When it comes to real estate development, marketing isn’t always an easy task. Rather than selling just one home, you’re selling a whole bunch of homes at once, and that means speaking to a much larger number of people. That’s why it’s so important for real estate developers to tell a story. If you think about it, you’re selling people on a lifestyle, not a piece of land. No homeowner is going to purchase a home in a real estate development because the land is really nice. Instead, they’re looking for a place they can call home, where they’ll hang out with their neighbors and raise their kids. That’s why real estate developers need to find their community’s story, and tell it in a way that rings true with the right people.
So, if you’re working on beefing up your real estate development marketing strategy, here are a few tips to help you pinpoint the story of your development. To help illustrate our tips, we’ll be using real-life examples from one of our own housing development clients‘ website.
What Do Your Residents Do?
What does a day in the life of your ideal resident look like? Do they work full-time, and if so where? If they don’t work, is it because they’re home with the kids, or because they’re retired? When you have a better idea of what your residents’ lifestyle looks like, you’ll be able to market to them more directly. You can tailor your development’s story to fit their unique lifestyle, and when you know what they do for a living, you’ll also have a better idea of where to set the price point.
Our client, Sovereign Oaks, worked to pinpoint their ideal resident, and found that their perfect buyer was the type of person who wanted to live somewhere peaceful, where they could raise a family or take in the beautiful natural surroundings, but who also valued cultural experience. As you can see from their homepage, they made sure to incorporate those values into their development’s story by showing potential buyers that their development was located in the peace of the Blue Ridge Mountains, but just minutes away from downtown Asheville.
What Do Your Residents Like?
Once you know what your residents do in their daily lives, you’ll want to discover what it is they do in their free time. What do they like, what are their values, and what sort of community do they picture themselves in? If you’re building a retirement community, your residents will want to know about things to do that are very close to the community. They’ll also want to know what sort of support they’ll have access to at home, like a lawn care service, or help with around-the-house repairs. If your community is geared towards younger residents, know that they’ll care less about community services, and more about what they can do in the area, like music and shows going on in town, and possible activities to do with the kids.
Sovereign Oaks recognized that a number of people in their price point wanted to live in a community that valued sustainable living practices. They included things like a community garden and encouraged backyard farming and beekeeping. But since their residents are younger, they also made sure to show that they were up-to-date technologically.
The above slider, with just a header and a single sentence, convey both of those ideas neatly and easily. Here, Sovereign Oaks is telling potential residents their development’s story. It’s a simple, easy place to live, but that doesn’t mean you can’t have all of your technological luxuries. With state-of-the-art technology they’re able to provide a fiber optic line to each house, ensuring each resident has a superior internet connection.
Choose Three Words to Describe Your Community:
The best way to go about telling your real estate development’s story is to start with a concise idea. One way to make sure your story is consistent, and your marketing content is always on message, is to pick three words that together, describe the culture of your community. For Sovereign Oaks, those three words are something like: tranquil, sustainable, and convenient. From there, and using those three words as core concepts when describing their community, it’s easy to explain to potential residents that when you live at Sovereign Oaks, you’re living in a community that’s peacefully quiet, that values sustainability, and that’s easy to get to-and-from.
Since the Sovereign Oaks story is so clear, it’s easy to qualify or disqualify potential leads, and they’re not often approached by people who won’t be a good fit for their community. In addition to attracting potential buyers who are well suited to purchase their homes, they’re also attracting home buyers who will fit in well with the rest of the residents already living in the community.
Put Your Story on the Web
Once you’ve decided what your real estate development’s story is, it’s time to write it down and put it out on the web. Make sure your message is clear and accompanied by beautiful professional photos of your community. Remember that buyers are most compelled by a community that’s easy to envision themselves in. Show visitors to your site what life looks like at your development, because if they can picture themselves living there, they’re likely to pick up the phone and give you a call.
If you’re interested to know more about how Evenbound drives results for developers, check out the case study below. Or if you’re looking for information on marketing your own housing development, get in touch.
For attorneys, blogging can seem like a slippery slope; after all, you don’t want to offer free legal advice. Your knowledge and expertise are your services, and you don’t want to be just giving that away. It’s important to know that blogging isn’t just free info, it’s a crucial tool for building your credibility and attracting leads online
There are two major reasons why your site should have a blog: 1) it is a way to increase your site’s SEO (search engine optimization) and 2) blogging allows you to demonstrate your expertise. Since blogs are regularly updated (or should be, at least once per month), they’re a great way to add to and refresh your website’s content. Blog content uses relevant keywords in unique contexts (good for SEO) and the addition of new content means that search engines will crawl it.
By blogging, you’re also able to answer your potential clients’ questions, without charging them or obligating them—they feel like they’re getting free legal advice, and see that you know your stuff. When potential clients think you’re knowledgeable and credible, they’re more likely to want to work with you.
