2018 International Builders’ Show

FANtastic Graphic Design Sells FANtastic Houses

Presenter: Meredith Oliver, MIRM, CSP

Your home buyers expect beautiful, professional, and creative graphic design in your marketing. Retailers like Target have brought once high-end, exclusive designer products to the masses. Smartphones and DIY design apps have further democratized graphic design. If we can create a “Happy Holidays” customized family photo for social media in just a few quick clicks, then we expect the businesses we buy from to be even more professional and creative.

The business benefits of good graphic design:

1. Sells – Research has proven that companies who emphasize design outperform those that don’t.

2. Builds Trust – Your website forms either a good or bad first impression. Poorly designed websites are not read, trusted, or visited a second time.

3. Influences – Great graphic design invokes emotion and connects with viewer on a deeper level.

4. Memorable – In a crowded, competitive market, a stunning website, ad, or brochure makes your homes and communities more memorable.

Strategy #1 – Gain a FANtastic Perspective

Design is highly subjective. Stop evaluating your brochures, website, and ads based on your personal preferences.

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FANtastic Marketing is marketing that is for the FANS, about the FANS, and generated by the FANS.

FANtastic Marketing puts the FANS first.

When reviewing graphic design, ask yourself --->>> Do I Like This?

q Yes – What do I like it about it? q No – Can I appreciate it anyway?

Strategy #2 – Develop a FANtastic Process

Creating beautiful graphic design is a lot like building a beautiful home. To build a home you need accurate blueprints, quality materials, and stunning finishes.

1. Create a Brand Style Guide – This document is the blueprint for all of your marketing. A brand style guide helps the graphic designer to stay “on brand” and makes the design process much more efficient and effective. A clear and thoughtful brand style guide defines the following:

a. Logo b. Colors c. Photos d. Graphics

2. Use a Creative Brief – This document is the “pre-construction” meeting for your

design project. It should outline the following elements of the project: a. Project contact person b. Summary of project c. Scope of the project d. Target audience profile e. Competition f. Execution details

3. Organize Your Digital Assets – Your logo, photos, graphics, and fonts are the

“finishes” of the design project. Assemble all of your digital design assets in the

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cloud in a folder and share the folder with your designer. Label each file carefully and organize images by community or project name.

Strategy #3 – Give FANtastic Feedback

Your ability to deliver constructive feedback to your designer is the number one determining factor on the success of the project.

FANtastic Feedback is:

ü Brutally honest, but not bitter or harsh ü Positive, but no fluff or pulling punches ü Makes the work better ü Redirects the work to be “on brief” ü Identifies the problem but does not try to solve it

When you review an ad, website, email newsletter, or brochure be specific about you do and don’t like.

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Strategy #4 – Consult FANtastic Resources

Beautiful graphic design is all around you. Start paying attention to what you like and don’t like. Ask yourself what about it is resonating with you and use that insight in your marketing.

FANtastic Resources:

q Netflix Original Series – Abstract q Canva.com/learn/design q FANtastic Marketing by Meredith Oliver

Don’t forget to save and organize your inspiration as you encounter great marketing.

q Evernote – Use Evernote to file and organize. The Evernote Web Clipper allows you to easily save and file anything on the web.

q Pinterest – Create a Graphic Design board and pin examples to the board for future reference.

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Seminar Presenter

Meredith Oliver, MIRM, CSP Meredith Communications Raleigh, NC Twitter: @MeredithCSP Meredith@CreatingWOW.com Meredith is a sales and marketing keynote speaker, author, and strategist who works with home builders who want to drive more traffic, leads, and sales. She is the president and creative director of Meredith Communications, a digital marketing agency located in Raleigh, NC specializing in home builder website development, search engine optimization, and social media marketing. Her books, FANtastic Marketing, FANtastic Selling, and Click Power are available at the BuilderBooks Bookstore during IBS and on Amazon.com after the show.