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

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
New call-to-action

5 Myths about Digital Marketing for Custom Home Builders

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 Evenbound. 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!

New call-to-action
New call-to-action

Real Estate Developers: Boosting your Facebook Following

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 Evenbound 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 Evenbound strategy delivers real results and fills housing developments, check out the case study below:

New call-to-action
New call-to-action

Optimizing your Home Building PPC Strategy for Local Leads

Optimizing your Home Building PPC Strategy for Local Leads

Optimizing your Home Building PPC Strategy for Local Leads

Pay-per-click ad campaigns are one of the best ways to generate immediate, qualified traffic and leads for home builders. They’re a top outbound marketing method because they’re amazing at getting your name out there, especially for keywords you know your target buyer is searching for. The only problem is, PPC isn’t inherently geared for local sales.

If you bid on the keyword, “quality custom home builder,” it’s likely that your ad shows up in the search results pages of a searcher in Texas, which doesn’t do you much good if you work in Michigan. Many home builders have started to combat this by bidding on keywords that include their location, like “custom home builder Grand Rapids,” but that’s just the start of a quality PPC campaign that targets local leads. To make sure you’re getting the biggest number of qualified, local leads, here are a few tips to optimize your home building PPC strategy:

Pick the right city

If you’re in home building, you know that for many builders, the city they advertise in isn’t always the city they actually build in. For example, we’re centered in Grand Haven, but many of the builders out here advertise themselves as Grand Rapids builders because Grand Rapids is a bigger city with a bigger pool of potential homebuyers. So before you even start your local PPC strategy, you need to decide which city names you want to bid on. It’s a good idea to do some keyword research first, to figure out what people are actually searching, and what your competitors are bidding the most on.

For example, if you specialize in bigger, urban homes, it probably does make sense for you to target those searching for home builders in GR. But if your niche is smaller family homes out in the country, then it might make more sense to advertise your building company in smaller area cities, like Hudsonville, Coopersville, Spring Lake, and Grand Haven. So, do some testing to see which cities get the most qualified traffic for your company, and go with those.

Choose low competition, high search volume keywords

In the same vein, you want to choose keywords that have low competition, but high search volume, as you’ll have to pay less to run those campaigns. If every builder in the area is bidding on general terms like “Builder in Grand Rapids,” you’ll have to pay a lot of money for leads that might not actually be that qualified. Whereas if you pick a long-tail keyword like, “affordable custom homes Spring Lake” you’ll pay for less clicks, but you’ll get more qualified traffic. Sure, less people are going to search for that long tail keyword, but the people who do are going to fit right into your niche clientele, and they’re going to be closer to making a purchasing decision than someone who clicks on a very general, “builder in GR” search result.

Location-based ad extensions

Google, in its infinite wisdom, continues to improve search results in favor of user experience. In their work to make searches turn up the best results for searchers, they’ve implemented location-based ad extensions, so local businesses with Adwords campaigns can display location information like address, business hours, and even how long it will take the searcher to get to your office. By implementing location-based ad extensions in your Adwords campaign, when someone searches “custom home builders near me” or some other location-related keyword you’ve bid on, your search result will come up similar to the one below, one of our own clients in the GR area:

As you can see, below the desktop ad itself, Google has placed the location of the Whitmore Homes office, as well as their phone number and their hours. This extension works even better on mobile, because each piece of information becomes clickable. So, clicking on the address would take users to a map, clicking on the phone number would dial up Whitmore Homes, and clicking on the information button would give a potential client necessary information about when the company is open, and what it is that they do. This is easily one of the best ways to get your company more local traffic from paid searches. Check Google’s site for more info on how to implement location based ad extensions in your PPC campaign.

