Creating a content calendar that fills houses and sells lots:
If you’re a housing developer, you know that any marketing strategy you use has to be time-efficient. You need to fill homes and sell lots quickly to see quality returns on your investment. If you’ve been considering content marketing as a part of your digital marketing strategy, but aren’t sure if it’s an effective use of your time, we hear you. It’s not always easy to write blog posts regularly, get them posted, and then promote them. That said, content marketing is one of the easiest, most cost effective ways to get eyes on your site. All it really takes is time.
But, if like many housing developers, you’re a little short on time, know that you can still have the best of both worlds by creating a content calendar. Content calendars help take some of the work out of creating a regular blog posting schedule by outlining the topic, description, and keyword for each upcoming post. We develop content calendars for each of our clients at the beginning of the year. We outline exactly what it is we’re going to write about and when, and then we give the calendar to the client for approval. That way, once it comes back approved, all we have to do is write the posts for the year. There’s no guesswork or question about what we’re doing, and when it needs to go out.
Content calendars outline the topic, description, and keyword for each month’s upcoming posts.
A content calendar is a great solution for busy home developers, because it allows you to stick to a schedule, and it makes it easy to hand off the blog writing to whoever has a little extra time that month. Since the topics are already created, any decent writer can write the blog. So, how to create a content calendar that draws in qualified leads?
First, think about who you’re writing to
This goes back to that target market we’re always talking about. To whom would you like to sell your homes? Are you developing a community that’s largely centered around seniors? Or are you building homes for young, growing families? It’s important to pinpoint who your target buyer is before you start developing your content, because the age range and general lifestyle of that buyer will influence the types of content that you put out.
Then, pick three categories
After you’ve identified your specific target buyer, it’s time to start creating content, or at least topics to write about that speak to your buyer. To make sure your content calendar doesn’t become stale or boring, we recommend picking three or four categories to center your content calendar around, and alternating between categories each month.
For example, one of our developer clients is working on filling a sustainable mountain living community near Asheville, NC. Our content calendar revolves around three major topics: things to do in Asheville, home ownership, and lifestyle blogs that focus on the activities that their target buyers most enjoy. For them, that’s biking, hiking, kayaking, and backpacking—outdoor activities that encourage appreciation of the natural world.
By segmenting our content calendar into these three categories, we’re able to reach the client’s target buyer in more than one way. We’re appealing to the sense of place that their development offers, we’re drawing in potential buyers who like to do activities that the other residents like to do, and we’re also targeting the thing that’s most relevant to the development, which is home ownership.
Your content calendar can focus on similar topics.
What is interesting about the location of your development, and what’s happening in nearby cities?
What content will homeowners in your area want to read about?
What activities are your target buyers interested in?
By filling your content calendar with topics that aren’t always the same, you’ll have a number of different, interesting blogs that will work to draw new people to your site. By writing content about your area, you get the added bonus of identifying your location for both search engines and consumers, making it more likely that you’ll pop up in local search results.
Remember that your content strategy is never about you. Rather, it should be a resource for your target buyers. You want them to love the content you’re putting out so much that they subscribe and never miss a post. The only way to do that is to create content they care about, which isn’t going to be monthly updates on how the development of your community is going.
While creating the topics is definitely the hardest part of any content calendar, don’t just stop when you have the right number of ideas. A content calendar should also include a keyword, title for the post, and description of what you meant when you came up with the topic. To save yourself extra time, consider adding in your call-to-action.
Save yourself additional time by writing your CTA into the content calendar.
This is often a tedious part to write at the bottom of your blog post. It talks about how great your community is, and where people can find you if they’re interested in one of your homes. Add that right into your content calendar now, and you won’t have to worry about it later.
Once you’ve got the calendar fully filled out, create a publishing schedule. Put a date on each post, both to give yourself a deadline, and to make sure you don’t have any long gaps between posts. With a posting date, it’ll be clear when you need to start writing, and you’ll have something holding you accountable to get that content out into the world.
When your content calendar has a posting schedule, topics for every month, descriptions, keywords, titles, and CTAs, you’re done!
Well, done with the content calendar at least. You’ll still have to write the posts themselves if you’re looking to draw in those qualified buyers, but you won’t have to worry in the future about deciding what to write, and getting it out in a timely fashion. With a schedule and plenty of topics already set to go, writing a blog post is easy.
