Real Estate Developers: Boosting your Facebook Following

Real Estate Developers: Boosting your Facebook Following

With shows like Property Brothers, Fixer Upper, Love it or List it, and pretty much anything on HGTV, it’s obvious that today’s consumer is very interested in homebuilding. Even when it’s not their own home, people love to look to at before and after photos, and imagine their own home looking that spectacular. The innate human interest in home building gives real estate developers like you a real leg up when you’re working on marketing your development. Even luckier is our society’s current fascination with social media, which makes marketing your development a breeze, if you just know how to engage that key buyer who loves home building projects, and is interested in buying in your area.

If you’ve been doing any digital marketing at all, you know that Facebook is a remarkably successful outlet for marketing your real estate development. The question is though, how do you build on the existing following you have? Well, it’s a lot easier than you might think. You’re selling something that a lot of Facebook users already want. Here are a few ways you can tailor your content for super engaging Facebook posts that are sure to boost your following:

Post photos

There’s nothing people love more than looking at before and after photos. From infomercials on the newest ab machine to finished houses, it’s one of the easiest ways to get people engaged in any product. If you’ve finished a development, or are completing the interior design of your model homes, have a professional photographer come over, and post those new home photos in an album. By labeling the album, your followers will be able to figure out which development the home is in, and where it’s located, which gives them a better chance of picturing themselves in the home itself. What’s more, good before and after progress photos typically generate a lot of engagement. If you have a really outstanding album, it’s likely to be shared by some of your followers, which ensures it gets more new eyes, expanding your Facebook following.

Share community news

As a real estate developer, you’re selling more than just houses. You’re selling a community. So whether you’re marketing a sustainable living community, or a housing development that’s set up for retirees, be sure to share community news that will get your target buyers excited about the community. Whether you’ve got a block party going on for Labor Day weekend, or you’re opening the community greenhouse, the more you can share with people about the goings on of your housing development, the better they’ll be able to see themselves fitting in that fun, happening community.

Video Tours

If you thought photos got a lot of engagement from your followers, wait until you post a quality video tour. People are inherently curious, and everyone wants to know what the house down the street looks like on the inside. Video tours are a cool, updated way to show off your handiwork, and they get people interested in both the projects you’ve completed, and the floorplan you’re showcasing. In addition to drawing in quality leads, video tours are highly shareable, and when yours start circulating Facebook, they’re sure to start drawing in more followers.

Ask questions

The best way to boost your following is to get people involved with your company’s Facebook page. If you’re putting out quality content that they like to look at, that’s awesome, but your page will do even better if your followers are engaged. Ask your followers questions! You’d be surprised at how controversial home design can be. Consider throwing out a photo with a uniquely designed aspect of one of your recent projects, and ask your followers what they think. You might just spark a lively online discussion. Open vs. closed floorplan? Master bedroom on the first or second level? These sorts of questions are sure to get people involved, and the more people who get involved, the bigger your following will get.

Contests

Facebook contests are very low risk, and they do a lot to boost your Facebook following. For example, say you want to do a giveaway for the holidays. Post a photo of the prize you’re offering to the winner, whether it’s a Kitchen-Aid, a mini-fridge, or just a set of pots and pans. Then, tell people what they have to do to enter in your contest: like your page, share the giveaway post, tag one or two friends, or even post their favorite holiday cookie recipe! Then, you can choose a winner at random.

When the contest is over, someone goes home happy with the prize, and you end up with all of those additional followers and shares. Over the course of the contest, you’ll have gotten a ton more likes, more followers to show your amazing content to, and a lot of shares that connect your housing development to a new crop of potential buyers. Not only have you boosted your Facebook following, you’ve increased your chances for more qualified leads.

Share company birthdays and important events

These days, consumers want to work with businesses they trust and feel invested in. If you regularly post employee birthdays, anniversaries of your company’s founding day, or breaking ground days for new projects, you’re reminding your followers that your company is made up of a bunch of people just like them. When your business is personal, people feel like they know you better and can trust you, which makes them more likely to work with you. The more people who want to work with you, the bigger your Facebook following.

