When Holden New Homes announced in May of 2010 that their new target market was to list properties in DFW, it sparked a rash of marketing responses from other local brokers around Dallas Fort-Worth. Although Holden New Homes goal is to be “THE” new home Brokerage in Collin County, the ever-changing real estate market has led them in a new direction.
Indeed, Holden New Homes business model is based on their special relationships and knowledge of new home builders in Plano, McKinney, Frisco and Allen; they will take a step back and make changes when they are needed. As such, Holden New Homes has never had more than a 10% focus on listings which would leave the marketing dollars to new homes only. With the new age of the internet, which has drastically changed the real estate world on the Realtors side, that according to the 2009 National Association of REALTORS® Profile of Home Buyers and Sellers, 90% of all homebuyers used the Internet as an information source. (Source: 2009 National Association of REALTORS® Profile of Home Buyers and Sellers.)
While the larger Real Estate Power Brokers often tout the importance of their advertising in creating Brand Recognition, Holden New Homes has decided to use those marketing dollars to sell homes. “We look at the larger brokers and have always wondered why they put their names on balloons, acquire other brokerages and take such a large 70/30 commission split from their realtors,” says Brad Holden, Broker and Owner of Holden New Homes. “We want to know our clients dogs names, and we want them to know ours.” This personal approach has proven to be a success for Holden New Homes to make a name for themselves in the North Texas marketplace. According to a NAR (National Association of Realtors) study, the majority of sellers (67 %), as well as the majority of buyers (67%), only meet with one agent before choosing whom to work with. Brad states that he has never had a potential seller turn Holden New Homes down as the listing broker.
Since 2003 marketing has been solely based for the company attracting new home buyers as clients and taking them to builders that build great product with a steep discount for the price. Now, market syndication is key. “With over 700 new listings a day in North Texas, it is something we need to focus on for growth. Creating value is our market syndication that allows us to be listed in the top 30 real estate online companies with a click. We feel that partnering with Google, Yahoo, Trulia and many others really will help our homes sell much faster than your everyday realtor that works for the larger brokers,” Holden states.
Along with the market syndication, there will be a big push on Open Houses. The latest National Association of Realtors Buyer Profile helps support the cause of Open Houses as well. Around 48% of all Home Buyers go to Open Houses in their findings. Many other agents find them as a waste of time and would recommend that no Open Houses should be held since the internet has been the place that buyers find pictures and virtual tours anyway. Brad Holden thinks differently. “Online searchers will definitely find pictures and other information that will be great for their minds to situate what they do and do not like. There is one thing that other agents are forgetting. The online searchers are more likely to come across Open Houses and will be more likely to go because it is like a free pass for them. See a house with no pressure.” Brad might be right on this one. Again from the NAR study, around 48% of home buyers do attend open houses. Also, most buyers that have been surveyed have either found there home from a relative or neighbor. Neighbor being the key word there. People love to be nosey and love to talk, and what better time and place after walking through a house down the street.
Holden New Homes would like to extend to anyone thinking of selling or curious if the time is right to sell in the next couple months to visit them at www.holdennewhomes.com or call directly at (469) 733-2723 with any questions regarding to any of their real estate needs.
