Home Builder Marketing 101: a 5-Step Strategy to Increase Sales

If you're a home builder, you may have found that reaching new customers is more challenging than it seems. It's hard to create new home builder marketing strategies without the right resources. As a result, it might be difficult to put together a builder marketing plan that reaches your target audience but doesn’t cost a fortune. You need a holistic approach for your brand to succeed.

Thankfully, the online landscape offers countless opportunities to showcase homes and connect with buyers. Builders can use this to their advantage when it comes to devising marketing strategies. Effective techniques to consider include fostering a strong online presence, harnessing the power of social media, optimizing web pages to achieve better search rankings, offering virtual tours, taking part in email marketing, and gathering customer testimonials.

Home Builder Marketing 101: The Time-Tested 5-Step Strategy 

1. Bring potential customers to your website
2. Turn them into leads
3. Nurture them until they're ready to buy a new home
4. Help them find the perfect home at the right price.
5. Delight them with memorable customer experiences

To be successful, each of these steps must have well-planned strategies and resources dedicated to them. When it comes to effective marketing for home builders, it's also essential to know the different tactics included in each step, the proper metrics for measuring success, and the ways in which to make the most of your sales funnel conversions at every stage. 

Step 1: Attract Prospects to Your Website

Getting prospects to your website can be one of the most difficult and expensive stages of marketing for home builders. It takes a lot of work to attract more of the right kind of traffic. With effective inbound strategies, though, you can drive quality traffic to your home builder website, blog, and landing pages. 

Marketing strategies include Organic search engine optimization (SEO), Social media marketing, Paid search (PPC), Listing websites, Banner advertising, Audience scoring, Offline advertising, Content marketing, and Blog SEO services.

Primary metric is Impressions-to-visitors (%)

Secondary metrics include Cost per impression, Cost per click, and Total visits.

Step 2: Engage Visitors with Quality Content and Visualization Tools

Once you get prospective clients to your website, you must gain their trust before they take the next step to start a conversation with you. Today's home buyers do their research before connecting, so your home builder website must be visually rich. Think of this as your 24/7 online model, so keep it current with an easy-to-update Content Management System (CMS), and consistently work to improve the quality of photos and home renderings.

Marketing strategies include Photo Galleries, Videos, Virtual tours, Rendering services, Interactive floor plans, Social sharing, Blog articles, Digital brochures, Custom favorites accounts, Registration forms, and Social media engagement.

Primary metric is Visitors-to-leads (%)

Secondary metrics include Total leads, Cost per lead, Marketing qualified leads, Sales qualified leads, Bounce rate, Abandonment rate, and Time on page.

Step 3: Nurture Leads with Timely and Relevant Follow-Up

Once a prospect has reached out to contact you, the speed of your response is critical. Every minute you wait increases the likelihood they go with another real estate option. You must design a follow-up plan for all different types of leads. For example, a “C-lead” that signs up to get your home builder email newsletter should be treated differently than a great “A-lead” that requests an appointment to tour a move-in-ready new home. This stage requires the most planning.

Marketing strategies include Follow-up workflows, Email marketing, Drip campaigns, 1-1 follow-up, Online Sales Counselor (OSC) Program, Live chat, and Phone tracking.

Primary metric is Leads-to-appointments (%)

Secondary metrics include Response time, Response rate, Open rate, Click through, Cost per appointment, Appointments set, and Appointments kept.

Step 4: Close the Deal with a Great Digital Experience

The home builder industry often relies on market demand to drive sales. But there are tremendous opportunities to create better digital experiences for customers that need help visualizing what their future home might look like. Don't just invest in online tools for the marketing department to use. Encourage the sales team to use them as well, since clients start their search online before they come to meet you in person. This is an opportunity to learn what their preferences are (e.g., favorite floor plans) and establish trust by incorporating them into your home demonstrations. Doing this will increase your conversions.

Marketing strategies include 3D interactive tours, Home & floor plan demonstrations, Virtual meetings like FaceTime or Zoom, Virtual design centers, Virtual reality, interactive floor plans, pricing tools, kiosks, and videos.

Primary metrics include Appointments-to-sale (%) and Percent of sales from digital marketing.

Secondary metrics include Cost per sale, Model tours, Site tours, Workups, Number of visits before contract, Contracts, Cancellation rate, and Closings.

Step 5: Delight Buyers During and After Construction

This step isn't always a part of the home builder sales and marketing funnel, but our goal in the industry isn't just to create sales, but also to create referrals. The future of your business as a home builder relies on this. Marketing your brand as a builder that cares sets an expectation with every customer that you will follow through after the client signs a contract. Your buyers need to trust that you will stick to your commitment to quality and delivery as you did when you initially sold them the home.

This step may be the most important one of all.

Customers want to see their homes being built, so delight them with frequent updates using construction update software. Not only will you sell more homes, but your clients will be more loyal to your company and will more readily refer your business to their friends and family.

