Who (Really) Are Your Buyers? Leveraging Demographics & Personalities to Deliver What Buyers Crave

Wednesday, January 20 | 1:30 - 4:30 PM
Location: South 233

Format: Master Session 
Level of Content: Advanced 

Appropriate for: 55+ Housing Builders & Developers, Sales & Marketing Professionals, Single Family - All

Track(s): Sales, Marketing & Customer Focus

Speaker(s): 
Mollie Elkman, Group Two Advertising, Philadelphia, PA | 
Jane Meagher, CSP, MIRM, CAASH, Success Strategies, Manalapan, NJ | 
Al Trellis, Home Builders Network, Mt. Airy, MD

What It’s About:
People are all different. We think, act, and interact in unique ways, but how well do you need to know your buyers in order to make the sale? This Master Session will address a thought-provoking issue for builders: the role of consumer science and demographics in the sales and marketing process. Understanding the innate variations in personality types and demographics does influence the success of your business - from internal communications to your potential buyers. Join us as we investigate consumer behavior to help you unlock a deeper understanding of how your buyers think and react to the messages and products you present to them.

What You'll Learn:
Understand how your Myers-Briggs personality type influences the way you think about customers and work with others.
Use your knowledge of different personality types to create a more effective working environment and to classify customers.
Identify the characteristics of different demographic groups to create profiles and messages that connect with potential buyers.
Learn to match product features, options and upgrades with specific buyer profiles, anticipate buyer expectations and adapt home design accordingly.

Continuing Education: NAHB - 3.00 CE hour(s), NKBA - 0.3 CEU(s)