Marketing to Military and Veteran Homebuyers

Military family.

At Group Two, many of our incredible homebuilders across the country support and sell homes to active military buyers, military families, and veterans. Some of the hottest residential real estate markets right now are located near U.S. military bases, which allows us to market the benefits of buying new to this unique buyer segment.

Group Two has been sharing tips for marketing to military for years, but now even more than ever, as technology changes and customer expectations soar, homebuilders should take note of how to best service those who serve. Good news: there are several tactics that you can adopt to help those looking at your homes and communities.

The #1 Most Important Rule When Marketing to Military

The most important thing to keep in mind when marketing to military is to keep your marketing authentic. Consumers can detect inauthentic marketing and our military buyers are no exception. Tactics should reassure buyers of the benefits of moving off-base, choosing new vs. resale, and proving that you’re the best builder for the job. Be sure to market respectfully and with precision. When advertising, show the appropriate military branches that apply in your market — accuracy in uniforms used in any ads, appropriate terminology, etc. is key. 

How to Show Support and Offer Exceptional Service

Video Calls & Virtual Tours: The option of live video calls and walkthroughs caters to the needs of military buyers relocating from other stations, and proves that you’re flexible (and accepting) of their unique and quick-moving lifestyles. Consider adding more video content, Matterport Tours, and even video emails to your marketing mix to create connection from afar.

Consider Buying Needs of Military Families: Don’t forget about the spouses and families of our military buyers. If your neighborhood offers a strong sense of community and security or includes outdoor maintenance like lawn care and snow removal, position these features at the forefront of your marketing as they may be strong factors for consideration with loved ones during deployment. Safety and security are often #1 priority for both families at home and veterans themselves.

Hometown Heroes: Consider discount programs for your community “heroes,” including military buyers, teachers, EMTs, firefighters, and more. To show their genuine gratitude, many of our homebuilders offer discounts toward closing costs.

Basic Housing Allowance Data & VA Loans: Stay up-to-date on the year’s BAH (Basic Housing Allowance) rates and veteran lending options. Encourage your team to learn about the specific steps that military families and veterans go through to buy a home. Consider offering lending educational events whether on-site or online. Adding a military resource page to your website is a simple step to both educate your buyers and show your support.

Builders Doing It Right

A great example of service and respect for active military and veteran homebuyers comes from builder JC Jackson Homes. Based out of New Bern, NC, JC Jackson Homes prioritizes resources for military buyers that make the process easy and stress-free, including virtual floorplans, and video-call appointments and walkthroughs. In fact, 40% of their buyers are military families. 

The company’s owner, Jeremy Jackson, makes it a point to support dozens of local and military/veteran-related charities throughout the year. Not only that, many JC Jackson Homes employees come from active military families themselves. It’s clear that the admiration that JC Jackson Homes has for military and veteran personnel is company-wide, deep-rooted, and completely genuine.

Questions about marketing to your local military buyers? Our Group Two team is always here to help. 

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