Get active!

The more active you are on Facebook, the more followers you’re going to get. Be sure to comment and reply back to followers who ask questions or comment on your posts. What’s more, try to actively repost and share interesting content from other accounts that are relevant to your current followers. By sharing content you didn’t write, you expand your Facebook base to the followers of whoever you reposted. The more active your account, the more legitimate you look to ranking bots, which means your Facebook page will pop up higher in search engine results pages. So like and share when you can, and you’ll be sure to see that Facebook following expand.

Facebook is one of the most powerful digital marketing tools out there for real estate developers. If you’re active on your page, and combine those organic marketing efforts with a solid Facebook Ad Campaign, you’ll grow your following and see the high number of qualified leads you want. But if you’re still not sure how to optimize your real estate development’s digital marketing strategy, don’t hesitate to give HA Digital Marketing a shout. We’ve cracked the code to real estate development marketing, and can deliver the qualified leads and high conversion rates you need to fill your developments in no time at all.

To see just how the HA Digital Marketing strategy delivers real results and fills housing developments, check out the case study below:
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Make your Real Estate Development Stand Out Online

Make your Real Estate Development Stand Out Online

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

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

Laying the framework

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

What makes your development different?

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

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

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

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

Who are the right buyers?

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

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

Boosting your online presence

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

High quality imagery

real estate development imagery

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

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

Keyword rich pages

keywords real estate development

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

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

Regular blog posts

blog real estate development

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

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

Targeted Facebook and Adwords campaigns

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

Facebook Ads

Facebook Ads

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

Adwords Campaigns

Google Adwords

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

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

real estate lead generation case study

Marketing with Drones for Real Estate Developers

Marketing with Drones for Real Estate Developers

When it comes to real estate development, it’s all about being on the cutting edge. You’ve put a lot of effort into the design and planning of your community, so when it comes time to pitch it to investors, or present it to potential home buyers, you really need to make a mark. In the past, one of the only ways to get aerial coverage of an entire development was to hire an airplane or helicopter, and then a photographer to take the pictures. With the development of new, high-tech drones, there might just be a more affordable way to get an attractive video showcase of your beautiful new development. So just how do you go about getting a drone, and why would you do it?

Cost effective

First and foremost, drones are considerably more cost effective than hiring a plane or helicopter. If you’re buying your own drone, most models start at just a few hundred dollars, and that’s a few hundred dollars you get to keep. When you rent a plane or helicopter, you pay for the service, but then the machine is gone after just a few hours. When you purchase a drone, you can have it for years, and you can use it for more than just one property or development.

What’s more, drones are fairly easy to operate. They just take a basic understanding of technology and a steady hand. Today’s drones are designed with imagery in mind, which means they already come with high quality cameras attached, so you can get professional grade video on your own time, without having to hire a professional.

Even if you’re wary of buying a drone outright and flying it yourself, it’s still much cheaper to hire a licensed drone pilot than it is to hire a helicopter, and oftentimes the images will come out much better, as drones can fit into places helicopters and planes cannot.

Competitive Edge

Drones are still a fairly new technology, which means that not all real estate developers are using them yet. They’re a really novel, beautiful way to capture your properties in a way that’s sure to wow potential buyers. When it comes to real estate development, it’s all about edging in front of the competition, and quality drone footage of your properties is a sure-fire way to do that.

Gives home buyers a feel for their potential home

Drones are special in their ability to tuck into small spaces, and to take videos and still images simultaneously. When you opt for drone footage of your development, you’ll not only be able to give potential buyers a comprehensive aerial view of the entire development, but you can easily show stills of each particular lot, zoom into tight spaces, and accurately show off areas that might have been distorted by a standard front-view camera. For example, say you have a spacious lot, but it’s covered from the top by large tree canopies, making it look cramped. With a drone, you can easily fly to just below those tree canopies to get an aerial view of the backyard that shows off what the space actually looks like.

