We love it when clients ask us how to successful market home builder brands! The reason is that there are so many excited content options out there for this industry that home building (and related) companies may not know about – but which can be incredibly effective at bringing in customers and building an audience. You can bet that the big players in the market continue to increase their marketing budgets and explore new kinds of content. They do it because it works! Here are a few of our favorite ways for homebuilders to create powerful new content.
1. Showcase Past and Current Projects with Video and Photo
In the past, home-building companies didn’t have many good options to show off their completed projects or great work except sticking a little sign in the ground (one that would be gone in a few months anyway). Today that’s not that case: Everyone can take photos and video straight from their phones, which means you can showcase finished projects with a collection of content that’s perfect for social media, your website, and emails to potential clients. Try to create a collection of photos and a video for each finished site that you’re proud of.
“I don’t know anything about video and photography,” is a common response here. That’s okay! We do, and we can help out! And there’s nothing like a little practice to grow confident using these important new tools to create excellent content for your local advertising.
2. Create Audience-Specific Content
Speaking of local advertising, you should also try to create more audience-specific ads and content, both on the web and on social media (Facebook, for example, has great audience targeting features).
Let’s say that you’re building residential projects. You have several groups of people that you can reach with content that connects to your brand. One is investors, who may be interested in understanding the value of local lots or the timeframe involved in building in your area. Another are other builders and contractors you work with, who may want to know more about the best building materials, the latest changes to building codes, and similar topics. You can also create content for new homebuyers about saving money on homes, what to know about weather in the area, and so on.
When you target content for each one of these audiences, you are building both internet traffic, and a reputation for expert, helpful content. That brings in users!
3. Make Sure Your Content Supports Local SEO
Local SEO simply means all the content online that helps local people find your company and get in contact with you. There’s a lot you can do here, but there are two particularly important parts you should focus on. First, pay attention to your business profiles online, like Google’s My Business and Facebook’s Business page option. You should create these profiles, make sure they are fully fleshed out with the right information, and update them as necessary.
Second, go over your website and make sure that all your contact information – address, phone number, email, full business name, etc. – is properly and frequently displayed. Both these things will help people searching online to find your business as potential solution.
4. Show Off Your Knowledge with Whitepapers and Seminars
It’s time to think more deeply about the experience your company has gathered. What do you know about best practices for your particular building work? What do you know about working in poor weather, or working in low lighting conditions? What have you learned about workplace safety that OSHA doesn’t teach? What clean-up tricks have you tried that save time? What transportation hacks work best for equipment? All this kind of information is excellent fuel for creating your own top-notch reports, whitepapers and even seminars or podcasts! You can then share these things through email, social media, and your blog. There’s no better way to become known as an expert in your field.
5. Gather Case Studies and Testimonials
Still struggling to find good topics to create content around? Start with testimonials and case studies. Try to collect testimonials from as many of your happy clients as you can, either through hardcopy forms or via email. You can use these testimonials as their own content, creating quotes and summaries for your site and social media – this offers valuable “social proof” that your business really delivers!
However, we also encourage you to go a step further and create case studies that sum up why this customer is happy. What problem or goal did they have? What particular solution or material did you use to help meet the need? What did the end result look like? Answer these questions, and you have a useful case study that makes a perfect, shareable blog post.