Based upon a thorough and complimentary study of  marketing materials provided by Lundberg   Builders President, Brad Lundberg, Waterman Communications Group has identified specific marketing concerns and areas of improvement. The identification of these areas of potential improvement provides Lundberg Builders the impetus to undertake modification of  these materials on its own   or to enter into a consulting agreement with Waterman Communications.

In thermodynamics, a critical point is reached when water is heated from 211 degrees to 212 degrees. At 211 degrees water is hot. At 212 degrees steam is created, which can power engines. The difference between good and great is just this one degree.  Lundberg Builders is just one degree from great…and that can be achieved with an adjustment in marketing focus and intention, which Waterman Communications Group can provide.

A major tenet of marketing is that “Perception Becomes Reality.”  What people perceive, they believe. Consumers make value judgments about a business long before they have any direct contact with the business.  The quality, content, verbiage, and directed focus of a marketing campaign and the associated materials has a huge impact upon first impressions and business development.

Lundberg Builders, whether by design or natural flow of business, has branded itself as THE luxury home builder & remodeler of the Bay Area. Photographs on the website, brochure, and articles, and advertisements all   target the luxury upper end market. The terminology in these materials speaks to the homeowner of affluence and influence. Photographs of lower priced tomid-range homes do not appear.

The branding approach of Lundberg Builders as a high end, quality conscious, exacting standards process- driven company is obviously a resounding success. The ability to hire and retain long term, top notch employees is another of the hallmarks of Lundberg Builders.

The “Great Recession” is forcing many companies to retool, rethink, and repurpose to extend their influence into new and varied market sectors.  Companies that fully accept and engage this changing market  dynamic will not only sustain themselves in a down economy, but also will be poised to capture a greater sector of the emerging post-recession economic boom that historically follows a down cycle.

It is clear from prior discussions that Lundberg Builders is one such forward thinking company. Expanding into the custom kitchen market with 314 Design Studio and adding handyman services are two clear examples of a company seeking to expand market presence and utility.

From reviewing the supplied materials as well as researching online, Waterman Communications Group has made the following observations:

Website

The website cones across generic, in no way displaying the warmth, charisma, and caring of the owner and the well-oiled organization in business for over 30 years. The homepage displays the same million dollar home that the brochure does (which would instantly turn many homeowners off who did not feel they were in that category.)

There are no photographs of anyone on the site at all…not the owner, key employees, or smiling satisfied customer. There should be photos of all staff on the website, as well as contact links. There are no testimonials, no FAQ section, and no landing page to sign people up for FREE reports (Direct Response Marketing). The story of the firm does not display any photos, and this is one section that should. The verbiage of different web pages is not as warm and inviting as it could be.

There are no virtual tours or videos on the site. (A recent study indicated that there are 1.74 Billion web surfers and 4.5 Billion mobile phone users accessing the internet daily. Viewing videos is the #1 internet activity.) There should be videos of the owner, testimonials, and other informative videos on the website. (These can also be utilized on YouTube and in e-mail marketing campaigns.)Another marketing basic is that “facts tell, stories sell.” This is why video is so pervasive and popular.

There is no mention of residential or commercial construction management. There are no photos of the restaurant you built. No mention of an A+ rating with the BBB.

Brochure

The brochure stock is light paper, not heavier card stock. A heavier feel of cardstock gives consumers a perception of higher quality. The brochure displays clearly high end home photos on the front and also inside. “Since 1977” on the front does not fully emphasize that this is a family owned and operated business, a point that many consumers value. There are no photos of people in it, no testimonials, and no mention of construction management services or handyman services. There is no call to action, no direct response advertising, no invitation for a free consultation. No mentions of an A+ rating with BBB, or that even a member.

Business Card

The business card is the standard size everyone else uses, one color, and has a wasted back side. This card would be a more optimal business billboard of it were a full color bi-fold card

Online Search

Searching online Lundberg Builders does not show up on Facebook, and has a minimal listing on Linked In. On the BBB Lundberg Builders shows up as an A+ rating, but 314 Design has an A-, which should be questioned.