Why Touting, "Great Value!" Doesn't Work
By Paul Entin, as Published in BUILDER Magazine, May 1999
Even successful builders struggle with the meaning of value. In my opinion, so do many marketing and advertising companies. For the record, I feel that telling a prospect to buy a home because it is a "great value" fails to take advantage of the opportunity to communicate the home's true benefits, jeopardizes the sale, and hurts margins. You can't "tell" someone a home is a "great value" - you need to demonstrate why and let each prospect determine for himself or herself whether it is, in fact, a "great value" based on what he or she values as important.
Address what people care about in your marketing materials, such as intelligently-designed floor plans, strong schools, commuting convenience, high-tech home offices, curb appeal and price. Once you've shown that your home addresses the needs of the prospect, then you have created value and he or she will feel you really do offer a "great value."