How Should You Blog?
Post at least once a month on topics relevant to your potential clients’ situations and your practice and specialization areas. To avoid falling into a trap of giving free legal advice, address topics that are general, and might come up before a client’s first consultation, for instance, “How do I know I have a case?”, “What is medical malpractice?”, or “How to find the right attorney”. Frequently asked questions are often a goldmine for blog topics; blogging on them can even save you from having to answer them time and time again.
Your blogs should also contain calls-to-action, phrasing that directs the reader to connect with you in some way, whether it is to send you a message, provide their contact information, or schedule a consultation. When readers, upon reading your post, decide that it’s time to speak with a lawyer or find that they have questions, they’ll contact you, potentially turning into clients.
Promote, Promote, Promote
Promoting your blog posts is just as important as writing them. If you’re just publishing them on your blog, even with the best keyword integration and catchiest title, it still might go unread. Promote your posts on social media and on other platforms to ensure that the content is reaching your potential clients.
If you’re looking to boost your firm’s credibility and attract new clients by incorporating blogging into your digital strategy, talk to us.
If you’re looking to improve your B2B manufacturing website’s digital marketing ROI and the effectiveness of your paid search and pay-per-click (PPC) campaigns, you need to incorporate landing pages into your strategy. Landing pages allow you to control visitors’ interaction with your site and are a valuable tool in gathering visitor information to convert them to leads.
What’s a Landing Page?
A landing page is where visitors land on your site when they navigate to it from a specific interface, for instance, an ad on Google. More specifically, the term landing page is used to refer to a page that visitors land on where you can capture their information. These pages generally have limited navigation options (to keep visitors from wandering to other areas of your site and failing to provide their information) and offer something in exchange for the visitor filling out the form with their contact information, such as a case study, ebook, or whitepaper, which is called a content offer.
This is one of our landing pages. Note that the page offers visitors a case study in exchange for completing the form. There is also no navigation bar at the top of the page.
Landing pages are a super-effective way for B2B manufacturers to convert visitors to leads because they simplify the process. A landing page presents the visitor with two options: enter their information in exchange for the content offer, or navigate away from the page.
Why Use Landing Pages?
Directing visitors to a landing page, rather than the homepage of your B2B manufacturing website, ensures that they see content which is relevant to them and that they are directed to the content, offers, or calls to action that you want them to see. If visitors are directed simply to the homepage of your site, you risk having them navigate away.
Target your Buyer Personas
A landing page allows you to be extremely specific in your targeting, as well. For each of your different keyword campaigns, you can have different landing pages with content and offers specific to those keywords—a tactic that is much more effective than something general; visitors will be more likely to enter their information (convert) when presented with a highly relevant offer.
Track your B2B Manufacturing Website Analytics
Additionally, you can track the traffic and conversion rates of these landing pages to determine the effectiveness of the campaign and the content of the landing page itself. You’ll be able to track how many people navigate to the landing page from your ad, and what percentage of those visitors convert. With that information, you can adjust your campaign, landing page content, or content offer accordingly.
If you’re running ad campaigns but directing visitors to your B2B manufacturing website’s contact or homepage, you’re missing out on a ton of leads. A simple landing page that provides your visitors with value, a content offer, in exchange for their contact information will incentivize them to convert and will allow you to better calculate the effectiveness of your efforts and marketing ROI, in addition to increasing that ROI.
If you’re interested in incorporating landing pages and PPC and social media advertising into your digital strategy, we should talk. For firsthand experience on how we use landing pages to generate leads for our B2B manufacturing clients, be sure to check out the free case study below:
Repeat customers are the best customers. When it can take weeks or months to develop a relationship with a new customer and win their business, it follows that maintaining that good relationship is a lot easier than building a new one, for you and the customer. So what does it take to keep home services clients coming back?
Do Good Work
This isn’t exactly marketing-related, or a secret, but the best way to get repeat customers is to do a great job. If people are happy with the quality of the service they’ve received, when they need that service repeated, they’ll want to call you.
Even though you know that you and your employees do good work, you can ensure that customers are satisfied with a quick follow up message to thank them for their business and to get feedback. If a customer is unsatisfied for whatever reason, you can address it right away and leave them with a good feeling about your customer service.
Ever get postcards or emails from your dentist saying that it’s time for a checkup? Chances are that you have and that it probably even prompted you to make an appointment. Many home services could benefit from a similar approach, especially with the seasonality of most home services work. If you’re a roofing company, send out a reminder every fall for gutter cleaning or pre-winter roof inspection.
