5 min read
As a home builder or developer, you manage your construction staff, keep up with hot leads, and stay in close contact with your homebuyers. I understand you don’t have much time to spare, so that’s why I am providing answers to your common questions about home builder and developer marketing.
The difference between PPC (pay-per-click) and SEO (search engine optimization) is that PPC is paid for while SEO is organic. This means when you initiate a PPC campaign, you pay Google and whoever manages your campaign directly for your ad placement. With PPC, you receive a monthly or weekly charge from Google based on the number of clicks to your campaign.
SEO, on the other hand, still costs money to maintain and operate yet has the goal of ranking in the top positions on the search engine results page (SERP) in the organic listing section. Most common SEO techniques include adding new content to your home builder or developer site through a news or blog page. Plus, a link building component.
Google, and other search engines, crawl for this content and push it out to your audience and other relevant search queries. It’s best practice to write high quality blog articles, preferably close to 1,000 words that can be seen as a helpful resource for your target audience.
Gaining traffic is seen as a constant challenge in the online marketing realm. It requires a team of experts to evaluate the quality of your website and business initiatives, to determine the best possible techniques to get more people to visit your site.
Holding an open house for one of your properties is an excellent way to communicate with hot leads and active homebuyers who are interested in your product. But sometimes, it’s hard to get people to come out and tour the homes or property.
You’re the professional home builder / developer and you’re the expert in your field. Marketing is a whole other ballgame that also has its experts and professionals. Once you realize that a marketing agency can help you grow your business at a level you wouldn’t find possible, then you should consider seriously partnering with one.
The best marketing agencies share in your successes. For example, if you ran a marketing campaign and it was extremely beneficial to your goals, then the agency also sees it as a success for their firm.
Three possible ways to find a marketing agency that suits your needs would be to conduct an online local search, ask for referrals from other successful home building brands and request more information from a potential agency.
All of these tactics can help you narrow down the potential marketing agency list from 100 to 10 to reach the perfect fit. You should interview your finalists in person to ensure there is a good synergy with your team and theirs.
Social media has evolved rapidly over recent years. In fact, there are 7 main social media platforms with millions of users on each. Finding the time to not only create the content, but to also post it amongst 7 different platforms, seems like a headache. However, don’t be discouraged because there are ways to post across the board from a single resource.
For example, social media tools such as Sendible, Facebook Creative Studio, and Hootsuite can allow you to schedule your content ahead of time. On average, I recommend my clients to post and cross-post on their social sites at least three times a week. It can vary more depending on a specific event or promotion, but three times a week is manageable and productive.
Now that you understand frequency, you now need a direction of where to take your content. Home builders and developers have a plethora of social media content. They have a ton of great avenues to inform, engage and entertain their target audiences and followers.
Retargeting is a form of online digital advertising where a cookie is placed on the user’s browser when they visit your website. The cookie tracks their preferences and clicks depending on which retargeting you choose. There are two retargeting methods you need to be aware of to make the best decision: Old Retargeting Methods and New.
The Old Retargeting Methods uses the cookie method but has the ability to remind the user about your brand and products after they leave your website through banner ads that get posted on other sites they visit. It works by using contextual and behavioral retargeting and is sometimes called the “wait and see” approach.
The New Retargeting Methods use more of a prospecting approach based on the demographics of your target audience. Advanced retargeting firms can push your ads to those who have expressed interest in your products or services or that meet your target criteria. The best advantage of the newer method is that this can be performed in-app, such as a phone or tablet.
Let me know if you have any questions you would want me to answer for you in the comments.
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.
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