5 Myths about Digital Marketing for Custom Home Builders

5 Myths about Digital Marketing for Custom Home Builders

Digital marketing isn’t new. It’s been around almost as long as Google, and it’s continued to improve and expand over the years. Today, you can even market on social media sites like Instagram and Facebook. So why are some custom home builders late to the party? It might be because you feel like word of mouth is still the best way to drum up business, or it might be because you don’t think you have the time for a digital marketing strategy.

The truth is, quality digital marketing is one of the simplest ways to generate qualified leads you legitimately want to work with. There’s a lot of information swirling around out there about custom home builder marketing, and not all of it is true. That’s why we’ve decided to debunk five of the most common myths out there about digital marketing for custom home builders, so you can have a clearer picture about how digital marketing might work for you:

Myth #1 I don’t have time for it

Since digital marketing is one of the top methods to generate qualified leads in a way that offers massive ROI, this myth is just silly. Digital marketing really doesn’t take all that much time, compared to the leads you have the potential to generate when you do it right. You can start your company’s digital marketing strategy as easily as setting up and regularly posting to a Facebook page. Really, you can put as much or as little time into digital marketing as you want to, it’s just that the more time you put in, the more you’re likely to get out of it. You can have a quality beginning digital marketing strategy by just posting one blog a month to your website, and interacting on your company’s Facebook once a day.

Now, if you want to see serious results from your digital marketing strategy, sure, you’ll need to put a bit more time into it than that. But if you’ve been considering digital marketing, and the only thing that’s holding you back is the time commitment, you’re leaning on an unfounded myth. If you truly don’t have time to manage any aspect of your home building company’s digital presence, then you should at least consider hiring someone to do it for you, whether they’re an intern or a digital marketing company.

Myth #2 I have enough leads

Let’s be honest. This one is just weak. No company has too many leads. If there actually comes a point where you have more jobs than you can handle, that just gives you the opportunity to start picking and choosing which jobs you actually want to do. The more leads you have, the greater your opportunity to break into a higher priced market. And ask yourself this: how many of the leads you have right now are exactly the types of projects your custom home building company wants to be working on?

When you have more leads than you can handle, you have the power to choose the projects that you genuinely want to do, and you can start to tailor the work you do to the higher price point your home building company is looking to break into. Digital marketing, when done properly, works to generate qualified leads, those leads you actually want to work with, rather than leads you’d rather not. And when you’re picking and choosing which projects you’d like to work with, you’re guaranteed to have the freedom to move up in the market.

Myth #3 No one uses email marketing anymore

Take it from anyone in business today, email is so far from dead. In fact, most people would rather have you contact them by email than phone these days. Strategic email marketing definitely has a place in your digital marketing strategy, especially when you know how to do it effectively. A great way to get people interested is to send out a monthly newsletter with some before and after photos of recent projects. It’s also the ideal platform to showcase different types of homes you’ve built recently.

This sort of regular email marketing provides those on your email list with content they’re genuinely interested in, and it reminds them who to go to when they finally decide they’re ready to build that custom home. Best of all, emails are a great place to ask for five star reviews from previous clients you know you’ve satisfied. The more reviews you have, the better your online ranking, which also works to boost the number of qualified leads you draw in.

Myth #4 Professional photographers aren’t worth it

When it comes to custom home building, image is everything. Your entire business is founded on the idea that you can build someone the dream home they’ve always wanted. Showcasing that is too important to gamble on a sub-par photographer or someone’s iPhone camera. One of the absolute best things you can do for your digital marketing platform is hire a professional photographer who can go out and take pictures of some of your best projects, both before and after they’re completed.

Those high resolution, quality photos speak volumes about your ability to create a home that’s above and beyond your client’s expectations. What’s more, you can use those professional photos in a variety of ways. Whether you want a gallery on your website, quality background photos for your home page slider, or just some decent photos to send out on your monthly newsletter, a professional photographer is well worth it.

Myth #5 It’s free

This last one is a bit different from the others. One of the biggest pervading myths about digital marketing for custom home builders is that it’s free. It’s not. No form of marketing is ever free. Anyone who tells you that you can market your custom home building website for free isn’t being honest.

While digital marketing is truthfully far less expensive than traditional marketing efforts like paper ads, radio ads, and tv commercials, it still costs a little bit. Even if you end up doing all your digital marketing yourself, it takes up time. There are a lot of digital marketing aspects you can complete on your own, but you’re still spending at least a small amount of time writing those blog and posting to your company Facebook account, and time is money. So, don’t let anyone tell you digital marketing is free. When done right, it provides massive ROI, which means you have to spend a lot less to get a lot more, but it’s still going to cost you at least a little time and money.

If you’re not sure how much you should be spending for a quality digital marketing strategy that works, get in touch with us here at HA Digital Marketing. We’ve worked with a number of custom home builders, and have cracked the code to digital marketing strategies that deliver the leads you want. Check out the custom home building case study below to see how we market differently for better results, and then get in touch if you’d like to see how we can tailor our strategy for you!

