3 min and 30 sec read
As a home builder, you know all too well how to build a house from the ground up. Starting with leveling the land, laying the groundwork and crafting the foundation, you’re the expert in constructing residences. While you’re the home builder professional, I, on the other hand, am the marketing professional with many years’ experience in my craft. Let’s get started on comparing home builder marketing!
In this article, we’ll compare together how home builder marketing techniques are comparable to building a house. We’ll discuss many marketing strategies by relating it to the steps you’re already familiar with. By the end, you’ll have a better understanding and appreciation of just how important marketing is, and how it can benefit to your business.
Every home builder business should have an established brand in place. Your company’s brand is like the grading and site preparation of one of your homes. For example, it’s the beginning step in having a successful project come together. Whether that be your next construction project or refreshing your current company with a fresh new perspective, branding is the first step.
Not only is brand development a critical first step in your marketing planning, but it can also help you increase sales. In fact, a consistent brand across all platforms, digital and traditional media included, can increase revenue up to 23%. So, if you don’t have a defined brand in place, consider reevaluating your business goals to incorporate this opportunity.
Your home builder developer website compares to the foundation construction of your homes. This is because most prospects search for real estate or home building companies online first before committing to or even visiting one. Just like how you lay the foundation before starting the framing process.
Your target audience wants to get to know your business before they continue to move forward. Creating an exceptional online experience is crucial because 88% of online consumers are less likely to return to a site after a bad experience. Tip: Offering engagement, such as virtual tours, scheduling a tour or viewing an interactive map can help improve your user experience.
SEO stands for Search Engine Optimization and maintaining it properly is just as important as installing windows and doors of a house. SEO compares to the framework of the home because, without it, no one can get inside the home or even find your business online easily. In addition, SEO allows you to reach out to more people with the goal of them opening that door and discovering your business. SEO drives more qualified traffic to your site and through your homes.
One of the main goals of SEO is ranking high on the Search Engine Results Page (SERP). The higher your home building business ranks on the SERP, the higher the chance of people finding your business online. 75% of people never move past the first page of the SERP and that is one of the many reasons why you should consider SEO as an integral part of your overall digital marketing plan.
Implementing a PPC or Pay Per Click campaign to your current marketing strategy is like adding a roof to your homes. Like a roof, PPC campaigns top off your marketing campaign. PPC is necessary if you want to increase sales, gain website traffic and generate more phone calls and leads. So, yes PPC campaigns and roofs on a home are very important elements to ensure they’re built correctly and made to last.
In order to ensure your PPC campaign is properly built on Google Ads or AdWords, you should consider working with a professional. Since your business is paying per click, it’s important to have a strong campaign just like it’s important to have a strong roof. In fact, businesses make on average $3 in revenue for every $1.60 spent on PPC in Google Ads. Imagine your profitability with professional help. That can assure there are no flaws or leads in your ad campaign implementation.
Not all home building firms have social media accounts, however, the most successful ones do. Social media is in many ways similar to the quality of the finishes of your homes. For example, a highly reputable social media presence attracts high-quality customers to your business. The better your engagement rates are on social media, the better the chance you have in turning one of your followers into a prospective buyer.
In fact, 77% of consumers are more likely to buy from brands they follow on social media. I relate social media to the quality of finishes because a poor social media reputation can actually be damaging to your brand. Similarly, low-quality countertops or other finishes can be damaging to the overall perceived quality of your home products. I understand you want only the best finishes for your product, so don’t settle for anything less on your social media.
One of the last steps in creating a home is finalizing the Punch List. This is actually how I created our name. Since you’ve built many homes throughout your career, The Punch List is your last step. I am your resource for exploring marketing opportunities so you can improve upon your current online and offline marketing strategies.
I can provide you with marketing ideas, housing trends and can help you get started with any of the strategies listed above. Which strategy do you find the most compelling for your business? Let me know in the comments. I hope you enjoyed comparing home builder marketing.
About Terry Zelen
Creative Director | Consultant | Author | President of Zelen Communications
Terry Zelen is a seasoned Creative Director with more than 35 years of experience in Home Builder advertising and marketing.
He is the founder of The Punch List, which is an online blog to help inform home builders and developers on strategic marketing insights to fuel their firm.
Fill out the form below to subscribe for the The Punch List Newsletter. We'll send our latest news & industry insights, directly to your inbox.