Home builder marketing is an ever changing environment. According to the National Association of Realtors, the housing market jumped over 20% in the summer of 2020. As more people are working from home, students are learning from home, and what was once barely adequate is now is a bit cramped. Realtors are not the only ones that benefit from this trend in real estate.
Homebuilders are seeing a big increase in traffic to their websites and request information. As the demand for new homes continues to rise, custom home builders need to make sure that their marketing strategies are ready. This article will explain the different ways to create marketing strategies in order to successfully market your business and generate qualified leads.
Importance of Marketing
The importance of a well-rounded strategy for home builder marketing can’t be overstated. Traditionally home builders wait until completing their project before listing it for sale. The rationale is that potential buyers need a physical structure to see and touch, whereas visualizing the structure in a two dimensional space can be difficult.
However, in this new age of technology, pre-construction marketing and virtual tours of floor plans has become so easy and affordable that homebuilders simply can’t afford not to market before a project is completed or even started. Virtual tours should be a part of any home builder marketing plan.
Marketing, especially digital marketing strategies are extremely important for any business. In order to create a clientele and show your work, you want to make sure that you are marketing your business effectively. This can include social media, blog posts, billboards, pay per click, traditional marketing, etc. No matter the route that is taken by your business, marketing your business and your work will allow you to grow your business.
Home Building Marketing Strategies
The first thing you want to do is make sure your branding is consistent. Homeowners expect consistency and excellence when they choose the company that they trust to build their forever home. When searching for a custom homebuilder, potential customers are turned off by any observable inconsistencies. This is why it’s extremely important to make sure that every potential touch point between you and your ideal customer reflects the experience they will have working with your business.
Maintaining brand consistency is essential to your marketing efforts. Some ways to make sure that your brand is consistent is to look at the visual appeal of your brand. If your logo or marketing collateral look outdated, then it’s likely time for a refresh. You need to make sure that you have a budget in time to update all of your collateral with new designs. You also want to make sure that the look and feel of your brand reflects who you are as a company.
Further, you need to make sure that there are no inconsistencies between your company’s website, social media, and other online presence. If you have a beautiful website and brand new logo, but your Facebook page is full of old contact, you will likely turn off prospective clients. Ensuring that all marketing is streamlined Is critical to bring in prospective clients.
Now that you understand the importance of home builder marketing as well as some different strategies that you can try, here are some ideas. These ideas can be included within your marketing strategy or they can become the foundation of your strategies. No matter how you use these ideas, they will be effective in marketing your business.
The first step to creating a marketing strategy is to create a website. This is your most important digital tool and it is a necessity. Even if you have a brick-and-mortar sales center and deal primarily face to face with your customers, your website is where your customers and prospective clients can find you 24 hours a day.
Your site should have the most up-to-date home listing feed so that it’s easy for them to see your available homes for sale. You also want to make sure that your site visitors have access to the most comprehensive listing information.
Make Your Website User-Friendly
In this digital age, having a website that reflects your business is critical to your home builder marketing plan. You want to make sure that your website has customer testimonials, multiple ways to contact you, interactive map and directions page, and relevant resources for prospective clients. Having a strong website is central to an effective marketing strategy for your business. This is the backbone of every marketing activity you deploy.
As far as homebuilding marketing strategies go, when using social media platforms, Facebook, Instagram, and Pinterest are your best bet. This is because they are all highly visual-based. Customers want to see what you have to offer, and having great imagery is a key factor when it comes to selling homes. These social tools will allow your voice to shine so that your target audience can connect with you and your brand.
This also allows you to be more personal and in depth and offer a behind the scenes look at your business, your process and even the team behind your business that makes everything work. Social media is interactive, it allows people to share opinions and experiences regarding a product or service.
It also allows you to answer questions and obtain their contact information. Potential clients can access your social platforms and find reassurance and comfort in your brand from others who have interacted with it. These past customers help sell your brand for you.
Search engine optimization (SEO) is essentially determines where you rank on Google searches. Some pages end up on the first page of Google, and some end up on the 10th. For many reasons, you want to be on Google‘s first page. SEO is all about how visible your site is on searches like Google.
The more visible your site is, the more organic traffic it will get. The more traffic you get, the greater potential for home buyers. This involves writing copy with best practices, content marketing with keyword usage, outbound and inbound links, and much more.
Email marketing is a highly effective digital marketing strategy, which consists of sending emails directly to prospects and customers. Active marketing emails convert prospects into customers and turn one time buyers into loyal, raving fans. You can reach a customer directly with a special offer and continue to reach out to them in the future with offers, news, critics information.
These highly tailored messages help drive conversions. However, you want to make sure that you’re not sending too many emails or writing copy that is overwhelmingly sales based. Emails can be marked as spam or the recipient can unsubscribe from your emails.
Street or Directional Signage
This is your most basic form of traditional home builder marketing. While the world has changed a great deal, traditional marketing still has a place and it is cost effective. Placing open house signs on busy street corners near your listing will allow create the most amount of foot and automobile traffic. It is also worthwhile to spread out your signage to a wide area and to be sure not to group a bunch of signs in areas near one another.
Home Builder Billboards
Billboard advertising is when you advertise a large scale print on a billboard. This print is meant to raise awareness on your brand. Even though we live in an increasingly digital world, billboards have still proved to be a cost effective strategy for some marketing plans.
Billboards that do something creative get more traction than bland billboards that just show a static image. By providing, easy, actionable information, a billboard can be more effective than other forms of advertising. Billboards have the power to force people to make immediate or short term decisions.
There is also the option of a digital billboard. This is a billboard with a digital screen that is capable of showing multiple images and videos, whether it’s for one advertisement or for money. Digital home builder billboards are potentially effective for advertising your brand by showing multiple homes or photos and videos of your work. This will allow customers to see the full range of your capabilities.
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