Marketing homes is a major aspect to be considered by home builders as it all comes down to content, strategy, and implementation. Marketing is changing on a daily basis, especially thanks to social media and new technologies that are becoming more readily available.
Everything within your marketing strategy is going to boil down to your content.
SEO and Website Copy – Have an SEO expert go through your website. Do a keywords audit, make sure there are no broken links, and tag all of your photos. Google will reward you for it.
Blogs – Provide a platform that allows cold prospects to educate themselves on your product. Ensure that it links out to appropriate pages and cross-promote to all of your social channels. Even if no one really reads the blogs, Google will see that you are offering relevant content and reward you with a higher ranking. Think of SEO this way: you are a train, Google is the track, your content is the coal (pre-diesel, of course). Eventually, you will build momentum and reach your destination.
Go Social – More and more millennials are entering the stage as first-time home buyers. Understanding this, you can cater your marketing to suit them. 99% of millennial homebuyers used the internet to search for a home last year. Find the channels that are appropriate for your brand and share before, during, and after photos, renderings, links to blog articles with short snippets, videos of your properties, and testimonials of satisfied clients. Make sure that your website is prominently displayed and that you are accessible to answer any questions.
Newsletters – Build an email list and bundle 3-4 blog articles up into a monthly newsletter. This is called re-purposing content.
Website – Is your website responsive? Is it professional looking or does it look a bit outdated? Your professionally-built website is going to be the first impression on most of your prospects. You can have all the best content in the world, but it won’t mean much if it’s looking like Windows 98.
3D Renderings and Virtual Reality Tours – Are you able to accurately convey what the home is going to look like through an architect’s CAD file or 2D drawing? Photorealistic 3D renderings and VR tours are becoming an industry-standard because of their ability to remove the friction from the home buying process. Soon, an “open house” will be in webinar-form where all of the attendees are walking through a pre-built home or condo using a VR headset without leaving their apartment.
Interactive Content – Do you have tools on your website that allow the prospect to select different color schemes, tile, siding, bathroom fixtures, or kitchen appliances all while updating the price?
Using these methods will help take the pressure off of your sales team, helping them focus on closing interested leads rather than chasing down cold ones. It will also set you apart within the industry and move the process along faster, resulting in quicker sales.
So now that you have your content and you understand where it all goes, you need to implement it. You can do it shotgun-style or do it slowly over time. A lot of that is going to come down to the capabilities of your marketing department and what kind of a budget you have on-hand in order to facilitate the changes.
Once created, the content will do the work for you. However, it’s important to keep in mind that tracking is constant and minor tweaks are likely to be made as the data comes through.
You can track your data using Google Analytics and Facebook Pixel. Although each would be used for different purposes, using both will give you a more well-rounded view of what’s going on. You can also use the data to set up short-term PPC or long-term AdWords campaigns.
Keep in mind that much of the content is part of a long-term strategy that pays off exponentially the more it’s allowed to grow and flourish. If you plan on utilizing all of the above-mentioned ideas, don’t expect them all to come together tomorrow. Take your time and nurture your strategy, you’ll thank yourself when you do.