Case Study: Real Estate Development Sales Leads

Case Study: Real Estate Development Sales Leads

A community housing development of ranch-style duplex and three-unit condominiums, Avalon Pointe is located in Caledonia, MI, just a short drive from downtown Grand Rapids. Avalon Pointe is focused on providing their residents a stress-free lifestyle, offering amenities like a private swimming pool and clubhouse, regular social events and activities, and free maintenance services like snow removal and lawn care. Avalon Pointe recognized that they needed to market to a specific niche of residents who would fit well within their condominium community, and came to Evenbound. They had a goal of driving qualified traffic to an attractive digital platform and converting that traffic into qualified leads for their sales team.

Challenge to Drive Qualified Traffic and Deliver Sales Leads

Like most developers, Avalon Pointe needed qualified leads to generate real estate sales. With our history of creating comprehensive, effective marketing strategies for housing developers and home builders, Evenbound was up to the task, and drew on previous experience to build an attractive new website and put together a strategy to generate the sales leads Avalon Pointe needed.

The Evenbound Solution:

We began our digital marketing strategy for Avalon Pointe by first identifying our audience and generating qualified traffic that fit key factors like income, geography, net worth, age, etc. We tapped into several channels to make sure we were targeting those key buyers on every level, from social media to email to paid ads to organic search results. When that qualified traffic started making it to the Avalon Pointe website, they were met with our planned, researched conversion tactics and turned into legitimate sales leads. Our marketing strategy was again proven overwhelmingly effective, as Avalon Pointe quickly began to sell units, and is now almost completely sold out.

Our Results Speak For Themselves:

TOTAL UNITS SOLD: 38
TOTAL VOLUME: $9,500,000
TIME TO SELL OUT: 2 years

But total unit sell out is just the beginning of the Evenbound results. In the time we’ve worked with Avalon Pointe, our strategy has generated the following sales metrics:

  • More than 1,207 online leads
  • Average 50 leads per month over 24 months
  • Average of $12.53 per lead
  • $4.31 per Facebook lead
  • $20.74 per Adwords lead
  • Average of 830 website visitors per month

Over the last 6 years, we’ve worked to crack the code for real estate development marketing, and this is just one example of our irrefutable success. We generate the demand and interest you need to keep your sales pipeline full.

Are your sales lagging? Do you generate enough leads to hit your sales goals? Are you struggling to fill units? Evenbound can help.

Our strategy is especially effective for home builders and developers because we understand the goals and challenges of the industry, and we tailor our efforts to each client’s specific needs, ensuring you get the results you want. If you’d like to learn more about our tactics and see how our strategy boasts an attractive ROI for developers of every kind, check out the case study below:

New call-to-action

SEO vs. Social Media Marketing

SEO vs. Social Media Marketing

When it comes to digital marketing, you’ve got a lot of options to choose from to drive sales. There’s paid advertising on engines like Google, there’s paid advertising on social media sites, there are ways to drive organic traffic through your website, and there are equally as many ways to drive engagement through social media. With all the options, it’s tough to figure out which methods might be right for your company, and how much time and money to invest in each.

For this blog post, we’re going to focus primarily on SEO (Search Engine Optimization) and SMM (Social Media Marketing), the two free ways to drive traffic and boost sales. We get the most questions about these two digital marketing methods, likely because they’re the cheapest ways to get eyes on your site, and they’re the two methods that are the most proven.

The Breakdown

Most often, people want to know which method is right for them: SEO or SMM. And it makes sense. You don’t want to spend time or money on a digital marketing method that won’t produce the best ROI for your company. But unfortunately, a solution isn’t as easy as picking one or the other. No matter what it is you’re selling, a quality digital marketing strategy makes use of both SEO and SMM strategies. Think of it like this:

SEO is the bones of your operation. First and foremost, you’re catering to the robots that run the Google algorithm, because without their favor, your site will never see the light of day.

SMM is the skin, hair, and makeup. It’s what gives your company a personality, and it’s ultimately what attracts actual people to your website when they trust you as an authority in your industry.

Unfortunately, one can’t exist without the other. If you think about it, when you offer deck repairs and someone types in “deck repair near me” into Google, it’s quality SEO that’s going to make sure your website pops up on the first page of search results. But if you’re looking to get the word out about your deck repair company, social media marketing is what is going to build your following, and let people know that you exist in the first place, before they even head to Google.

