When you’re building homes in a competitive market, you know that sitting quick-delivery (QD) homes aren’t just a nuisance — they’re a threat to your bottom line. And if you or your marketing team haven’t yet embraced the latest advanced strategies, you’re already falling behind.

Our recent blog post, “How to Sell A Completed Quick-Delivery Home That Hasn’t Sold Yet,” struck a chord, sparking an overwhelming response and a clear demand for even deeper insights. Builders across the industry are eager to learn what truly works when traditional approaches fall short, and at Rhoads Creative, we’re just as eager to show you why we’ve been recognized for our innovation, including winning multiple Builders League of South Jersey awards and the 2024 Marketing Director of the Year.

So, as we close out the year, let’s dive into advanced strategies that go beyond conventional tactics. These approaches are highly technical, rooted in data, and crafted for maximum impact—requiring the kind of expertise we pride ourselves on at Rhoads Creative. When it comes to moving sitting inventory, you don’t just need a plan — you need a partner who knows how to make it happen.

Dynamic Retargeting

In our previous blog, we highlighted the power of retargeting ads. For instance, if a potential buyer browses homes in “Community A,” our retargeting ads would promote the quick delivery we want to sell in that community.

Dynamic retargeting takes this further. Instead of ads based solely on the community, they adjust dynamically to reflect the person’s specific activity on your website.

Here are two examples:

• When someone interacts with a particular floor plan, like the Aspen floor plan, for example, the retargeting ad automatically updates to highlight a quick delivery of that model and presents specific features they explored online in the floor plan.

• Suppose a person views a quick delivery home multiple times. In that case, the ad automatically updates with messaging that emphasizes urgency, such as “This won’t last long!” or a new call to action based on their engagement.

This approach captures buyer intent in real-time, making your advertising more effective at converting interest into sales.

Addressable Geo-Fencing

Let’s talk about competition. One of quick deliveries’ biggest competitors is resale homes. But what if you could target buyers actively considering resales?

With addressable geo-fencing, you can. This technology allows us to upload specific addresses into our ad platforms and target anyone who visits those locations.

For quick delivery homes, it works like this.

Step 1: Leverage AI to Identify Resale Home Addresses

Using advanced technology, AI scrapes platforms like Zillow or MLS to compile a precise list of resale home addresses. This forms the foundation for targeting potential buyers who are actively in the market.

Step 2: Pinpoint Interested Individuals

The platform then tracks individuals visiting these resale homes, whether they’re potential buyers or sellers. This step ensures your marketing focuses on the right audience — people already considering a move.

Step 3: Serve Targeted Ads to Drive Engagement

Even after leaving the property, these individuals remain within your reach. As they use their devices, we strategically deliver ads highlighting your quick deliveries, keeping your homes top of mind for buyers and encouraging action.

Getting Creative with Audiences & Targeting

Creative audience targeting can make all the difference for sitting inventory. The key is leveraging the vast amount of data available to create hyper-focused campaigns.

Here’s a recent success story:

A builder had two sitting QDs in a community with a decent (but not top-tier) school district. Instead of targeting buyers from higher-ranked districts — where moving might feel like a step down — we focused on buyers already established in the district and ready for an upgrade.

We used the following filters to target ads:

• Current residents of the school district.
• Frequent visitors to middle or high school websites, precisely targeting parents and not students.
• Searching for homes on Zillow, Realtor or Redfin in the same area in the past 90 days
• Applied for financing within the last 90 days
• Actively using the MLS

This strategy worked! Both homes sold within two weeks.

The Cost of Waiting

We understand that these strategies often require additional budget. However, every sitting quick delivery comes with its own ongoing costs: water, electricity, property taxes, maintenance and more.

Consider this: the cost of implementing advanced strategies is almost always less than what you’d spend over just 3 months carrying a home that isn’t selling.

These are just a few of the tools we use to get sitting inventory sold. If you’re ready to explore what’s possible, let’s talk. At Rhoads Creative, we don’t just help you market homes — we make them move.