The Inbound Marketing Guide for Home builders
Inbound marketing attracts home buyers to home builders using digital marketing such as social media and SEO. Inbound marketing is fitting for the real estate market because it is an effective way to build credibility, increase brand awareness and establish customer relationships. These strategies are great ways to get started!
1. Be A Thought Leader
Those aspiring to succeed in the industry look to thought leaders for advice and expertise. Establishing yourself as a thought leader will increase your brand’s credibility and ensure that consumers are coming to you when they need information. This is especially important when your product or service, such as a new home, is of high value. To prove you are a thought leader, provide content that is informative and educational. Some examples include:
- Research (studies, surveys, etc.)
2. Improve Your SEO Ranking
It is crucial that your business appears on the first page of search engine results. Most people rarely visit the second page. Here are some ways to increase your page ranking:
- Use social media to boost engagement
- Include keywords throughout your website
• Use Local SEO – include keywords based on location
• Use SEO Audit – use meta descriptions, title tags, alt tags, and more
• Additional aspects of SEO Audit can be found here
- Hyperlink credible websites in blog posts
- Update your website frequently
- Incorporate media (photos, videos, GIFs, etc.) on multiple pages on your website
3. Write Blog Posts
Update your blog on a regular basis to demonstrate that you are up to date with the latest homebuilding trends and news in your industry. Adding intriguing blog posts on a regular basis is an effective way to improve SEO ranking. Search engines elevate websites’ rankings to reward those that update frequently. The more often you post original, high-quality blogs, the more your search engine rankings will improve.
In blogs, it is also important to include keywords. Search engines match a user’s query to keywords. To conduct keyword research, look at what your competitors are using. Put yourself in the consumer’s position and consider what you would type into the search bar. Including keywords in blog posts will contribute to the improvement of your search engine ranking.
Additionally, blogs can contribute to lead generation. Supplying your readers with a form to fill out to request additional information is an efficient way to acquire the contact information of people who are serious about your business and begin building relationships with them.
4. Use Pay-Per-Click Ads
After establishing a solid organic ranking, paid search advertising is the best next move. Paid search advertising is beneficial because it provides transparent data. This means that every bit of data related to these ads is trackable; from what device a consumer uses when they click your ad to how long they hover over the “purchase” button before clicking. Some places to start with PPC include:
Google Ads: Google Ads work quicker than SEO
Remarketing: Remarketing helps the consumer recall your brand
Geofencing: Geofencing is perfect to increase local sales
Social media ads: Social media ads can generate qualified traffic, convert sales more quickly, and build strong brand loyalty, which can lead to referrals and word of mouth marketing
PPC is a worthwhile investment because it can increase your page rank even more!
5. Event Marketing
Event marketing is a less common but equally as strong strategy. Holding events virtually is a great opportunity to advance thought leadership, especially in the COVID-19 era. Virtual leverage events are a cost efficient way to discuss industry news with both peers and potential buyers. This can help consumers put a face to the name of your business, and personalize their relationship with you.
Additionally, these events are beneficial for potential buyers who absorb more information by watching and listening. Some ways to make virtual leverage events valuable and engaging include:
- Letting people submit questions online that you will answer at the event – this encourages them to tune in for the answers
- Team up with a fellow professional to provide various perspectives – this makes it seem more conversational
- Livestream to increase accessibility
- Provide hints on your blog or social media about what will be revealed at the event
6. Create Shareable Content
Shareable content can be on social media, in a newsletter, and all over your website. When prospective buyers are given the option to share new information with friends and family, it creates word of mouth. Word of mouth (WOM), can immensely impact business reputations. Create shareable content to make sure that word of mouth impacts your business for the better.
7. Take Advantage of Social Media
Social media is an easy way to communicate with an abundance of people quickly and frequently. One of the many benefits of social media is interactivity. Social media gives potential buyers the opportunity to ask questions, express their opinions, and play a part in the partnership that makes a deal happen. To ensure that followers are comfortable interacting with your accounts, create content that is relevant to them. Relatable content could include local school systems, community events, Homeowner Associations and more. Answering potential customers’ questions will put them at ease and increase their trust in your business.
8. Use Calls-to-Action
Include calls-to-action (CTAs) in all of your content. Be available and responsive to calls, emails, commented questions, etc… If you have a user-friendly website, all of these options should be easy to find. Use verbs to make your message clear and encouraging. This will lead to conversions. You can even propose incentives to encourage CTAs and increase engagement. Some examples of CTAs include:
- Subscribe to our newsletter
- Learn more
- Schedule a tour
- Schedule a virtual tour
- Have a question?
- Get Started
9. Marketing Automation
Digital marketing can involve repetitive tasks and become tedious. Marketing automation can do the work for you. Software for automated tasks can craft the perfect message at the perfect time to reach the perfect consumer. Inbound marketing integrated with marketing automation allows you to market to various channels simultaneously, and turn leads into customers.
If you’re interested in learning more about how we can help you sell more homes using inbound marketing, we would love to discuss your goals. Contact us today!