Are you struggling to get a steady flow of clients? Or perhaps you’ve just started your construction company and are looking for a 101 guide on home builder marketing strategies?
As a home builder, you probably know it.
Building beautiful and functional homes is the first step to running a successful business.
To thrive in such a competitive industry, you need to reach out to potential clients. And you also need to build trust and differentiate yourself from your competitors.
That’s where marketing comes into play.
Do you lack the time, budget, or expertise to implement effective marketing strategies?
That’s why we’ve listed below 12 home builder marketing strategies. These proven strategies will help boost your online visibility. But that’s not all. They’ll also help you connect with your target audience. And this, in turn, will help you convert more leads into sales.
Let’s review them together!
Build a strong website with high-quality imagery
According to research, 75% of people judge a business’ credibility through its website. This means that if you don’t have one, you might be losing precious leads and customers.
But having a website alone isn’t enough.
Your website needs to be user-friendly and well-designed. After all, 38% of consumers stop engaging with a website with poor content and layout!
Your website should feature high-quality images showcasing your work and your team. And for an even more immersive experience, add a high-quality before-and-after transformation video.
We recommend using this footage in a video banner on your homepage. This way, your video is the first thing potential customers see when landing on your website.
Optimise Your Website For Local Searches
You might be familiar with the term SEO.
And if not, here’s a quick rundown of what SEO is and why it’s important for your business.
What Is SEO?
SEO stands for search engine optimisation. It’s the process of optimising your website structure and content to rank better in search engines like Google. The goal is to drive organic traffic to your website.
Why Is SEO Important For Your Home-Building Business?
SEO is an effective home builder marketing strategy. Yet, it’s often overlooked!
But why is it important for your business?
Because optimising your content for SEO is a free way to get qualified leads. Especially when it comes to local searches.
Here are the five most effective ways to optimise your website for local searches:
- Use a mix of local seed and long-tail keywords. An example would be “home renovation.”
- vs. “building a new home in Melbourne or “custom home building services in Melbourne.”
- Use videos. 96% of people watch videos to learn more about a service. And adding a video to your landing page can increase sales by 130%!
- Make sure your website is mobile-friendly.
- Ensure fast page speed.
- Avoid pop-ups and use banners instead
Create a Google Business Profile
If you haven’t already yet, this is a no-brainer.
Creating a Google Business Profile is one of the best home builder marketing strategies.
That’s because it allows you to show up on Google for relevant local searches. In other words, it helps your potential customers find you!
Here are four reasons why you should use Google Business Profile
With Google My Business, your business can appear in Google Maps. And it will also appear in the local 3-pack when users search for businesses like yours in your area. This is a free way to increase your visibility and reach more potential customers.
Improved Customer Experience
Creating a Google My Business profile can provide important information about your business.
For instance, you can share:
- Your address
- Phone number
- Hours of operation
- Your reviews
This makes it easier for customers to find you, learn about your business, and contact you.
Google My Business is a free tool. By creating a profile, you can showcase your business to potential customers. This will help you attract more traffic to your website without paying a dime!
And this is helpful because free traffic is hard to come by these days.
Connect with Customers
Google My Business allows you to communicate with customers through reviews, posts, or direct messages. This can increase engagement with your company and build a loyal customer base.
Showcase your client’s testimonials
What if we told you that showcasing your customers’ testimonials on your website could boost your revenue by up to 62%?
Here are three reasons why you should use video testimonials:
- Great testimonials help build trust and credibility.
- They help handle potential objections or questions.
- Testimonials demonstrate the benefits of your solution.
Video testimonials are even better than written ones. They help visualise the final results and humanise your company.
Here’s an example of a testimonial video we recorded for Lowe Design & Build.
Create a portfolio showing your past projects
What better way for your customers to assess your skills and expertise than by seeing your previous work?
Showcasing your best work allows you to wow your potential customers. It’s also helpful for them to understand if you’re the right fit to bring their vision to life.
And, of course, it’s a great way to show them the team who will potentially be working on their project.
Humanising your business is key to winning first-time buyers’ and homeowners’ hearts 😉
Here’s a video we recorded for Zeid Projects.
Use before and after videos
Imagine looking for weight loss supplements.
Which option would you be more attracted to:
- An ad showcasing the supplements and listing the benefits
- An ad showing someone’s transformation before and after using the supplements?
That’s right. Number 2.
Sure, you’re not selling supplements. Yet, the same rule applies. You should adopt a “show, don’t tell” approach to promote your services. It’s much more effective than just listing your services on your website.
Show your potential customers what you can do through a high-quality video. Take them into your universe and show them the life they could live in their new build.
Here’s a great example we created for Harrods Builds.
Embrace Social Media Marketing
The best home builder marketing strategies go in hand with social media marketing.
Here are some stats for you (yes, we love a good stat):
- There are over 12.7 million LinkedIn users in Australia
- There are over13 million Instagram and 21 million Facebook users in the country
- Australia counts over 2.8 million TikTok users in Australia.
