As a home builder, it's crucial to have a strong digital presence in order to attract potential customers and stand out in a crowded market. One way to do this is through digital marketing, which involves using the internet and various digital channels to promote your business and reach your target audience.
There are many different homebuilder digital marketing strategies available, and choosing the right ones can be overwhelming. Whether you're new to the industry, or a seasoned home building marketer looking for ideas, check out the list below.
The Comprehensive List of Home Builder Digital Marketing Channels (with Examples):
- Websites: A home builder website is often the center of the company's online presence and can be used to provide information about the company, as well as serve as the 24-7 model. At a minimum, your site should describe what's unique about you, and include features such as floor plans, photos of the homes, virtual tours, what it's like building with you, and a contact form for prospects to get in touch.
- Email marketing: Email marketing involves sending marketing messages to a group of people through email. An example of email marketing for a home builder might be sending newsletters to a list of prospects or homeowners that includes updates about new listings or communities, open houses, and other news relevant to the audience.
- Social media: Social media platforms such as Facebook, Twitter, and Instagram can be used to promote a business and engage with customers. An example of social media marketing for a home builder might be using Facebook and Instagram to post updates about new listings, behind-the-scenes photos of the building process, and other content that showcases the company's work and expertise.
- Pay-per-click (PPC) advertising: PPC advertising involves placing ads on search engine results pages or other websites, and only charging the advertiser when someone clicks on the ad. An example of PPC advertising for a builders might be placing ads on Google search results pages that appear when people search for keywords such as "new homes for sale" or "custom home builders." The home builder would only pay when someone clicks on the ad.
- Search engine optimization (SEO): SEO involves optimizing a website and its content to rank highly in search engine results for relevant keywords. For example: incorporating targeted keywords and phrases, such as "luxury homes San Francisco Bay Area," into your website's content and meta tags to improve the visibility of their website in search engine results and attract potential customers searching for custom homes in the area.
- Content marketing: Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action. An example of content marketing for a home builder might be creating a blog on the company website that includes articles about home design trends, tips for maintaining a home, and other topics that are of interest to potential buyers.
- Real estate websites: Real estate listing websites can be used to list new homes for sale and reach a large audience of potential buyers. Examples include sites such as Zillow, NewHomeSource, and Realtor.com. These sites dominate the top results pages for search engines, so paying to be listed is fast and effective way to drive targeted traffic to your website.
- Influencer marketing: Influencer marketing involves partnering with individuals who have a large following on social media or other platforms to promote a product or service. An example of influencer marketing for a home builder might be partnering with a popular home design blogger or Instagram influencer to showcase the company's homes and promote its services to their followers.
- Affiliate marketing: Affiliate marketing involves promoting a product or service on a website or blog, and earning a commission for each sale made through that promotion. An example of affiliate marketing for a home builder might be partnering with a home decor retailer to promote the retailer's products on the home builder's website, with the home builder earning a commission for each sale made through the promotion.
- Display advertising: Display advertising involves placing ads on third-party websites or platforms, using banner ads, video ads, or other formats. An example of display advertising for homebuilders might be placing banner ads on a home design website that showcase the company's homes and link to the company's website. These can be used either for brand awareness, reengagement, or lead generation, depending on where the ads are placed.
- Mobile marketing: Mobile marketing involves using mobile devices and apps to reach and engage with customers. A home builder might use mobile advertising by placing ads on a home design app that targets users based on their location and other factors, reaching potential customers with relevant and timely messages on their mobile devices.
- Video marketing: Video marketing involves creating and distributing videos to promote a product or service. An example of video marketing for a home builder might be creating a YouTube channel that includes videos of completed homes, walkthroughs of homes under construction, and other video content that showcases the company's work.
- Online public relations: Online public relations involves using the internet to manage and shape a company's reputation and relationships with stakeholders. An example of online public relations for a home builder might be creating a press page on the company website and using social media and other online platforms to share news about the company and its projects.
- Online reputation and review management: Online reputation management involves monitoring and influencing a company's online reputation. An example of online reputation management for a home builder might be monitoring online review sites such as Yelp and responding to customer reviews, as well as encouraging satisfied customers to leave positive reviews.
- Customer relationship management (CRM): CRM involves using technology to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving customer relationships and driving sales. An example of CRM for a home builder might be using a software platform to track customer interactions, gather data about customer preferences and behaviors, and use that data to personalize marketing messages and improve lead quality.
