Shift from Builder-Focused Content to Homebuyer Focused Content

Shift from Builder-Focused Content to Homebuyer Focused Content

Aug 3, 2023 | By Julie Jarnagin

Have you ever gotten stuck with someone at an event, and they only talk about themselves? It probably has you looking for a quick exit. The problem is that we sometimes do the same thing with our marketing content. We're so busy talking about our builder that we forget the most important part of the equation - the home buyer.

When we're creating marketing content to communicate with homebuyers, it's easy to fall into the habit of talking about ourselves when we should be keeping home shoppers first. Whether it's a video, written copy, social media posts, emails, or more, we can make a big impact by making our message more customer-centric. 

Here are some tips for making your content more engaging and effective by making it all about the home buyer. 

Write copy that puts the homebuyer first. 

Are we talking to our customers or at them? Are there ways to work the word "you" into the copy more? For example, you could change “Fill out our survey” to “Share your insights and opinions.” Or update “We have dozens of floor plans” to “Choose your perfect floor plan from over 50+ designs.” Re-read your marketing copy with fresh eyes. A few edits can make a big impact. 

Help homebuyers feel informed.

Don't try to educate buyers by dumping all the information available on them at once. Instead, share the right information at the right time. You can provide certainty by letting them know what to expect in the next step of the process and clarifying common questions. 

Create engaging content.

Tracking analytics about your content isn’t just for knowing how well something performed. You can use that data to inform future content. If a blog is getting more traffic, an email is getting more clicks and replies, or a social media post is getting more engagement, come up with ways to use that message more...or even improve upon it. Also, stay up-to-date on current social media trends so you’re creating content that’s in line with what people want.

Meet homebuyers where they are.

Home buyer questions and concerns are different today than they were in 2020 or even at the end of last year. Use content that speaks to the current home-buyer sentiment and market conditions. Listen to your customers through surveys and market research and by listening to feedback from your online and onsite sales team. Then, create content from what you learn. 

As you're creating content, take a step back and ask yourself, "Is this focused on the builder or is this focused on the home shopper?" By implementing a few changes to make it more customer-centric, you'll instantly make your content more engaging. 

To learn more about creating powerful marketing content, check out my book Building Certainty: Content Marketing for Home Builders

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