6 Benefits of Keyword Research for Home Builders

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 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.

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.

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 our other blog posts to learn more.

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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

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 Evenbound, 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 upcoming years? Awesome. Get in touch to have us help you with that.

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Digital Marketing Strategy That Delivered 3761 Leads

Do you want your real estate website to generate leads every day?

Do you want your real estate website to generate leads every day?

If you are a real estate developer or if you’re making marketing decisions for a real estate development, then you need to be generating leads in order to stay on track with your sales goals. Depending on your sales goals, you may need to generate leads every day.

Generating enough leads from your website and from digital marketing campaigns may seem intimidating, but it’s not really that hard. In fact, it’s pretty easy to do. In this article I will outline a few major changes which you can implement on your website that will open up your real estate development lead generation.

SITEPLAN & PRICING:

Let’s start with the most important update that you need to implement right now. This single, easy to implement change will probably double your lead generation metrics. It’s part of every real estate development website that we design and develop. Here is the simple change: Remove your siteplan and pricing information from the website. Place a small thumbnail of the siteplan on a landing page and require visitors to convert by submitting their information in order to download the siteplan and pricing. Everyone who is interested in your development wants this information. Why not qualify who’s serious and make them give you something for it?

DIRECTIONS & LOCATION MAP:

If you want your prospects to schedule appointments to tour your development with sales people, then you need to remove this information immediately. Instead of giving people a map to check out your development on their own, leverage this information to qualify your prospects by making them submit their information to schedule an appointment. This allows your sales staff to control the presentation from the beginning. You will lose drive-by traffic, but you will gain qualified leads.

PUBLISH LOCAL INFORMATION:

Local information about popular events and new attractions is the low hanging fruit of the long-tail SEO world. That same traffic also happens to be very well-aligned with real estate clients. Simply posting local information and resources on your website will help you be found in search engines and drive the necessary, local traffic to your website.

I have outlined just a few things you can do right away which will dramatically improve your real estate website’s lead conversion metrics. If you want to super-charge the results of these changes, try driving some paid search traffic to your website.

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