The market for new homes is ever-present. Sure, the demand goes up and down like any other industry, but there’s always someone looking to start their life in a new home. This means people are continually researching their options and looking for a company to make an impression.
This is why marketing is so important — you need to get your company in front of the people actively looking for your service. Marketing strategies for home builders are continually evolving, but this basic idea will always be the same.
So how do you connect with potential clients? What can you do to position yourself to capture these leads?
Here are 7 proven marketing strategies for home builders:
- Have an Engaging and Optimized Website
- Provide Case Studies
- Include Photo Galleries
- Utilize Social Media
- Create Useful Content
- Build an Email List and Use It
- Target Customers Where They Already Are With PPC
1. Have an Engaging and Optimized Website
Your company’s website is important. The vast majority of research performed by your customers is going to be done online. Your website needs to be able to not only attract these searches, but convince them of your authority once they arrive.
Utilizing keyword research and incorporating them throughout your website in a strategic way sets you up for success. Proper usage of these important words increases your likelihood of showing up in relevant searches.
A beautiful, easily-navigated, and informative website will show these new visitors why you are the home builder they need to work with.
2. Provide Case Studies
Every company is going to say they are the best in the industry. These types of messages simply roll right off the back of customers. A company needs to prove their skills in order to truly make an impact on potential clients.
And there’s no better way to do this than with the help of previous clients. A positive review goes beyond any catchy marketing slogans to speak directly to the quality of work your company can provide. This is much more trustworthy from the point of view of a new potential client.
3. Include Photo Galleries
Another way to let your work speak for itself is to provide high-quality pictures of past projects. Are you proud of the work you’ve done? Then show it off! This is your opportunity to brag.
Take high quality photos — use a professional photographer if you have to — and make them easy to find on your website. Pictures catch the eye of someone browsing your website easier than text. Make sure these pictures not only portray your work in a glowingly positive light, but that they also look great.
4. Utilize Social Media
Your future clients are on social media. This has become one of the best ways to connect with your local market. And the best part — it’s free. Setting up an account on any of the various social media outlets doesn’t cost anything and can provide a variety of benefits.
First, it creates a rapport with potential clients. They get to know you through your posts and you humanize your brand by responding to comments.
Second, it provides the potential for your content to be shared. This puts your messages in front of new people at no cost to you.
5. Create Useful Content
Another way to bring people to your website is to create useful content that actively serves a purpose. This could come in the form of blog posts, infographics, videos, and more.
Potential clients are likely to search for many different topics relating to your industry. Marketing strategies for home builders don’t always have to include going out and directly contacting potential leads. It’s also possible to organically attract them to your website.
Not only does this bring traffic to your website, informative and useful content also displays your knowledge in your industry and builds your credibility.
6. Build an Email List and Use It
These pieces of content can also be used to grow an email list. For example, create longform pieces of content such as an ebook and offer it for free after completing a short form including their email address.
You should also keep email addresses from previous clients and use them when you send out communications (make it very easy to unsubscribe should they be uninterested in receiving future emails).
Use this email list for monthly newsletters, special offers, or follow-up messages after working with a client.
7. Target Customers Where They Already Are With PPC
Pay-per-click advertising, also known as Google Adwords, is one of the more useful marketing strategies for home builders because of its ability to target specific areas. These ads target specific keywords and display your messages when people perform related internet searches.
This puts your message in a very prominent location on the page. The results of your campaign are easily tracked so it can be adjusted to give you the best results.