So, it’s important to remember that the question isn’t “which one should I use”, but “how should I combine my SEO and SMM efforts to produce the greatest results for me?”

And that question isn’t as easily answered.

Getting Started with SEO

If you’re just starting out, we always recommend you focus on basic SEO. Make sure your site is at least visible to Google, because if Google can’t see your site, no one can see your site. For more info on SEO basics, be sure to check out our Complete Guide to Inbound Marketing. Again, SEO is the bones of your operation, and you need to have quality SEO to have a foundation where you can drive your social media marketing finds. Make sure your website is functional and up-to-date. It should be responsive and user-friendly, so people who make it to your site don’t just bounce right off.

Then focus on creating content that will help you rank for a number of keywords important to you company. Again, you have to rank for people to see your site. Social media marketing is an awesome way to raise awareness about your company, but it’s important to remember that it doesn’t contribute to positive rankings in any way, and it doesn’t typically get more eyes on your site. SEO typically draws fewer people in, but it’s more effective at converting the people who do make it to your site to customers. So developing SEO content means developing content that solves pain points, and targets keywords. With a base of quality content like this, you can begin to start SMM.

Adding in Quality SMM

Remember that SMM doesn’t mean just creating a Facebook page. Facebook is a graveyard of well-intentioned business pages that no one ever posted to. Just because you have a Facebook page doesn’t mean you’re going to get followers. SMM means creating a Facebook page, and creating community around that. Focus on generating content that makes people want to interact with you, rather than buy something from you. If you build or remodel homes, post pictures of your projects and invite people to comment. If you’re a lawyer, consider posting fun infographics that breakdown complex legal concepts into easy bite-sized pieces of info, and ask for people to tell you if it makes the concept easier for them to understand. Remember that the primary goal of SMM is to create a community, rather than sell things.

SMM is quick and fleeting. Someone sees your social media post on Facebook or Twitter, and they share it or like it. Most often, SMM doesn’t actually send many people to your site. It functions more to create a community around your company, increasing your reach and alerting this online community that you exist. The goal of SMM is to build a presence that can later be harnessed for sales. Search engine optimization has a much more transactional approach of getting eyes on your page. SEO is focused on converting people who do eventually wind up on your site, while SMM works to make sure people know your site and your business exist, even if they don’t go to it.

SEO + SMM = The Ultimate Win

SMM functions as a sort of long game. You’re developing a community around your company’s social media presence, and once that community comes to trust you as an authority in your field, and someone they genuinely enjoy interacting with, they’ll convert to clients when they eventually need your services.

SEO ensures that when there are people who need your services right now, your site is discoverable. A combination of SMM and SEO ensure you’re playing on both fields: the immediate, right now leads, and the long-game: that social media community who will eventually become lifetime clients.

Any quality digital marketing strategy combines both search engine optimization and social media marketing, to ensure you’re catering to both the robots who shape the digital platform your site lives on, and the actual people you need to buy your product and service.

We get that digital marketing strategies are complex, often confusing concepts. If you have more questions on properly harnessing the powers of both SEO and SMM, don’t hesitate to reach out. Evenbound has been in the game for years now, and we’d be happy to help you figure out how to best combine your search engine optimization with your social media marketing strategies.

New call-to-action

Why Mobile Traffic is a Home Builder’s Bread and Butter

Why Mobile Traffic is a Home Builder’s Bread and Butter

Mobile traffic is any home builder’s bread and butter. Why? Well, we’re about to tell you. Suffice it to say that if your home building company has a website, it needs to be mobile responsive. The general reason is because almost everyone is searching on their mobile devices these days, but there are a ton of benefits to having a mobile responsive website, especially for homebuilders. Here are a few more reasons why you should care about mobile traffic, and why it’s in your best interest to ensure you’re optimizing your site for those mobile viewers:

Everyone is on Mobile

The most obvious reason that mobile traffic is important to home builders is the fact that mobile searches now account for more than 60% of all web traffic out there. That number is only going to grow. Studies have shown that the average web user heads to their mobile device the minute they think of something they might need. They conduct an initial search, do a bit of research on the product, and then finally switch to their desktop to make the final purchasing decision. While desktop traffic will never go out completely, most users are more likely to pick up their smartphone to gather initial information about whatever they’re searching.

