There really are 4 different ways that home construction clients are searching for a home builder. Are you using these tools to make sure you are being found?
| related post: Inbound vs outbound marketing: the end of interruptive marketing |
Method #1: Blogging
According to HubSpot, 92% of companies who blog multiple times per day
have acquired a customer from their blog
Since you are using your web presence to advertise and convey your message, the best way to do this to improve your visibility to home construction clients is to use a blog. As the website owner and blog author, you control the message, frequency, and tone of what is said about you on your site. Through regular blogging you can convey more than just information through what your write. You can be educational, you can be funny, you can share videos - be sure to let your personality and expertise can really shine through.
Method #2: Social Media
47% of Facebook users say a company’s posts influence their purchasing decisions
Since it seems like everyone is on some kind of social media these days, you want to make sure your company is there as well. Post stories and images of recent builds. Make sure you are regularly posting to social media and even look into advertising through Facebook or Twitter. Get potential clients to like your page or follow you to be sure they see all of your updates.
Remember those blogposts from Method #1? Post a synopsis, picture, and link to the full post on your social media accounts; you can nearly always get double duty out of blogposts by also posting them to social media.
Method #3: Attractive Websites
The days of static, brochure ads are over (thank God!)
Regular web searchers have much more sophisticated needs than ever before. They are no longer looking just for our contact information. They want to learn about us, our services and offerings, our expertise and personality. Believe it or not people do look at the publication dates at the bottom of websites. They look for recently updated & fresh content and gauge an organization by the freshness as well as the quality of content. Gone are the days of set it & forget it websites. Having stale images or outdated content is now detrimental as potential clients will think the same about your organization.
Further, make sure your website plays nicely with mobile devices and is easily readable and navigated from mobile phones or tablets. Just as we've gotten more sophisticated in our browsing, we've also gotten less patient and are quick to take our searching, and business, to a company with a site we can see easily on a phone or tablet.
Method #4: Positive Reviews
Let others tell your story
These days if there isn't a way to review a product or service customers get leary and look elsewhere. Make sure that you capture customer stories through case studies or testimonials. And don't shy away from sharing the messy or problematic stories as these will lend credibility to your brand AND highlight your problem solving abilities.
Potential clients looking to hire a home builder know they are entering into a long-term relationship. They want to know as much about what it's like to work with you as they are about your expertise and skills.
Make sure potential clients find you when they are looking
Whether we like it or not, these days online shopping and research now go hand-in-hand. Many shoppers start their buying process by researching, and it's not uncommon for simple researching to end up morphing into a purchase decision. Be sure that you are offering enough to turn researchers into shoppers, to turn shoppers into clients.
Photo credit goes to Flickr user GotCredit
