For most home builders, marketing meetings begin with an ad agency presenting new concepts for newspaper ads, magazine ads, or maybe an outdoor billboard campaign. Chances are most of the meeting is spent discussing various headlines, which photos to use, copy points and the size of the location map. There may even be time to review recent sales traffic from ads and make a comparison to last month's and/or last year's results. If this sounds familiar, it's time to re-prioritize your marketing attention and turn your marketing program "upside down."
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