For the most part, most home builder marketers aren’t short on ideas. We’re constantly considering creative solutions and things to try—on top of the feedback we’re filtering in through leadership and other departments. More likely, we’re lacking the time or resources we need to execute everything we would love to do to make our marketing more effective. However, at times we need to step back and take a moment to prioritize whereour focus should really be.
So we asked the team at Do You Convert where home building marketing professionals should direct their energy at this time and they were excited to share what areas they believe make the biggest impact on our digital marketing goals.
Whether you are new to home builder marketing or you’re a seasoned vet, you know that this market is not typical. If your home building company is like many others who are either restricting sales and/or overflowing with leads, then here are my digital marketing priority recommendations on what you should be focusing on right now.
If I had to strip everything down to the basics, my priorities for digital marketing for home builders would be:
As they say, the answer is simple, but maybe not easy.
Not everything can be a priority. We have a finite amount of time to drive the highest quality leads, appointments which should ultimately lead to sales. Below is the list of priorities in order of what I believe the new home marketer should focus on.
While this list could read that items at the bottom of the list are not important at all – I strongly believe that marketers need a “fun” or “pet” project that they are working on solely because they enjoy the process and it develops other skills. As an example, TikTok. Should new home marketers prioritize this social platform? Not really. However, if this is the platform that you are excited about to learn and it takes up a small percentage of your time – go after it, but not at the expense of more important items.
Disclaimer: I have a bias towards the “Marketing Technologist” role.
My intent with the list below is: #6 can be done – but not at the expense of the time needed for #4. If you struggle to create reports and communicate this to leadership, I do not believe you should be out photographing homes and editing images.
Going back to basics often allows you to get a good refresh on the order of importance, if I had to break down my order of importance for today’s home building industry it would consist of the following:
This is a perfect time to discover ways to improve your website. Chances are, you do not need to spend as much of your budget driving traffic, creating the perfect opportunity to budget for improvements to your digital user experience.
First, identity areas for improvement; do a deep dive into analytics, use heatmaps, user tests, and even surveys to see your website from the user’s perspective. Once you identify the content that draws people in, where people get stuck navigating your site, and overall frustrations in finding the information you will be able to make a plan to prioritize and implement these improvements.
At a minimum, you want to be sure you have complete and detailed pages promoting the areas you build, communities, floorplans, and have appropriate call-to-actions. Think of these questions as you create your content: Where do I want to live? What do I want my community to feel like? How will my life improve in this house? What’s my next step?
We are all busy right now but try to schedule 1 hour a week to focus exclusively on website improvements. You’ll be surprised how much you can accomplish!
Managing expectations is the name of the game, whether you need to communicate your waitlist conditions or convey the homesite availability and time to build, setting clear upfront benchmarks that your sales & production team are able to meet is vital. Get creative with your transparency message on your site and support your sales and production teams. If you address it upfront they will thank you for saving them from having to say NO one more time.
The DYC marketing team also put together this quick list for you of some of their favorite tools that help create, design, schedule, analyze, track and report more efficiently.
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