As Reed Dillon describes in his “Branding Tips” article in this issue, your brand is how you build credibility and trust with customers, and your online presence represents a big part of that. A robust online presence is non-negotiable and is crucial to keeping up with the competition. In fact, should we face a slowdown in home sales, builders who have built their online presence before trouble hit will be better positioned to attract those customers who are still buying.
Unfortunately, some offsite builders have done a less-than-impressive job at this. What do you need to do to build and maintain a great online presence? The following is a list of the best practices that the most successful builders use. They work best when implemented as a package.
Get SEO Expertise
Most prospective buyers commence their builder search on Google, entering location-specific queries. Regrettably, a plethora of builder websites fail to secure a spot on these initial search pages, rendering them virtually invisible. That’s unfortunate, as many of these companies build high-quality homes.
Search engine optimization, or SEO, is indispensable to getting a spot on those first pages and, while some builders might be adept at managing this task independently, consulting SEO specialists can get much better results. These specialists are widely available for work on a contract basis and the best ones can attract enough extra business to return their fee many times over.
Show Off Your Work
Customers look for proof that you will do what you say you will do. There is no better way to establish credibility with those customers than by showcasing completed projects through case studies and photo galleries on your website. This tangible proof of your capabilities not only bolsters your reputation, but also plays an important role in attracting new customers. A vibrant website that’s regularly updated with recent projects serves as a 24/7 salesperson, enlightening visitors about your offerings.
Harness the Power of CRM
Investing in Customer Relationship Management, or CRM, technology is vital. A CRM strategy that effectively uses this technology will help boost profits by facilitating relationship-building with customers and by strengthening customer loyalty.
Your CRM strategy should start with the first website visit. It should engage visitors with valuable content and encourage them to share their contact information. Once a customer is in the CRM database, the technology can make sure they’re kept informed about industry developments and offerings, and can do so in a way that’s appropriate to where they are in their homebuying journey.
Rethink Social Media
Social media platforms like Facebook, Twitter, Pinterest, TikTok, Instagram and Triller are invaluable for reaching a wider audience. However, results will vary with the type of content you post. A focus on showcasing completed homes rather than the construction process will enhance the appeal of your offerings. Additionally, linking every post back to your website will maximize the potential for lead generation.
Prioritize Engagement
To retain and attract visitors, the content on your website must be compelling and up to date. Blog posts, videos, infographics all contribute to keeping potential buyers engaged and informed. A vibrant, informative and user-friendly website reflects your brand’s ethos and commitment to customer satisfaction.
In conclusion, as modular homebuilders face a new landscape marked by customized demands and rising costs, those who want to succeed will invest in proven marketing strategies and customer-centric communications. The industry needs to get better at embracing digital tools, showcasing accomplishments, leveraging CRM, optimizing social media and creating engaging content.
The more offsite builders can navigate these challenges, the better positioned they will be to deliver the dreams of their customers, regardless of market conditions.
