Want to expand your home building company’s marketing reach to attract out-of-town buyers? Use these tactics to get the attention of a non-local audience to inform them about your communities, and hopefully turn strangers into home buyers.
1.Geo-Target Your Content
One excellent way to reach an out-of-town audience is to offer the content they are seeking online during the research phase of their buying decision. Content comes in many forms, including blog posts, videos, lists, and E-books, to name a few.
For example, if you build homes in a high military population like Virginia Beach, VA and you know a lot of NAVY service members move to Virginia Beach from San Diego, CA, then you could offer blog posts that would provide helpful information about making a military move from San Diego to Virginia Beach. That way, when service members and their family hit the Internet to do research on their upcoming move, your blog posts may come up in their Google searches.This technique will drive your target audience to your website. Once there, if you offer additional downloadable content about moving to the area, such as a “Guide to Buying a Home in Virginia Beach,” then a website visitor can download the information after submitting their contact information and you can follow up with that visitor.
Another example might be a builder in Florida with a 55+ community who knows that many retirees move to the area from specific places in the northern U.S. The builder could offer content that this audience might be searching for online in order to attract them to the builder’s website.
2. Get Found with Hashtags
Once you have created geo-targeted content for a non-local audience, you can use it to attract out-of-towners to your website by posting it in your social networks and adding a geo-targeted hashtag. Hashtags are symbols used to link together related content for purposes of grouping and easily finding other content of the same subject, which contain the same hashtag. You can use hashtags in social media websites like Twitter, Google+, Instagram and Pinterest.
When posting your targeted content through these platforms, use location-focused hashtags. For example, if you post a blog post about making a military move from San Diego to Virginia Beach as discussed previously, you would want to include #VABeach and #SanDiego, as well as #military because each of those is relevant to attracting your target audience.
3. Use Pinterest Place Pins
Pinterest allows you to show images and sites of your homes or future homes and also show the exact location on a map with place pins. If potential non-local buyers are planning to move to your area and are online searching for local information, many of them might turn to Pinterest. By creating place pins for your content about your location, searchers will be able to find you by searching for your location, and see exactly where your homes and future home sites are located.
By creating Facebook ads for your home building company, you are able to target your reach to specific locations around the world. Use this feature to promote content to certain areas you are trying to gain interest in for your home building company.
For example, if you post a blog post to Facebook about making that military move from San Diego to Virginia Beach, then you could use a Facebook ad to ensure that blog post shows up in the Facebook feeds of military members who are specifically located in San Diego. You would do this by selecting San Diego as the location target for your ad and “military” as the personal interest target for the ad. For detailed information on how to do this, check out “Combine Facebook Ads with Content Marketing for Better Results.”
5. Hire your Own Marketing Team
Not sure how to implement these strategies on your own to attract non-local buyers of new-build homes in your area? Contact a team who specializes in marketing for home builders and let them put the links together to reach buyers outside of your local market.