I thoroughly enjoyed this interview. Brian truly has a handle on the fluctuating market and a deep understanding of how to adapt to the ebb and flow. Brian began his career as the Marketing Director for Ausherman Homes, a builder/developer with a near cult-like following in Frederick, MD. He earned his degree in Leadership Development from Wheeling Jesuite University. Then he discovered that he had a passion for marketing. “I was fortunate enough to find myself in the greatest business in the world: marketing new homes.”

I own several businesses. My corporation is Real Estate Innovations Group. REIG is a real estate focused company with several affiliates designed to provide a comprehensive palette of services to the real estate community. Power Marketing is a new home marketing company that I founded 17 years ago to provide builders, developers and real estate professionals with top-of-the-line marketing services. I’m also broker and part owner with Clarence Horst, of a general brokerage office called Coldwell Banker Innovations. We're the largest real estate office in our county with around 70 agents. Last year I wrote and published my first book “Master what Matters – How To Create New Home Marketing That Guarantees Traffic.’ I blog because of its SEO benefits and the ability to publish information to my clients and readers.

I believe my companies are different because we focus on continued education and keeping ourselves on the cutting edge of real estate marketing. My employees and I are expected to keep learning. My Art Director, Jon King is a MIRM, my Office Manager; Belinda Smith is completing her MIRM now. Everything in the real estate business is changing and if you’re not paying attention, in two years you’re not going to be in business. If you’re in the real estate marketing business and you haven’t mastered the Internet it’s hard to call yourself a marketer. At the present light speed of change, I’m not sure anyone ever masters it, but a constant focus on learning is required. Mastering the Internet is like trying to drink from a fire hydrant – the hydrant always wins.

Case studies are nearly impossible because everything changes too fast. What was important in 2006 is less important now. Learning how to leverage the Internet and its value is what keeps you ahead of the curve. Your tool belt MUST contain things like a blog, a presence in Social Media, and a website with as many tools as you can offer. So many people ask themselves, what can I possibly do with Facebook and others like it? My answer: a lot!

Traditional media still has some value today but the most overlooked issue isn’t the Internet, but the huge pool of ripples and the ramifications of those ripples! An example: New homes sales centers have taken more importance than ever before – why? 80%-plus of all home purchases begin online. Buyers shop online, eliminate online, and then visit just a small handful of homes. When they show up, they’re more qualified than ever. What tools do builders have in place that pushes buyers in your direction? They need a sales environment that facilitates the sale. Builders need to improve their ability to close on site, and faster. A sales center that is designed to facilitate a closing and that answers the leftover questions is a must. Credibility is very important today. You need to answer questions like: is this builder capable of sticking it out over the long-term? This is a very real concern in today’s world due to the number of businesses closing their doors lately. Lastly, my team of great employees is what makes us different.

I asked Brian what benefits he brought to the building industry?
Many years of front-line, new home marketing experience, sales experience, and resale experience. No one on my team is a rooky to new home marketing. We understand what it takes to make a difference in a builders marketing success. Historically, direct mail, advertisements in print, television, radio, etc. were the tools of the trade – today it’s so different. Buyers have learned how to turn us off – Tivo, satellite radio, caller ID - they been pre-programmed to turn us off. They HATE commercial interruptions. The answer is inbound marketing, social media and maintaining an accurate and growing permission database – it’s like dating before you marry. It gives the consumer the chance to date while they learn about you and your product. They only way you can maintain permission with customers is to provide value. If you don’t provide value, the dating relationship ends. Constant value creates credibility.
I can’t resist to post a link at this point to the blog written by Jim Adams that mirrors this sentiment.
We pay attention to the market on a daily basis. I’m a regular speaker at IBS 14 years running. I’m a maniac for staying ahead of stuff - don’t believe in doing the same thing over and over again. My kids laugh at me because I’m as active as they are online.

What is your personal field of expertise?
I've worked very hard over the last several years to become an expert on the role of the Internet in new home marketing. I understand how to articulate this stuff – I’m working hard to become a leading Internet Guru for the building industry.

When I asked how he saw the building industry evolving his first response was WOW!
I've been doing this for over 20 years and much has changed. Let me address my specific focus of marketing. The world isn't even nearly the same. Mostly because of the Internet and the ramifications of its effects on the home buying process. There’s no such thing as a branded builder. When you’re branded in any industry it means you own the category. Xerox owns the copying category. FedEx owns the overnight shipping category. You get the point. Builders can’t attain this because building is always local even if you’re a national builder. Builders now have a chance to legitimately own a market niche in any local area because of the Internet. Now that builders can be found online associated with a very narrow niche - where before he couldn’t. Arnell Pinada, Journey’s lead singer is a perfect case and point. When they needed a lead singer they went to the Internet and found him in the Phillipines. Builders can now position themselves in these local markets to own a niche because of this phenomenon.

I asked what Brian had to overcome to adapt to the market changes?
It isn't a matter of overcoming; it's a matter of growing and learning or dying off like the dinosaurs. New home sales and marketing is changing so rapidly that it's hard to keep up. There was a time when trends lasted for years, now they last only for months or a year. Combine that with technological change and it’s a challenge to keep up, let alone stay ahead. There’s a lot of stuff that you can chase out there in our industry that just doesn’t matter. You have to become a master at mastering what does matter. In my opinion – What matters?
The Internet, understanding your selling proposition, understanding the audience and your product and of course, hiring a great marketing company!

To follow Brian more closely:
Brians LinkedIn Profile
Brian on Facebook
Brians Blog
Brians Website

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