5 Tried-And-True Marketing Strategies For Home Builders

This year has seen a fundamental shift in the ways home building is marketed and sold. We've seen an increase in the use of IFPs, virtual tours, chatbots, and more.

While it's impossible for marketers to predict what will happen in the future, we can use the knowledge we've gained so far to improve our marketing strategy and prepare ourselves as best we can.

In this article, our home builder SEO experts will discuss five marketing strategies for homebuilders to consider.

Let's dive right in!

Marketing Strategy #1: Make online and semi-virtual experiences available to your clients and prospects.

As COVID-19 showed, it isn’t always easy for home builders to meet their clients in-person. Unfortunately, the transition from non face-to-face experiences to virtual ones has been difficult.

If your home building company is one of those unable to transition to an online platform, it's high time to seek professional assistance.

Meetings, home tours, and sales appointments are examples of "face-to-face" interactions that can benefit from having online options.

This is where Digital Resource's home builder SEO experts come in. We can help you ensure that your website is optimized to increase online conversions.

RELATED: 6 Reasons Why Contractors and Builders Need SEO Now More Than Ever

It's possible that finding new ways to connect could lead to new opportunities to reach clients. These customers may be relocating or unable to visit your sales center during regular business hours.

By investing in an online strategy, you can lay the groundwork for future investments in your online presence.

Marketing Strategy #2: Customize your home builder website.

A home is the most expensive purchase that most people make. It can completely shape someone’s life, determining where they work, where their kids go to school, and more.

It can be an exciting but terrifying experience, so it makes sense that people want a home buying journey that feels customized to their needs and desires. This is why we advise home builder marketers to invest in website personalization.

RELATED: Hyper-Personalization: Everything You Should Know

When visitors come to your website, you want to give them a personalized experience. Instead of providing a single, generic experience to all visitors, a customized website offers one that is unique.

The entertainment industry, for example, is well-known for its use of personalization and recommendations on its websites (e.g., Netflix, YouTube, Amazon). This breakthrough has been a huge success and has raised the bar for what users can expect online.

Investing in website personalization is a surefire way to stand out from the crowd and provide a better online experience for your customers.

Marketing Strategy #3: Invest in incorporating home builder-friendly technology into your website.

As we spend more time at home and on the internet, our expectations for our homes and online shopping experiences continue to rise. So, this year, consider your website to be a digital office and showroom.

Remember that your website's first impression in today's digital world is critical. As more home buyers search online for a new home, your website's tools and resources should be ready to assist them.

Including features like interactive floor plans, virtual tours, and furniture planners on a home builder's website was once thought to be a luxury, but these days it is the norm.

You should prioritize the use of visualization technology because it has a significant impact on the buyer's journey.

Marketing Strategy #4: Adapt your content marketing strategy to meet your customers' needs.

In marketing, the phrase "content is king" still holds true. Content marketing is used to organically boost your home builder SEO, attract attention to your overall brand, and build trust with your clients.

Although most marketers are on board, many businesses continue to lack a customer-focused approach when developing marketing strategies.

According to a Content Marketing Institute survey, 43 percent of respondents said their organization's content creation process is project-based. This means that their content is created in response to internal content requests.

Content creation is essential, but it won't be effective unless it is persona-focused or customer journey-focused. To be successful with your marketing efforts, you must keep your target audience at the center of everything you do.

The best way to ensure that your content follows these approaches is to talk to your customers and thoroughly understand their purchasing process.

Identifying your home buyers' challenges and critical moments of influence will enable your team to create content that will assist them throughout the purchasing process.

Marketing Strategy #5: Use Google My Business to your advantage.

Google My Business, also known as GMB, is an online directory where you can list your business for it to appear in local search results and on Google Maps.

As a matter of fact, you may already have a Google My Business listing that Google generated automatically.

Now all you have to do is claim it!

RELATED: How to Add or Claim Your Business Profile on Google

One of the benefits of listing your business on GMB is that when people do a branded search for your company, it appears at the top of the search results.

Once you've created your GMB profile, our home builder SEO experts recommend the following:

• Keep your photos up to date. Upload at least three images. GMB displays three pictures as part of the listing preview. If you don't upload enough photos, GMB will default to a Google Street Map view, which is frequently unflattering and outdated.
• Encourage feedback. It's no coincidence that the listings with the most visibility have the most reviews. Google prioritizes these listings, even if your reviews aren't all perfect 5-stars.
• Respond to ALL of the reviews. Respond to both positive and negative feedback. While a negative review cannot be removed, a reviewer whose concern is addressed and feels heard may change their review.
• Make use of Google Posts. Google Posts is an exciting new feature available to all GMB users. This feature allows you to post content to GMB that will appear directly below your GMB listing for seven days. Highlight incentives, promotions, and upcoming open houses or grand opening events with Google Posts.
• Allow buyers to contact you. This new feature lets you chat with buyers who find you on Google. Connect this feature to your CRM or salesperson's phone number so they can respond quickly and get buyers in the door.

If your Google My Business profile is not updated and optimized, you are not maximizing your visibility when buyers search online. As a result, you may be losing valuable traffic.

Need Help Marketing Your Home Builder Business?

Digital marketing for your home builder business is critical for acquiring new customers, increasing revenue, and expanding your business. Make sure you understand your entire marketing strategy before deciding on tactics to achieve your business goals.

Remember to keep things simple; begin with 1-3 marketing techniques and scale them as needed.

At Digital Resource, we can help you take your marketing strategy to the next level.

Join the thousands of other local businesses expanding with Digital Resource if you need more reviews for your business, more leads from your website, or to get paid faster.

To schedule a free consultation, please contact us today.