Content calendars are a seriously handy tool for any housing developer short on time. If you want to create one, but still aren’t sure what to write about, or how to go about getting started, get in touch. We’re sort of content calendar experts, and would love to help you optimize your content marketing strategy for success. To see how we’ve helped other housing developers boost revenue and sell homes, check out the case study below:
If you’ve been working on the website for your housing development, and just don’t seem to be filling homes or lots at a rate that seems right, landing pages can help. They’re an ideal way to get hold of the contact information of qualified leads, and when done right, they can move a site viewer who was just looking, to a site viewer who’s legitimately interested in your development. So, how do landing pages increase conversion for housing developers, and how can you make sure your landing pages are working for you? Let’s start with a refresher course on landing pages.
Landing Page Refresher
A landing page is a page other than your homepage, where site visitors first land when they click to your site from another website (typically this is a search engine like Google, but it can also be social media sites, or a website where you’re promoting an ad). It’s also possible to have landing pages that site visitors can get to from your own site. We have a contact landing page that people can click to at any point if they’re interested in seeing how we can help them. Landing pages work to softly direct your site visitors into giving your their contact information, usually in exchange for an offer, like a guide on becoming an awesome homebuyer, or pictures of your housing development.
How a Good Landing Page Generates Leads
Now, there’s all sorts of landing pages out there, but not all of them are good. A quality landing page does the following things:
Provides relevant information: It tells people who you are, and what you’re about in a way that’s relevant to the link they clicked to get there. If you have a paid ad that says “spacious 2 bedroom apartments with vaulted ceilings and hardwood floors” don’t send people to a landing page about the development’s adjacent golf course and restaurant. That will confuse and frustrate. A good landing page provides content the viewer expects to get after clicking on a certain link.
Offers content or access potential clients want: The best way to capture contact info off a landing page is to make them an offer they can’t refuse (sorry, couldn’t help it!). But really, people are far more likely to give up their email address if they’re going to get awesome pictures, drone footage, or floorplans of your development in return.
Gets you contact info of qualified leads: Probably the best part of a great landing page is its ability to get you qualified leads. If your page is relevant, provides the right information, and adds value for the site viewer, it should get you contact info that you can use to further pull those potential leads down the sales funnel.
How to Make a Landing Page that Converts?
Now that you know what a great housing development landing page does, it’s time to make one of your own. We’ve got a ton of resources on creating killer landing pages, but for a crash course, make sure your housing development landing page follows these 6 key guidelines:
Take away the navigation menu on your landing page. This works to “squeeze” people through, and softly push them to convert. When there’s no menu, there’s less distraction, which means site visitors are unlikely to navigate away unless the offer really isn’t something they’re looking for. Then, you’re only really losing traffic that wasn’t qualified in the first place.
Keep your content short and sweet. Try to limit yourself to just a few sentences that tell site viewers who you are, and what you can do for them. You know that your development is awesome, but don’t just tell people that, show them why it’s awesome, and why they’d be lucky to live there.
Viewers shouldn’t have to wonder about what they’re going to get when they click the “submit” button. Make it obvious what they’ll get when they fill out your form, whether it’s pictures, blueprints, or information about your development.
Studies have shown that people actually do care what the button that says “click” looks like. First of all, “click” and “submit” might not be the best choices. Choose something that’s more relevant to your offer, like “Sign up now” or “get access to photos.” This will remind viewers what they’re getting, and provide incentive for following through and clicking the button.
Don’t make your forms too long. The longer a form is, the less likely you are to get conversions. Only ask for what you actually need, like name, email, and maybe zip code. Sometimes it makes sense to have a longer form for landing pages that target people who are almost ready to close, and want a price estimate, but other than that, keep your forms short and sweet.
Finally, remember that today’s consumer is highly visual and has a short attention span. Your landing page should be eye-catching, easy to read, and feature high-quality photos. You’ve got a beautiful development, right? Use photos of it to your advantage on your landing page.
In the end, any quality landing page is almost guaranteed to increase conversions for housing developers, so long as they have traffic coming to the site. They’re a great way to capture information about potential clients, while also providing an incentive for people to come back and consider your development.
