New Book Offers Marketing Advice to Builders
Hagerstown, MD - How can new-home builders increase traffic and make their companies and communities stand out in a very competitive market?
That’s the primary question author Brian Flook answers in his book “Master What Matters – How To Create New Home Marketing That Guarantees Increased Traffic” released this month. Its 149 pages are filled with tips, solutions, stories, examples and creative ways of reaching potential homebuyers.
As founder and president of Power Marketing & Advertising, Inc., Flook draws from two decades of marketing experience and from years of fielding clients’ questions to write an easy-to-read classic that contains an Alice-down-the-rabbit-hole experience in each chapter.
“You never know what you’re going to find when you turn the page. It could be an explanation of how the brain makes buying decisions or something as practical as designing a workable marketing budget. Each chapter is filled with innovative, straightforward ideas to help new-home builders take the guesswork out of marketing their homes and communities. This book lets them finally relax and stop struggling over their marketing decisions,” said Myers Barnes, internationally known new-home sales consultant, educator and author.
“Master What Matters” addresses the three primary concerns of marketing new homes: marketplace, competition and audience. Every chapter is rounded out with an insightful summary and inspiring quote.
The book covers topics that are at the forefront of any new-home marketing plan, including co-op sales, selecting the most effective media, ad design, how to think like your homebuyer, maximizing Internet traffic and creating public relations opportunities. A pivitol chapter tells builders how to identify and maximize their unique selling propositions.
“Sometimes builders don’t know what they’re selling. Is it their homes, their company name, the community or its location? I’ve also had so many builders tell me that their marketing department is like a black hole. They throw money into it and it just seems to disappear. They don’t see any results. It was my goal to write a book that would help them identify their product and maximize their marketing. ‘Master What Matters’ gets to the heart of new-home sales and shows builders how to eliminate the fog and get a grasp on where their marketing dollars should go,” Flook explained.
The book has already received praise from peers and professionals in the industry.
“Finally, a book that will increase your traffic, your sales and your bottom line. His new book is a true masterpiece packed with cutting-edge marketing ideas and techniques focusing on targeting and motivating potential homebuyers. I personally recommend every builder and marketing executive in North America make ‘Master What Matters’ a must-read,” said Bonnie Alfriend, Alfriend Sales & Marketing Solutions and author of “Secrets of The Superstars: Excellence in Selling New Homes.”
Barbara Drees-Jones, Vice President of Marketing for The Drees Company, which was named America’s Best Builder for 2008, said, “Brian Flook has taken his years of experience and provided powerful insights into consumer buying, homebuilding and marketing. If you want to compete in the home-building arena, this book is a great place to start.”
Jerry Rouleau with J. Rouleau & Associates and BuilderRadio.com said that Flook’s ideas in “Master What Matters” and his approach to marketing “can be a real key in improving the performance and success of your business. No one understands how to market to the housing market better than Brian Flook.”
Flook founded Power Marketing & Advertising Inc. in Hagerstown, MD, in 1992 after working as a marketing director for a large regional builder and developer. He has been a popular speaker at the International Home Builder’s Show every year since 1996 and was a featured author in the National Association of Home Builder’s Best of Sales and Marketing Ideas and a guest editor for the Sales & Marketing Ideas magazine.
He earned the designation of Member, Institute of Residential Marketing (MIRM) in 1991 and has a Bachelor of Arts degree in leadership development administration and an associate’s degree in business.
“Master What Matters – How to Create New Home Marketing That Guarantees Increased Traffic” is Flook’s first book. It can be purchased online at www.brianflook.com for $22.95.
For more information, a personal interview or to arrange a book signing, contact Brian Flook at Power Marketing & Advertising Inc., 101 E. Franklin St., Hagerstown, MD, 21740; telephone 301-416-7861 or 800-932-0494.
Power Marketing Announces Hire of Administrative Assistant
Hagerstown, MD (April 16, 2008) – Power Marketing is pleased to announce the addition of Erin Detrow to our team. Erin brings a diverse collection of experience and interests. After studying at the John L. Grove College of Business at Shippensburg University, Erin lived in California where she graduated from the prestigious Gemological Institute of America. “We’re delighted to have Erin on our team. She’s already become a valuable member,” said Brian Flook, President of Power Marketing.
