Posted January 18, 2020 by admin
Marketing for Builders: 5 Tips for 2020
You’ve been working for a long time to establish your business. First, you had to learn the skills. Then you had to perfect them. And now that you’re business is up and running, there’s only one thing left for you to get—customers.
And though it might be tempting to focus strictly on your craft, there’s a lot more that goes into a successful business than a great service or product. After all, a restaurant could serve the most delicious hamburgers in the world, but no one will buy them if they don’t know the restaurant exists.
This is where marketing comes in. A strategic marketing plan can translate into more sales, more profits, and a successful business. But without it, you’re simply selling a delicious hamburger to nobody.
So how do you spread the word about your expertise? Here are the essential points to consider regarding marketing for builders.
Continue Reading →
Posted December 23, 2019 by admin
Marketing is important. It doesn’t matter how great your projects are if nobody knows about your services. Word-of-mouth is undoubtedly valuable, but your company needs to get its name out there and engage customers. This direct engagement is the best way to draw up business. Setting yourself apart from your competition, announcing your successes and offers, communicating your expertise—these are all huge benefits of a proper marketing campaign.
And what better way to reach your customers than through the internet? Digital marketing can make a large impact on builders in how they portray themselves to potential customers. It can also have a large impact on how those customers interact with your brand. Do you have knowledgeable authority in your industry? Are you trustworthy? Do you provide quality work? These are all questions your customers ask when they’re looking to do business with a builder.
Here’s what you need to know about digital marketing for builders.
Continue Reading →
Posted December 11, 2019 by admin
Custom homes are expensive, and potential customers want to know that they’re going to get their money’s worth. For this reason, a key aspect of successful home builder websites is photo galleries.
Photo galleries show your customers that you’re capable of quality work, and building one is easier than you might think. This post will show you how to create a Home Builder Photo Gallery.
Continue Reading →
Posted October 29, 2019 by admin
“Go ahead, underestimate me. You won’t be the first… you won’t be the last… but you will be wrong.”
-Interactive Floor Plans
First, let me say, if you are a production or semi-custom home builder and you don’t have Interactive Floor Plans (IFP’s) on your website, you are very likely missing out on sales that could have been yours. Who’s getting those sales? Very likely builders with IFP’s and here’s why…
Continue Reading →
Posted October 3, 2019 by admin
So how important can a few hundred words a month on a blog actually be for my company. Well, depending on your goals, the actual result and benefit will be different. But there is absolutely some value. If you blog already – excellent! Pat yourself on the back and skip ahead to number five. Or, keep reading and find out why what you’re already doing is more beneficial than you may have realized.
Continue Reading →
Posted November 13, 2018 by admin
Are you sitting down? I’m about to share with you an industry statistic that, as a new home builder, you absolutely have to acknowledge. No more pretending it doesn’t apply to you. Forget about thinking it’s an over-inflated number. And if you believe ignoring the significance of this statement really doesn’t play into the bigger picture you’re dead wrong. Are you ready?
95+% Of Every New Home Sale Originates Online
This is just the truth. There is no other tool in your arsenal that is more important than your website. I can hear you some of you now—“Brian, that’s just not accurate! Our model homes sell our properties better than anything else!” Really? Well how do you think those buyers initially found your beautiful models? That’s right… the website!
Your website is like Grand Central Station for the overwhelming majority of your online activity. It is the place where they either choose or eliminate you. Sadly, prospects will judge the quality of your homes based on the design and intuitiveness of your website long before they consider the actual craftsmanship that goes into your homes. To put it directly, your website really is the most important sales portal and you simply must get it right!
Based on 29 years experience marketing new homes, I’ve assembled a checklist of mandatory items every builder must consider when it comes to their website.
Is Your Home Builder Website Guilty Of Any Of These Sins?
#1. Does Your Website Look Older Than You?
Remember, prospects are shopping online, all the while eliminating builders from their list! A dated, inadequate website reflects an out of touch, antiquated home building company. Don’t be eliminated! Make sure your website behaves based on current user behaviors and practices!
#2. Is Your Photography Sub-Par?
Good photography, let alone poor photography, doesn’t sell anything. Only great photography sells homes. Invest in a great photographer for your website. You don’t need 50 images, 5 amazing images will really help. Here’s a bonus hint: Try to show people actually enjoying your homes whenever possible rather than just bland pictures of rooms.
#3. Can Users Find Everything They’re Looking For?
A great builder website is one that has intuitive user interface and navigation. Browsers tend to become impatient when they have to go on a treasure hunt for the information they need.
#4. Are You Getting Viewers To Your Home Plans Quickly?
Prospects are headed first and foremost to your plans. You must be certain your home plans are intuitive, getting viewers there within 1-2 clicks. Once there they can see your plans without downloading them. Never, ever, force your prospects to download plans in order to see them!
#5. Is Your Contact Information Easy To Find?
Make sure the means you choose for contacting you is evident on every page. You want them to reach out to you, so make it clear and simple.
#6. Is Your Website Mobile Responsive?
Significant online activity today takes place on phones, iPads and tablets. Your website must automatically respond to these devices, displaying all of your information clearly and appropriately. If it doesn’t, you can count on them seeking out a competitor!
#7. Don’t Make Building Your Database More Important That Showcasing Your Product.
It is crucial to gather prospect information, but under no circumstances should you lose sight as to why your audience is there. Always allow your visitors to view floor plans and elevations in an HTML environment first, giving them the option to even download them. Gathering information for your database should be a secondary expectation.
#8. Are You Properly Utilizing Lead Magnets?
You never want your website visitors to leave without giving you some data (email, phone number, name, etc.) A well-named lead magnet will help you achieve that. Here are two examples: “5 Floor Plans That Conserve Energy” or “Our Top 7 Best Selling Home Plans”. Create a white paper or brochure they will receive in return for their valued contact information or they will quietly bounce away!
#9.Is Your Website Utilizing Google’s Tracking Code?
“Tracking Code?” Relax; it’s a good thing! Every website needs Google’s tracking code—and maybe even Bing’s—in order for you to properly measure key performance metrics. You can’t improve what you’re not aware of!
#10. Your Site Is Search Engine Optimized, Right?
I can’t stress the importance of SEO enough! It’s crucial that your audience is able to find your website quickly. If you’re currently showing up anywhere other than the first page of search engine results you’re business will suffer.
#11. Are You Utilizing Engaging Content?
In today’s world your website must contain relevant, well-crafted copy. No longer can you use cheesy copy or poorly written content. Did you know redundant copy, which is using the same wording on more than one page, negatively affects your organic search results? Make sure you’re using original phrases when describing your homes!
#12. Are You Using A CRM And Marketing Automation Tool?
The typical closing ratio for a builder is 4-6%. That means on average 19 out of 20 leads are vanishing into thin air. A powerful CRM coupled with Marketing Automation software like Easy LeadLocker ™ is crucial to capture and nurture leads towards greater closing ratios.
#13. Certainly You’re Not Disregarding Your Target Audience
Too often websites are built without the consumer in mind. Before you build any website, make sure you have discussed the target audience with your Webmaster so they understand who you are intending to reach. This way your site can always use the most compelling messaging to get your consumer’s attention and keep it!
Friends, simply put, there is no acceptable reason to have an inadequate website. Your building company’s success depends largely on the design, navigation, ease-of-use, copy writing and photography found on your website. You also need a powerful CRM used in tandem with a robust marketing automation service.
To learn how your builder website can generate the best results, please feel free to contact me directly at 301.416.7861.
Brian Flook, MIRM
