For luxury home builders, it’s not enough to simply concentrate on getting website traffic and leads. You have to get traffic and leads that consist of a specific type of person with a specific type of budget. So how do you laser-focus your internet marketing strategy to reach your niche audience and bring in more qualified website leads? Check out these tips for ideas!
Tailor Your Content
If you are going to attract luxury home buyers, the first thing you should set it out to do is produce content that they would like to see. This is content that might help them in their search for the ideal home.
- Consider offering a “Guide to Choosing a Custom Luxury Home Design” or guides that would enable your target buyer persona to make more informed purchasing decisions.This type of guide would answer frequently asked questions. You could require website visitors to provide their contact information via a form in order to download the guide. This will provide your company with a lead it can follow up with.Any content offer that gets your target audience thinking will increase the chances that they think of your company when it becomes time to purchase a luxury home.
- Furthermore, make sure that your blog topics will resonate with luxury home buyers. For example, “5 Unique Ideas for Your Luxury Home Design” is a topic that would certainly catch the eye of a potential buyer in the luxury home market.
Focus on Your Target’s Favorite Social Networks
Make sure that your posting content in the same place as your target buyer persona. Professional and effective Facebook pages are a given, but your time spent on Pinterest and new sites like Houzz will prove to be most effective. Here’s why:
- The majority of home buying decisions are made by women. Fortunately for your company, women are four times as likely to use Pinterest as men (Business Insider). A stunning 83% of Pinterest users are women, compared to the 57% of Facebook users that are women (Business 2 Community). Pinterest users also have the income to support their dream of a living in a luxury home. In fact, Pinterest users enjoy an annual average household income of more than $100,000 (Business 2 Community). Recently, Pinterest has added Promoted Pins to its capabilities. Promoted Pins will enable your home building company to not only promote its pins for a fee, but also target certain buyer personas. Don’t miss out on this opportunity to effectively target those in the luxury home market.
- One website that is quickly gaining traction in the luxury home building market is Houzz. The site is used to display home design ideas and the services of professionals. Houzz will allow your company to display itself using a profile with a mission statement and photo. You can add photos of projects that your home building company has completed in the past and other helpful information. This will not only give potential homebuyers ideas about what features they may want in their home, but also inform them that your home building company is capable of building their dream home.
For more marketing tips for your home building company, check out our Builder Marketing Blog!