- Interactive marketing: Interactive marketing involves using interactive elements such as polls, quizzes, and games to engage with customers and gather information about them. A home builder might use interactive marketing by creating a quiz on their website that allows visitors to discover their dream home style, gathering information about their preferences and using that data to tailor future marketing efforts.
- Virtual events: Virtual events involve hosting online events such as webinars, conferences, or workshops to engage with customers and prospects. An example of a virtual event for a home builder might be hosting a webinar on the company's website that covers topics such as home design trends, energy-efficient features, or the home building process.
- Mobile apps: Mobile apps can be used to promote a business, provide information about products or services, and facilitate transactions. An example of a mobile app for a home builder might be an app that allows users to browse available homes, schedule a tour, or get in touch with the company.
- Virtual and augmented reality: Virtual and augmented reality can be used to create immersive experiences for customers and prospects. An example of virtual and augmented reality for a home builder might be creating a virtual reality experience that allows potential buyers to tour a home before it is even built, or using augmented reality to visualize how a home would look on a lot, or how different furniture and decor options would look in a particular space.
- Chatbots: Chatbots are automated programs that can interact with customers and provide information or assistance through messaging apps or websites. An example of a chatbot for a home builder might be a program that interacts with website visitors and provides information about available homes, the home building process, or other topics of interest.
- Voice search optimization: Voice search optimization involves optimizing a website and its content to rank highly in results for voice search queries. An example of voice search optimization for a home builder might be optimizing the company's website and content to rank highly in results for voice search queries such as "Where can I find new homes for sale near me?"
- Marketing automation: Marketing automation involves using software to automate marketing tasks and processes, such as email marketing, social media posting, and ad targeting. An example of marketing automation for a home builder might be using software to automatically send emails to customers and prospects based on specific triggers, such as signing up for a newsletter or requesting more information about a particular home.
- Personalization: Personalization involves using data to tailor marketing messages and experiences to the individual preferences and characteristics of customers. An example of personalization for a home builder might be using data about a customer's preferences and behaviors to tailor marketing messages and recommendations for homes or communities nearby that might be of interest to them.
- Local search optimization: Local search optimization involves optimizing a website and its content to rank highly in local search results for relevant keywords. This can be particularly important for home builders, as many potential customers will be searching for homes in a specific area. An example of local search optimization for a home builder might be optimizing the company's website and content to rank highly in local search results for keywords such as "custom home builder in [city]" or "new homes for sale in [neighborhood]."
- Connected TV (CTV) and over-the-top (OTT) advertising: CTV and OTT advertising involves placing ads on streaming services such as Hulu, Netflix, or Amazon Prime Video, targeting users based on their viewing habits and other factors.
- Programmatic advertising: Programmatic advertising involves using automated algorithms to buy and place digital ads in real-time based on data about the target audience. An example of programmatic advertising for a home builder might be using a programmatic ad platform to target users who have recently searched for keywords related to new homes or home construction in a particular area, and displaying ads for the home builder's business to those users as they browse the web. By using programmatic advertising, the home builder can reach a highly targeted audience with relevant ads, potentially increasing the chances of lead generation.
- Virtual tours: Virtual tours are effective way to showcase homes for sale and give potential buyers a sense of what the home looks like before they visit in person. Examples could include room-by-room photo tours, video walk-throughs, interactive Matterport-style tours, or 3D-rendered tours.
- Interactive floor plans: Interactive floor plans allow potential buyers to explore a home's layout and features online, helping them visualize what it would be like to live there. They could potentially add/remove rooms, walls, furniture, and more.
- Virtual reality home staging: Virtual reality home staging involves using virtual reality technology to create realistic representations of a home's interior, allowing potential buyers to experience what it would be like to live there before it is even built.
Home builder digital marketing is an essential component of any builder's marketing strategy.
With so many different channels to choose from, it can be overwhelming to know where to start. That's why we've compiled this comprehensive guide to home builder digital marketing, highlighting some proven strategies that you can use to promote your business and attract new customers.
Let Bokka Help You Create a Successful Marketing Strategy
From website development and email marketing to social media, PPC advertising, and more, we understand the building industry, and how to make you successful.
If you need help implementing these strategies or have any questions about how to effectively market your home building business online, don't hesitate to contact Bokka. Our team of experts is here to help you succeed.
If you're the DIY type, that's great! Check out our article on Creating a Home Builder Marketing Plan.