The biggest homebuilder marketing challenge is generating leads through digital channels. While builders might provide exceptional homes for their customers, without a strong marketing strategy, attracting new clients is nearly impossible. Word-of-mouth advertising can only get companies so far. By following these top five marketing tips, homebuilders can generate more viable leads and meet their business objectives in 2022.
Top 5 Marketing Tips for Homebuilders
1. Establish Consistent Branding
Customers expect the builders they select to deliver consistency and excellence in everything that they do. That means having a consistent, omnichannel brand presence. Every touchpoint between builders and their target customers should provide a perfect representation of the experience that clients can expect from working with the homebuilder in question. When establishing brand consistency, it’s critical to consider:
- Visual Appeal: Logos and marketing collateral that appears outdated will have a negative impact on lead generation efforts. Prepare for a rebrand by allocating a budget and timeline to develop updated materials and designs.
- Stylistic Aesthetic: When creating a brand identity, it’s critical that the logo, marketing collateral, and imagery work together to complement the products offered by the building company. For instance, a modern custom home builder’s logo should look much different from a company that specializes in log cabin construction.
- Omnichannel Cohesion: The experience across a brand’s website and social media channels should be consistent, using the same logos and updated imagery across all customer touchpoints.
- Digital Footprint: It’s important to consider what customers may find when searching for a building company. Builders should make it a routine practice to Google their company name and ensure everything that populates the search engine results page is up-to-date and accurate.
2. Create Strong Websites
A builder’s website is their most powerful lead generation tool. This is where prospective clients come to do their research and decide which builder is perfect for constructing their dream home. Strong websites should be responsive, load in under five seconds, and be optimized for local search engine optimization (SEO). Additionally, a strong website should include:
- High-quality videos and photography
- Customer testimonials
- Calls to action
- Multiple contact methods
- Interactive map and directions page
- Blog and relevant resources for clients
The website is the first impression that builders will make on prospective clients, so it’s important not to overlook any detail. Investing in professional web design services is an excellent way to ensure optimal responsivity, speed, SEO, and visual appeal.
3. Hire Professional Photographers/Videographers
On the topic of visual appeal, it’s wise for builders to invest in professional photography and videography services that can best capture the quality of the homes they construct. Consumers expect to be able to peruse past projects to better inform their decision-making process when selecting the right builder for their home. Hiring a professional photographer or videographer will help increase sales simply by offering prospective clients a more complete vision of what they can expect for their own projects.
On the topic of visual appeal, it’s wise for builders to invest in professional photography and videography services that can best capture the quality of the homes they construct. Consumers expect to be able to peruse past projects to better inform their decision-making process when selecting the right builder for their home. Hiring a professional photographer or videographer will help increase sales simply by offering prospective clients a more complete vision of what they can expect for their own projects.
4. Get More Social
Social media marketing is a great way to increase web traffic and brand awareness. Pay-per-click campaigns can be leveraged to drive more people to builders’ websites while social media profiles are used to share content and start meaningful conversations with potential clients. Platforms like Facebook even allow builders to use retargeting information aggregated from their website to get their companies in front of prospective customers until they’re ready to make a purchasing decision.
While Facebook and Twitter are great platforms to use, many builders have found Pinterest to be most helpful for reaching customers who are already building their vision boards for their dream homes. Builders can use Pinterest to extend their reach by creating boards for interior design, paint colors, and other home details that others can find and explore, eventually leading them back to the company’s website.
5. Start a Newsletter
In some cases, customers may be interested in what the company has to say but may not be ready to make a purchase. Offering the opportunity for potential customers to sign up for email updates is a great way to keep them engaged and informed about specific products, services, and promotions. By creating an email newsletter that potential customers can sign up to receive, companies create the opportunity to speak with them about new homes they’ve built, innovations in the construction industry, or open house and trade show events where potential clients can meet the team in-person.
Want to Give Your Business a Boost?
Builders looking to boost their business in 2022 will find the marketing solutions they seek with QBW Boost. For more than 35 years, Quality Builders Warranty has remained at the forefront of the homebuilder and home warranty industry, making us individually capable of identifying the marketing opportunities that will provide the strongest return on investment. Our homebuilder marketing services are specially designed to overcome the unique challenges that builders face. Request a demo of QBW Boost in action by contacting our team online today!