Building a Real Estate Advertising Strategy that Sells Homes

Building a Real Estate Advertising Strategy that Sells Homes

Building a Real Estate Advertising Strategy that Sells Homes

Whether you’re a home builder or a real estate developer, when it comes to selling homes, a tactical real estate advertising strategy is necessary. The Evenbound team is a big proponent of a balanced digital marketing strategy (Inbound + Outbound = Evenbound, after all 😉), and nowhere is it more important than for real estate developers and home builders. 

You already know this, but when it comes to real estate, competition is fierce. The more you can do to: 

  • Get your name out there
  • Get found ahead of the competition
  • Remind potential customers you’re ready and available to build their next home


The better results you’re going to see. 

And inbound marketing is a big part of that — it helps build your reputation and authority in the market, and it’s the best way to draw in qualified leads in a cost-effective way. 

But, if you want to expand your reach, and get in front of the leads you want, now, it’s time to build a real estate advertising strategy that can sell homes. 

What do we mean when we say “Real Estate Advertising Strategy”?

A real estate advertising strategy is a collection of advertising and marketing tactics that work together to get your brand name and message out to the leads you want, and then nurtures those leads until they’re ready to chat with your sales team. 

A real estate advertising strategy is not just a Facebook or Instagram ad campaign. Those will get leads to your website, but they won’t convert leads or sell homes for you. That’s where the rest of the strategy comes in. 

It’s good to know that you don’t have to employ every single tactic I’m going to lay out in this real estate advertising strategy. 

Start small — take a few of the tactics, put them to work for you, and see what happens. When you get comfortable with those, branch out and add in a few more strategies. 

Start with what you have available, and keep building and optimizing based on the data you return. No real estate advertising strategy is going to be perfect at the start. Begin with the tactics you’re comfortable with, and build on your strategy as you go. 

With all of that in mind, let’s start building a real estate advertising strategy that puts your home building or real estate company on the map, pulls in the leads you want, and closes them, too. 

Building a Real Estate Advertising Strategy That Sells Homes

We’re going to work step-by-step through the full process of a real estate advertising strategy, from start to finish. If you’re just here to learn about ad campaigns (which we’d only slightly judge you for) you can jump down to the step you’re most interested in by using this menu. 

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01. What are Your Real Estate Advertising Goals?

The Evenbound team firmly believes in goal-setting. It’s really hard to measure progress if you don’t know what you’re working towards in the first place. The first step of building your real estate advertising strategy is setting your goals for the strategy. 

  • Do you want to build brand awareness?
  • Are you looking to convert more qualified leads?
  • Do you just want more eyeballs on your website?
  • Maybe you’re looking for more remodel clients.
  • Maybe you want more custom home clients.
  • Or maybe you want leads to commit to a lot in your new development. 

Whatever your goals are for your outbound marketing strategy, define them.

We use HubSpot’s SMART goal guidelines to set goals for our real estate clients. 

That might look like: 

  • We want to increase our Facebook following by 100 followers in three months. (This would be relevant if you were just getting started on social media and were looking to build brand awareness on social media.)
  • We want to convert 3% of leads from paid ads into sales in Q2. (This would be relevant and attainable if you were converting about 2-2.5% of leads from paid ads into sales in Q1.)

Your goals should be specific to your real estate company’s current position and based on the data you have.

If this is your first time running ads on Facebook, for example, your goal should be attainable — say getting a certain amount of visitors to your site from that first campaign. If you’ve been running paid search ads for a while, and have a decent understanding of your market and your budget, then you can set a more challenging goal. 

Whatever it is — your goals matter. They outline the aim of your overall advertising strategy and will help you align the rest of your advertising and outbound marketing tactics to what your real estate company is truly looking for, whether that’s a better position in the market, or more qualified leads coming directly to your website. 

02. Where Are Your Leads Going to Go?

Before we even get to setting up social media or paid search ad campaigns, you have to know where you’re going to direct those leads. 

We’ve talked a lot about landing pages for housing developers and home builders, and they’re never more important than they are for real estate advertising tactics.

For example, if you’re planning an ad campaign that highlights your dedication to green building, you should be planning to send those leads to a webpage that talks more about your green building capabilities. 

Maybe it’s a case study of an ENERGY STAR certified home you’ve recently completed, or a before-and-after showcase of a remodel you completed that made a home considerably more efficient. 

Whatever you’re advertising — whether it’s your floorplans, your green building capabilities, your amazing development community, or your unique building process — you need to direct leads and visitors coming from those ads to a landing page that is relevant to your offer. 

That brings me to the next point:

03. Setting Up Content That Converts

This goes right along with where you plan to send your leads. 

It’s unlikely that a lead coming from Facebook or Google is going to make it to your site and call your sales team to build their home.

Sure, it happens, but it’s kind of a unicorn situation. 

Most leads are going to need another soft conversion before they even consider talking to your sales team. 

The best way to make that soft conversion is to offer content that they really, really want. 

(Here’s a guide on how home builders can create content that reaches their ideal buyer if you’re looking for a little help here.)

We call these content offers, and you need to have them set up before you launch the rest of your real estate advertising strategy. 

They do a couple of things for you:  

  1. Give that visitor a reason to stay on your site
  2. Provide an opportunity to convert that visitor into a lead
  3. Nurture that lead for you, warming them up for your sale team
  4. Help visitors self-qualify — see if they’re a good fit for your development or home building team. 