Local
Business Owner Selected to Speak at Midwest Builder’s Show
Hagerstown, MD (January, 2008)… Brian Flook, MIRM has been
chosen to speak at the 2008 Midwest Builder’s Show®
& Conference. The Midwest Builders Show® & Conference
is a regional housing industry tradeshow and National Education
Conference geared towards the home building industry. Since 2003,
the show has brought together manufacturers, suppliers and distributors
to demonstrate the abilities and resources of home building companies
and affiliated trades in an exchange of products, ideas and information.
Flook will present two separate programs: 108 Marketing
Tips to keep Sales Hot in a Cool Market on March 13,
at 9:30 am and Sales Environments take Center Stage
on March 12, at 9:30 am.
The Midwest Builders Show® & Conference was created by
the Home Builders Association of Greater Chicago (HBAGC) and is
produced in conjunction with the Home Builders Association of
Fox Valley, Home Builders Association of Illinois, Residential
Construction Employers Council, and Will-Grundy Counties Home
Builders and Associates. Reed Business Information is the Education
Sponsor. Attendees generally come from an eight-state region that
includes Illinois, Indiana, Iowa, Ohio, Michigan, Minnesota, Missouri
and Wisconsin but is open to anyone affiliated with the home building
industry. The show is geared towards housing industry professionals
such as builders, remodelers, land planners, purchasing agents,
architects, interior designers, landscape architects and anyone
else in the home building industry or related fields.
The tradeshow and the educational seminars are scheduled for March
12-13, 2008. The event is held at the Donald E. Stephens Convention
Center (formerly known as the Rosemont Convention Center), which
is located at 5555 N. River Road, Rosemont, Illinois, 60018. For
information visit www.midwestbuildersshow.com
Power Marketing Awarded
Contract to Manage Marketing for Dan Ryan Builders
Hagerstown, MD (November 20, 2007) – Power Marketing and
Advertising, Inc., a nationally recognized builder marketing company
providing consulting, design, and full-service advertising services
for the new home industry was recently awarded the contract to
become the official marketing company to create the 2007 brand
and advertising campaign for Dan Ryan Builders of Frederick, Maryland.
The agreement includes all divisions of Dan Ryan Builders.
Dan Ryan began building homes in 1990, following in his family's
70-year tradition of offering contemporary, well-constructed and
affordable homes. Since then Dan Ryan Builders has helped people
realize their dreams of home ownership in communities ranging
from rural settings to metropolitan developments in Maryland,
Pennsylvania, Virginia, West Virginia and South Carolina. “We’re
very excited about working with a company like Power Marketing.
Their understanding of new home marketing is built on over 20
years of experience in the homebuilding industry,” said
Karen Paulik, Marketing Manager for Dan Ryan Builders. Brian Flook,
President of Power Marketing said, “We’re delighted
to begin this relationship with Dan Ryan’s team. I’ve
known Dan since 1991 and have done marketing for his brother Pete
Ryan. This is a great opportunity for Power Marketing.”
November
19, 2007 - Power Marketing Receives Two National Awards
NAHB Honors Award Winners in Hilton Head, SC
Power Marketing and Advertising, Inc., a nationally recognized
builder marketing company providing consulting, design, and full-service
advertising services for the new home industry has received two
Excellence in Marketing Awards from the National Association of
Home Builders, Building Systems Council. The award was presented
to Brian Flook, at the yearly Building Systems Council’s
Showcase event held this year in Hilton Head, South Carolina on
October 28th, 2007. The Showcase event brings together builders
and manufacturers from the systems building industry to see new
products and honor contributions of key industry players.
Power Marketing has been honored with five prior awards as well.
This year’s awards were for “Best Associate Website”
for the Power Marketing Website, designed by Creative Director,
Jon King and for “Best Brochure” for Penn Lyon Homes’
Design Center brochure designed by Belinda Smith. Power Marketing
has been a member of the NAHB since 1992 and the BSC since 2002.
“We are very pleased and honored that we received two honors
again this year. Our design team continues to produce award-winning
work,” said Brian Flook, President/CEO.
