Home Builder Marketing Tips & Ideas 2022

June 14, 2022

The highly competitive home builder market means that every construction company, contractor, and home renovator needs to have their marketing plan dialed in to reach the customers you want and to highlight your core strengths at a glance.

Optimized websites, aggressive paid advertising campaigns, and intelligent content marketing strategies are just a few of the many ways your competitors are landing new leads and clients.

Read on to learn more about eight home builder marketing tips and ideas to drive new business to your construction company.

Optimized Website

There’s a massive difference between a “website” and an “optimized website.” The former does nothing more than convey information passively—while the latter utilizes best practices to persuade your website visitors to pick up the phone and call for a quote.

A website that’s optimized for a construction company consists of:

  • Branding elements
  • Highly persuasive content
  • Images that evoke positive emotions
  • A video that allows you to showcase your brand
  • The hook, promise, story, proof
  • Psychological elements

Studies have shown that you have around 1 second to capture the attention of a new website visitor and convey your value proposition. The above elements of an optimized website will quickly answer the following questions in the minds of a new website visitor:

  • Why should I trust this construction company?
  • How will they treat me?
  • What’s unique about their construction business?
  • Will they help me build the home of my dreams?

An optimized website is the starting point for marketing your home building company, and it provides the rock-solid foundation that will accentuate all other marketing channels.

Content Creation

The quality of the content on your website plays a vital role in persuading your visitors to pick up the phone and call for a quote. Google and the other search engines will also show favor to a website that’s regularly updated with content.

High-quality content is the proverbial glue that makes website visitors “sticky” and gets them to stay on your website instead of clicking the “Back” button and visiting your competitors.

The trouble with regularly posting content to your construction website is that not everyone is a great writer—finding the time to sit down, clear your mind, and create valuable content can be extremely difficult. If you find yourself in this position, consider asking one of your office employees to write two to four blog posts a month.

Alternatively, you can also hire a professional content marketer not only to write your content but to create a content marketing strategy that targets your ideal audience, builds brand awareness, and drives new leads.

SEO

Search engine optimization (SEO) has been around for a few decades. It’s the art (and science) of optimizing the various elements of your website to get Google to rank your website higher in the search results for specific keywords, such as “Seattle Home Builder.”

SEO also consists of getting other relevant websites to link back to yours—Google considers this a vote of confidence, and (generally speaking) the more “votes” (links) that your website has coming into it, the higher it will rank in the search results.

Content creation and SEO go hand-in-hand. For example, let’s say that your construction company now offers high-end backyard landscaping services that include BBQ pits, water features, lighting, and other elements.

In addition to creating a new page on your website that showcases the additional service that you’re offering—you should also develop a series of blog posts that specifically address particular pain points of people who are looking to take their mundane backyard and transform it into something magnificent.

For example, you could create a blog post that talks about “The Top 10 Luxury Backyard Designs” and showcases some of your former clients.

After you’ve posted the blog to your site, there’s an excellent chance that Google and the other search engines will showcase it when someone searches for “Luxury backyard design ideas” or a keyword variation thereof.

That website visitor who found your blog post in the Google search results could very well turn into a new paying client.

Chatbot

Imagine if you had an unpaid employee whose only job it is to answer any questions your website visitors might have in real-time—and do this 24 hours a day, 7 days a week. And do it with a smile on their face.

Chatbots are computer programs that use machine learning and natural language processing to analyze a conversation and provide a relevant and intelligent response. Chatbot technology has advanced so much over the past few years that many chatbots are often confused with a live human being!

Here’s a great example of a chatbot in action:

At 10 pm on a Saturday, someone looking for a local Seattle contractor performs a Google search and finds your website. They want to renovate their home and are currently in the research phase.

The trouble with this scenario is that your office is closed, and nobody is around to answer any questions that website visitors might have.

Questions such as:

  • Can you increase the size of my living room?
  • How much will a luxury backyard cost?
  • How long will it take to complete the job?
  • Can I fit x, y, and z into my existing 1,000 sq ft backyard?