It’s good to remember that home buying is an emotional experience. People want to be able to see themselves in a space, and to envision their lives in that place. Drone footage gives you the opportunity to tell a story. You can easily create a video that starts at the beginning of a development, extends all the way through the neighborhood, and then zooms into the lots you really want to show off. This gives potential buyers a real feel for the area that you have total control over. Drone footage is a great way to capture both the area and the feel of the community that you’re building.

Highly shareable

Finally, drone footage is highly shareable. The internet is full of beautiful videos that showcase gorgeous parts of the country. Your home development could be one of them. People love videos, and they especially love videos that offer something different. Drone footage is still a new concept that offers a certain wow factor. By posting drone footage of your development to social media accounts like Facebook, it’s likely that your followers will catch on and share it. This increases your online presence and reach, and gets more eyes onto your development, without you having to pay a single extra penny.

A few considerations:

Licensing

Because drones are so new, there are a few stipulations that come with them. Obviously, the government can’t let just anyone fly a drone anywhere, so it’s important to be aware of any no-fly zones in your area, say airports or government buildings, and it’s important to adhere to federal regulations.

First, you’ll have to make sure to register your drone, and anyone who flies it will have to have a proper license. This isn’t difficult to come by, operators simply have to take one lesson, and must be older than 13. Additionally, you need to keep the drone under 400 feet––more than enough space to capture your development perfectly.

Etiquette

Once your drone is licensed and you know who is going to fly it, it’s a good idea to make sure you’re following proper drone etiquette. Typically this means to avoid flying over large groups of people, staying away from private property, and legally, only flying during the day. Since you’re likely sticking to your own housing development, you shouldn’t have too many privacy concerns, but if you’ve got any homeowners already in your development, it’s common courtesy to ask them if it’s okay before you launch the drone. So long as you’re thoughtful of others, you should be able to get the quality footage you’re looking for with no hassle.

Once you’ve got your drone up and running, you’ll have gorgeous footage of your real estate development that you can share and market as you please. Drone footage is one of the most high-tech, aesthetically pleasing ways to show off your development, and it’s relatively cost effective.

If you’ve gotten your drone footage, but aren’t quite sure what to do with it, or how to market it, get in touch. We’re a digital marketing company with much real estate development experience, and we’d love to help you find the best way to promote your quality content.

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6 Benefits of Keyword Research for Home Builders

6 Benefits of Keyword Research for Home Builders

If you’ve started developing any kind of digital marketing strategy, keyword research probably isn’t a new term for you. The term is pretty self-explanatory—it’s conducting research to see what keywords will be most effective for your company to increase search engine rankings and conversions. But how many of us actually do the keyword research? As a home building professional, you already have a busy schedule, and wading through lists of keywords probably sounds like the last thing you want to do. Though keyword research can be a bit of a hassle upfront, the payoff from just a few hours of research can be massive.

When you know what your target audience is looking for, it’s very easy to serve that up to them on a silver platter of engaging content. You simply have to write content and develop ad campaigns that center around those keywords. The key though, is doing the research. A lot of us are guilty of just assuming that what we think consumers are looking for is what they’re actually searching. But as a home builder, there are likely a lot of industry specific terms that you use every day that the typical consumer doesn’t know, and isn’t going to search for.

That’s what makes research so important. A little bit of research can show you a wealth of terms that are easy to rank for, and that will get more eyes on your site. But if you’re still not convinced about the benefits of keyword research, here are six specific reasons why keyword research can immensely improve your home building marketing strategy:

Attract an audience that cares

One of the biggest benefits of keyword research is your ability to target an audience that genuinely cares about what you have to say. When you research keywords, you’re looking for words and phrases that consumers are searching regularly, which means when your website pops up for one of those searches, that consumer is already interested in what you have to say. There’s no convincing, and it’s much easier to get them to stay on your page, because you’re providing information about exactly what they were looking for in the first place.

This is one reason why blogging around those keywords you researched is a great thing to do—it gives that target audience content they care about and want to engage with, which keeps them coming back for more.