Make your landing pages mobile-friendly

An insane amount of all internet traffic these days is conducted on mobile devices. If your PPC ads take visitors to a landing page that isn’t optimized for mobile, you’re going to lose money. By optimizing a landing page for mobile, you make it faster, more user-friendly, and better fitted to a smaller screen. This means that mobile users can navigate to, and around, that page easily, ensuring they’re more likely to convert. If your landing pages aren’t optimized, you’re going to lose leads as soon as that page doesn’t load in 10 seconds on their smartphones.

Have multiple landing pages

In addition to having mobile-friendly landing pages, you should have different landing pages corresponding to different PPC ads. Remember that not all of your visitors are going to come to your site ready to buy, so it’s a good idea to have landing pages that address each step of the buyer’s journey. Obviously, you’re looking to find people in the decision making stage, but some of the long-tail keywords you’re bidding on might target visitors who are just in the awareness or consideration stages. Make sure you have landing pages that address each of these visitors as well, so you can capture their contact information, offer them quality content that pulls them through to the decision making stage, and improve the number of leads you’re generating over time.

Landing pages should match ads

In the same vein as the above point, you want to have multiple landing pages, but they have to match the ad they’re put with. You can’t have an ad that promotes a really awesome coupon for local clients, and then lead them to a landing page where they can download an ebook on how to perfect their ideal floorplan. This will only frustrate the visitors who do follow your PPC ads, and deter them from coming back to your site. So, in addition to having multiple landing pages, make triple-sure that each of those landing pages match the ad they’re attached to. You’d be surprised at how often these sorts of mistakes happen, but double-checking is a key way to make sure you’re not accidentally losing potential clients.

Remarketing

Another very successful way to run paid local ads is to implement a remarketing campaign. If you’ve ever gone online shopping and ditched your cart, remarketing is the reason ads keep popping up on Facebook and Google for the exact things you had in your cart when you ditched. For homebuilders, remarketing can also be successful, especially if you link your remarketing campaigns to your “Contact Us” or “Request a Quote” page. This way, whenever a visitor seems ready to convert to a lead, but leaves the page before filling out your contact form, they’ll be reminded later of that decision when your remarketing ad pops up on their social media page.

It’s a great way to keep your company fresh in clients’ minds, and it’s also a good practice for targeting local leads, because it’s likely to be locals who were researching your website in the first place.

If you’ve got more questions about optimizing your home building company’s PPC strategy to generate more local leads, don’t hesitate to get in touch. We specialize in inbound marketing strategies for custom home builders, and would be happy help answer any questions you’ve got. To see how Evenbound has generated massive results for other companies, check out the case study below:

New call-to-action
New call-to-action

Home Builders: Creating Content that Reaches your Ideal Buyer

Home Builders: Creating Content that Reaches your Ideal Buyer

When you’re working to market your home building company, you’re looking for the right kinds of clients. In general, most home builders are looking to break into a market at a higher price point, and that’s not always easy to do. There’s so much competition in the housing market these days, and it’s tough to compete with builders who’ve been serving that particular market for years. It comes down to establishing yourself as a quality builder in the market you’re looking to target, and getting the word out about your home building company to exactly the types of home buyers you’re looking for. So whether you’re looking to build in the $1 million price point or the $500,00, here’s how to make sure you’re creating content that targets the right people, and pulls in the right jobs to set your company apart in your desired market:

Set a Buyer Persona

To create content that reaches your ideal buyer, you first have to know who your ideal buyer is. This is perhaps the most important step when it comes to content creation for home builders. If you create content for the wrong buyer, you won’t get the jobs you want, and you may be forced to fill your schedule with projects that don’t really fit your company’s niche. So before you do anything, do some research.

What does your ideal buyer look like? Are they a young couple looking to start a family? Or maybe the buyer with the money to build one of your homes is an empty-nester who hasn’t yet retired. You may end up with more than one buyer persona, but we recommend you limit yourself to three, for now. This is because your buyer personas need to be thorough. You have to know what that buyer makes, what they do for a living, what they do in their free time, how many kids they have, and have a general sense of what they’re looking for when it comes to their new home.

