Home Builders: Creating Content that Reaches your Ideal Buyer

Home Builders: Creating Content that Reaches your Ideal Buyer

When you’re working to market your home building company, you’re looking for the right kinds of clients. In general, most home builders are looking to break into a market at a higher price point, and that’s not always easy to do. There’s so much competition in the housing market these days, and it’s tough to compete with builders who’ve been serving that particular market for years. It comes down to establishing yourself as a quality builder in the market you’re looking to target, and getting the word out about your home building company to exactly the types of home buyers you’re looking for. So whether you’re looking to build in the $1 million price point or the $500,00, here’s how to make sure you’re creating content that targets the right people, and pulls in the right jobs to set your company apart in your desired market:

Set a Buyer Persona

To create content that reaches your ideal buyer, you first have to know who your ideal buyer is. This is perhaps the most important step when it comes to content creation for home builders. If you create content for the wrong buyer, you won’t get the jobs you want, and you may be forced to fill your schedule with projects that don’t really fit your company’s niche. So before you do anything, do some research.

What does your ideal buyer look like? Are they a young couple looking to start a family? Or maybe the buyer with the money to build one of your homes is an empty-nester who hasn’t yet retired. You may end up with more than one buyer persona, but we recommend you limit yourself to three, for now. This is because your buyer personas need to be thorough. You have to know what that buyer makes, what they do for a living, what they do in their free time, how many kids they have, and have a general sense of what they’re looking for when it comes to their new home.

It’s also important to figure out who the decision maker is. Even if you typically work with couples, it’s likely that one of them has a bigger say when it comes to who they want to hire to build their home. Once you’ve figured out who’s most likely to be searching for your business online, you can start to create content that directed towards them.

Creating Content that Works

After determining your target buyer persona, it’s time to actually create the content. Whether your website hosts a blog (which we highly recommend) or you’re just creating content for your social media or Houzz accounts, it’s important that you’re putting out content that has legitimate value for your target buyer. What sorts of questions are they likely to ask, and what information might help them get closer to choosing a home builder? You’re looking to create content that’s thorough and shareable. Thorough content answers people’s questions in a way that’s satisfying, and shareable content ensures that your name gets more and more visibility on the internet.

Remember that you can’t just create quality content whenever you feel like it. We know you’re busy, and content creation is something that’s likely to get pushed to the wayside. But when you’re only posting once every two or three months, it doesn’t give clients a lot of confidence in your communication abilities, and it will hurt you when it comes to search engines. Google likes websites that post regularly, and social media platforms prefer users who keep up their presence at least on a weekly basis. So if you’re going to create content that truly gets the attention of your target buyer, then make sure you’re putting it out on a regular basis.

Post that Content at the Right Time

In addition to ensuring that you create the right content, regularly, it’s a good idea to put some thought into when you post that content. There are definitely times when more people are on social media sites, like at lunch time and in the late afternoon when work hits a lull. But it’s important to determine when your target buyer is online. For this, you might have to do a bit of research, but just knowing your ideal buyer’s daily routine might help as well.

For example, if your target buyer is a high-powered businessman, you might be best served putting out content early in the morning, when he’s reading the news or going over emails, or late in the evening, when he’s finally getting home from work. Oppositely, if your ideal buyer is a stay-at-home mom, you’re probably going to get more engagement in the afternoon after she’s finished a lot of her daily errands, and the kids are still at school.

Put a bit of time into researching when your ideal buyers are online, and make sure you’re posting content when they’re sure to see it. With so many people online and on social media these days, it’s easy to get lost in the sea of everyone posting and sharing content. When you optimize the times that you post through research, you have a better chance of making your content visible, and pulling in some of those ideal buyers with your quality content.

Engage on Houzz and HomeAdvisor

Home service directories like Houzz, HomeAdvisor, and Angie’s List are the ideal place to interact with people who already want to learn from what you have to say. These directories are full of people gathering ideas for their new home or renovation, and it would be a shame to miss out on such an ideal audience. If you don’t already have an account, make one! Then you have an easy secondary platform to share your quality content with people who will genuinely want to read it.

What’s more, it’s easier to get your home building content shared on sites like these, where the users are all looking for information on home building tips and tricks. By increasing your engagement on home service directories, you’re likely to start building relationships with more and more users who fit your target buyer persona.  

Keep up on Social Media

We mentioned that posting regularly was a good way to make sure your content gets read, but keeping up on your social media is just a best practice for any home builder. If you regularly engage on your social media platforms, even if it’s simple things like sharing other relevant content, or posting a few before and after pictures, you’re more likely to get more followers, and keep them. The more followers you have, the wider reach your content will get. That means more people sharing your content, which means more eyes on your content from legitimate potential clients. It’s in  your best interest to keep up your social media engagement, even if you’re just sharing one thing a day, and posting new content once every other week.

By following these content creation best practices, you’ll be able to reach your ideal buyer and begin to draw in more qualified leads. Targeted content is a great way to help you break out of your current market, and start scheduling the jobs you really want. If you have more questions about targeting your ideal buyer or creating quality content, don’t hesitate to get in touch. HA Digital Marketing works with a number of home builders and home developers, and we’d be happy to help answer any questions you have about the powers of inbound marketing.

To see how we generated a massive number of sales leads for lakeshore custom home builder Bos Homes, check out the case study below:
case study: home builder sales leads

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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