Since nobody is around to answer those questions (and more), the website visitor might bookmark your page (if you’re lucky) and then head on over to your competitor’s website to do the same.

However, suppose you have a chatbot installed on your website. In that case, your website visitor can chat with it as if it were a real-life human being. The chatbot will use artificial intelligence plus a reference library of information provided by you to answer all of the above questions and more—and even allow the website visitor to schedule a time to chat with one of your sales reps on Monday morning.

PPC Advertising

Pay-per-click advertising (PPC) is one of the quickest ways to get new leads, but it’s also a potential money pit. Google makes it extremely easy for anyone to spend a boatload of money on paid ads. However, you often have no idea what you’re getting for that money.

This is why it’s essential to work with a professional PPC consultant. They’ll help you target the right keywords while preventing wasteful ad spend on keywords or traffic that aren’t likely to convert into a lead.

PPC consultants specializing in helping construction companies drive new leads are among the best and fastest ways to market your Seattle construction company. They also add an additional benefit—keyword discovery.

When a PPC expert sets up and manages a campaign, they quickly learn which keywords drive leads and which don’t. Armed with this knowledge, you can go back and optimize your website and write blog articles that target these highly profitable keywords.

The end result is a rapidly-improving ad campain and more free traffic that converts into leads, too. Wash, rinse, repeat.

Direct Mail

Direct mail is one of the oldest and highest-performing marking channels out there. A simple postcard or professionally-designed mailer can translate into a flood of new business.

However, there’s a method to the madness. Unless you know what you’re doing, you could easily waste tens of thousands of dollars—with zero ROI.

Unlike paid online advertising, where you can easily change the text of your ads as you test out new copy—direct mail is akin to putting a message in a bottle and hoping for the best.

In addition to having a professionally-designed mailer with pitch-perfect copy, you’ll also need a high-quality list of local homeowners. This is where many people run into trouble—finding a quality list seller (or someone who will rent you their list) can be extremely challenging.

This is why many construction companies opt for Every Door Direct Mail (EDDM) from the U.S. Post Office. It allows you to pre-select a precise geographic location as you set up their campaign on the EDDM website.

It’s often advised that you start your mailing campaign several months before the start of the busy season. You should also send out a mailer three different times to each address. Repetition is key to landing new leads from direct mail campaigns.

Social Media Marketing

Marketing your home building company via social media offers many benefits, such as amplifying your brand, connecting with your audience, and driving new leads. If you’ve taken photos of completed jobs (you’re paying a professional photographer to do this, right?) consider uploading those to your Facebook or Instagram and certainly to Houzz to generate buzz and awareness.

When you interact with your audience on social media, it helps improve trust in your construction company and allows you to listen to their pain points, which will enable you to determine the best way to market to them in the future.

But to really make an impact on social platforms you absolutely must spend money to magnify your reach. These platforms offer many ways to boost your posts, and often they reduce the reach of posts that have not been boosted. You simply must play the game. Even as little as a few hundred dollars a month can make the difference.

You can also engage in paid advertising on social platforms. For example, sites like Facebook have powerful tools that will allow you to laser-target the demographic that will most likely wind up converting into a lead. You can target by age, ZIP Code, gender, special interests, and much more.

Email Marketing

Email marketing offers a wide range of ways you can find new prospective leads. For example, you can offer a finder’s fee for a referral as you remarket to your prior clients. Or consider offering a “returning client special” wherein you give them a slight discount or other reward.

You can also approach a non-competing construction company and suggest that you share lists. If the other owner is a bit reticent to do so, you can suggest that all you exchange are the email content—and then you will send a message to your list on their behalf and vice versa.

Construction Company Web Design Agency

Marketing and growing your home building company requires a little bit of dedication and effort. While some marketing channels (like PPC) offer instant results, others (like SEO) can take several months up to a year.

At Bizango, we’ve been helping contractors and home builders market and grow their business for over 15 years. We can take the guesswork out of it and provide you with peace of mind as we help you drive new leads through our construction marketing services.

Contact us today, and we’ll show you so many contractors trust us to design their company websites and run their marketing.
 

 

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