Parade of Homes Marketing Ideas
Parade of Homes season is coming to an end for many of us, and we are reflecting and recuperating. Here are a few ideas for next year organized around three core objectives.
Three Core Steps
- How to nurture leads, clients, and partners — Build relationships through in-person events
- How to get website visits — Create dedicated Parade of Homes pages ranking in search results
- How to be memorable — Stand out through staff, materials, and environment
Nurture Leads, Clients, and Partners
In-person relationship building surpasses online efforts, particularly for high-ticket B2C sales like custom homes. Rather than chasing quantity, focus on quality relationships with fewer prospects.
The Parade of Homes provides valuable event opportunities. San Antonio’s Parade of Homes “Date Night” features wine tastings and catered charcuterie — a great model to follow. Strategy: price events high, then distribute tickets to partners and current clients to build trust.
Other examples include KC Custom Homes’ design center open houses and Creative Homes’ fall events. Execution poses challenges — DIY approaches often reveal hidden costs and time demands.
How to Get Website Visits
Creating dedicated Parade of Homes pages generates high-intent traffic. KC Custom Homes regularly ranks third in San Antonio Parade searches, demonstrating effectiveness. Their approach adds internet value rather than stealing traffic, includes outbound links to official event sites, and invests in Google Ads promoting awareness.
Examples of strong implementations:
- Bya Patzer: Beautiful photography with valuable content and links
- E Builders: Lists homes, ticket information, partner details
Whatever you post, always give some love and links to your local association. Long-term relationships with local associations matter more than individual client relationships.
How to Be the Builder People Remember
Success depends on right personnel, quality materials, and appealing environment — not flashy projects alone.
Train Your Staff
Create cheat sheets for home staff covering special materials and details. This reduces owner presence requirements while ensuring consistent, accurate information. Update sheets based on visitor questions.
Sales Brochure and Print Materials
Design booklets people want to keep. Include opt-in mechanisms — QR codes, charity raffles with email signup options. Physical brochures outlast phone screens and may reach coffee tables and inboxes.
Feature Your Partners
Print cards highlighting specific finishes — fireplaces, counters, bathrooms, closets. Share credit with partners because they’re referral sources. Hendel Homes exemplifies this by listing all partners, signaling trustworthiness.
Set the Mood
Environment matters significantly. Scents — baking, incense, candles — create lasting impressions. I once received a coffee from an artisan truck at a JAG community. A $7 gesture that opened conversation doors. Consider providing coffee or food truck tokens to sales staff.
Small activations compound to create memorable experiences.
Baseline: Obvious but True
Start Early
Parade participation begins during initial client relationships. Treat this as high-ticket B2B sales with defined SOPs for when to introduce the opportunity. Client permission is fundamental.
This timing also nurtures future clients planning builds 2-3 years out. Social media reminders during parade season showcase craftsmanship.
Advertising in Parade of Homes magazines and partnering with local builder associations represents cost-effective offline marketing.
IRL: In Real Life
Real-world engagement beats digital-only strategies. While marketers typically prioritize computer-based tactics — ads, CRM automation, social media — these remain secondary to face-to-face relationship building and product demonstration.
It’s just hard to monetize that sort of advice as a marketer, so you will hear it a lot less than the digital marketing advice. But the in-person stuff matters more.