Let’s go back to the example of the green builder. Let’s say you’re running ads about your amazing green homes. A visitor clicks on your ad, and lands on a page that shows them images of some of the beautiful green homes you’ve designed and built. 

A great content offer to pair with that landing page might be, “Green Builder’s Guide to Designing an Energy Efficient Custom Home”. 

If that visitor is interested in an energy-efficient or reduced-footprint custom home, that’s an offer they’re genuinely going to want. Anyone who downloads that content offer is likely to be a highly qualified lead. 

Now, if you’re running more of an awareness campaign on green building, you might need a softer conversion. You’re targeting leads who are considering building a home but haven’t made a decision yet. A softer conversion option might be, “The Green Builder’s 2020 Lookbook”. 

The benefit of either of these offers is that you get a lead out of the deal, who you know is in some way interested in green building. By providing gated content offers, you deliver your leads content that helps them through their buyer’s journey, and in return, you get their email address. 

This is key to later stages of your strategy, where you can implement email marketing to nurture those leads. 

04. Adding in Real Estate Advertising Tactics

Okay, so that was a lot of prework, but trust me, it’ll be worth it. 

Planning and um, strategy, are essential to a real estate advertising strategy that actually delivers results. Yes, you can set up and launch paid ads today, but if you haven’t done the footwork of defining goals, setting up landing pages, and developing the content that will convert your leads, you’re not going to see the lead generation you want. 

And let’s not forget — the kicker about real estate advertising is that you’re paying for it. 

The more planning and strategy you do ahead of your ad campaign, the better results you’re going to see, for less money. 

Let me say it another way: the more planning you put into your outbound marketing strategy, the better your ROI. 

If you plan and prep now, you’re going to see a significantly improved return on investment than if you just launch ads that direct visitors to your home page. 

With planning and goal setting complete, you can move into the outbound marketing tactics everyone thinks of when you say outbound marketing: paid advertising. 

05. Paid Search Advertising For Home Builders and Real Estate Developers

There’s no getting around it, digital ads sell homes.

Paid search advertising is one of the fastest ways to get your home building or real estate development company in front of the leads you want. 

And, it’s ideal for you, because you spend only what you want when you want. 

Paid search and paid social media ad campaigns can be paused or extended, you can add to your budget, limit it, and more. The options are endless, which makes it such a great option. 

When you pair paid search with the rest of a killer real estate advertising strategy (*ahem*, that pre-work you did in steps 1-3) it can deliver serious ROI, exactly when you need it. 

Let’s talk about paid search or PPC first. 

These are the ads you see on search engines like Google and Bing. 

They’re great for real estate companies because you can target just the keywords you know your ideal buyers are searching for.

Kick-off real estate advertising campaigns with keyword research

Developing a paid search advertising campaign starts with a bit of keyword research. 

Keyword research for home builders typically looks like identifying the keywords that are relevant to your services, whether that’s green or energy-efficient building, custom home building, sustainable housing developments, or even senior or retirement condo communities. 

Look for keywords that have a high search volume (a lot of people are searching for them), and a lower bid price. Long-tail keywords that signal buyer intent like, “custom home builder in Kalamazoo, MI”, might have a lower search volume, but they’re also going to drive really qualified leads. 

Remember that you only pay for these ads when someone clicks on them. This makes for great ROI if you’re strategic about your keywords.

Another thing to keep in mind when you’re building out paid search ads for your real estate company is local search results. You can optimize your PPC strategy to draw in local leads to ensure that the leads you get are only qualified leads in your service area. 

06. Social Media Advertising for Home Builders and Real Estate Developers

PPC is a great real estate advertising tactic, and it can deliver a ton of qualified leads when you do it right. But, PPC lacks one thing that social media platforms can deliver in spades: beautiful imagery. 

As a real estate developer or home builder, you know that pictures and photography sell homes. Beautiful quartz countertops, subway tile walk-in showers, stunning vistas, patios, and decks are what sell homes. 

Social media advertising allows you to combine the power of your company’s beautiful visuals, with the keyword and audience targeting that puts you in front of the leads you want. 

Facebook and Instagram are the best places to start. Then, we’ll talk a little bit about Houzz, too. 

Facebook and Instagram

Facebook and Instagram are ideal real estate advertising platforms because they are highly visual. What’s more, both platforms offer a diverse range of advertising options. 

Take a look at all the different types of Facebook Ads to start. 

With everything from local awareness ads to website conversion, traffic, event, and offer claim ads, there’s nothing you can’t do on Facebook Advertising. 

Since Facebook owns Instagram, it extends its powerful targeting abilities and breadth of real estate advertising capabilities to the photo-sharing platform as well. 

This is great for you, the home builder or real estate developer, as these ads allow you to show off your workmanship and communities in their best possible light, directly to the leads you know are qualified for your real estate company. 

Implementing Facebook and Instagram Ad Campaigns

How to get started?

We’ve got a guide: How to Get Your Social Media Ad Campaign Off The Ground. That’s a good place to begin. 

Figure out who your target audience is and what your goals are for your social media ad campaign. Then start building out your campaign. 

This guide: 6 Steps to a Facebook Ad Campaign That Delivers should help you decide what you want to do with your real estate advertising campaign. 

Remember that creative — the images and content you choose — are a key component of your ad campaign. That’s what will stop someone from scrolling, and convince them to click over to your website, so be sure to spend time there. 

