Luxury builders often focus their sales and marketing strategies around quality versus quantity, making every marketing dollar spent online even more important. Having an effective internet marketing strategy can be the difference between selling a multi-million dollar home and not reaching your sales goals for the year. The following internet marketing tips for luxury builders can help you reach your target audience, capture them as leads and turn them into clients.
Gear Your Content Towards the Correct Audience
A luxury home builder’s target audience is very different from other builders. These clients are often well-to-do, business-focused individuals who likely own a home already or are looking to upgrade to a newer luxury home. Your company’s content should reflect their wants, desires and thoughts. For example, content (blog posts and guides) focusing on the benefits of investment properties would resonate well with your audience. Generating blogs, ebooks, whitepapers and other content offers that speak specifically to luxury homeowner’s wants and pain points will get you further with these potential clients. Not only will you reach the right audience, but the content will help establish your company as the authority on luxury homes in your area.
Use LinkedIn Groups to Your Advantage
LinkedIn Groups are a great way to reach potential clients that are active in business. These groups are often industry or region-oriented, which makes it easy for luxury builders to find specific area and industry groups that their target audience often originates from. If your content is specifically targeted to your buyer persona, you will be able to post content into groups that would find the information relevant to their home buying search. For example, if you wrote a blog post about investment property in the Orlando, FL area, posting the blog into “Orlando Area Accounting and Finance Professionals” would be a good fit. Posting in area groups where many of your clients currently live is helpful as well. If you find that many of your buyers come from a specific industry such as law, finding groups dedicated to that industry can help you reach more of a national audience.
Use Pinterest Place Pins
Pinterest Place Pins enable Pinterest users to search for pins that have information about a specific area. Adding place pins to your homes, lots and content on Pinterest will ensure that, when a pinner searches for information about your area, your content and homes will show up in their search. This can be especially helpful if you are a builder in one specific area such as a community, private estate area or well-known town. Pinterest can help you reach those who are often the decision makers in the home-buying process: women. Over 80% of Pinterest users are women, and most Pinterest users have a combined household income of over $100,000/year. This makes Pinterest a great way to reach the people who are helping make the final decisions on what home will be purchased.
Integrate Virtual Home Tours
According to REALTOR.com, listings that have a virtual tour receive 87% more views that those that do not. Creating virtual tours of your luxury homes will allow potential clients to see the quality of your homes, the amazing amenities and gain an idea of what they can expect from your company. Be sure to make your virtual tours social friendly so the potential buyer can share with family and friends who could also be potential clients. This will help expand your reach and broaden your lead base.
Using these tips to focus your target audience, find the right marketing areas to focus on and expand your reach will help your luxury home company see heightened results with a specific and more efficient approach. Take these tips and rule the luxury home building industry in your area!