As targeted social media and online advertising has become more dominate, where does “old school” marketing fit into a home builder’s marketing plan today? Are flyers, brochures, and directional signage lost strategies?

According to Natalie Liu, vice president of marketing at Highland Homes, old school tactics are very much thriving and effective in building awareness for potential home buyers. Highland Homes, which is No. 27 on the 2024 Builder 100 list, uses a variety of traditional marketing strategies to effectively reach potential buyers.

Liu says, “This includes billboards, community signage, land lease signs in more remote areas, and print ads in magazines and community circulars. These tools help us build brand awareness and guide prospective homeowners to our neighborhoods.”

Melissa Guerra, marketing director at Newmark Homes, finds these tactics to also be effective, especially in startup communities that are still building brand and location awareness. She adds, “While the digital age has made information more accessible online, there is still significant value in traditional marketing tactics.”

Out-of-home advertising like billboards continues to be a strategy used by builders. Despite the rise of digital advertising and social media marketing, in the last 14 years, out-of-home advertising has grown by 35%, according to statistics from WifiTalents. Seventy percent of consumers remember a call to action on a billboard advertisement, which can be profoundly impactful for home builders directing drivers to a new community.

“We strategically use billboards and larger signage as part of our marketing strategy. We place community-specific billboards to drive traffic directly to our neighborhoods, and we also utilize billboards with broader brand messaging to enhance overall brand recognition across our markets in Dallas, Fort Worth, Houston, Austin, and San Antonio,” says Liu.

“We see a direct correlation between these traditional marketing initiatives and increased traffic to our communities. The visibility they provide often translates into more visits and inquiries from potential buyers.”

These non-tech materials can work together with digital counterparts by implementing website directionals and QR codes. WifiTalents found that billboards contribute to a 46% increase in website visits for advertised businesses and 44% of mobile users searched for a product or service after seeing an advertisement on a billboard.

“We incorporate QR codes on all our printed materials, from flyers to community postcards, allowing us to bridge the gap between traditional and digital marketing. This not only reduces waste but also extends the shelf life of our printed collateral,” says Guerra.

"Prospective buyers and realtors who visit our model homes still appreciate having printed materials they can take with them, but the QR codes offer a convenient way to access more detailed, up-to-date information online."

This is also how these means of marketing can be measured, Liu points out. Unique QR codes and phone numbers on signage and print ads can track direct responses and active monitoring of overall website traffic for increases during brand awareness campaigns can provide additional insight.

In recent years, Highland Homes has found digital brochures and video content to meet the preference of many buyers but there is still a demand for paper materials for those who prefer a more tangible option. The most requested material being flyers for quick move-in homes.

“Some of our most popular non-tech materials include ‘Take One’ flyers, which we place in front of quick move-in homes for prospective buyers who visit when we're not available to meet with them. We also use flyers to highlight limited-time promotions and incentive programs, ensuring that key information is readily accessible to those visiting our communities,” Liu adds.

For an industry built by traditional means, it only makes sense for marketing to follow suit. However, like most shifts in business and technology, merging the ‘old school’ traditional tactics with technology can be a powerful combination.

Guerra concludes, “By blending traditional marketing with modern technology, we maximize our outreach and maintain a strong presence both online and offline. This hybrid approach ensures that we meet the diverse preferences of our audience, providing a comprehensive marketing strategy that continues to deliver results.”