What’s more, today 77% of all adults now own a smartphone, which means that more and more of those mobile searches are going to happen. Smartphones are convenient, they’re right in your pocket, and they can get you answers in under a second. Your home building company should be interested in mobile traffic simply because it is the largest portion of all traffic on the web today.  

Sets You Apart From the Competition

If we keep in mind the regular web searcher’s methodology: starting a search with their phone and transferring to a computer once they’ve made a decision, it’s obvious that having a mobile responsive site can do a lot to set you apart from the competition. Sure, no one is going to buy a house on their phone. However, most people are going to start the search for a new home on their phone. And if you have a mobile responsive site and your competitor doesn’t, then you’re going to be the one that gets the first chance at those clients. A mobile responsive site gives you the leg up, ensuring your site is the first one your potential clients see.

Google, always Google

It’s very rare that we post a blog that doesn’t have something to do with Google, and this blog is no different. Because Google is the all-powerful gatekeeper to internet search results, it makes sense that they’ve weighed in on the mobile vs. desktop situation, and have come down on the side of mobile traffic. In December of 2016, Google introduced their mobile-first indexing update, which essentially told web owners that they were going to start indexing mobile sites before desktop sites.

This basically means that Google analyzes and ranks mobile sites before anything else, which gives more ranking power to mobile sites over desktop sites. So, if you only have a desktop site, or you have a desktop site and a pared-down version of that for a mobile site, you’re likely to get a bump down in rankings. If you’re looking to rank well as a home builder in your area, it’s important to have a mobile responsive site that caters to all those mobile users, as well as Google’s indexing algorithm.

Mobile Users Share

Finally, mobile traffic is any home builder’s bread and butter for the express reason that mobile users share. If you think about your own web use, are you more often looking at social media on your phone, or your computer? If you’re like most people, you look at sites like Facebook, Instagram, and Twitter primarily on your phone. Those sites are the places people most often share content, from photos they like to articles they found interesting and useful.

So, another reason to optimize your home building site for mobile is to take advantage of those high sharing numbers that mobile traffic brings. Homebuilders are especially great for mobile traffic because you do have such shareable content. If you post before and after pictures of projects or showcase the insides of some of your model homes or recently designed projects, you’re setting yourself up for a lot of sharing. That sort of content is exactly what the average web browser loves to look at, and is likely to share with their friends. If you make that content available to them on their mobile devices, you’ll be able to capitalize on the sharing nature of mobile users, ensuring your content reaches more and more people and grows your home building company’s reach.

Getting Started

There’s no questioning the fact that mobile traffic can do a lot to boost a home builder’s digital presence, but where do you start? If you know you need a site that’s mobile responsive, but don’t have one or aren’t sure how to optimize the one you’ve got, don’t worry. It’s actually a lot easier than you might think to get a mobile version of your site up and running. Most web templates, especially if you’re using WordPress or SquareSpace, are already set up for mobile responsiveness. Just make sure yours supports multiple screen sizes, and you’re probably good to go.

While just making sure your site supports multiple browser sizes is the biggest concern, you’ll also want to check that your mobile pages load quickly and that you’re providing a quality user experience by eliminating large pop-ups and streamlining your site’s menu. 

Optimizing your home building website for mobile traffic doesn’t have to be difficult, and once you do it, you’re sure to see a marked improvement in your site’s overall performance. If you still have questions about boosting your digital presence or qualified lead generation, be sure to get in touch. Evenbound has cracked the code to digital marketing for home builders, and we’d be happy to help you optimize your website for mobile traffic and qualified leads. To see how our unique digital marketing strategy delivers impressive results for local home builders and construction professionals, be sure to check out the case study below.
New call-to-action

Link Building – Should You Care?

Link Building – Should You Care?

There’s always a lot of swirling opinions on the internet about what Google still uses to rank websites, and what they don’t. While only Google’s algorithm knows exactly what it’s measuring to rank your website, there are a few things SEO experts have come to agree on as key factors in search engine results page rankings. And yes, one of those things is still the number of quality links that exist to your page. While it’s great to have links to external sites within your own pages, Google still uses the number of legitimate websites who are linking to you, to determine how worthy you are of a higher page rank.

