If homebuyers and realtors are searching for quality home builders through Google searches and social media, will they find your company? If they find your information, will they have enough information to know that you are the subject matter expert? If they determine you are the home builder for whom they are searching, can your website help them become a lead?
Inbound marketing helps ensure your digital presence drives the right traffic to your website, establishes your expertise, and captures potential leads for your sales team. Here are four reasons inbound marketing is perfect for home builders:
Inbound Marketing Helps Home Builders Grow Their Companies
Traditional (outbound) marketing is useful for establishing name recognition, especially for larger companies. However, 81% of shoppers are searching for products online before they make a significant purchase [source]. There are few larger purchases in a person’s life than a house. That’s not bad news for quality home builders.
Rather than relying on a chance that a home buyer will happen to hear or read a snippet about your company, and seek you out based on nothing other than your name, slogan, or jingle, the downfall of outbound marketing means that your leads can be people who know your story and trust your work.
Inbound Marketing utilizes your website and social media presence to attract customers through good content created to answer their questions. Your website is your greatest marketing asset. Effective inbound marketing leverages your website, maximizing its ability to generate leads and convert them to clients. Effective inbound marketing improves your website and marketing strategy in several ways, including:
- Improving search engine optimization (how people find your website through relevant searches on Google)
- Improving your website’s lead capturing through landing pages tailored for your audience
- Improving your social media presence
- Improving the leads your sales team receives
- Improving your ability to continue marketing to leads
This is in direct contrast to traditional marketing, where many vendors cannot even supply statistics that demonstrate your ROI. With inbound marketing, the risk is lower, and the investment is easily quantifiable.
Inbound Marketing Establishes Your Expertise
You know that if you could have a conversation with a potential buyer or real estate agent, you could convince them that you are the home builder they need. Inbound marketing helps you do that through your website and social media. Through website content like blogs and e-books, as well as social media posts and email marketing, inbound marketing establishes you as the subject matter expert for potential clients. You can utilize your marketing collateral to answer questions like these:
- What sets your homes apart from other home builders?
- What should home buyers look for in a newly constructed home?
- Why purchase a newly built home as opposed to an older home?
- What are potential red flags with home builders?
- Why would real estate agents what to sell your homes?
- What is unique about your communities and neighborhoods?
- Are your home's energy-efficient?
You cannot begin to answer these questions satisfactorily in a 30-second radio ad, yet, with effective inbound marketing, you can tell your story to the right audience, developing warm leads that have a great chance of becoming clients.
Inbound Marketing Helps You Target Your Audience
Inbound marketing utilizes technology, your website, and social media to put your subject matter expertise in front of the eyes that have the highest chance of becoming leads and customers. You can establish your buyer persona, the type of person most likely to purchase one of your homes, create content for them, and use search engines and social media to put your message in front of them. You can do the same thing for real estate agents, home inspectors, roofing companies, etc.
Unless you use an inbound marketing agency like Cube Creative, it takes time to create the content necessary to move the needle, but the opportunity to generate good leads is well worth the time and marketing dollars spent.
Inbound Marketing Creates Referrals and Repeat Customers
Are your customers delighted with the homes you build? If so, inbound marketing helps them become part of your sales team. Their testimonials about your quality homes can become part of your story, ultimately helping you generate more leads, and delight more customers. If your clients are enthusiastic about you, they will even share your blogs and social media posts with their networks.
Inbound marketing is the right solution for home builders. If you would like to know more about how Cube Creative can help you improve your marketing and generate leads, contact us.