Skip Patterson Case Summary

Skip Patterson as of now has a nearly non-existent marketing strategy in place. He even said himself he thought these homes would be able to sell themselves, and he is quickly figuring out that he was wrong. Skip needs to create awareness about his product through various forms of advertising and promotion and there are a number of ways in which he can do this. I would recommend treating these “green homes” almost like a brand name. In the sense that he is creating an image of what owning these homes would be like. He has already identified his target market loosely, describing them as consumers who are interested in leaving a small carbon footprint and are not going to shy away from a slight price increase. There are plenty of these earthy crunchy hippies out there he just has not done a well enough job of showing them why they should purchase his product. To quantify his promotional objectives he needs to be able to quantifiably measure his progress. Skip should hope to reach around 10,000 potential buyers for his homes using whichever avenue of promotion he choses. He should focus on non-expensive advertising techniques seeing how his homes have already

When dealing with real estate agents (God bless them my mother was one) they may not have all the facts when dealing with eco friendly homes. They are a new type of home cropping up and to sell them one really needs to push the benefits. Skip even mentioned himself he does not believe the current real estate agents are effectively showing the long-term benefits of these homes and that in the long run will affect his sales. He even has a greater advantage working directly with a real estate agent Karen Toller. He will be able to bounce effective advertising ideas off of her knowledge and experience to generate a large response from this