It’s also important to figure out who the decision maker is. Even if you typically work with couples, it’s likely that one of them has a bigger say when it comes to who they want to hire to build their home. Once you’ve figured out who’s most likely to be searching for your business online, you can start to create content that directed towards them.

Creating Content that Works

After determining your target buyer persona, it’s time to actually create the content. Whether your website hosts a blog (which we highly recommend) or you’re just creating content for your social media or Houzz accounts, it’s important that you’re putting out content that has legitimate value for your target buyer. What sorts of questions are they likely to ask, and what information might help them get closer to choosing a home builder? You’re looking to create content that’s thorough and shareable. Thorough content answers people’s questions in a way that’s satisfying, and shareable content ensures that your name gets more and more visibility on the internet.

Remember that you can’t just create quality content whenever you feel like it. We know you’re busy, and content creation is something that’s likely to get pushed to the wayside. But when you’re only posting once every two or three months, it doesn’t give clients a lot of confidence in your communication abilities, and it will hurt you when it comes to search engines. Google likes websites that post regularly, and social media platforms prefer users who keep up their presence at least on a weekly basis. So if you’re going to create content that truly gets the attention of your target buyer, then make sure you’re putting it out on a regular basis.

Post that Content at the Right Time

In addition to ensuring that you create the right content, regularly, it’s a good idea to put some thought into when you post that content. There are definitely times when more people are on social media sites, like at lunch time and in the late afternoon when work hits a lull. But it’s important to determine when your target buyer is online. For this, you might have to do a bit of research, but just knowing your ideal buyer’s daily routine might help as well.

For example, if your target buyer is a high-powered businessman, you might be best served putting out content early in the morning, when he’s reading the news or going over emails, or late in the evening, when he’s finally getting home from work. Oppositely, if your ideal buyer is a stay-at-home mom, you’re probably going to get more engagement in the afternoon after she’s finished a lot of her daily errands, and the kids are still at school.

Put a bit of time into researching when your ideal buyers are online, and make sure you’re posting content when they’re sure to see it. With so many people online and on social media these days, it’s easy to get lost in the sea of everyone posting and sharing content. When you optimize the times that you post through research, you have a better chance of making your content visible, and pulling in some of those ideal buyers with your quality content.

Engage on Houzz and HomeAdvisor

Home service directories like Houzz, HomeAdvisor, and Angie’s List are the ideal place to interact with people who already want to learn from what you have to say. These directories are full of people gathering ideas for their new home or renovation, and it would be a shame to miss out on such an ideal audience. If you don’t already have an account, make one! Then you have an easy secondary platform to share your quality content with people who will genuinely want to read it.

What’s more, it’s easier to get your home building content shared on sites like these, where the users are all looking for information on home building tips and tricks. By increasing your engagement on home service directories, you’re likely to start building relationships with more and more users who fit your target buyer persona.  

Keep up on Social Media

We mentioned that posting regularly was a good way to make sure your content gets read, but keeping up on your social media is just a best practice for any home builder. If you regularly engage on your social media platforms, even if it’s simple things like sharing other relevant content, or posting a few before and after pictures, you’re more likely to get more followers, and keep them. The more followers you have, the wider reach your content will get. That means more people sharing your content, which means more eyes on your content from legitimate potential clients. It’s in  your best interest to keep up your social media engagement, even if you’re just sharing one thing a day, and posting new content once every other week.

By following these content creation best practices, you’ll be able to reach your ideal buyer and begin to draw in more qualified leads. Targeted content is a great way to help you break out of your current market, and start scheduling the jobs you really want. If you have more questions about targeting your ideal buyer or creating quality content, don’t hesitate to get in touch. Evenbound works with a number of home builders and home developers, and we’d be happy to help answer any questions you have about the powers of inbound marketing.