And finally, when you’re implementing your social media ad campaigns, don’t forget inbound marketing best practices. Yes, this is real estate advertising, but as we talked about at the very beginning of this blog, minimizing your user’s disruption is essential to producing results. 

Applying inbound marketing tactics to your Facebook ad campaigns can help you convert more of the right leads, boosting your ROI, and ensuring you’re only spending money on ads that help you achieve your goals. 

Is Houzz Pro+ worth it for home builders and developers?

This is a question we get a lot for our home building and real estate development clients. 

Houzz is a powerful marketing tool for real estate companies, but its success as a real estate advertising platform is a little murky. Some home builders and remodelers swear by it, and others don’t see much in the way of results. 

It’s a relatively new platform, so that could be partially to blame. The general consensus, however, is that if you have a decent following on Houzz already, Houzz Pro+ could be useful to you. 

Many mention that if you have a number of testimonials and reviews, these can help to boost the conversion rates and effectiveness of your Houzz advertising campaigns. 

If I had to give you an answer? I’d say build your campaigns on trusted, proven platforms first. 

Once you have a firm handle on real estate advertising through Facebook, Instagram, and paid search, then there’s nothing wrong with testing Houzz advertising out for a bit if you’ve got the money.

Houzz has a huge pool of highly-qualified leads just sitting there, so if their advertising platform is at all effective, it’s likely to produce great results. You’ll just have to try it for yourself. 

07. Leveraging Remarketing Ads

One final component of the ad campaign segment of your real estate advertising strategy should be remarketing. 

If you had to pick just one type of real estate advertising campaign to set up, we would definitely recommend remarketing ads. These are the ads that follow people who have already come to your website. 

For example, let’s say you’ve been looking at a specific pair of shoes. You added them to your cart but didn’t have your credit card, so you figured you’d come back to buy them later. 

When you go to check the weather or head to Facebook, an ad pops up for the exact shoes you were planning to buy. That’s remarketing. 

It’s a remarkable advertising tool that calls visitors back to your website and to the pages and services they’ve already visited. 

Remarketing is well-known for having an exceptional conversion rate that actually increases over time. Since you’re targeting people who already have an interest in your homes or real estate development, you’re working with a pool of people who are very likely to convert. 

There are a number of ways to build out a remarketing campaign, so I’ll let Neil Patel give you the play-by-play. His guide to 4 Remarketing Campaigns You Can’t Afford to NOT be Running is a great step-by-step that will run you through some basic remarketing ads, and how to set them up. 

08. Nurturing Leads with Real Estate Email Marketing

Remember steps 2 and 3? Wow that was a long time ago. 

Steps 2 and 3 talked about creating landing pages and content offers that would keep visitors coming from your ads on your site, and even convert them further down the buyer’s journey. 

Man am I glad we already set those up. 

Now that you have real estate advertising campaigns running, those pages will automatically start working for you — gathering the email addresses of qualified leads who have shown a genuine interest in your real estate development or home building company. 

What do you do with all of those brand new, qualified leads? 

Email marketing of course!

No real estate advertising strategy is complete by just launching an ad campaign. 

You have to have a strategy for those ad campaigns, as well as what to do with the leads your ad campaign generates. 

And email marketing is one of the best ways to connect with those brand new leads. 

Workflows and newsletters help keep those new leads engaged with your real estate company, until they’re ready to make a purchasing decision, or until your marketing team is ready to hand them over to the sales team. 

Newsletters

Newsletters are a great place to put that lead who downloaded the “The Green Builder’s 2020 Lookbook”. They’re not ready to make a purchasing decision yet, but they’ll appreciate the information you offer in your newsletter. 

Email Workflows

Email workflows are perfect for the highly-qualified lead who downloaded the “Green Builder’s Guide to Designing an Energy Efficient Custom Home”.

You know they’re actively interested in designing and probably building a new, green home. Entering that lead into a workflow offering more information that’s helpful to their buyer’s journey, like how to set a budget, what sort of timeline to expect, and more will help move them closer to making a purchasing decision. 

Email marketing for real estate developers is one of the easiest ways to deliver new leads the right message, at the right time, without adding extra work onto your marketing or sales teams. 

09. Boost Close Rate by Streamlining the Marketing to Sales Handoff

Let’s recap your real estate advertising strategy: 

  • You’re pulling in leads with great ads. 
  • Those leads are sticking on your website because you’ve developed great landing pages that solve their pain points, and you’re offering content they’re interested in. 
  • Once you’ve got their email addresses, you’re nurturing those leads with great content from your email workflows and newsletters.

What do you do when they’re ready to go to sales?

Nailing the marketing to sales handoff is so important. 

The more seamless the transition, the faster your sales team will be able to close those leads. That means you sell more homes. 

There are a lot of ways to streamline that handoff. It starts with marketing and sales alignment

Get your marketing and sales teams on the same page, and talk together about how to gently hand leads from marketing to the sales team, and when to do it. 

The more you optimize this process, the better the close rate your sales team will have. 

So many leads tend to fall out of the funnel or flywheel during this handoff. If you can make it seamless, and a pleasant experience for your leads, your sales team will have a much easier job of selling that home. 

10. Optimize, Optimize, Optimize

The more ad campaigns you run, the more data you’ll collect. You’ll start to see which platforms deliver the best leads, whether that’s Facebook, Instagram, search engines, or even Houzz. 

You’ll also start to see which of your landing pages and content offers are the most valuable to your real estate clients. 

Take all of that data and put it to work for you. 