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Real Estate Developers: Boosting your Facebook Following

Real Estate Developers: Boosting your Facebook Following

With shows like Property Brothers, Fixer Upper, Love it or List it, and pretty much anything on HGTV, it’s obvious that today’s consumer is very interested in homebuilding. Even when it’s not their own home, people love to look to at before and after photos, and imagine their own home looking that spectacular. The innate human interest in home building gives real estate developers like you a real leg up when you’re working on marketing your development. Even luckier is our society’s current fascination with social media, which makes marketing your development a breeze, if you just know how to engage that key buyer who loves home building projects, and is interested in buying in your area.

If you’ve been doing any digital marketing at all, you know that Facebook is a remarkably successful outlet for marketing your real estate development. The question is though, how do you build on the existing following you have? Well, it’s a lot easier than you might think. You’re selling something that a lot of Facebook users already want. Here are a few ways you can tailor your content for super engaging Facebook posts that are sure to boost your following:

Post photos

There’s nothing people love more than looking at before and after photos. From infomercials on the newest ab machine to finished houses, it’s one of the easiest ways to get people engaged in any product. If you’ve finished a development, or are completing the interior design of your model homes, have a professional photographer come over, and post those new home photos in an album. By labeling the album, your followers will be able to figure out which development the home is in, and where it’s located, which gives them a better chance of picturing themselves in the home itself. What’s more, good before and after progress photos typically generate a lot of engagement. If you have a really outstanding album, it’s likely to be shared by some of your followers, which ensures it gets more new eyes, expanding your Facebook following.

Share community news

As a real estate developer, you’re selling more than just houses. You’re selling a community. So whether you’re marketing a sustainable living community, or a housing development that’s set up for retirees, be sure to share community news that will get your target buyers excited about the community. Whether you’ve got a block party going on for Labor Day weekend, or you’re opening the community greenhouse, the more you can share with people about the goings on of your housing development, the better they’ll be able to see themselves fitting in that fun, happening community.

Video Tours

If you thought photos got a lot of engagement from your followers, wait until you post a quality video tour. People are inherently curious, and everyone wants to know what the house down the street looks like on the inside. Video tours are a cool, updated way to show off your handiwork, and they get people interested in both the projects you’ve completed, and the floorplan you’re showcasing. In addition to drawing in quality leads, video tours are highly shareable, and when yours start circulating Facebook, they’re sure to start drawing in more followers.

Ask questions

The best way to boost your following is to get people involved with your company’s Facebook page. If you’re putting out quality content that they like to look at, that’s awesome, but your page will do even better if your followers are engaged. Ask your followers questions! You’d be surprised at how controversial home design can be. Consider throwing out a photo with a uniquely designed aspect of one of your recent projects, and ask your followers what they think. You might just spark a lively online discussion. Open vs. closed floorplan? Master bedroom on the first or second level? These sorts of questions are sure to get people involved, and the more people who get involved, the bigger your following will get.

Contests

Facebook contests are very low risk, and they do a lot to boost your Facebook following. For example, say you want to do a giveaway for the holidays. Post a photo of the prize you’re offering to the winner, whether it’s a Kitchen-Aid, a mini-fridge, or just a set of pots and pans. Then, tell people what they have to do to enter in your contest: like your page, share the giveaway post, tag one or two friends, or even post their favorite holiday cookie recipe! Then, you can choose a winner at random.

When the contest is over, someone goes home happy with the prize, and you end up with all of those additional followers and shares. Over the course of the contest, you’ll have gotten a ton more likes, more followers to show your amazing content to, and a lot of shares that connect your housing development to a new crop of potential buyers. Not only have you boosted your Facebook following, you’ve increased your chances for more qualified leads.

Share company birthdays and important events

These days, consumers want to work with businesses they trust and feel invested in. If you regularly post employee birthdays, anniversaries of your company’s founding day, or breaking ground days for new projects, you’re reminding your followers that your company is made up of a bunch of people just like them. When your business is personal, people feel like they know you better and can trust you, which makes them more likely to work with you. The more people who want to work with you, the bigger your Facebook following.

Get active!

The more active you are on Facebook, the more followers you’re going to get. Be sure to comment and reply back to followers who ask questions or comment on your posts. What’s more, try to actively repost and share interesting content from other accounts that are relevant to your current followers. By sharing content you didn’t write, you expand your Facebook base to the followers of whoever you reposted. The more active your account, the more legitimate you look to ranking bots, which means your Facebook page will pop up higher in search engine results pages. So like and share when you can, and you’ll be sure to see that Facebook following expand.

Facebook is one of the most powerful digital marketing tools out there for real estate developers. If you’re active on your page, and combine those organic marketing efforts with a solid Facebook Ad Campaign, you’ll grow your following and see the high number of qualified leads you want. But if you’re still not sure how to optimize your real estate development’s digital marketing strategy, don’t hesitate to give HA Digital Marketing a shout. We’ve cracked the code to real estate development marketing, and can deliver the qualified leads and high conversion rates you need to fill your developments in no time at all.