If you’re looking for the best home builder marketing strategies, social media is one of them!
Now, building a presence on social media and growing an audience can be time-consuming. But your hard work will pay off.
- It allows you to provide value to your target audience through how-to videos. Here’s an example we recorded for K2 Homes.
- A social media presence helps you build trust by showcasing your work regularly.
- It helps you build deeper connections with your audience by answering questions and going live.
- It allows you to showcase your human side by sharing behind-the-scenes footage.
After all, 70% of B2C businesses get their customers through Facebook!
And social media marketing has a 100% higher lead-to-close rate than outbound marketing.
Share Your Story
Storytelling is an integral part of a successful home builder marketing plan.
Humans have been connecting through stories for millennia. And we still love a good story these days.
Here’s how sharing your story can help you attract more customers:
Builds trust and connection with potential customers
By now, you’ve understood the importance of connecting with potential customers on a deeper level. Sharing the story behind your business will help them connect with you on a personal level.
They’ll be able to relate.
By establishing a sense of trust and rapport, you’re likely to win their business.
Differentiates you from competitors
In a crowded home-building market, sharing your unique story can help set you apart from competitors who may offer similar services.
Your unique story will help potential customers understand what makes your business stand out. It will also resonate with customers who share your values and priorities.
Demonstrates expertise and experience
Sharing the story beyond your home-building business can also help demonstrate your expertise and experience in the field. By talking about past projects, challenges you’ve faced, and lessons learned, you can showcase your skills and knowledge to potential customers without being salesy.
This is a video we recorded to help the team at Crown Building & Construction share their story in a compelling way.
Show behind the builds
Building a home is a major financial decision for your potential customers. Therefore, they want to make sure the team they work with knows what they’re doing.
That’s why your behind-the-builds process should be one of your home builder marketing strategies to use this year.
Here’s how it can help you attract new customers:
Demonstrates transparency and honesty
Sharing the behind-the-builds process shows that your business is transparent and honest about how you work. Showing potential customers the steps involved in building a home, and any challenges or obstacles that arise as you do helps convey a sense of authenticity and trust.
Highlights your expertise and craftsmanship
The behind-the-builds process also showcases your expertise and craftsmanship. By highlighting the attention to detail and care your team puts into every stage of the building process, you can demonstrate the quality of your work.
And this will help attract customers who value a well-built home.
Differentiates you from competitors
Are your competitors transparent about their work? If not, sharing the behind-the-builds process can definitely set you apart!
Educates potential customers
The behind-the-builds process can also serve as a valuable educational tool for potential customers.
What do we mean by that?
Well, by explaining each step of the building process and answering common questions or concerns, you can help customers feel more informed. And this will empower them to make decisions about their home building project.
Here’s an example of a behind-the-build process we recorded for Grab Property Group.
Highlight your unique selling proposition
A unique selling proposition or USP is a unique benefit or advantage your service offers your customers. It’s what sets you apart from your competitors.
This marketing concept is at the heart of any successful business because it helps position a brand in its target audience’s mind. That’s why one of the key home builder marketing strategies is to define the USP.
Here are a few questions you can ask yourself to help find your unique selling proposition:
- What services do you offer that sets you apart from your competition?
- What benefits does your solution bring to your customers
- Who is your target audience, and what do they need?
- What are your company’s core values and beliefs
- What’s the story behind your business?
- Why are customers choosing you over the competition?
Participate in home shows and exhibitions
Sure, online marketing is a significant part of our 101 guide on home builder marketing strategies. But face-to-face marketing is equally important.
People want to buy from people, and physical interactions are increasingly valued in a digital society.
And one of the best ways to meet with potential customers is during shows and exhibitions. Events like the HIA Home Ideas Show are great opportunities to showcase your work to a large audience. Display your work and interact with potential customers to generate leads and increase brand awareness.
Networking and Partnerships
As a home builder, you can also generate leads through networking and partnering with other businesses in their area.
For example, building relationships with real estate agents, architects, and other professionals in the industry can help generate referrals and leads, as seen in this video we captured for the JT DODD.
Forming genuine relationships with local businesses will help you create a supportive community. And these businesses will happily refer you to their clients, increasing your leads over time.
Home Builder Marketing Bonus Tip: Use The Services of a Melbourne Video Production Agency
As discussed throughout this article, creating and showcasing high-quality videos of your work is key to appealing to your target market.
Sure, you could use your iPhone to record before and after videos or even behind-the-build footage. But a well-planned and edited high-quality video will have more impact on your potential customers.
Not only will it be more appealing to the eyes, but it will also show how seriously you take your work.
At DreamCube Productions, we help home builders like you create compelling and memorable videos. Not only will we help plan the footage, but we will also recommend the best home builder marketing strategies for your business.
Sound like what you need?
Get in touch! We’d love to chat.