Adjust ad campaigns to improve performance. Write new content offers and tweak landing pages to better funnel those conversions. Optimize your email marketing workflows to keep those leads excited about their potential new home with you. 

In our years of partnering with real estate developers and home builders, we’ve learned that the best real estate advertising strategies are the ones that are monitored and optimized regularly. 

Consumer habits change constantly, as does the internet. You should be adjusting your real estate advertising strategy accordingly. 

Building a Complete Real Estate Advertising Strategy

WHEW. That took a minute, but it was worth it. 

A quality real estate advertising strategy takes goal setting, planning, ad creation, lead nurturing, and a smooth marketing to sales handoff to actually sell homes. 

While ads can get leads to your site, it’s everything else that sells the home. 

Keep that in mind when you’re developing your next ad campaign, and you’re sure to start seeing the results you’re looking for. 

There’s a lot that goes into a full-scale real estate advertising strategy that sells homes. It can be a lot of work, and your team might not have the capacity to handle everything. If you’re looking for a bit of support, the Evenbound team would be happy to help.

We’ve worked with home builders and real estate developers since our company’s founding, and we’re proud to say we’ve delivered some significant results. Let us know if we can answer any questions about your real estate advertising strategy. 

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How This Agency Generates Real Estate Leads with SEO

How This Agency Generates Real Estate Leads with SEO

How This Agency Generates Real Estate Leads with SEO

About the Author

Mack Dudayev is the co-founder of Chance Realty LLC. After perfecting his business growth strategies in his first company, he decided to turn his sights on the real estate world, using all of his digital marketing tricks to grow his agency.

SEO is one of the best sources of real estate lead generation if you compare the ROI of other digital marketing efforts. Whether you want to attract leads locally, create brand awareness, boost trust or even enhance your user’s experience, it is a reliable method and when done right, it offers a long term solution for businesses looking to generate leads. The reason search engine optimization has a positive impact on the buying cycle is that the more information you provide your customers, the more you draw them to you. Customers love researching, and if they can easily find what they are looking for with you as the source, the easier it will be to position yourself as an expert.

And while SEO has plenty of benefits, a lot of real estate businesses are struggling to generate leads. Real estate is one of the biggest markets, but there are still so many drawbacks that are a pain to most realtors and agencies because of challenges that come with marketing yourself in such a saturated field. 

There are different ways of generating leads, both organic and paid. From advertising to SEO, social media, website, video marketing and so on, the possibilities are endless. Very few agencies have it easy with lead generation, and the majority are those which struggle. Chance Realty struggled like many other agencies, but at last, hacked the secret to lead generation through organic search. Here is how we did it: 

7 Effective Ways of Performing SEO for Real Estate Lead Generation

Implementing SEO in real estate or any other business is not a guarantee for success. Just as it may work, it might equally fail. A lot of factors go into making it work, but some businesses are still getting it wrong. If you are still struggling with your SEO for real estate, the following are a few tips to do it right and what helped Chance Realty, a real estate agency in Boca Raton, thrive with their efforts. 

Focus on a Niche

A good rule of thumb for SEO is working with one specific niche. It is easier to focus on one niche rather than spreading yourself thin to many. It gives you the opportunity to direct your energies to one particular audience. The good thing is that this presents you with different options to choose from. Do you want to focus on people of a specific status? Are you more interested in a specific kind of home? Or do you want to deal with a specific location? 

There is no limit to how you can make yourself stand out. Our recommendation is to keep to one neighborhood until you have absolutely dominated it organically. If you are an agent or have agents that speak another language, that is another market in your area that you can go after. This not only helps you stand out as an expert to your customers but also to the search engines. They prefer niche sites over broad ones and it will give you a two-fold advantage by carving out a niche for yourself. 

Know the Importance of Content

A lot of real estate businesses do not understand the importance of good content. You need unique content that carries value for your audience. Search engines will only provide web visitors with content relevant to their searches. And relevance is mostly determined by quality. So, if your content is poor, your SEO will definitely fail. Bad enough, a lot of real estate businesses don’t know the role content plays for SEO, and hence don’t use it at all. A lot of real estate agencies simply create websites that talk about them and their listings. 

The best thing you can do for your SEO is create in-depth content about all of the communities in your area to give those seeking information a view into what they’re shopping for. If your content is of good quality, they will not want to work with anyone else. This also gives you the advantage to show up in the search for those looking to rent or purchase in those communities.

Build Partnerships

It is through partnerships that you get to spread your outreach. Partnerships introduce you to new audiences, both within your local area and outside. Find out about other businesses operating in your area, and see if they can agree to partner with you. This can be something as simple as writing a guest post for another local business to introduce yourself to their visitors, and also earn a backlink to your website, which will help increase your rankings. 

Don’t Forget the Listings

Any real estate expert will tell you black and white that listings are very important. They give your business great exposure to an assortment of audiences. In addition, it offers the convenience you need and gives you the opportunity to approach the most suited prospects for your property. So, don’t take your chances and ignore MLS listings, as they can go a long way to boosting your leads. Especially if your website has good SEO, you have the potential to be discovered in the search of certain address searches. 

