Fall Behind or Stand Out?
The Texas housing market is in the middle of a big shift. Home prices are dropping across the state, with some areas seeing decreases of 10-15%. While this might feel like concerning news, it's also an opportunity if you're a homebuilder. The market might feel a bit unpredictable right now, but there’s one thing you can do to stay ahead: advertise your brand now.
I know it might feel counterintuitive, especially when sales are slowing and budgets are tightening. It’s easy to think that cutting back on advertising will help you save money. But the truth is, the best time to advertise your brand is right now. Consistently showing up for your audience, especially during uncertain times, is what builds lasting trust. When brands lean in during moments of change, they demonstrate reliability, resilience, and long-term commitment—qualities that stick with consumers far beyond the moment.
Why Now is the Time to Act
Here’s something that might surprise you: It takes an average of 263 days for someone to buy a home after they first see an ad. That’s more than 8 months! So, while you might not see immediate sales from your marketing efforts today, you're planting the seeds for future success. If you stop advertising now, you’re not only missing out on future opportunities—you’re also putting yourself behind the competition.
There are some major players in the market who know this and are already acting on it. Builders like KB Home and Meritage Homes are running large-scale ad campaigns, knowing that now is the time to invest in their brand. They’re not waiting for the market to bounce back—they’re investing in the future, and you should be too.
A Track Record of Success
Having worked in advertising and with builders for almost two decades, I’ve seen firsthand how marketing during tough times can pay off in the short and long term. The builders who choose to invest when things are slow are the ones who end up leading the pack when the market picks up again. And the ones who don’t? They’re the ones calling me in a panic, asking for help when they’ve fallen behind.
Investing in your brand now isn’t just about the future – it’s about staying top of mind when buyers are ready to make decisions. The longer you wait to advertise, the longer you’ll be playing catch-up.
It May Feel Risky, But It’s the Right Move
You might think it’s smarter to save your advertising budget when things are uncertain, but as advertising legend Rory Sutherland says, “It’s perfectly possible to be both rational and wrong.” The rational thing might seem like cutting your ad spend to save money. But in the long run, that’s the wrong choice if you want to succeed in a competitive market.
Here’s the thing: If you stop advertising now, you’re missing out on the chance to get in front of potential buyers when they’re starting their journey. Those buyers won’t be ready to purchase until months down the line and you want to be there when they’re ready.
What Can Advertising Do for You Right Now?
Even in a market that feels slow, your brand needs to be visible. Homebuyers are still out there, doing their research, and trying to figure out the best fit for their needs. If you stop advertising, you risk being forgotten when they're ready to act.
Here’s why advertising is so important right now:
- Brand Awareness: The more people see your brand, the more likely they are to remember you when they’re ready to buy.
- Long-Term Payoff: What you do today with your advertising will pay off in the coming months, even if you don’t see immediate results.
- Staying Ahead of the Competition: Like I mentioned, other big players are already making moves. They're investing in their brand now, and when the market rebounds, they'll be the ones on top.
The Bottom Line: Invest in Your Future Today
It's true, the ideal time to start advertising your brand might have been eight months ago. But if that didn’t happen, don’t worry. The next best time is today. The most important thing is to start, and every step you take now sets you up for stronger results down the road.
That might seem like a tough decision in today’s economy, but doubling down on your brand advertising now is an investment in your future success. The homebuyers you’re targeting today will be the ones coming back to you when they’re ready to buy, and the brands that keep investing now will be the leaders in the market tomorrow.
If you’re ready to take action and discuss how to get started, I’d love to chat. Reach out today for a free assessment and conversation.