Social Networking: How Housing Might be Missing the Boat | Big Builder Online

This is a great blog post from Big Builder magazine, but will the audience it’s intended for ever find it?

This group of professionals saw an opportunity to move the needle on SG&A by reducing marketing and advertising expenditures. However, participants agreed that any reduction had to be strategic; remaining dollars in the budget had to be thoughtfully deployed to return the greatest number of serious rather than just curious prospects.

The consensus was print advertising was dead–it was deemed expensive and ultimately lukewarm in its effectiveness–which left the Web as the go-to source for fresh blood. However, there was uncertainty around how best to use the Internet to connect with younger buyers. They were aware of the growing importance of blogs, social networking sites such as Facebook and MySpace, and instant messaging technologies. However, not a soul in the room had any sure-fire ideas about how to use these interactive tools to drive builders’ businesses.

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Now, if there was only someone that knew how to manage all this new “technology” stuff… hmmmm…