If you’re still struggling to perfect your landing pages, know that Evenbound can help. We’ve worked with a number of housing developers, and have cracked the code to creating marketing strategies that fill developments and sell homes. To see just what we’ve done to deliver results for our housing development clients, check out the case study below:
For most home service providers (snow removal excepted), summer is the busy season. In preparation for summer, there are a few things you’ll want to do to your site to bring in new jobs and ensure everything is running smoothly.
Perform an SEO checkup
Website maintenance isn’t the fun part of your job, but now is the time to do it, before you get busy. You won’t have time during the summer to fix any issues, and resolving them now ensures that you’re ranking as high as possible in search engine results, and therefore getting found by potential customers. Update page metadata, fix broken links, and check alt tags. Not sure how to do an SEO checkup? Read our SEO Site Checkup checklist to get you started.
Have detailed, engaging service pages
Customers hire you for your services, so your home services site needs to thoroughly describe and explain the services you offer. Your service pages should define the service and demonstrate its value, as well as explain your process and how you differ from, and exceed, the competition. If you have a generic “Services” page that’s just a bulleted list, customers aren’t going to be engaged, plus, you’re missing out on valuable opportunities to use keywords. (Here’s how to write engaging service pages your clients will care about.)
Publish timely content
To attract clients looking for summer services, write content relevant to your services and the time of year. This is where your site’s blog comes into play. If, for example, you’re a roofer, some summer-oriented content might include “Why summer is the best time to get a new roof” or “Best roofing materials for keeping your house cool in the summer.” Of course, it’s also crucial that you promote the content on social media (Facebook, Twitter, etc.) and, if you’re using it (you should be) Houzz.
Invest in paid search and social media ads
Pay-per-click (PPC) and social media advertising are some of the best methods to generate traffic for your home services site. Social media ads can be targeted to people in your area who may be in need of your services, and PPC campaigns that include your location in the keywords can be highly effective.
Putting in the work now to prep your site for summer can make this busy season your busiest yet, in the best way possible. Ensuring that your SEO is on point, beefing up your service pages, and publishing and promoting content that will entice potential customers to give you a call are all ways to make your site work for you to bring in leads.
If you’re interested in learning more about how your home services website can bring in more leads and keep you busy this summer, we can help—get in touch!
With more and more brick-and-mortar stores in the retail, B2C realm moving online, it’s natural to wonder whether online shopping and e-commerce sites have any value for B2Bs. E-commerce can be useful for B2B manufacturers in providing their customers with a convenient and seamless purchasing experience and differentiating themselves from their competition. Does your site need an e-commerce component?
Most obviously, a negative aspect of an e-commerce site for B2Bs is that sometimes, orders are complex. If you create custom products for each of your clients, you may not be able to take orders through a traditional e-commerce platform, as you’ll need to design and estimate the product. Additionally, B2B products often have multiple pricing tiers, depending upon size of order, client, etc., which can be difficult (though not impossible) to build into the e-commerce experience. If your B2B doesn’t offer tangible products, but services, e-commerce won’t make much sense.
There are several advantages to e-commerce sites for B2Bs. Customers can easily place orders online, eliminating the need for a sales rep or account manager to take the order and forward it to fulfillment. Recurring orders can be automated, and longtime clients can have their specific orders, payment schedules, and other specific information tied to their accounts in your e-commerce interface. Additionally, the product selection can be updated in real-time to reflect changes in inventory or product offerings.
Another benefit to incorporating e-commerce into your B2B site is that it creates a seamless buyer’s journey experience for the customer, which can result in more sales and conversions. If your e-commerce component integrates content including images and video, customer support, how-tos, specifications, articles, and other relevant information, you can funnel customers through the buyer’s journey to the purchase stage, and have that purchase made instantaneously.
B2C buying trends are increasingly influencing the wants of B2B customers, who are eager for quicker, easier, more convenient ways to make business purchases, much in the way that they make personal purchases on Amazon. For B2B manufacturers, e-commerce, if thoughtfully combined with pertinent content and information, can simplify the ordering process for both the buyer and seller.
Whether e-commerce is right for your B2B or not, if you’d like to discuss your current digital strategy, Evenbound can help. Let’s start that conversation. For more information on how our unique formula has produced unprecedented results for other B2B manufacturers, check out the following case study: