Homebuilders looking to make an impact on potential buyers in a competitive market are always looking for an edge with their real estate marketing. Conventional advertising, an integral part to any well-rounded marketing plan, can only get you so far where an expanded inbound-focused marketing plan for real estate geared towards a defined buyer can go so much further.
Helping potential homebuyers find a path through an often murky buying journey can help set yourself apart from competition and providing a clear avenue for them to traverse will help them find you. Couple that mindset with a value-added website full of useful, easily digestible content and a concrete inbound marketing strategy will guide potential buyers to you.
Setting yourself apart from your competition is key to leveraging inbound marketing
New Generations of Homebuyers
The homebuyer demographic is starting to change. For decades, the Baby Boomers dominated the investment and real estate landscapes but their needs and the rising influence of Millennials is changing the real estate market year over year. These natural changes in real estate demographics, however, don’t absolve you from marketing to them all.
As a matter of fact, a multifaceted marketing strategy focused at the two largest home buying populations (Baby Boomers and Millennials) as well as senior living will help broadcast a focused, generationally-specific marketing message to your target buyers. For some help understanding the dynamic shifts in real estate demographics as well as some ways to market to those cohorts, take a look at these links:
Real Estate Marketing Plan and Strategies for Homebuilders
Even if you’ve already got a concrete real estate marketing plan or advertising strategy, augmenting that with a firm inbound marketing foundation will help your brand get found. By becoming an expert in homebuilding across multiple media and online networks, your company will be come more attractive and home buyers will turn to you as the expert in homebuilding.
A foundationally sound marketing plan starts with a focused vision and uniquely defined buyer personas. Knowing your audience, embracing technology, staying relevant, and understanding that your brand is worth far more than the homes you build will help you get two steps ahead of your competitors and create a distinctive marketing edge on them. For some overviews on real estate marketing planning and strategy, take a look at these articles:
Tailoring the right content to your prospective real estate buyers during the right stage of their buying journey is just as critical as knowing exactly who you are marketing to. Depending on where your homebuyer falls within your sales funnel and what stage they find themselves in during their buying journey will dictate what you market to them, when, and how. Being able to identify what stage your prospective homebuyer is it on the fly is hypercritical to knowing what media mix to deliver.
Front elevation of Home, with lawn
During the attraction stage in the beginning of the buying journey, your prospective buyers will be seeking easily-consumable educational content to wet their palate and help them identify that they have problem. On the other hand, towards the end of the buying journey during the decision making stage, a buyer will need a far more hands-on personal approach. This holds especially true in the realm of custom-built homes where physically seeing fixtures, floors, cabinetry, and mechanical equipment is critical.
All of this to say, preparing and distributing the right media mix is crucial which is where an experienced inbound marketer can help you find the right marketing messages and fit them to the right buyer precisely when they need it most. For more on getting the right media mix for homebuilders, take a look at these links:
Of course, all of these efforts are in vain without a world-class, efficient, and effectively designed website. Even the best content in the industry can’t overcome a poorly designed website. As with most things discussed in this article, knowing your target real estate market and buyer personas is first and foremost when considering web design.
Keeping your end user in mind will help you craft a search engine optimized site full of excellent keywords, buyer-driven calls-to-action, and outstanding testimonials throughout just to name a few. And while your initial website design will get you started, it will likely be a continual work in progress as you test, retest, and test the functionality, design, and efficiency over and over again.
The end goal for any website is to convert visitors to leads and ultimately convert those leads into sales and lifetime customers. For more on how to effectively design a website and generate more leads, check out these blogs:
The final step in your real estate marketing strategy is implementing a wholistic inbound marketing approach to your online presence. Inbound is essentially the outlines of what ties your entire internet existence together and what makes the individual pieces of your marketing mix fit together. Inbound is how your brand gets seen and how simple visitors become sales.
House-shaped key in the wood
Inbound marketing allows you to quantify your marketing efforts and gives you a metric with which to compare your spending, conversion rates, and sales against with your goals and against your competition. The real estate marketing metrics and results you’ll see from an integrated all-in-one marketing suite will help guide your decision making and strategy moving forward. For more on inbound marketing for homebuilders see these helpful links: