How Digital Ads Sell Homes

How Digital Ads Sell Homes

How Digital Ads Sell Homes

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

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

One of the answers is digital advertising.

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

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

Benefits of Digital Advertising for Home Builders:

 

Easy to Use, Easy to Turn on And Off

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

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

 

Spend Only What you Want

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

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

 

Precise Targeting

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

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

How to Create Digital Ads that Sell Homes

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

 

Platform

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

 

Facebook Paid Ads

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

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

 

Google Paid Ads (PPC)

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

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

Target to End-Of-Cycle Buyers

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

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

Use Demographics to Target your Ideal Buyer

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

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

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

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

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

Make Sure Your Ads Lead to a Landing Page

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

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

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

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

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The Definitive LinkedIn Guide for B2Bs

The Definitive LinkedIn Guide for B2Bs

The Definitive LinkedIn Guide for B2Bs

We write a lot about LinkedIn as part of an inbound digital marketing strategy for B2Bs. That’s because it’s an extremely useful and underutilized social media tool, with applications that are particularly suited to industrial manufacturers and other B2Bs. To help you truly take full advantage of this platform, we’ve compiled all our content on LinkedIn in one place for you. Click the header of the section most relevant to you for more in-depth information on using LinkedIn to promote your B2B. 

LinkedIn Ads and B2B Marketing

LinkedIn Ads are one of the best forms of PPC for B2Bs for numerous reasons, the most important of these being that your audience, business professionals in your industry, is using LinkedIn, and you can target them with a great deal of accuracy, almost down to the exact person you want to sell to. Plus, LinkedIn offers comprehensive metrics to help you improve your campaigns and discover who you’re reaching.

Creating LinkedIn Content

A major benefit of LinkedIn is its publishing platform, which allows you to produce and promote content to your professional network and to others in your industry, boosting your credibility and name recognition. But just because it’s easy to hit the publish button doesn’t mean you should be posting anything. With LinkedIn and other online content platforms, it pays to be intentional with your topics, titles, length, and all other aspects of your writing.

What Are LinkedIn Showcase Pages and How Can They Work For Your B2B?

LinkedIn also has a great way for you to showcase specific products or services with their Showcase Pages. These pages create curated feeds that users can follow, and where you can post and share relevant content. They’re a useful way to organize content as well as segment and target specific customer types with specific interests and needs.

6 Easy Ways to Make LinkedIn Work For Your B2B Marketing Strategy

LinkedIn has a ton of features that you can be using to market your business, from the social networking features like sharing content and making connections to advance search and premium accounts. And when we say easy ways, we really mean easy. These features are all just waiting for you to take advantage of, and require little expertise or time to get started.

B2B Manufacturer’s Guide to the Perfect LinkedIn Page

Company pages are an excellent tool for marketing with LinkedIn, but you’ve got to be intentional about how you build your page to attract your ideal clients. Our visual guide will help you create the perfect page for your company and enhance your online presence and social impact.

If you’re ready to expand your digital reach and start using LinkedIn to its full potential, Evenbound can help. We have a lot of experience with LinkedIn, content creation, inbound marketing, and PPC advertising, and we can create a digital strategy that gets results. Get in touch and let’s get started.

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How Pinterest Can Work like Houzz for Home Builders

How Pinterest Can Work like Houzz for Home Builders

How Pinterest Can Work like Houzz for Home Builders

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

Why Should Homebuilders Market on Pinterest?

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

How Homebuilders Can Market on Pinterest

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

Create a Board that Showcases Your Work

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

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

Create a Board That Draws People In

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

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

Create an Engaging Board

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

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

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

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B2B Manufacturers: How to Get More Social Media Followers, and Why You Need ‘Em

B2B Manufacturers: How to Get More Social Media Followers, and Why You Need ‘Em

B2B Manufacturers: How to Get More Social Media Followers, and Why You Need ‘Em

If you’re not on Facebook, Instagram, Twitter, or LinkedIn these days, it’s almost like you don’t exist. Nowadays, social media is just as crucial for B2B companies, including industrial manufacturers, as it is for B2C companies. Sure, social media marketing seems more intuitive for B2Cs, but the truth is that nearly everyone is using social media, which means that your customers, and the decision-makers at those companies, are using social media.

And just having a profile for your business isn’t going to cut it. If a page exists on the internet and no one reads it, does your company get more leads? No, it doesn’t. That’s why you need to invest in your social media presence and attract followers on the platforms you use. Your social media presence will create the network where you can share and promote your company and your digital content, attracting and converting leads.

LinkedIn: A Great Place to Start

If you read our blog regularly, you know how we feel about LinkedIn. For B2B manufacturers, it’s the social media platform you should be using to reach your potential clients, for a variety of reasons; most importantly, it’s where your target audience is networking and researching suppliers. Getting more followers on your company LinkedIn page requires that you regularly post relevant, insightful content specific to your industry and your potential customers’ pain points. You can even target each of your different types of client with specially tailored showcase pages (read more about how showcase pages work for B2B marketing here).

On your personal LinkedIn account, you can search for specific people in specific positions at the companies you’re looking to make clients out of, and then connect with those people. Joining discussion groups relevant to your industry and sharing your knowledge and expertise is also a great way to establish your credibility and gain new followers. For more on LinkedIn, read our 6 Easy Ways to Make LinkedIn Work For Your B2B Marketing Strategy.

Social Media Campaigns

Another critical aspect of gaining, retaining, and making leads out of your social media followers is by executing targeted social media campaigns. Just like other advertising campaigns, strategy is necessary to make your efforts successful. Well-planned social media campaigns will help you accomplish goals such as increasing brand awareness and promoting your digital content. To do this, you’ll need to determine the exact type of client you want to attract, and target them specifically with content matching their place in the buyer’s journey and their needs and pain points, through indirect (social sharing) and direct (PPC ad promotion) means.

Don’t fall behind the competition by neglecting your social media presence, either by failing to have one at all or by not investing time into engaging with your followers and working to attract new ones. If you’d like to learn more about social media marketing for B2Bs, or digital marketing in general, you should talk with the team at Evenbound.

Be sure to check out our other posts on how to make social media work for your B2B, such as this one on LinkedIn Ads and B2B Marketing, as well as the free case study below, that shows how paid search and social worked wonders for one B2B:

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Why Video Testimonials are Insanely Useful for Home Builders

Why Video Testimonials are Insanely Useful for Home Builders

Why Video Testimonials are Insanely Useful for Home Builders

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

Why Video Testimonials?

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

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

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

How to Get Video Testimonials

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

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

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

 

Add Progress Photos

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

 

Feature a Number of Testimonials

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

Where Do I Put My Video Testimonials?

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

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

Use Video Testimonials to Shorten Sales Cycle

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

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