Sponsored by the NAHB Building Systems Councils, the BSC Excellence
in Marketing & Home Design Awards has promoted excellence
in the systems-built housing industry for over 10 years. This
year, the Council presented 34 winning awards and 9 honorable
mentions for 25 categories (manufactures and builders were recognized).
Marketing categories included websites, print ads, builder/dealer
materials, etc. while design categories covered a range concrete,
log, modular and panelized home sizes of 2,000 sf, 2,001-4,000
sf, and 4,001 sf. Companies were also honored for their involvement
in the annual BSC Habitat for Humanity home constructed this year
in central Pennsylvania.
A five-member panel of editors, designers, marketing professionals
and housing research specialists judged the marketing submissions
on overall concept, message conveyed, design/layout of entry,
and overall design. Design competition entries were judged on
overall design, buyer appeal, exterior treatments, and other amenities
that encourage sales or improve aesthetics.
September
17, 2007
Encore Seminar Performance First Time Ever for NAHB
Orlando, FL – For the first time,
the National Association of Home Builders (NAHB) is offering the
same seminar twice at one International Builders’ Show (IBS).
The double seminar planned for the 2008 IBS is unprecedented and
is a direct result of the success of last year’s program.
The seminar, titled 108 Ideas for 2008, is comprised of four national
speakers: Bonnie Alfriend, Sales and Marketing Solutions; Brian
Flook, Power Marketing & Advertising, Inc., S. Robert August
of S. Robert August Co.; and Kay Green of Kay Green Design, Inc.
According to Janice Coyle, Specialized Member Services, attendance
at the 2007 seminar was 986, the highest at the International
Builder’s Show. The seminar will held first on Friday, February
15 at 3:30 in room West 320 and the second time on Saturday, 16
at 13:00 am in room South 310.
In 1990 Bonnie Alfriend and S. Robert August, both nationally
recognized sales consultants, introduced the program to the NAHB
for the International Builder Show called 90 Ideas for 1990. It
was a huge success and has been a big hit at the NAHB’s
signature event every year since then. The current line-up of
speakers has worked together on the program since 1996.
“I’ve done this program since 1996 and I’m honored
to present the seminar twice at the upcoming IBS in Orlando in
February 2008,” said Brian Flook, President of Power Marketing
& Advertising in Maryland. Power Marketing is a full-service
builder marketing company located in Hagerstown, MD. “It
is always a whirlwind of information that everyone seems to enjoy
and hopefully benefit from,” says Flook.
For more information on this seminar or the 2008 IBS visit www.buildersshow.com
or email dplatter@power-marketing.com.
Power Marketing
Earns Two Design Awards - Frederick, MD - May 2007
Power Marketing and Advertising Inc., a full-service builder and
consulting firm in downtown Hagerstown, was presented two awards
at the annual Frederick County Builders Association Awards of
Excellence Gala in May. They received the Best Sales Center award
for their design and creation of the Linton at Ballenger Sales
Center, as well as Best Multimedia Presentation for their video
on the community.
Linton
at Ballenger is a Drees
Homes community in Frederick County Maryland. Power Marketing
has been working with Drees Homes since the late 1990s to develop
award-winning marketing for their communities. Although the projects
were a team effort, Brian Flook directed the Sales Center design
and Rob Rash and Jon King created the video presentation.
The Power Marketing team designed the sales center layout, floor
plans, custom wall displays, and custom sales furniture for the
sales center. Each piece was created to enhance the unique qualities
for the community and to facilitate the sales process. The video
presentation depicts the amenities available at Linton at Ballenger
as well as within the Frederick community.
The Frederick County Builders Association is the local affiliate
of the National Association of Home Builders representing the
building industry and promoting housing opportunities for those
who live in the county or are planning to move to the area. The
Awards of Excellence allow members to showcase their best accomplishments
and see how they measure up to the standards of excellence.
Jon King, Creative Director,
successfully completed all the necessary classroom
time and case study for his MIRM
designation. The Member, Institute of
Residential Marketing (MIRM) designation is the most prestigious
designation offered by the Institute of Residential Marketing
(IRM). The MIRM is the top-level of achievement for professionals
in new home marketing.