Marketing strategies include construction update software, a home builder app, customer journey mapping, a customer portal, a warranty program, customer service, celebrations (like move-in gifts), and builder survey platforms.

Primary metric is the number or percent of sales from referrals

Secondary metrics include Net Promoter Score (NPS) / Willingness to refer your company, Customer satisfaction scores, Customer Effort Score

If you want to get real results for your hard work, then you need a plan for your business that includes all 5 areas of this home builder marketing process. And if you want to get your company ahead of the curve, ahead of your competitors, and be successful in any housing market, look to these 5 steps for marketing ideas to become a home builder guru.

Let us help you clarify what you’re trying to achieve and then execute a marketing plan that works.

Learn more about how your business can benefit from these home builder marketing fundamentals by contacting us below for a free consultation.

Building Dreams, Brick by Brick: Why Partner with a Home Builder Marketing Agency

Building stunning homes is your forte, but navigating the marketing labyrinth? That's where we come in. Forget juggling website optimization, crafting captivating content, and mastering social media algorithms—hand those reins to us and focus on what you do best: building dream homes.

Think of us as your secret weapon, assisting with everything from branding and search engine optimization to content creation and social media management. But beyond the tactical, we offer something even more valuable: time and freedom. Imagine no longer wrestling with complex ad campaigns or deciphering website analytics. You'll be free to connect with the heart of your business: your customers, those families ready to embark on their homeownership journey.

Partnering with an agency isn't just about outsourcing tasks, it's about tapping into expertise, creativity, and a relentless passion for driving results. We'll become an extension of your team, strategizing, implementing, and analyzing every step of the way. Your success is our victory, and we'll celebrate every closed deal and happy homeowner together.

So, are you ready to build more than just homes? Let's build a marketing strategy that catapults your business to new heights and ensures every future homeowner whispers your name: the builder who made their dream a reality.

Innovative Marketing Ideas for Builders

Building dream homes is your specialty, but attracting those dreamers? You need strategies that spark, resonate, and convert. Let’s take a closer look at some of the most innovative ways to build buzz and turn browsers into buyers:

1. Paint a Picture, Not Just a Floor Plan

Interactive 3D Tours: Let potential buyers virtually wander through your stunning creations, customizing finishes and feeling the sun stream through their future kitchen window.

Emotional Storytelling: Craft compelling narratives that showcase the lives that flourish within your homes. Capture the laughter of first barbecues on the patio, the cozy evenings by the fireplace, the joy of children's first steps on a sturdy oak floor.

Hyper-Local Campaigns: Target specific neighborhoods with content that speaks to their aspirations. Celebrate community events, highlight nearby school districts, and showcase homes that seamlessly blend into the local character.

2. Make Technology Your Playground

Augmented Reality (AR): Overlay your floor plans on real-world spaces, letting potential buyers visualize how your homes would fit into their existing environment.

Drone-Powered Videos: Showcase your breathtaking landscapes and the expansive views that come with owning your homes.

Personalized Email Marketing: Tailor content based on interests and search habits. Offer virtual tours of homes that match their criteria, and showcase relevant blog posts and design tips.

3. Forge Lasting Connections

Community-Building Events: Host workshops on landscaping, interior design, or even raising chickens in your backyard. Create a sense of belonging and show that you're more than just bricks and mortar.

Partnerships with Local Businesses: Team up with furniture stores, appliance retailers, or even mortgage lenders to cross-promote each other and offer valuable joint packages.

Referral Programs: Incentivize happy homeowners to spread the word. Offer discounts, upgrades, or even charitable donations in their name for each successful referral. 

4. Social Media: More Than Just Pretty Pictures

Behind-the-Scenes Glimpses: Share the construction process, introduce your team, and highlight the craftsmanship that goes into each home. Show the human stories behind the beautiful builds.

Live Q&A Sessions: Host interactive sessions with interior designers, architects, or even current homeowners, answering questions and building trust.

Run Engaging Contests: Encourage user-generated content by asking them to share their dream home visions or favorite local experiences. Offer fun prizes and boost your online visibility.

Remember: Marketing for builders isn't just about shouting, “Look at me!” It's about creating a dialogue, building trust, and showing potential buyers how your homes aren't just walls and windows, but the foundation for their dreams.

Marketing for Builders: Navigating the Traditional vs. Digital Landscape

Marketing new construction homes can be a bit like picking the perfect paint color—you want something impactful that complements your unique style. So, should you go classic with traditional marketing or embrace the vibrant world of digital? Let's explore the strengths and weaknesses of each approach to help you paint your marketing masterpiece.

Traditional Marketing: Tried-and-True Reach with a Tangible Touch

1. Local Spotlight: Traditional channels like billboards and neighborhood flyers shine a bright light on your homes within your target area, fostering a sense of familiarity and trust.
2. Word-of-Mouth Wonders: Developing strong relationships with local residents and building professionals can trigger a powerful ripple effect, spreading your brand organically.
3. Face-to-Face Connections: Open houses and community events offer invaluable opportunities to connect with potential buyers on a personal level, understanding their needs and building lasting relationships.
4. Tangible Touch: From brochures to model home tours, traditional marketing offers a physical experience that can resonate with some buyers who prefer a less digital approach.

