Ambassador Program – An Outreach Program for Homebuilders

How do you reach new homeowners? That is the million dollar question. If any marketing guru pocessed the definitive solution to this ever present problem, they would rule the advertising world. The truth is there doesn’t exist a silver bullet. There are many types of methods and media opportunities to reach the next homebuyer. The more traditional methods we all know, newspaper, magazine, television, radio, direct mail, etc. More recently the internet has become huge with online ads, listings, blogs, etc.

Still we must think outside the box, with outreach programs, during these challenging times. Going under the assumption that there are homebuyers out there that are either sitting on the fence or some just not realizing they can actually afford to buy in today’s highly incentive competitive market, outreach, or guerilla warfare tactics is certainly a viable approach.

Kaye Homes, a local Naples, Florida based builder has just installed a new outreach program, which seems very “out of the box” but is really a just different take on the oldest and most productive form of marketing – Word of Mouth. For years they have, as nearly all builders relied on their existing clients to generate more business. Within certain guidelines they are compensated for their generosity.

Kaye Homes has established an “Ambassador Program” which takes this concept a step, maybe a few steps further. They have recruited a number of ambassadors, these are people that are familiar with the homebuilder, such as suppliers, subs, business associates and Kaye customers of course. Their job is to go out in the market and provide their co-workers, friends, etc. with information regarding the purchase of a new home.

The prospective buyer may not be looking in the paper, or online searching listings, so this is a great way to reach them, and with a personal endorsement, it is an effective marketing tool. Of course the Ambassadors are compensated for their efforts. It is really very simple and cost effective to the homebuilder as well. As part of the entire marketing budget this type of one-on-one marketing is key to success, and in today’s slower economy it is an essential way to get your message out.

Kaye Homes is a Southwest Florida, award winning homebuilder, building custom homes throughout Naples and providing quality, value homes available for immediate occupancy as well. With Move Right In homes priced from the $200s to the $600s and custom homes up to $3 million Kaye Homes is the area’s largest local homebuilder, building over 3,000 homes since 1985. For more information visit www.kayehomes.com or call 239-455-1007, or visit one of two model centers in Naples, Florida.