Increased conversion rates

Keyword research does a lot more than get people to your website. It makes sure the right people are coming to your site. And when you have the right people coming to your site, who legitimately need your home building services, that means more conversions. More conversions mean more money and a bump in ROI. The more strategically you implement keyword research into your website and marketing content, the more qualified traffic you’re going to get.

Consumer behavior insight

The obvious benefits of keyword research have to do with your ability to draw in qualified leads. But what is perhaps a more subtle benefit of keyword research is that it gives you insight into consumer behaviors and trends. When you’re working to see what your target audience is searching for, it’s easier to see what types of content they like, what they’re likely to click on, what’s important to them, and what sorts of content are popular in that target group. With all of this information, it’s a lot easier to stay ahead of consumer trends, and make sure you’re keeping relevant to that target audience.

Organize your time

Keyword research helps you identify what areas of your marketing strategy are improving your bottom line, and what areas of your company consumers are most interested in. Are you getting more conversions from people searching “best homebuilder Grand Rapids” or do you see better results from “how to design your dream home in GR?” When you know which keywords are working the best for your company, you can develop more content that functions alongside those words, because you know they work. This means you’re spending less time developing content you hope will work, and more time creating content that’s guaranteed to get you those conversions.

Spend money wisely

Along the same lines, when you know which keywords are more effective for your homebuilding company, you can save money on your PPC campaign. Paid ads can be cheap, but only if you’re bidding strategically. If you’re bidding on expensive short-tail keywords, like “custom homebuilder,” or “new home” you’ll be paying a lot of money for words that probably won’t get you the traffic you want.  By conducting a bit of keyword research, it’s easier to see what longer-tail keywords draw in the most conversions.

For example, “Grand Rapids custom home builder,” and “custom built Grand Haven lakehouse” will cost less per click, and might have a lower search volume, but the people who click on those likes are more likely to convert. After a bit of keyword research, you’re better able to pool more of your PPC budget to those less expensive words guaranteed to get you a better conversion rate. When you go into your paid ad campaigns armed with some solid keyword research, you’re sure to bump your PPC ROI.

Better organic ranking

The final benefit of strategic keyword research comes in those all-important Google search rankings. You’ve always wanted first page results, right? Well, keyword research is just one of the ways to get your website up there. When you implement those strategic keywords into your website, Google’s search bots will recognize them and categorize your website accordingly. The more relevant keywords you have, the better your organic search ranking is going to be. For homebuilders, it’s most important to make sure you have appropriate local keywords incorporated into your website. Keywords like “West MI Homebuilder,” “custom home builder Grand Rapids,” and “Lake Michigan custom homes” indicate to Google both what you do, and where you are. When your site makes that clear, you’ll begin to rank better in those local search rankings, which gets more eyes on your homebuilding website overall.

Check out these three tools:

If you want to implement more keyword research into your home building company’s marketing strategy, but aren’t quite sure how, check out these three free tools that make it pretty easy:

Google Keyword Planner

Google is kind of the main authority when it comes to SEO, so it’s no surprise that their keyword tool is at the top of our list. Super handy for anyone working with a PPC budget, or even if you’re just getting into keyword research, Google Keyword Planner is very user friendly, and easily links to your gmail or Google+ business profile. It’s a free Adwords tool that makes planning your paid ad campaigns a breeze.

SERPs.com

If you’re looking for a few more research options for free, SERPs has just about everything you can imagine. Their free tools allow you to drill down on results based on location or domain, and even suggests possible keyword alternatives if you get stuck. This is a great one for developing a content strategy because you can see the top 250 search results for any keyword you select, and you can save your research to your desktop in case you want to return to it later.

Keywordtool.io

This is another great free tool, but know that if you want in depth statistics, like search volume or CPC, you’ll have to upgrade the Pro version. Even if you don’t upgrade though, Keyword Tool lets you research keywords on all of the big four search engines, and generates results for both short tail and long tail keywords: which isn’t as common as you’d think. For basic level keyword research, this can be a very convenient free tool.

