How This Agency Generates Real Estate Leads with SEO

How This Agency Generates Real Estate Leads with SEO

Residential Real Estate

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 Chance Realty, we were able to grow our organic traffic and drive organic leads through these efforts. 

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

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:

New Call-to-action

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. And if you’re not sure where you’re going with your digital marketing plan just yet, check out this Smartass Guide to Inbound Marketing. It’s got the information you need, and it’s not boring:

New call-to-action

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:

New call-to-action

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:

New call-to-action

What’s your Real Estate Development’s Story?

What’s your Real Estate Development’s Story?

When it comes to real estate development, marketing isn’t always an easy task. Rather than selling just one home, you’re selling a whole bunch of homes at once, and that means speaking to a much larger number of people. That’s why it’s so important for real estate developers to tell a story. If you think about it, you’re selling people on a lifestyle, not a piece of land. No homeowner is going to purchase a home in a real estate development because the land is really nice. Instead, they’re looking for a place they can call home, where they’ll hang out with their neighbors and raise their kids. That’s why real estate developers need to find their community’s story, and tell it in a way that rings true with the right people.

So, if you’re working on beefing up your real estate development marketing strategy, here are a few tips to help you pinpoint the story of your development. To help illustrate our tips, we’ll be using real-life examples from one of our own housing development clients‘ website.

What Do Your Residents Do?

What does a day in the life of your ideal resident look like? Do they work full-time, and if so where? If they don’t work, is it because they’re home with the kids, or because they’re retired? When you have a better idea of what your residents’ lifestyle looks like, you’ll be able to market to them more directly. You can tailor your development’s story to fit their unique lifestyle, and when you know what they do for a living, you’ll also have a better idea of where to set the price point.

Our client, Sovereign Oaks, worked to pinpoint their ideal resident, and found that their perfect buyer was the type of person who wanted to live somewhere peaceful, where they could raise a family or take in the beautiful natural surroundings, but who also valued cultural experience. As you can see from their homepage, they made sure to incorporate those values into their development’s story by showing potential buyers that their development was located in the peace of the Blue Ridge Mountains, but just minutes away from downtown Asheville.

Sovereign Oaks_Story

What Do Your Residents Like?

Once you know what your residents do in their daily lives, you’ll want to discover what it is they do in their free time. What do they like, what are their values, and what sort of community do they picture themselves in? If you’re building a retirement community, your residents will want to know about things to do that are very close to the community. They’ll also want to know what sort of support they’ll have access to at home, like a lawn care service, or help with around-the-house repairs. If your community is geared towards younger residents, know that they’ll care less about community services, and more about what they can do in the area, like music and shows going on in town, and possible activities to do with the kids.

Sovereign Oaks recognized that a number of people in their price point wanted to live in a community that valued sustainable living practices. They included things like a community garden and encouraged backyard farming and beekeeping. But since their residents are younger, they also made sure to show that they were up-to-date technologically.

Sovereign Oaks_Community

The above slider, with just a header and a single sentence, convey both of those ideas neatly and easily. Here, Sovereign Oaks is telling potential residents their development’s story. It’s a simple, easy place to live, but that doesn’t mean you can’t have all of your technological luxuries. With state-of-the-art technology they’re able to provide a fiber optic line to each house, ensuring each resident has a superior internet connection.

Choose Three Words to Describe Your Community:

The best way to go about telling your real estate development’s story is to start with a concise idea. One way to make sure your story is consistent, and your marketing content is always on message, is to pick three words that together, describe the culture of your community. For Sovereign Oaks, those three words are something like: tranquil, sustainable, and convenient. From there, and using those three words as core concepts when describing their community, it’s easy to explain to potential residents that when you live at Sovereign Oaks, you’re living in a community that’s peacefully quiet, that values sustainability, and that’s easy to get to-and-from.

Since the Sovereign Oaks story is so clear, it’s easy to qualify or disqualify potential leads, and they’re not often approached by people who won’t be a good fit for their community. In addition to attracting potential buyers who are well suited to purchase their homes, they’re also attracting home buyers who will fit in well with the rest of the residents already living in the community.

Put Your Story on the Web

Once you’ve decided what your real estate development’s story is, it’s time to write it down and put it out on the web. Make sure your message is clear and accompanied by beautiful professional photos of your community. Remember that buyers are most compelled by a community that’s easy to envision themselves in. Show visitors to your site what life looks like at your development, because if they can picture themselves living there, they’re likely to pick up the phone and give you a call.

If you’re interested to know more about how Evenbound drives results for developers, check out the case study below. Or if you’re looking for information on marketing your own housing development, get in touch.

New call-to-action