You know you’re a really good builder. Your clients know you’re a really good builder. But wouldn’t it be better if your entire market knew?
You can do that by applying for the NAHB Best of 55+ Housing Awards.
That’s what ActiveWest Builders in Coeur d’Alene, Idaho does. A few years back, marketing director Sharon Cunningham and her husband, company president Dennis Cunningham, began entering their best work into regional and national awards competitions.
Every time they won an award — Gold Nuggets at PCBC, Gold and Silver winners from NAHB’s Best of 55+ Housing Awards, an Idaho Grow Smart award — Sharon would write a press release that went to local media and past clients. Then she posted it to the company’s social media pages and to the EnergyStar and U.S. Green Building Council LEED for Homes websites, because the winners were certified to those programs.
“Anyone can say they’re doing a good job,” she said, “but if an independent third party says so, that lets people know that others see the quality of your work as well.”
They also publicize their awards on a large poster at their booth at the twice-a-year local home shows. They include mention of their awards in their newspaper ads, and the actual awards are displayed in the award-winning communities’ model homes.
It’s a lot of work, but it’s worth it — it turns the awards into an auxiliary sales force. The result is clear when Sharon answers the phone and hears the caller ask, “Are you that award-winning builder?”
When Dennis became chairman of the 55+ Housing Industry Council this year, Sharon announced it to her press release list, even though it wasn’t an award. But Dennis started hearing comments from clients, who said, “I see you won another award!”
Building award-winning projects is a great accomplishment, but using them to build a reputation is priceless.