5 Digital Marketing Tips for Builders


Builder-centric ideas to boost your brand recognition and leads online.

Use these sales strategies for home builders next time you meet with a prospective buyer.

The internet has changed the way that companies do business and consumers seek information. Instead of using newspaper ads and other traditional marketing outlets, consumers are heading online to find home builders in Wisconsin. In fact, research suggests that 90% of home buyers search online during their house-hunting process. If your company isn’t in the digital space, you might be losing out on opportunities to reach potential clients looking to build their dream home.

To begin navigating the online world, use these easy builder-centric marketing tips to grow your business online:

  1. Create a well-functioning website

  2. Develop a social media presence

  3. Utilize online directories

  4. Create written, photo or video content

  5. Recognize the power of Search Engine Optimization (SEO)

1. Create a well-functioning website

In the online world, your website reflects who you are and what you have to offer. It lends instant credibility when potential home buyers visit to learn about your business. If you don’t have a website already, be sure to create one that performs well. A foolproof formula includes:

  • Company background information

  • Your building process

  • Services or floorplans you offer

  • Photos or videos of the homes you’ve built

  • Testimonials from previous clients

  • Ways to contact you

From a design standpoint, you want your website to be simple to navigate, uncluttered, and visually appealing. Make your layout, buttons, and other features intuitive so users can quickly and easily find the information they need.

2. Develop a social media presence

With seven in ten Americans actively using social media, these platforms are effective means to find and connect with your target audience. So where should you begin? Here are a few suggestions for builders:

Narrow your focus
New social media platforms emerge all the time. Instead of registering with every new kid on the block, focus on 2-3 tried-and-true channels and commit to a regular posting schedule. As you master one, branch out to another platform as your time and resources allow. Learn which outlets other homebuilders are using and how they’re leveraging them in creative ways here.

Choose your usernames wisely
When registering for your social media accounts, choose a username that represents your business instead of your personal brand, and remain consistent between platforms. For example, use “Smith Custom Homes” for all of your accounts instead of changing it up to “John Smith” or “Smith Homes,” or “Smith Custom.”  

Try Facebook advertising
Facebook ads can be an especially useful tool for builders because it allows you to target your audience based on location, job title, age, and other key demographics. They can also be very easy to set up! Click here for a guide to Facebook ads for home builders.

3. Utilize online directories

Another digital marketing tip for builders is to utilize online directories. When a potential home buyer is looking for a construction company in Wisconsin, they may come across an online directory with information about local services in their area. Having a company profile on these directory sites allows potential leads to find and reach you.

Here are a few builder-centric directories to investigate:

Houzz is a particularly valuable tool for home builders. The site is home to 25 million users nationwide looking for home design ideas and the home builders who can turn their dream home into a reality. Click here for a comprehensive guide to using Houzz to generate leads for your construction business.

4. Create written or video content

You might have heard the marketing phrase, “content is king.” But what does that mean for you? Content development is a digital marketing strategy that’s key to generating interest and establishing trust in your business. Aim to provide compelling and useful content for potential clients on your website, social media accounts, and any other marketing tool you use.

Embrace the content revolution by starting a blog featuring valuable articles with tips and useful resources for home buyers or start a video series on YouTube with consumer advice. These types of written or video content not only appeal to your targets, but they can also help position you as a local trusted expert in the building industry.

5. Recognize the power of Search Engine Optimization (SEO)

When you search Google for a phrase, such as “home builders in Wisconsin,” a list of relevant websites will appear. Is yours one of them? Search Engine Optimization (SEO) is the process of meeting a search engine’s algorithm requirements to make your website appear on the first results page. While a comprehensive SEO effort requires technical skill and accuracy, there are a few simple builder-centric marketing tips you can use to help improve your company’s SEO ranking on your own, including:

Find relevant keywords
Brainstorm a list of relevant keywords for your business. The goal is to learn the words or phrases your target audience is searching for related online to find the building services you offer. Google’s Keyword Planner is a great way to generate keywords potential buyers use to find builders like you.

Incorporate keywords into your content
Use the keywords you identify in your research to drive the digital content you develop. Incorporating them into the title and body text is critical. To get the best results, also include them in your page URL, image URL, and meta description.

Click here to learn more about each of these on-page SEO elements.

Optimize your website performance
Just as you advise new homeowners to maintain their new home to maximize its efficiency and value, your website needs maintenance too. Regularly optimize its performance by ensuring that it loads quickly, does not contain any broken links, features regular new content, and is mobile friendly to help you increase your page ranking on search engines.

These marketing tips for builders can help you navigate the digital world with confidence as you extend your reach to an online audience and attract potential home buyers. For more home building resources and other industry updates, visit our news page today.

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