Mollie Elkman Discusses Marketing To The 2014 Buyer

2014-02-26 21.13.31

Mollie Elkman, President of Group Two Advertising in Philadelphia, spent yesterday morning with the Home Builders Association of Bucks and Montgomery Counties presenting a seminar on Marketing To The 2014 Buyer at their offices in Ft. Washington, Pennsylvania. Elkman discussed how builders can better connect with their buyers. Specifically, how to stop thinking like a builder and start thinking like a buyer in everything marketing related.

“The best home builder marketing connects emotionally,” said Elkman. “In order to make sure your company is considered in 2014, you need to show up where prospects are looking for information and ensure that your message is the right message for your buyer.”

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One element of the presentation that resonated with the audience was the “color emotion guide” which illustrates what a company’s logo colors say about their company. For example, Group Two uses orange and blue to portray cheerfulness and dependability.

Elkman also shared her view on the Zero Moment of Truth (ZMOT), and how to make Google’s unique marketing approach work for our industry. The premise of Google’s ZMOT is that the best marketing reaches people while they are still in the pre-shopping, information stage. It is a more proactive approach to marketing that enables companies to influence consumer decisions.

The Home Builders Association of Bucks and Montgomery Counties is a non-profit trade association representing the residential construction community throughout the Delaware Valley Region.

To learn more about booking a seminar for your local HBA or builders’ group, visit

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