Think of Resettlers

While most of your audience and prospects are the locals, chances are that there are other people considering moving to that area. You will also want to keep them in the loop. Tailor content to inform such people about the area and the kind of property you deal with. Make sure the content is inclusive of the kind of information that enlightens and attracts them to what you are offering. Doing some keyword research to see where people are coming from mostly to your city, and create content around it to target those movers. You can see an example of this type of content here

Focus on Enlightening People

When looking for homes most people will go out of their way to find out the kind of a place they are moving into. In addition to finding the perfect home, any home buyer will consider the convenience of that location. If the home is not conveniently located, there may be no purchase. Do the heavy lifting for your prospects and create content geared towards enlightening people about the area. 

Convert Your Traffic

Leads are great, but how do you keep them interested? The answer is Conversion Rate Optimization (CRO). You need to find different ways, if not one, for converting your visitors to leads, otherwise they will exit your page and move to the next one. While you may need them to take action, you need to offer them something valuable. For example, you may choose to offer more info in exchange for an email subscription, or an ability to search listings for their contact info. Just make sure that whatever you are offering is not unrealistic or else your leads will shy away. If your content offers great value to your visitors, they will be inclined toward taking the next action. 

Start Now

In the end, a good SEO campaign is about consistent and sustainable work. Make sure to build links and create high-value content, positioning yourself as an expert in your area, and the leads will follow. At Sovereign Oaks, we were able to grow our organic traffic and drive organic leads through these efforts. 

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Web Design Best Practices for Home Builders

Web Design Best Practices for Home Builders

Web Design Best Practices for Home Builders

There are some general best practices for modern web design, which you may already be aware of. But there are also some web design best practices for home builders to implement in their website design to ensure that their sites are reaching their ideal clients and converting them to leads. 

Images of Your Homes—Front and Center

Beautiful homes are going to be what’s compelling to your prospective clients, so put high quality, professional photography of some of your best homes right in front of their noses. 

Images of gorgeous homes are going to be attractive to your website visitors, since what they want to see, and ultimately, what they want to purchase, are gorgeous homes. 

Good photos of the homes you build should be the center of your design, and your content should support that, rather than the other way around. Plus, images are easy to share on social media platforms, which is the new word-of-mouth.

Social Media Integration

Ensuring that your site integrates social media can increase the buzz about your homes and can make your site more user-friendly. People are going to want to share images of your homes via social media.

Make sure that you not only have those attractive, high-quality images, but also social sharing buttons. Instagram, Pinterest, Facebook, and Houzz are all possible mediums that visitors might use to share your photos.

Additionally, if your company is on any of these social media platforms (and it should be, especially Houzz!) they should be integrated into your site so users can easily navigate to your company’s profile on any of those platforms so they can engage with you there.

Mobile-Responsive Design

Any site in 2019 needs to be mobile-responsive. More than 60 percent of all web searches are done on mobile devices, which means that there’s a big chance that your website visitors are looking at your site on a smartphone, tablet, or other small screen. 

If your site is difficult to navigate for mobile users, you’ll miss out on a lot of valuable mobile traffic. Google penalizes sites that aren’t mobile-friendly, and mobile-friendly sites are easier for users to share, getting your name in front of more potential future clients.

Quick Loading Time

Since people are going to be visiting your site on mobile devices, on the go, a quick load time is essential. While your visitors are going to want to see gorgeous images of your homes, they don’t want to wait for tons of pictures to load.

If it takes more than 3 seconds (just 3 seconds!) for your site to load, more than 50 percent of visitors will navigate away from your site to somewhere else. Click To TweetKeep them on your site and off your competitors’ with a design that facilitates quick loading. 

Explain Who You Are and Why You’re Different From the Competition

If there’s something you can do to ensure that your site isn’t just generating leads, but quality leads, it’s to explain who you are, what you do, and why your company is different from the other home builders in your area. 

Your niche and market need to be clearly outlined on your website. If they’re not, you’re going to miss out on calls from your ideal clients—and get a bunch of calls from people who aren’t good fits for the homes you build, such as people outside of your location or looking for a home that’s not in your price range. 

If you’re a luxury home builder in the Grand Rapids area, make sure you specify that clearly on your site in a place that’s impossible for site visitors to miss. 

Calls to Action

Calls to Action (CTAs) are crucial design elements for home builder sites. Why? Because you want visitors to your site to take action… by getting in touch with you. CTAs make it easier for people to do just that. 

CTAs are usually bright-colored buttons that invite website visitors to click on them. They usually have text that asks a user to do something specific, like “Request a Quote” or “Schedule a Consultation.”

Landing Pages

Landing pages are pages where a visitor “lands” after clicking on a CTA or a digital ad. It restricts their navigation options and allows the visitor to complete a form with their contact information in exchange for information that you provide them.

That information needs to be something of value to your visitor, to make giving you their contact info worthwhile. Things like ebooks and guides offering information about “How to Design Your Dream Home” or “Everything You Need to Know About Home Design,” motivate visitors to convert by completing the landing page form.

Landing pages are a critical design feature for home builder websites because they can help you:

  • Convert qualified visitors to leads
  • Direct visitors to information relevant to them
  • Build your authority and credibility by providing valuable information to visitors
  • Track where visitors are coming to your site from
  • Capture analytics that you can use to determine marketing ROI and optimize your digital marketing efforts

Check out this blog for more information about optimizing landing pages.

Outline Your Homebuilding Process

Also, explain your process. Prospective home buyers are going to want to know how you build homes, how long it takes, and what else they should expect before they will put down any money on their new home. 

