenced marketing messaging in print and online. Explore how the multi-platform social media avenues are influencing today’s customer engagement and buying decisions. Finally, see how data influences the messaging campaigns and social engagement strategies critical in reaching today’s buyer.