Latest From The IM Blog

by Bobby Tsui on 12th January 2015

What is inbound marketing? Inbound marketing is the definitive way to do business online. Period. Yes, that is my opinion, but it’s also a methodology that’s been practiced since 2006 and has increasingly gained incredible popularity throughout the years.

What Is Inbound Marketing For Homebuilders

What is inbound marketing? Inbound marketing is the definitive way to do business online. Period. Yes, that is my opinion, but it’s also a methodology that’s been practiced since 2006 and has increasingly gained incredible popularity throughout the years. The methodology of knowing how to use inbound marketing for lead generation consists of four actions that a homebuilder must take in order to get customers online.

A homebuilder must attract strangers into visitors, convert visitors into leads, close leads into customers, and delight customers into promoters of their brand so that the whole cycle starts all over again.

Attract

We’ve all used Google Adwords to pay for ad listings on top of the search results. We’ve even paid lead generation services like Keyword Connect to acquire qualified leads for us. What these methods have in common is that they both represent paid media. Once we stop paying for them, the cord is immediately cut off. Inbound marketing is about owning your media and using it to generate leads forever. Some ways to create your own media are as follows:

  • Writing blog posts
  • Creating webinars
  • Offering premium white papers for download
  • Creating educational videos about your services

Convert

Having all of your content in place will eventually get you rewarded and found on the search engines. Google rewards high quality content and when your buyers are able to find your content, you’ll have the opportunity to engage with them. Asking for the sale right away is NOT the only way to engage with your buyers.

We must get in the habit of not scaring away homeowners by asking them to upload their floorplans to us right away. Most of your website visitors are still thinking about a new custom build and they may find value in getting context around their challenges. This is a great opportunity to make a soft offer for a white paper in exchange for their contact details. Understand who your buyers are before you create that soft offer.

Close

Now that you have email addresses in your database, it’s much easier to qualify them based on the information they supplied when filling out your forms. A great first step to closing the sale is through the automation of your initial conversations with the lead. You do not need to call them right away. Write a couple of emails and automate the delivery of those emails in a timely manner that will be triggered as soon as they have downloaded your white paper.

This stage is also pretty awesome because there are so many ways to understand buyer behavior when you have the ability to track their behavior online. Every click on your website. Every twitter questions they pose about getting a custom home built. This is all ammunition that you can easily have at your fingertips to close the sale.

Delight

How about delighting your customers and staying in touch with them long after you have built a home for them? When doing business online, we have the unique ability to scale our customer support in a way that makes our customers raving fans of our services. This helps them to recommend us through the social media stratosphere and helps us increase our referral rates.

When you have inbound marketing as your wheelhouse, you are not only generating qualified leads and lowering your cost per aquisition. You are also generating a long term asset that you own. Do whatever you want with your list. Own your marketing. 

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