In the past, SEO experts and webmasters alike have attempted to hack this factor of page ranking with various “link building” techniques, some of which worked, and some of which really didn’t. It’s good to know that while you’re researching link building, you should really only trust blogs and content about link building that have been published in the past year. Google always updates their algorithms regularly, but the past few years especially have seen massive, internet revolutionizing updates that also affect how you should go about link building.

Because of those updates, it has become really tricky to link build in a way that doesn’t end up in a Google site penalization. Older tricks like posting links to your page in the comments section, guest blogging, and most definitely link-building schemes, will only result in the penalization of your site by Google. So, since link building still matters for page rank, how can you do it in a way that’s above-board, and will get you the links you want, without a Google penalization?

Have Something Worth Linking To

The absolute best way to get legitimate links is to first have something people want to link to. Whether you’ve got an e-commerce site with cool products, or your site has a number of interesting, informational content pages like blogs posts and how-to’s, the only way you’ll get people to link to those pages is if they like what you have to offer, and if it makes their lives easier in some way. So, if you’ve got a basic website with no blog, and nothing to make it interesting to others in your industry, it’s unlikely that anyone will organically link to you. On the other hand, if you’ve established yourself as an authority in your industry, and offer a great deal of helpful content on your website, you’re more likely to get some quality links.

Build a Community Around Your Content

The best, easiest way to build links is to have people organically link to your pages of their own free will. When you have quality content that speaks to your target audience, you’ll start to build a community of followers. Those followers will check in regularly to read any new content you’ve got, and the more they do, the greater the opportunity that someone will link or share your page.

When someone likes your website and your page content, they’re more likely to link to your page when they create their own content. That sort of linking is the best you can get: people who genuinely like what you have to offer, and want to tell their own followers about it. Unfortunately, it’s not that efficient, and it requires a great deal of relying on other people. While it’s possibly the best way to get links, there’s no guaranteeing when or if it will happen. So, if you’re not comfortable relying on just organic links, the following steps might help:

Ask Nicely

Once you’ve got content on your site that people might actually want to link to, go ahead and ask people nicely! Reach out to other website owners in your industry who hold a bit of authority to ask if they’d consider linking to a certain page or blog post on your website. The best way to go about this efficiently is to follow these three steps:

Set up Templates

It’s not wrong to have a general template that goes out to each person you ask to link to your website. There’s no point in reinventing the wheel twice, so draft a really great email that talks about your company and why the page you’re requesting they link to should mean something to them. What’s more, offer to link to their site in return. People are more likely to agree when there’s something in it for them. Be sure to include your contact information, along with a sincere thank you.

Personalize

While it’s great to have a standard template, it’s important that you’re still personalizing each email according to who you’re sending it to. At the very least, each email should be addressed to one specific person in the company, and ideally, your email’s intro paragraph should mention something specific about them that drew you to their website. The more general your address, the less likely you are to get a response. People get millions of emails a day, and if it doesn’t seem like your email was meant specifically for them, they’ll probably delete it.

Don’t Mass Email

Finally, once you’re ready to send out your request emails, be sure you don’t mass email. There’s nothing worse than getting an email asking you to do someone a personal favor, only to see that 25 other people also got the same exact email. It often comes across as rude, and most people won’t respond when they realize your email wasn’t meant just for them. What’s more, try to send your requests to just one person in the company, especially if you’re using a template. People in the same office do actually talk, and if multiple employees get the same exact email, they’re likely to think it’s some sort of scam.

Never Buy Links

As a final, cautionary note, we’d just like to remind you that it’s always, always bad practice to buy links. No matter how legitimate the company seems, if you buy links your site will face penalties. Google constantly updates their algorithm to sniff out link-buying activity and will flag your site almost immediately if you do buy links. The best way to build links is to do it organically, either by building a community around your site’s content or by asking others in your industry to link to your site.

We get it, link building is a tricky subject. It always has been, and it probably will continue to be, so long as Google uses it as a ranking factor. That said, there are good, white hat methods to go about link building, that can work to get you those links you’re looking for without danger of penalization. If you’re feeling wary of link building, or you’d like a little advice on how you could boost your site’s search engine rankings, get in touch. Search engine optimization is kind of our job, and we’d be happy to help you figure out how best to boost your rankings.

New call-to-action