Why Video Testimonials are Insanely Useful for Home Builders

Why Video Testimonials are Insanely Useful for Home Builders

Why Video Testimonials are Insanely Useful for Home Builders

Today’s home buyer is skeptical. They know there are a number of builders out there looking to make a quick dime, and they won’t even consider talking to anyone before they’ve done a great deal of research. They’re looking for a home builder who understands the type of home they want to build, and one they can trust to get the job done in an honest way. If you’re a home builder in today’s market, you’ll have noticed that it takes a bit longer to get clients on board, and you’re probably looking for ways you can close sales more quickly. One of the absolute best ways to ensure your home building company stands out from the competition is to include video testimonials.

Why Video Testimonials?

Video testimonials offer the highest level of social proof to skeptical home buyers. Not only do they serve as a great way to get positive content up about your building abilities, but they also prove that the quality service you talk about on your website is a genuine benefit of working with you. It’s a way of providing word of mouth referrals in a digital age.

Video testimonials give your company authority and credibility. Any home builder can say that they offer superior communication, and strive to build the dream homes that each of their clients are looking for. By providing video testimonials, you’re proving that your company really is that great by offering a credible third-party review to your potential clients. Video testimonials function just like the online reviews you see on Amazon, but better. If you were purchasing a new blender on Amazon, it’s likely that you’d select a few promising options, and then compare the reviews for each model.

That’s exactly how video testimonials work, but the interesting thing about video testimonials is that they’re irrefutable. Some consumers are still wary of written testimonials because, in reality, anyone could have written them. Video testimonials are much harder to fake, which makes them all that more credible. They’re especially useful for home builders because choosing to build a new home is a major investment. New homeowners are going to want all the proof they can get that your company is legitimate and honest before they even consider calling up your sales department.

How to Get Video Testimonials

It’s actually surprisingly easy to get video testimonials for home builders. If you think about it, you’ve worked closely with a homeowner for months while their home was under construction. You know the homeowners well, and you’ve provided them with the space they’ll call home for decades. Most previous clients will be comfortable talking to you, since they know you well, and as long as they’re satisfied with their home, most of them will be happy to provide a video testimonial.

To get video testimonials from previous clients, all you really need to do is ask. Think of the projects you’re most proud of, and the homes you know your clients love. Then ask if they’d be willing to help your company out by offering a short video testimonial.

It’s a good idea to encourage those giving testimonials to talk about the entire process. You want to leave the testimonial up to the client as much as possible because it should be authentic, but if they ask for a little direction, make it clear that they can talk about the process as a whole. How was it like to work with you through the building process, and of course, how did they feel about the end product? Consumers love a story, and the more information they can get on how your home building company functions throughout the process, the better.

 

Add Progress Photos

Your video testimonials can be relatively informal if you like, but it’s also helpful to consider putting together images of the end product and adding them into the video. This way, potential clients watching your testimonial videos can see and hear from the client but also see visual proof of the work you did for that client. It’s a great way to add another layer of authenticity and showcase the beautiful craftsmanship your company is known for.

 

Feature a Number of Testimonials

Be sure to feature testimonials that are relevant to each target persona. Whether you often work with doctors, wealthy stay-at-home moms, or new couples looking for that first home together, be sure to collect video testimonial from clients who fit into each of your target personas. The more testimonials you have, the better. If you start getting more testimonials than you know what to do with, make a separate page on your website that’s dedicated to testimonials. You can still feature individual videos on other pages, but it’s helpful to have a spot that’s easy to find for those potential clients looking to hear from past clients.

Where Do I Put My Video Testimonials?

Once you have a few video testimonials put together, don’t be afraid to share them anywhere and everywhere. Definitely put them on your website, consider featuring them on your blog, and share them on your social media accounts. Don’t flood every channel of your digital platform with video testimonials all at once, but consider sprinkling those testimonials in anywhere it seems relevant, in a way that’s not aggressive.

For example, you don’t want every single Facebook post you make this month to be a video testimonial, but you might consider posting one new video each week. You won’t want to have 15 testimonials on your homepage, but you could feature one or two in convenient locations, and link to the rest if potential clients want to learn more. It’s also worth considering embedding a video in your regular email newsletter. The testimonial shouldn’t be front and center, and it shouldn’t overshadow whatever helpful content you’re providing in the newsletter, but it’s a good idea to include a testimonial at the end of the email, where people are sure to see it after they’ve gotten through your helpful content.

Use Video Testimonials to Shorten Sales Cycle

If you’re a home builder looking to boost leads and shorten the sales cycle, video testimonials are one great way to do it. They offer credibility and authenticity to your home building company, and they help assuage the worries of skeptical consumers. While video testimonials alone can’t get you more sales, they’re an integral part of a comprehensive, effective digital marketing strategy for any quality home builder. If you’ve got more questions about growing your company’s online presence, or you’d like to professionally implement video testimonials to your website, get in touch.

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Case Study: Real Estate Development Sales Leads

Case Study: Real Estate Development Sales Leads

Avalon Pointe

Real Estate Case Study

Evenbound helps Avalon Pointe gain $9.5mm in sales revenue in just 24 months using our proven digital marketing strategy.

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 studies below:

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Serious Results. Serious Fun.

At Evenbound, we're all about helping our clients grow. We use inbound and outbound marketing strategies to deliver you the qualified traffic and leads you need for serious growth. And we have a lot of fun doing it.

Contact

hello@evenbound.com
616-215-0626

41 Washington Ave. #390
Grand Haven, MI 49417

 

Stay Connected

Sign up for our monthly newsletter.

Serious Results. Serious Fun.

At Evenbound, we're all about helping our clients grow. We use inbound and outbound marketing strategies to deliver you the qualified traffic and leads you need for serious growth. And we have a lot of fun doing it.

Contact

hello@evenbound.com
616-215-0626

41 Washington Ave. #390
Grand Haven, MI 49417

Stay Connected

Sign up for our monthly newsletter.

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.

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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!

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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:

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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:

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