What Do Home Builder Marketing Strategies Look Like?
Once you have established, defined and differentiated your brand and built or updated a powerful, content-driven website, you now need to devise integrated, quarterly campaigns that are fueled by a constant iterative cycle of search marketing, social media + PR, and content marketing initiatives.
After all, your main goal is to drive leads and loyalty and each of these pieces must be in sync for maximum effectiveness. The foundation of a successful blueprint rests on the keyword research you perform for your services. Keywords are like the compass for your blueprinted campaigns; they tell you where to go and whether or not you’re making progress.
They also help you figure out the thoughts, fear, and desires of your buyer personas (home-buyers type in their inner-most thoughts into Google’s little search bar). If you have already identified your buyer personas, it’ll be easy for you to come up with their inner-most thoughts. Go ahead and jot down all the phrases for all the questions your prospective home-buyers will be asking about your process, timeline, and costs.
Typically, these questions all start from a problem that triggered those questions. The problem needs to be solved, thus the need for answers to questions that take them towards a goal. Here’s an example of a problem, goal, and a question: Problem – Our kids don’t have enough room to play around and we also have a new baby on the way. What are we going to do?
Goal – We need to build a new addition to our home. Question – How much does a new addition typically cost? A good exercise to practice in order to come up with the keyword phrases that your prospective home-buyers are typing into Google is to pretend that you just passed by your ideal buyer on the street. That buyer then asks you a question about a problem they are having.
You can only tell them a one-sentence answer to solve that problem and your answer cannot be specific to your brand. It must solve their problem independent of your solution. Once you tell them the solution, what follow up question could they ask for that answer? Rinse and repeat this until you have a series of questions for all the services that you offer. These will serve as the basis for your content plan. Let’s get into where this content plan fits in your marketing strategy.
10,000 Foot View Of Your Blueprint
The first essential piece of the strategy is something we’ve already covered: Buyer Persona Development. Every buyer will need specific information at each stage of their buyer’s journey. This inbound marketing experience will show how your buyer’s changing need for information can be satisfied with content and marketing automation. The second essential piece of the strategy is your content plan.
A blueprint must show you how content and marketing automated marketing technology can be used to model your online sales process, a process that answers your buyer persona’s need for information at each stage of their buyer’s journey, and a marketing automation platform that delivers only the right information, right when they need it. The third essential piece of the inbound marketing strategy is your distribution plan.
The distribution plan is about getting your attractive content in front of your buyer personas. It is a plan that shows you how paid media channels compare with relationship building and owned media assets when it comes to quality lead generation. It is also a plan that tells you which industry trendsetters can be leveraged for content distribution.
This article covers step 1 out of 4 to effectively close more homes and clientele with online marketing.