To see just how the HA Digital Marketing strategy delivers real results and fills housing developments, check out the case study below:
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3 Best Free Digital Marketing Tools for Home Service Pros

3 Best Free Digital Marketing Tools for Home Service Pros

If you’re new to digital marketing, the costs involved can seem a little overwhelming: pay-per-click ads can rack up the $$, as can banner ads and website redesigns. If your digital marketing budget is stretched a little thin these days, there are still plenty of ways to reach your ideal clients online, for free. Here are some of the best free digital marketing tools that you can take advantage of, right now:

Reviews

Home service pros have always relied on word of mouth, and even in the digital era, customer reviews are the best way for you to get the word out to new potential customers about the quality of your services. When potential customers search for service providers, they’re going to look at your reviews, on Google, Yelp, Yellow Pages, Facebook, etc. In the same vein, the five-star rating system has become a popular way to evaluate businesses and has been integrated into most online review platforms. Getting your satisfied clients to leave reviews of your service—even just a 4 or 5 star rating—is crucial to attracting new clients.

Google+

Google+ is the new Yellowpages listing you used to pay for, before the internet. If you’re not actively managing your business’s Google+ profile (i.e., the entry for your business that shows up on the right hand side of the Google results for a search of your business) or don’t have one, you need to get on that. It’s free, and it’s often the first thing people will see when searching for your business or the service you provide.

MailChimp

If you want repeat customers, you need to keep your company and the great service you provided in your customers’ minds. A great way to do this is with regularly scheduled  email or email newsletters that keep your clients informed on your seasonal service offerings and relevant topics related to their home and home maintenance. MailChimp and similar platforms offer you the ability to design, create, segment and automate email to your client list, for free.

Houzz

We love Houzz and we talk about it all the time but it’s worth reminding you all about how useful a tool it can be. You can set up a profile for your business for free, add pictures of your work, get client reviews (reviews are important! See above!), interact with future customers, and get found by people looking for your services in their service provider directory search.

One of the great things about the internet is the proliferation and availability of free tools and resources across all industries and areas of interest. Digital marketing is no exception. Don’t let a small (or nonexistent) marketing budget keep you from cultivating a strong digital preference; make use of the free tools available to you such as Houzz, MailChimp, and more.

If you’d like more information on how to implement these tools into your digital strategy, or would like to talk about other ways to bolster your online presence, we should talk. The HA Digital Marketing strategy is tried, and tested, and we’re proven to deliver exceptional results for home service pros. See  exactly how our strategy  works for clients like you in the case study below:
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How B2B Advertising has Changed

How B2B Advertising has Changed

B2Bs have often done advertising wrong, from mimicking B2C techniques to not doing any marketing, at all. But now, digital technologies and greater, widespread access to information has changed the way businesses across all industries, especially B2Bs market their products and services.

Why cold calling is out

The difficult task of selling rather unsexy products is a constant problem in the B2B world,, and traditional marketing and sales rhetoric stipulated hard sells with direct, loud, interruptive messaging. Think: radio commercials, direct mail, cold calls. The truth is that these tactics were never the most effective for B2B products, which are in some cases compulsory purchases for the customer (like screws needed to assemble their product) and in other cases large, expensive, once-every-ten-years kinds of purchases (like heavy machinery).

This is why many B2Bs, especially those with steady customers, perform very little marketing at all, instead relying on the necessity of their product within its niche and their company’s industry reputation. When recessions hit, however, B2Bs who rely on such methods often find themselves losing income from struggling loyal customers and without the strategies in place to replace those revenue streams.

How to update your B2B marketing plan

Instead of essentially shouting at potential clients to buy a product, inbound marketing uses soft sell techniques to educate potential clients about the value of a product or service, how to use/implement/integrate said product or service, and other topics related to the product, service, or industry that will be of interest to the person responsible for sourcing, purchasing, or approving purchase of said product. No longer do you sell your product, you sell future clients on your company by providing high-quality information that addresses the needs of your target buyers and building trust and brand recognition.

Inbound marketing and modern technology

The transition to inbound marketing has somewhat coincided with the advent of wifi and smartphones; consumers have access to information, and they’re using that information to research products and services before making purchase decisions. This applies to people buying consumer goods, but it applies also to buyers for industrial and manufacturing companies. Buyers and component sourcing specialists at the companies who are B2Bs’ ideal customers are performing online research to compare suppliers and products and find the best product, and deal, for their application. Salesmen are no longer the arbiters of information regarding their products; clients can and do educate themselves and make informed decisions.

If you’re ready to transition from traditional B2B marketing and advertising techniques to a more buyer-centered inbound marketing approach, HA Digital Marketing can help. Contact us online now, or give us a call at (616) 841-9082. Our inbound marketing strategy is proven to produce exceptional results for B2B clients just like you. Check out the case study below to see exactly how HA Digital Marketing delivers for B2Bs:
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