Make your Real Estate Development Stand Out Online

Make your Real Estate Development Stand Out Online

Real estate developments are a bit unique when it comes to digital marketing. The interesting thing about a development’s website is that it doesn’t stay up forever. You get your real estate development set up, you fill lots and sell homes, and once you’re done, so is your website. Compared to most websites out there, a housing development website has a relatively short lifespan, maybe a few years at the most.

As you likely know, you need a website and a solid web presence to sell lots in your development, but because of the short lifespan, you also need to get a website up, get it out there as quickly as possible, and then take it down as soon as you’re done with that particular development. This presents some unique SEO challenges. Since your real estate development website will only exist for so long, here’s how to make the most of your digital marketing efforts by putting out a quality website that attracts the right clients, quickly:

Laying the framework

Before you can get into any serious SEO or technical improvements to your website, you have to actually come up with a website that features quality content. To do that, it’s paramount that you answer the following questions:

What makes your development different?

These days, there are developments popping up on just about every corner. How does yours stand out? Are you offering special, no step floor plans for older residents? Is your development set in a location like no other? We’ve worked with a number of real estate developers, and we’ve always found that the ones with a special niche––sustainable mountain living communities, for example––tend to do better than those that are generic or seem cookie cutter. It’s important to have at least one major selling point that helps you stand out from your competition, whether that’s your quality of building, or the amenities that your housing development offers to residents.

What benefits does your development offer to potential buyers that your competition does not?

It’s easy to get caught up in the awesomeness of your own development. Many real estate development websites fall into the trap of shouting their greatness to the rooftops. While we know you’re great, and we’re certain you’re offering your clients top-of-the-line service and quality, it’s important to focus more on what benefits you’re offering potential buyers, rather than all of the positives of your company. You need to determine what it is exactly that you’re offering to your residents that others are not, and you have to explain how that benefits them.

Maybe that’s a peaceful lifestyle in the mountains, or maybe it’s a sustainable living community where residents work together to curate a community garden or implement backyard farming techniques, but whatever it is, make sure that the benefits to the buyer have more emphasis than your general greatness. Consumers are already wary of the “hard sell”—businesses telling them that they’re the best in the world or the country—so you need to show them exactly why your development is right for them.

Who are the right buyers?

To be able to highlight your benefits effectively, you need to know who your ideal buyers are. That doesn’t just mean knowing what price point they’re willing to pay, or whether they’re male or female. While those are important considerations, it’s more prudent to have a comprehensive idea of exactly who your real estate development is targeted to. Are you looking for younger families who want to move into a long term home? Or is your development more geared towards older, empty nesters who want a housing community that’s a bit quieter, but near a city where they can take in arts and culture at their own leisure?

Once you determine exactly who your ideal, target buyers are, and what they’re looking for in a home or community, you can create content that addresses their specific questions and concerns, and you can begin to put together ad campaigns that are directed towards that unique demographic. This ensures that your marketing techniques are created and implemented with purpose, and towards someone specific. In the long run, this will help earn more qualified leads, and fill up your real estate development faster.

Boosting your online presence

After asking those three positioning questions and determining your answers, you’re ready to put that information into your real estate development’s website. You’ll want to ensure that your website addresses those questions mentioned above: talk about how your development sets itself apart from your competition, and make sure you highlight the benefits that your specific, target buyer is likely to appreciate. And once you’ve got those three questions written into your site content, begin to optimize the site as a whole, and boost your web presence with these four major SEO methods:

High quality imagery

real estate development imagery

You have a beautiful housing development, show it off! You want to give potential buyers the ability to truly picture themselves living within your unique community. High resolution photos that clearly show the development, as well as some of your already completed homes, offer that possibility. What’s more, studies have shown that site viewers are more likely to stay on a webpage longer if it has multiple relevant, high quality images. The longer site viewers remain on a page, the better your search engine rankings, and the more likely those viewers are to contact you regarding that development.

