Long gone are the days when verbal word-of-mouth was enough marketing for a business to thrive. The internet has consumed every aspect of our lives, and yes, it has even engulfed the homebuilding industry.
Builders Must Build an Online Presence
In order to succeed in the competitive 21st century marketing landscape, a home builder needs to leverage the digital tools at his disposal to create an effective, comprehensive marketing plan. While contractors and home builders tend to be late-adopters of these social media platforms, the reality is that the vast majority of consumers are using the internet to research local services and find and engage businesses. Many won’t even consider a business without a website.
The point is: if you’re not capitalizing on online marketing by creating an interactive website, using Search Engine Optimization (SEO), running a Google Ads campaign, and engaging in social media, you’re losing money.
You Need a Website with Fresh Content that Loads Fast
First of all, it’s crucial that you not only have a website, but that its content remains up to date, mobile-friendly, and efficient. 63% of consumers report primarily using a website to engage with a company, proving that the bulk of the target audience uses this medium of communication. Meanwhile, 61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site. Finally, once your web page loads, viewers judge an opinion in 0.05 seconds, and 53% of them won’t wait more than 3 seconds for a web page to load. What do all these statistics mean? You must keep your website fresh with new imagery, project updates and tips and trends, and make sure your website is mobile-friendly and that it loads fast!
Utilize SEO to Build Online Visibility
Beyond simply owning a website, a modern contractor/homebuilder needs to harness SEO to move its company to the top of the list in search results. According to the Content Marketing Institute, content marketing leaders receive 8 times more site traffic than those that aren’t leaders.
Drive Traffic Fast with a Google Ads Campaign
You can quickly generate leads through Google’s online marketing platform Google Ads. This is a pay per click advertising channel – you pay whenever someone clicks on your ad. You bid on search terms. Those bids determine the placement of your ad. You control the daily budget, and can stop and start your campaign at any time.
Build a Strong Social Media Presence
Contractors and home builders need to create a social media presence and engage with their followers. Share your project write-ups, interesting tips and trending topics. You can expand your social reach beyond your followers by promoting your posts to an ideal target demographic. Marketing experts agree that social works. It improves SEO and customer service, and 75% of marketers claim it increases web traffic. Contractors are already jumping onboard, as Randall Reilly announced that “about 45.1% of contractors report social media usage.” That’s well over 300,000 construction companies. You don’t want to miss out on the booming social media buzz.