Outlining your process right on your website is transparency that your clients will value, and it can head off a lot of the initial questions you frequently receive from interested parties. Click To Tweet

Don’t Over-Focus on Content

Content definitely matters, on any site, and we’ll always say that, but content shouldn’t be the centerpiece of your home builder site. Images and calls to action are going to be center-stage on your site, so don’t write 2,000 word essays for each and every page.

Using good SEO practices and keyword optimization are essential, of course. But long blocks of text are going to turn away site visitors who don’t need to read in so many words that you build homes—they need to see what your homes look like, and know how to request a site plan or pricing. 

As a home builder, your website is your digital portfolio—it’s what potential clients look at to see if your houses are what they’re looking for. If you don’t have a stunning website that’s image forward, let’s chat. We can build you a site that’s not only beautiful but also functional. 

And if you’d like to know more about our experience with home builders and real estate developers, be sure to check out the case study below:

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How Digital Ads Sell Homes

How Digital Ads Sell Homes

How Digital Ads Sell Homes

At this point, it shouldn’t come as much of a surprise to you home builders out there that digital marketing is the best way to get new clients and sell homes. That’s old news. You’ve likely heard all about how you need to have a high-quality, mobile responsive website that features high resolution photos; how you need a blog that offers quality content; how you need to get in on conversations on Houzz and Facebook and other social media platforms, etc. And that’s all still very true — if you want to get consumers’ attention, and if you want to get Google’s attention, you need to complete all of those key SEO activities. But if you’re a results driven person — that might not be enough for you.

It’s also no secret that the homebuilding industry is exceptionally competitive. Even if you’re implementing all of those great, whitehat SEO techniques, it’s possible that you’re still in tough competition with a number of builders in your area, and some big national names who have overarching clout online. With all of the noise, how’s a local builder to get ahead?

One of the answers is digital advertising.

It’s an attractive answer for a few reasons, but if you just made a face and thought “ew, I’m not paying for online advertising” just stick with me for a second.

Digital ads sell homes. There’s no getting around it. (We wrote a whole guide to digital advertising and outbound marketing, it’s that serious.) If you’re hoping to cut through the noise and put your home building company above the competition, you’re going to want to give digital ads serious consideration. Here’s why:

Benefits of Digital Advertising for Home Builders:

 

Easy to Use, Easy to Turn on And Off

When it comes to digital ads, whether you advertise on Google, Facebook, or even Bing, you have total control. This means if you’re trying to fill a development or a spec home, you can put the ad up for only exactly as long as it takes to sell. As soon as the homes are gone, you can take down the ads. That’s a lot easier than making a total website for your development, and then having to adapt or take it down after the development is full.

That control also means that if you need to save a little money, you can stop your ads from going out. If you know your ads don’t perform well on the week days, stop them Monday through Friday, and turn them on for the weekends. With digital advertising, you have total control.

 

Spend Only What you Want

In the same vein, you only spend what you want with digital advertising. You can create budget limits on each and every ad you create, no matter which platform you’re choosing. Daily limits are great if you only want to spend so much per day, or you can set overall campaign limits, and just let an ad run until it’s used up all of its spend.

The key benefit of digital advertising spend is that you’re only paying for the people who click on your ad. So, unlike traditional print ads, you’re not paying just for exposure. You’re paying for people who make the conscious decision to click on your ad, and are taken to your website, where you can gather their contact info.

 

Precise Targeting

Beyond the fact that you’re only paying for people who click on your ad, targeting options on digital ads are exceptionally specific. You can choose who gets to see your ad, based on age, demographics, interests, likes, even crazy things like job title and occupation. This means you can set your digital ads to go out to the people you know will be interested in, and can afford your homes.

This increases the success rate of your ad campaign, and decreases the money you have to spend to get qualified leads. Best of all, your digital ad campaigns put you ahead of your competition. Your houses, and your ad will show up above all the other homebuilders who aren’t advertising, meaning you get the first look from your target buyers.

How to Create Digital Ads that Sell Homes

At this point, it should be pretty clear why digital ads sell homes. They’re a cheap, effective, and precise method of advertising that sets you above your competition, and can target your key buyers. So now, how do you create effective digital ad campaigns that actually get the clicks?

 

Platform

The first choice to make is where to advertise. You can create digital ads for nearly any digital platform these days, but some will always be more effective than others. At this point, Google and Facebook seem to be the best bets for home builders.

 

Facebook Paid Ads

Facebook has one of the most intuitive targeting options available. You can so specifically choose the target audience for your ad that anyone who clicks on it is guaranteed to fit your target buyer’s profile. This seriously bumps up the effectiveness of your ad campaign.

What’s more, Facebook is highly visual, giving you the chance to show off your beautiful homes in an ad experience that seems relatively organic to the users. Most Facebook users are already looking for photos and visually appealing content. If your ad has great photos of your homes, you’re likely to see a lot of engagement, and photo ads do tend to perform best on Facebook.

 

Google Paid Ads (PPC)

Google is obviously the most well known platform for digital ads. It’s a great place to find those end-of-cycle buyers, who already know they want a new home, they know what they want it to look like, and they just need someone to build it for them.

Google is also a great tool in your toolbox because of the advanced metrics it provides. You’ll be able to tell which of your ads are doing well, and which aren’t, and most importantly, Google can help you discover why. As a result, you’re able to tweak and optimize each of your ad campaigns to ensure you’re spending the least amount possible for the greatest number of qualified leads.

Target to End-Of-Cycle Buyers

The best way to boost your ROI with digital ads is to write and deploy ad campaigns that target end-of-cycle buyers. These are the people who have already made the decision to buy a home. They’ve done research, they’ve decided how much they’d like to spend, now they just need to choose a builder.

