Intro to Marketing | Cambridge Homes Hub

TRAINING MODULES

MARKETING & BRANDING

LEAD GENERATION

At Cambridge homes we have use both national and regional marketing.

We identified the need to initiate a specialized marking plan for each individual franchise area to generate lead inquiry. We utilize a method called “horizontal marketing,” designed to penetrate into a specific target markets.

Leads come in via several avenues of marketing. Website and social media leads will come to you the franchise owner directly through the contacts page or to the sales@cambridgehomes.co.nz email.

Trade Me (house and land packages) leads will come directly to you the franchise owner.

HORIZONTAL MARKETING

Depending on the location of the franchise area, Cambridge Homes will create a marketing Strategy specific to that region in order to get the phone ringing from the very first day of trading. Methods used, but not limited to, will include the following.

Local Radio
Local Press
Digital/Social Media
Site Signs
Trade Me – House + Land Packages

CALL TO ACTION

There are two well known types of Marketing

Call to action
Branding

During the initial start up period of a new franchise area Cambridge Homes will be focusing on the call to action method.

Call to action is a method designed to get an immediate response from your specific client demographic within a franchise area.

The best call to action sale tool is your show home.

SHOW HOME

This home is critical to all of Cambridge Homes marketing.

It is the one single biggest advertisement. Drives foot traffic to us. The right Flagship home will receive immediate responses and create urgency within buyers.

HOME SHOW

If you own a start-up franchise or do not yet have a show home, the next best way to let people in your area know who you are is by attending a home show.

We will attend the first show with you and show you the ropes. You will be provided with a set

BRANDING

A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

Our branding methods will include :

Digital/Social Media
Magazine
National Press
Radio
Regional and National TV
Site Signage
Social Media
Website/Live chat
Trade Me
Home Show
Show Home
Word of Mouth

This form of advertising will create brand awareness with the general public so at the time of them wanting a new home Cambridge Homes is on their list of companies to see.

FREQUENCY

Frequency is an important part of the marketing process. We find that once a client makes initial contact, they have had at least 3 touch points.

Trade Me, site signage and our website are the most common three points of contact.

In today’s climate we find that our marketing budget needs to be spent predominately within digital media. Covid has meant there are a lot more eyes on screens, be it mobile or computer. With this in mind our brand awareness and call to action strategies within this sphere needs to be consistent and frequent.

MARKETING & GRAPHIC DESIGN

For any regional signage/marketing you do, you must get sign off from head office. Once the mock ups are done, send these to us for approval.