Now that it’s clear why thorough keyword research is so important, it’s time to get working! Implement those keywords into your website, and you’ll start to see an increase in qualified organic and directed traffic in no time. And if you’re looking for more ways to improve your home building website’s SEO, check out this handy SEO checklist specifically for home service professionals. In it, you’ll find all the steps to getting your site on that first page of Google search results:
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Case Study: Custom Home Builder Website and Lead Generation

Case Study: Custom Home Builder Website and Lead Generation

David C. Bos Homes designs and builds luxury custom homes for primary residences and second homes along the West Michigan lakeshore and throughout West Michigan. In addition to developing residential communities, Bos Homes also builds on Lake Michigan and other stand-alone sites.

When David C. Bos Homes came to us, they were working with a large, expensive and unproductive agency in Grand Rapids. They had a website that was not mobile-responsive and did not provide any search engine exposure. To make matters worse, the existing website did not display their projects and developments well.

In order to ensure that the Bos Homes website was receiving the online visibility that they wanted, they first needed a website that adequately conveyed the beauty and luxury of the custom homes they were building. With our complete website overhaul and the addition of quality professional photos, the new website now accurately reflects the quality of work they do when designing and building a custom home.  

After the website overhaul, our digital marketing team was able to implement a comprehensive search engine strategy to improve Bos Homes’ standing in both paid and organic search results. Our website redesign, combined with our intuitive digital marketing best practices, converted website viewers to potential leads, and those leads converted into sales.

These new marketing strategies have transformed marketing and sales for this client. This is best represented by the significant amount of sales leads that we have generated and by the 175% growth rate the company saw as a result of our strategies.

The great thing about our digital marketing strategy? It’s proven. The results show that our practices, our SEO tactics, and our comprehensive optimization strategy really work. For custom home builders and residential developers looking to increase website traffic, sales leads and overall revenue, HA Digital Marketing has the marketing solution guaranteed to produce results.

 

case study: home builder sales leads
Digital Marketing Strategy That Delivered 3761 Leads

Digital Marketing Strategy That Delivered 3761 Leads

Here we are at the end of November. With the end of the calendar year quickly approaching, marketing decision makers are assessing how well they did in 2015 and starting the plan for 2016. At HADM, we’re analyzing how we provided value to our clients in 2015. We focus heavily on ROI for our digital and inbound marketing clients. That means delivering qualified traffic, engagement, conversions, leads and sales. So how did we do in 2015? Here is our tally of measured and converted leads so far:

Real Estate Development Leads: 2783

Professional Service Leads: 879

B2B Manufacturing Leads: 213

Total Leads Generated in 2015: 3761

*We still have a little over a month to go. Internet leads come in every day.

What is a lead?

In the B2B world, a lead can be defined as web form submissions. When a visitor asks a question or downloads a content offer, they are entering your sales process or “funnel.” If a visitor opts-in to your email news or likes your company page on Facebook or LinkedIn, they are opting-in to your marketing process. Each stage is extremely valuable. A sales lead may opt-in to your marketing and remain a prospect even if they don’t convert on the original cycle. And a prospect may graduate into a sales lead once they have found a trigger through email and social media.

How to plan and budget

How do you plan and budget to do more of this in 2016? The first place you should start is with goals and objectives. What is your sales goal? What is your revenue goal? When we look at where we’re going first, we can then draw a map and mission plan of how we will get there. Typically, businesses can plan on spending about 7% to 10% of their revenue on marketing. So, if you want to reach a sales goal of $1MM, you should be budgeting around $70,000 to $100,000 to get to that goal. While this isn’t always a hard, fast rule, it can be useful when planning.

Here is the essential point that most marketers don’t understand: What else are you going to spend your marketing dollars on that will place your product or service directly in front of an audience who is actively searching for it?  Tradeshows? Print? Direct Mail? None of these even come close. Digital and Inbound Marketing is the most efficient way to generate qualified traffic, prospects and leads.

So you want to implement Inbound Marketing to generate more prospects and leads in 2016? Awesome. Get in touch to have us help you with that. If you want to run some of your own calculations in order to determine your marketing budget, we can offer you our Digital Marketing Budget that produced all of the leads we generated in 2015.


2015 Marketing Budget that Produced 3761 leads