Building ad campaigns that target these buyers is easy, if you know your target buyer well. Generally, end-of-cycle buyers are going to search for home builders in their area, and they’ll be looking for reviews of each candidate so they can make an educated guess about which builder is the best fit for their dream home. Bid on more specific keywords like “best custom home builder in Grand Haven, MI” or “craftsman-style homebuilder near me.” These are searches that will only be done by someone who’s legitimately looking to build a home in your area.

Use Demographics to Target your Ideal Buyer

We mentioned earlier the exceptionally advanced targeting options that both Google and Facebook offer. Use these as fully as you possibly can for effective, high ROI digital ad campaigns. You should know who your ideal buyer is first:

Do you build smaller, lower cost first homes for young couples just starting out?

Do you build custom dream homes for doctors and surgeons on the lake?

Do you build something in between, or something totally different?

Imagine the person you most often sell homes to. Are they young? Old? Female? Male? Employed at the local hospital or nearby manufacturing plant? Answers to each of these questions are demographics you can target when building your ad campaigns. The more specific your ads, the more qualified leads you’re likely to get. Remember though, if you exclude too many people from your ad campaigns, you might shrink the amount of engagement you see from that particular campaign.

Make Sure Your Ads Lead to a Landing Page

The final component of a successful ad campaign that gets you the qualified leads you’re looking for is a quality landing page. We won’t go into the nitty gritty details here, but what’s most important is that each of your ads send leads to a landing page. If you don’t have a landing page for your digital ads, you’re basically wasting money, because it’s your landing pages that will capture email addresses and other necessary contact info.

You use information from your landing pages to reach out and close deals, and without it, your ad will do little more than raise awareness for your brand — which is great, but not really the goal of a digital ad campaign that’s supposed to convert leads. Not every ad you create needs its own unique landing page, but each ad should connect to a landing page that’s relevant to whatever you’re advertising. Again, for more info check out this blog.

Digital ads sell homes. There’s really no question there. If you create intuitive digital ad campaigns that are well targeted to people who want the homes you’re offering, you can reach a wide range of qualified potential leads, using very minimal funds.

That said, digital ad campaigns can be easier said than done, so if you’re worried about building a successful campaign, or you’d like a bit more help getting started, don’t hesitate to get in touch with the team at Evenbound. We’re digital ad experts, and we’re happy to offer a few getting-started tips, or even help handle your ad campaigns for you — just let us know what you need. 

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How Pinterest Can Work like Houzz for Home Builders

How Pinterest Can Work like Houzz for Home Builders

How Pinterest Can Work like Houzz for Home Builders

If you’ve read any of our previous blogs for homebuilders, you’ll know that we’re very pro-Houzz. It’s an excellent marketing tool for any homebuilder, because it’s full of qualified leads just waiting for your advice. What we haven’t talked all that much about is Pinterest. Very similar in layout to Houzz, Pinterest attracts many of the same users and followers as Houzz, making it another ideal social media platform for home builders to take advantage of. If your home building company is already engaging regularly on Houzz, it’s a good idea to take some of that great content you’re putting out, and post it to Pinterest as well.

Why Should Homebuilders Market on Pinterest?

Because Pinterest is a captive audience made up of your target buyers. The majority of Pinterest users are women, 77 percent of those users are between 18-54 years old, and 87 percent of women on Pinterest trust it as a reliable source for information. Women between the ages of 18-54 are a homebuilders target market. Most often, it’s the women of the household who are making the final decisions when it comes to building a home or hiring a contractor for a renovation. That’s what make Pinterest such a rich source of potential leads for home builders.

How Homebuilders Can Market on Pinterest

Now that it’s clear why you’d want to use Pinterest—your target buyer lives there—let’s figure out how to use Pinterest. It’s certainly a tricky one, since there’s no real linear timeline or news feed like you’d find on other social media platforms. Instead, Pinterest functions on boards and pins. You can create boards, and pin different articles, images, and blog posts to those boards. You can post to other people’s boards if they’re public, and you can invite people to pin things to your board as well. For you, the homebuilder, it’s best to start small.

Create a Board that Showcases Your Work

Whether you’ve got some stunning before and after photos, or you’ve got some killer images of a staged home you just completed, that’s all great content to put on a Pinterest board. Make sure you follow standard best practices for optimizing your Pinterest pins:

  • Link to your website
  • Include high quality images
  • Provide detailed descriptions
  • Don’t forget NAP
    • Name of your business
    • Address and city name
    • Phone number or a way to contact you

Create a Board That Draws People In

Now that you’ve got your work up there, it’s time to start drawing people in. Create a board that answers a common question that’s relevant to the housing industry, and that you know people will be searching. For example, let’s say there’s a holiday coming up. A board that puts together cool DIY projects to decorate your home for the holidays is going to draw in a ton of people, and get eyes on your company’s Pinterest.

Say you wrote a blog about 10 Classy Holiday Place Settings: pin that to your holiday DIY board, and make sure it links back to your website. This will help grow your company’s awareness, increasing the chances that you get quality leads. In addition, the more people you get coming to this holiday DIY board, the more people you’re going to have checking out your original board—the one with all the awesome photos of your past work. More eyes on that board mean more calls to your sales team about how someone can get a home that looks like the one they saw on Pinterest.