Provide Expert Info
Trust is crucial to retaining customers and developing repeat business, and one of the ways you can do this is by providing relevant, expert information on topics related to your services. You should regularly share and publish content that pertains to your services, so if you’re a roofer, content on roofs and roofing: how to winterize your roof, how often to replace shingles, what are the best roofing materials, how often to clean the gutters, etc. Your customers will appreciate that you share your knowledge and will come to trust your expertise.
If you want customers to come to you the next time they’re in need of the services you offer, give them an incentive, whether a coupon for a discount on future services or a gift card to a local restaurant when they book a repeat service. These incentives will help your clients feel like they’re getting a good deal and that their business is appreciated.
You can use digital content such as blogs, digital newsletters, and email mailing lists to enact these strategies and create repeat and lifetime customers. Want to know how? We can help.
Everyone is using email, so it’s a great way to reach out to customers and potential customers. But if you’re doing it wrong—and a lot of companies are—your email marketing efforts can be at best ineffective and at worst harmful. Here are a few tips to help you avoid email marketing pitfalls and ensure your email campaigns aren’t in vain:
Don’t Overwhelm your Customers
Everyone with an email address has gotten annoyed with a company that sends them too much email. If you’re bombarding your clients and leads with email everyday, chances are they’ll notice you, and not in a good way. Send too many, and your recipients will be looking for the unsubscribe button.
Also, don’t spam people. We shouldn’t have to say this, but don’t. You don’t like it, and your leads won’t like it either.
Send the Right Content at the Right Time
Your content must not only be relevant, it should also be timely. If there is seasonality in your industry, ensure that the content you’re sending right now aligns with those trends. Additionally, your content must be timely in terms of the lead’s point in the buyer’s journey. Leads who are further along in the journey and are nearly ready to purchase won’t respond as well to content explaining what your product does—they already know—as would a lead who is just discovering their need for a solution your product provides.
Intuitively Segment your Leads
Another way to turn off potential clients is to send them an irrelevant email. To make sure you’re sending the right content to the right leads, double-check that you’re segmenting your leads properly. Separate your marketing qualified leads (MQLs)—leads with demonstrated interest in your product or service, but who aren’t ready to make a purchase—from your sales qualified leads (SQLs)—leads who are further along in the buyer’s journey and are closer to purchasing.
You’ll probably also want to segment your leads based upon their company size, job title/responsibilities/authority, and pain points; if you’ve created buyer personas, you can use those to segment your leads. Luckily, in email marketing programs like MailChimp and others, it’s easy to segment your leads—so there’s really no excuse not to!
Dumping all of your contacts into your mailing list is not going to be effective. If they aren’t leads or customers, you don’t need to send them email—it’s not going to generate sales, and like we mentioned earlier, it’s just going to annoy people. Plus, it’s going to throw off your numbers: it will be harder to get an accurate picture of your open and click-through rates and the overall effectiveness of your email campaigns.
If you’re interested in implementing techniques for effective email marketing or adding email marketing to your marketing strategy, let’s start that conversation.
For more information on how Evenbound has helped B2B manufacturers draw in qualified leads and massively increase sales, check out the case study below:
If you’re a home services provider, your services are what’s important, and visitors to your site will want to know exactly what you do and how you do it. What’s more, service pages dedicated to relevant keywords help you rank well on organic Google search results. That’s why it’s so important to write engaging service pages for your website. But how do you write service pages that will get customers’ attention?
An effective service page does four things: defines the service, demonstrates the value of the service, explains your process, and explains how your company is unique in how that service is provided. In order to do those four things, you need to know who you’re writing to and how the service will benefit this person. If you own a landscaping company and one of your services is lawn mowing, one of your audiences may be working homeowners. Your service can benefit them by ensuring that their lawn is cut every week and looks great, but another benefit is that it saves them time.
How Do You Stand Out From the Crowd?
When it comes to how your service differs from that of the competition, thinking about your audience is crucial. If we continue with the mowing example, maybe you differ from the competition because you allow clients to choose the date and time their lawn is mowed, which provides them with the benefit of scheduling for a time when they’re at work, so that you’re not in each others’ way, and they’re not being awoken early by mowers on a weekend (it’s the worst).
Explain What your Service Is, and How You Do It
Defining the service and your process is also crucial. While lawn mowing might seem self-explanatory, there are still some things people will need to know about how you do it. Do you use riding mowers or push mowers? Are they zero-turn mowers? Is weed-whacking included? How often will you mow? If it storms during a regular mow time, how will the mow be rescheduled? All of these questions are things your service page can address. If your clients can get the answers to their questions on your site, that’s less fielding questions and answering the phone for you, and the more confidence your clients will have in your services.
Once you’ve considered all of these things, you’ll have compelling content for your service pages, content that will answer your potential customers’ questions and inspire them to pick up the phone and give you a call. Not only that, well-written service pages will help your site’s SEO, which will help you get found by other potential clients.