Heartland Homes has been building custom homes in the Pittsburgh area for more than 25 years. Despite the recent economic challenges, Heartland Homes is creating demand for its communities and its new homes.
Without huge discounts, promotions, or free upgrades, Heartland Homes sold a record breaking 28 homes in a single day last fall. “We’ve never believed that it’s the right thing to do to use price as a weapon in taking market share,” says Marty Gillespie, president of Heartland Homes. “Instead we focus on delivering quality and innovation at a good value. Partners like Andersen Windows help us do that.”
We offer our customers the best pricing up front so they can make the best decision for their family," continues Gillespie.
Since Heartland re-aligned their go-to-market strategy nearly 18 months ago, they have sold over 50 homes – every month. At that time, the company fundamentally changed the way it managed grand openings. Inspired by the work of Robert B. Cialdini, a professor of psychology and marketing at Arizona State University, Gillespie and the team committed to following the six laws of influence Cialdini cites in his book, Influence.
Although a complex strategy at the core, the Heartland Homes team focused on the law of “scarcity.” The ideas is that people get so much more interested in something if they feel that it’s about to run out. Give that, the team set out to control the timing and release of information; not an easy task in this day with the availability of information on the Internet. Homebuyers can do their own competitive analysis and find other information related to pricing and availability.
And, the timing for a successful sales strategy couldn’t be better. Good Morning America and real estate listing website, Zillow.com recently reported Pittsburgh as one of the “Best Cities to Buy a Home in 2011.” Pittsburgh home values are increasing not just yearly, but on a quarterly basis.
To learn more about Heartland Homes, visit www.loveheartland.com.