Pay Per Click (PPC) advertising is an increasingly popular way for businesses to put their message in front of potential customers. You will come across them fairly often while perusing the internet, you just might not recognize them as PPC ads. This is because they are mostly unobtrusive.
PPC can be displayed on a variety of websites. Social media outlets such as Facebook and Linkedin frequently display PPC advertisements. Google has their own version of PPC which they call AdWords. These are the results you often see toward the top of the search result page, but separate from the results themselves.
They are called “pay per click” because businesses don’t actually pay to post these ads unless a user clicks on them. This is different than traditional advertising where the business pays simply for their ad, perhaps on a billboard or TV commercial, to simply exist. PPC doesn’t cost the business money until a potential customer follows the link.
So now that we understand PPC advertising, how can it help a home builder? What benefits can be gained from PPC as opposed to other forms of advertising?
Many people think the most difficult part of new home sales is the construction. Laying the foundation, putting up walls, and installing windows certainly is difficult. If it wasn’t, homes wouldn’t be more expensive than a car. But the steps that lead up to the actual construction is where a business truly makes their money.
A builder needs to be able to stand behind their work. Anything less than quality work will be unacceptable to the customer. But a builder without proper lead management won’t get the opportunity to close new home sales. And construction won’t happen without a sale.
A lot of builders don’t focus on lead management despite its importance. This could be due to many different factors—they don’t have the proper software, they don’t have relevant experience, or maybe leads fall through the cracks simply because it’s difficult to keep track of them.
But builder lead management doesn’t become any less essential just because it’s difficult. The good news is that there’s help for builders that either don’t have time to manage their leads, or don’t have a good system for doing so.
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.
Goals are one of the most underutilized components in Google Analytics.
Goals are the actions on your website that you’d like visitors to take.
Some Examples Include:
Making an appointment
Viewing a contact page
Filling out a form
Creating an account
Sharing to a social network
Signing up for a newsletter
One that you should consider first is a contact form based goal. This should only take a few minutes to set-up. All you need is a contact form on your website, a ‘Thank You’ page, and a custom goal configured in Google Analytics with the type ‘Destination’. You can find goals in the Admin area of Google Analytics, under your current View. Once you make a new goal, simply choose “Custom,” and then “Destination” under type. That will allow you to enter the URL of your goal page – in this case, you’ll want to use the URL of your “Thank You” page I mentioned earlier.
Once goals are set up, the data can be viewed in the Conversions tab on Google Analytics. It’s a good practice to fill out your own contact form to make sure it works properly and records your new goal. Occasionally forms will fail.
Having this new data will allow you to figure out your cost per lead for your marketing efforts. Start setting your goals today!
Have you incorporated a customized email campaign into your marketing plan? No! … Then NOW is the time!
Email marketing is a cost-effective, targeted, measurable strategy able to drive homebuyers to your sales centers, model homes and of course, your homebuilding website.
The simple fact that homebuyers provided you with their contact information means they are waiting to hear from you! This is referred to as permission based marketing—undeniable proof that your homebuyers are eager to learn more about your new homes and communities.
So don’t wait any longer! Get your email campaign started today!
Clear, concise, informative content is a must for your homebuilding website. A brief introduction to each page of copy is fine, but resist the urge to present a long-winded preamble just to gain a few extra keywords. Your audience isn’t visiting your site to read textbook content—they want information and you have to give it to them as efficiently as possible. Continue Reading →
We’ve made it to the final entry in the series, and, if you incorporate our first strategy through what I’m about to present below, you’ll be on your way to getting the most from your homebuilding website. Let’s get right down to the last, but certainly not least, point of how to improve your website. Continue Reading →
Thank you for returning to the second installment of “How Can I Improve My Website?” a quick primer filled with information you can start using today to better maximize the power of your online home. Last week we discussed how your visitors view their computer screen and the importance of designing your website in the “F” pattern. This go round we’re going to discuss the best way to eliminate any obstacles that may be in the audience’s way.