In 2016, home builders should focus on providing personalized, targeted content and strengthening relationships with previous and future customers. Reaching the right people, at the right time, and with the right content is key! With the abundance of data available today, segmenting and targeting customers has never been easier. We will breakdown some marketing ideas that home builders can use to focus on attracting and delighting target customers this year.
User-generated content is huge now. It has the ability to drive a significant amount of organic traffic to your website and social media pages. The content can be anything from photos submitted by users, to reviews, or social media comments. Allowing users to be a part of your story makes them feel more connected and engaged. It increases your brand awareness while leveraging social proof that your home building company really is better than the rest!
Personalization and Relationships: Targeting and Segmenting
Delivering your content to the right people at the right time is crucial. Everyone is busy and already overloaded with information and content. It is up to you to make sure that you are giving your customers information that they want and need.
Figure out who you are targeting with your content. Create a buyer persona and use it to help you decide which articles to post, which photos to share, the topic of your emails, etc. You may need to create more than one persona and distribute content separately for each. Have segmented lists that you can target individually with campaigns and content suited to that group’s unique needs.
A great example of how you could micro-target customers is by using native advertising. This type of advertising puts your message into the content that your consumers are reading or searching for, these may be Google AdWords, social ads on Facebook, videos on YouTube, etc. These types of ads are not causing an annoying interruption, neither do they appear spammy to the viewer.
Tell a story with your brand. Having a storyline and a conclusion will engage viewers and give them motivation to come back for more. For home builders, episodic content should be easy to produce, as every house that you work on is a story in itself. Take a little extra time to document these stories, whether by writing blog articles, taking photos, or creating videos. Not only will this content engage viewers, but it may directly motivate them to take action in beginning the home building process.
Email marketing has proven to be an extremely useful and successful way to reach targeted consumers. More and more people are reading emails on their phones, so make sure your email layout is optimized for easy viewing on all devices. As a home building company, you should consider sending email newsletters with current project updates, this not only showcases your abilities, but sparks interest in the viewers. Also consider adding your blog posts with links to your website, along with informative videos. You can even set up additional trigger emails that will automatically be sent to individuals after they meet certain browsing or clicking criteria on your website. This is a great way to follow up on leads with timely and relevant information without being tied down to a computer all day long.