Create an Engaging Board

Finally, while you’re getting your Pinterest account up and running, create a board that engages people. As a home builder, you can set yourself up as an authority, and as a place of inspiration for those considering building a home in the near future. By creating a board that invites people to contribute, you’ll boost the number of pins your board gets, and boost your visibility on Pinterest.

For example, create a board that asks followers to pin a photo of their favorite room in the home. This invites people to get involved in the conversation, and the more people who pin to your board, the more people who are likely to see it. This boosts your authority as a place for information and inspiration, while simultaneously growing your company’s brand awareness, and reminding people that you’re an engaging, interested builder they might turn to when they decide to build their own home.

Pinterest can certainly be a bit daunting at first. It’s a bit of information overload, and it can be hard to tell what’s what when you first start. But, if you stick with it and continue to post rich, relevant content that those Pinterest users want to read, you’ll grow your following and boost your number of incoming leads in no time at all. For more information on boosting your social media marketing strategy, get in touch with the team at Evenbound. We’re here to help home builders boost their lead generation potential, and break into better markets. See how we helped one construction pro increase their average web traffic and streamline sales in the free case study below:

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How Landing Pages Increase Conversions for Housing Developers

How Landing Pages Increase Conversions for Housing Developers

How Landing Pages Increase Conversions for Housing Developers

If you’ve been working on the website for your housing development, and just don’t seem to be filling homes or lots at a rate that seems right, landing pages can help. They’re an ideal way to get hold of the contact information of qualified leads, and when done right, they can move a site viewer who was just looking, to a site viewer who’s legitimately interested in your development. So, how do landing pages increase conversion for housing developers, and how can you make sure your landing pages are working for you? Let’s start with a refresher course on landing pages.

Landing Page Refresher

A landing page is a page other than your homepage, where site visitors first land when they click to your site from another website (typically this is a search engine like Google, but it can also be social media sites, or a website where you’re promoting an ad). It’s also possible to have landing pages that site visitors can get to from your own site. We have a contact landing page that people can click to at any point if they’re interested in seeing how we can help them. Landing pages work to softly direct your site visitors into giving your their contact information, usually in exchange for an offer, like a guide on becoming an awesome homebuyer, or pictures of your housing development.

How a Good Landing Page Generates Leads

Now, there’s all sorts of landing pages out there, but not all of them are good. A quality landing page does the following things:

  • Provides relevant information: It tells people who you are, and what you’re about in a way that’s relevant to the link they clicked to get there. If you have a paid ad that says “spacious 2 bedroom apartments with vaulted ceilings and hardwood floors” don’t send people to a landing page about the development’s adjacent golf course and restaurant. That will confuse and frustrate. A good landing page provides content the viewer expects to get after clicking on a certain link.
  • Offers content or access potential clients want: The best way to capture contact info off a landing page is to make them an offer they can’t refuse (sorry, couldn’t help it!). But really, people are far more likely to give up their email address if they’re going to get awesome pictures, drone footage, or floorplans of your development in return.
  • Gets you contact info of qualified leads: Probably the best part of a great landing page is its ability to get you qualified leads. If your page is relevant, provides the right information, and adds value for the site viewer, it should get you contact info that you can use to further pull those potential leads down the sales funnel.

How to Make a Landing Page that Converts?

Now that you know what a great housing development landing page does, it’s time to make one of your own. We’ve got a ton of resources on creating killer landing pages, but for a crash course, make sure your housing development landing page follows these 6 key guidelines:

 

No nav

Take away the navigation menu on your landing page. This works to “squeeze” people through, and softly push them to convert. When there’s no menu, there’s less distraction, which means site visitors are unlikely to navigate away unless the offer really isn’t something they’re looking for. Then, you’re only really losing traffic that wasn’t qualified in the first place.

 

Short content

Keep your content short and sweet. Try to limit yourself to just a few sentences that tell site viewers who you are, and what you can do for them. You know that your development is awesome, but don’t just tell people that, show them why it’s awesome, and why they’d be lucky to live there.

 

Clear offer

Viewers shouldn’t have to wonder about what they’re going to get when they click the “submit” button. Make it obvious what they’ll get when they fill out your form, whether it’s pictures, blueprints, or information about your development.

 

Quality button

Studies have shown that people actually do care what the button that says “click” looks like. First of all, “click” and “submit” might not be the best choices. Choose something that’s more relevant to your offer, like “Sign up now” or “get access to photos.” This will remind viewers what they’re getting, and provide incentive for following through and clicking the button.

 

Reasonable form

Don’t make your forms too long. The longer a form is, the less likely you are to get conversions. Only ask for what you actually need, like name, email, and maybe zip code. Sometimes it makes sense to have a longer form for landing pages that target people who are almost ready to close, and want a price estimate, but other than that, keep your forms short and sweet.

 

Clean design

Finally, remember that today’s consumer is highly visual and has a short attention span. Your landing page should be eye-catching, easy to read, and feature high-quality photos. You’ve got a beautiful development, right? Use photos of it to your advantage on your landing page.

In the end, any quality landing page is almost guaranteed to increase conversions for housing developers, so long as they have traffic coming to the site. They’re a great way to capture information about potential clients, while also providing an incentive for people to come back and consider your development.

If you’re still struggling to perfect your landing pages, know that Evenbound can help. We’ve worked with a number of housing developers, and have cracked the code to creating marketing strategies that fill developments and sell homes. To see just what we’ve done to deliver results for our housing development clients, check out the case study below:

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