So, invest in a reputable development photographer who can capture the essence of your real estate development, both outdoors and indoors. The more images you have, the better. If you’re not sure where to put some images, create a gallery. Then, site viewers can scroll through to get a better idea of what their life would look like if they chose a home in your development. You’ll keep them on the site longer, and you’ll entice them to come looking for more information.

Keyword rich pages

keywords real estate development

If you know anything about digital marketing, you know that keywords are a big deal. Keywords are the number one way that search engines like Google and Yahoo categorize and rank web pages when a user searches for something. A good way to ensure that your site is ranking for keywords that will boost your site’s visibility is to determine what your clients are searching for. Is it “real estate development in North Carolina”, or is it “new home, Grand Haven MI”? Do a bit of keyword research to see what you need to be ranking for, and where your website is currently falling on search engine results pages for the keywords you find are most relevant to your industry.

Then, implement that extensive keyword research into your website’s pages. While you don’t want to keyword stuff, by putting one word in a web page 20 or more times, you do want to make sure you’re using relevant keywords and their synonyms organically and in a way that sounds normal to your potential buyers. Sprinkle those important keywords into your content naturally. Soon, you’ll begin to see your site pop up higher in search engine results pages in no time.

Regular blog posts

blog real estate development

Another way to boost your online presence is to regularly create blog posts that address the questions and concerns of your potential buyer. For example, if you were selling lots on a development that emphasized a “sustainable community” you might offer some blogs on the benefits of sustainable living, or how to successfully grow a community garden. These are topics that your target buyer is certain to be interested in, and that are also highly shareable. Though their topics may not be directly related to the process of selling homes and lots, these blogs are sure to draw in viewers who are interested in living in the type of development that you’re providing. Once they read one of your blogs, they’re likely to read more. By addressing these target buyer’s interests, questions, and concerns on a regular basis, you’re more likely to draw them in, and get them interested in your real estate development.

What’s more, when you’re blogging regularly about topics relevant to your target buyer, using some of those researched keywords you implemented into the rest of your site’s page content, you’ll begin to see more improvements on search engines. Websites like Google prefer sites who regularly update, refresh, and put out new content, especially content that is keyword rich and useful to their searchers. The more regularly you blog, the more of an online boost you’ll begin to see.

Targeted Facebook and Adwords campaigns

The final, perhaps most effective SEO tool for any real estate development is paid ad campaigns. Like we mentioned before, your site goes up quickly, and it comes down just as soon as you fill your lots. That means it’s important to get the word out about your development as quickly as possible. There’s no more effective way to target your ideal buyer than through Facebook and Adwords campaigns. These advertisers have the most advanced demographic targeting software, and can get you a very high number of qualified leads in a very short amount of time.

Facebook Ads

Facebook Ads

One of the best ways to get your new site out in front of target buyers is through Facebook ads. Facebook has the power to group users according to age, gender, geographic location, personal likes, and even professional position. That makes it a powerful tool on which to market your real estate development. You can create ads that link to your new website or blog full of helpful content, and put them out to only the people who genuinely care about the information. This increases the number of qualified leads you’re getting, ensuring you’re only spending ad money on legitimate potential clients.

Adwords Campaigns

Google Adwords

Adwords works much the same, though it targets based on keywords rather than user demographic. You can create adwords campaigns around the extensive keyword research that you’ve already done. These campaigns ensure that your site shows up at the top of the list when someone searches, “new homes for sale in Spring Lake, MI”. By creating highly targeted ad campaigns, you’re only spending money on web users who are likely to convert to leads. This seriously increases your ROI, and boosts your web visibility in a way that’s cost effective.

Real estate development websites can be tricky to market. They need to be aesthetically pleasing and relevant to target customers, but they need to generate a ton of visibility right off the bat. If you’re having trouble getting eyes on your real estate development’s website, get in touch with the crew at Evenbound. We’ve successfully worked with a number of real estate developers across the country, and we’d be happy to help. For a look at how we generated 41 unit sales for developer Sovereign Oaks in just 12 months, check out the case study below:

New call-to-action