He has a YouTube channel, a Facebook page and a Twitter feed. He has a website that connects to blogs that have more to do with food and fun that homebuilding. Pierre Martell, president and CEO of Martell Home Builders, says he decided two years to stop all print advertising and do his marketing online. “I call it ‘word of click advertising’,” he says.
And why did he decide that online advertising was the way to go? According to a story on his company in the March 5th edition of the Financial Post Martell says “We didn’t have a budget to do traditional marketing.” With Twitter and a YouTube channel, he found the ROI on his online efforts improved his sales cycle. That is, the time it took from first meeting a client to the time they signed a contract.
Beyond his marketing, Martell has brought much of his project management online. His subtrades are notified of changes to schedules electronically. His customers and subtrades can watch the progress of their home in real time online with a “99 day countdown” to completion.
Martell Home Builders may be the best example in Canada of how online marketing can work for any market. Fortunately, his work is easy to study and emulate. Start as his website, www.themartellexperience.com (and don’t miss the message of the URL).