In this day and age, marketing methods like direct mail, billboards and commercials no longer attract potential homebuyers in the way they once did.
Today, consumers go online and use search engines like Google to find what they’re looking for. That’s why internet marketing is so important, particularly as it’s more effective and affordable than traditional methods.
Here are six digital marketing strategies for you to consider – all of which will help drive more potential customers to your website, and once they’re there, to generate a response.
1: Optimise your company’s website for search engines
Search engine optimisation, or SEO, is one of the marketing methods with the highest ROI and the lowest cost.
When a potential customer types a word or phrase into a search engine like Google, thousands of calculations take place to sort out which websites show up in the search. SEO is all about improving your website so you have a better chance at showing up in those results.
Let’s say you want your website to rank well on Google for when someone searches for ‘New homes in Aylesbury’.
You should make sure you:
- Put that phrase in the titles of your pages
- Put that phrase in the copy on your home page
- Write content about the homes you build in Aylesbury
You can add more phrases – known as keywords – to your website. You can find free keyword suggestions at a number of websites including: https://www.wordstream.com/keywords and https://neilpatel.com/ubersuggest/
That being said, remember that Google does not like it when websites are stuffed full of keywords. For a good ranking, your website needs to provide the information consumers are looking for.
It’s also important that your website should have links from other authoritative sites. Search engines see these as proof of your credibility, and consequently, will rank your website higher.
For more information on SEO, try these sites https://moz.com/learn/seo or https://developers.google.com/search/docs/beginner/seo-starter-guide?hl=en&visit_id=637587488939536333-3032059179&rd=1
Or, if you fancy going into SEO in a lot of depth, try: https://backlinko.com/google-ranking-factors
2: Create case studies and photo galleries
It’s important to include case studies, photo galleries and customer stories ideally on your home page.
Collect and post photos, quotes, videos, or testimonials from previously satisfied homeowners. These will instantly build customer confidence.
If you decide to include a home photo gallery, make sure that website visitors can enlarge the photos, and that they are accompanied by impressive customer testimonials.
You should optimise your images for desktops, smartphones and tablets. You never know how customers will access your website, but it’s essential to ensure your images pop up quickly and clearly across all devices. If you’re not sure how to do this, your website builder will help.
For best results, image files should be less than 500 KB. If you need to compress photographs, a quick and easy route is to visit https://imagecompressor.com/. But if you are not sure of how to deal with a particular photograph, it makes sense to contact your website builder.
And don’t forget, you can also use photo galleries to boost your SEO rating by using keywords such as ‘new home gallery’.
3: Use social media
Using social media – such as Facebook, Twitter and Pinterest – lets you grow closer to the target new home audience in new ways. They are great ways to communicate with potential customers and strengthen your relationships with existing customers online.
Facebook is an effective place to answer any questions potential buyers have about new homes. It’s also very easy and quick to share photos of new homes or homes under construction.
Twitter is an excellent place to post content, such as articles about new building methods or new homes you’ve recently built, or new locations you’re planning to develop.
With Pinterest, you can create boards for new homes, interior design or home fittings such as showers or bathrooms.
4: Set up a ‘new home’ email newsletter
Sometimes potential customers are interested, but aren’t ready to a new home. So it’s a good idea to encourage them to sign-up for a regular email newsletter using a form on your website.
You can use your newsletter to talk about new homes your company has built, discuss innovations in the home construction industry, announce trade shows or local events you’ll be attending, and even highlight new employees and their backgrounds.
When you’re writing your emails, never use ‘business speak’ – adopt a chatty style, as though you’re speaking to the reader personally. That said, always make sure your contact details are on every page with a friendly message such as, ‘If you have any questions, we’re always ready to talk’.
5: Write compelling, informative content for new home buyers
It’s important to write compelling content. That means writing content that informs and educates about new homes, for example, blog posts, articles, videos, infographics and Q&A pages.
Content is also a great opportunity to insert keywords and improve your SEO.
6: Get listed on Google My Business
It’s free to list your company on Google My Business. Once you’re listed, your new home building business appears across Google products, such as Google Maps and Google Search, so customers can find out more about your business, discover your location and contact you.
Verified businesses on Google My Business are twice as likely to be considered reputable by potential customers.
You can think about the benefits of Google My Business in three ways.
1: Attract new customers
• Improve how your business appears online, so potential customers can find you
• Point potential customers to your website
• Use location-based ads with Smart campaigns in Google Ads
2: Provide up-to-date information
• Potential customers can find out your opening hours, website address, phone number and location
• You can use the Google My Business mobile app to stay up-to-date with your online presence, wherever you are
3: Interact with potential customers
• You can post photos of the new homes you are building, or have built
• You can collect and respond to testimonials from customers
Of course, your home building business is unique to you and there will be many variables, but by experimenting with these marketing techniques, you can choose the ones that are most effective at boosting your website traffic and customer enquiries.