Digital Marketing: Global Reach and Creative Canvas

1. World Without Borders: Unleash the potential of your homes to a global audience through targeted online campaigns and captivating virtual tours. Reach the dream buyers who might not be confined by local search.
2. Cost-Effective Canvas: Digital platforms like social media and email marketing offer a budget-friendly way to showcase your homes and engage with potential buyers, often at a fraction of the cost of traditional media.
3. Creative Crossroads: From stunning videos and interactive 3D floor plans to engaging blog posts and targeted social media campaigns, home builder digital marketing lets you unleash your creativity and tell your brand story in captivating ways.
4. Data-Driven Decisions: Track campaign performance in real-time and gain valuable insights into your audience's preferences. This data-driven approach allows you to constantly refine your marketing strategy for maximum impact.

Finding the Perfect Blend: A Home Builder Marketing Agency's Expertise

The truth is, both traditional and digital marketing have their place in a successful home builder marketing strategy. But navigating the complexities of both and achieving the perfect blend can be a daunting task. This is where a dedicated home builder marketing agency comes in. We possess the expertise to leverage the strengths of both traditional and digital channels, crafting a tailor-made marketing plan that resonates with your target audience and drives sales for your new construction homes.

Remember: Building successful marketing campaigns is just like building beautiful homes: it requires a solid foundation, careful planning, and the right blend of expertise and creativity. Let us be your marketing partner, helping you paint the perfect picture for your dream buyers and turn your vision into reality.

Finding Your Dream Team: A Guide to Choosing a Home Builder Marketing Agency

So, you've made the wise decision to invest in a home builder marketing agency—congratulations! Now comes the exciting (and perhaps slightly daunting) task of choosing the perfect partner to propel your new construction homes to the top of the search results and into the hearts of dream buyers. This guide will equip you with the essential tools to navigate the agency landscape and find the ideal match for your unique needs.

1. Beyond Testimonials: Peeking Behind the Portfolio Curtain

Testimonials are great, but when it comes to choosing a home builder marketing agency, you need to see their paintbrush in action. Ask for a comprehensive portfolio showcasing their work with other builders. Look for projects that resonate with your brand and target audience. Do they excel at crafting captivating digital campaigns? Do their print materials leave a lasting impression? This visual evidence will tell a thousand stories about their skills and style. 

2. Data Doesn't Lie: Demanding ROI in Every Pixel

Numbers speak volumes, especially when it comes to your marketing investment. Ask potential agencies about their analytics prowess. Can they demonstrate how they've improved previous clients' website traffic, lead generation, and ultimately, sales? Don't shy away from requesting hard data. Remember: You're investing in results, not just promises.

3. More Than a Price Tag: Finding the Budgetary Harmony

Marketing budgets are like blueprints; they need to be planned and balanced. Be upfront about your budget constraints and discuss with agencies how they can tailor their services to fit your financial framework. A good agency will understand your limitations and work with you to create a cost-effective strategy that delivers maximum impact. 

4. Communication is Key: Building a Collaborative Canvas

A successful marketing campaign is like a well-orchestrated symphony—everyone needs to be on the same page. Choose an agency that values open communication, regular updates, and clear progress reports. You should feel comfortable sharing your vision and concerns, and confident that your partner is actively listening and adapting to your needs.

5. Beyond the Contract: Unveiling the Long-Term Vision

Building a successful marketing partnership is like constructing a dream home—it takes time, trust, and a shared vision for the future. Look for an agency that goes beyond immediate campaign deliverables and demonstrates a genuine interest in your long-term goals. Do they offer strategic consulting, market insights, and ongoing support? Finding an agency that's truly invested in your success is the recipe for a thriving partnership that lasts.

Choosing the right home builder marketing agency is about finding the perfect fit, not just the flashiest portfolio or the lowest price tag. By applying these tips and trusting your gut, you'll be well on your way to partnering with the dream team that helps turn your new construction vision into a marketing masterpiece.

Let Us Be Your Home Builder Marketing Agency

Now that you've unlocked the secrets of a winning home builder marketing strategy, it's time to turn vision into reality. Remember, a successful strategy hinges on these 5 crucial steps:

1. Bring potential customers to your website.
2. Turn them into leads.
3. Nurture them until they're ready to buy a new home.
4. Help them find the perfect home at the right price.
5. Delight them with memorable customer experiences

But why navigate this journey alone? Partner with us, your dedicated home builder marketing gurus! We'll help you:

Clarify Your Goals: Define your vision and translate it into tangible marketing objectives.

Tailor a Winning Plan: Craft a customized strategy that aligns with your brand, budget, and target audience.

Execute with Expertise: Implement targeted campaigns across multiple channels, maximizing your reach and impact.

Track Your Success: Analyze data, monitor performance, and continuously optimize your strategy for ultimate results.

Frequently Asked Questions