6 marketing tips for new-home builders
Purchasing a new home is a huge step for prospective buyers. One of the biggest questions you need to answer is, “Why should I buy from you?” Today, we’ll give you six marketing tips to help convince your prospects to buy your new home over someone else’s. As we go through this list, it’s important to remember that millennials make up the largest share of home buyers on the market.
Be active online, especially social media
Having a strong online footprint is crucial to your marketing success. According to the National Association of Realtors, 97% of home buyers used the internet to search for a home. So, nearly every potential client you could have is starting their search online. Further, 51% of home buyers in 2020 found the home they bought online.
In short, if you aren’t active online (being present simply isn’t enough), you’re missing a huge slice of potential clients.
How can you successfully be active online? Here are a few ways:
Use professional photos and provide detailed descriptions
Nearly 90% of buyers said that photos and detailed descriptions of the home were the most useful online tools in their searches. The better your photos and descriptions of the homes you build are, the more likely your prospects will find your website useful.
Stay active on social media
Facebook, Twitter, LinkedIn, and Instagram are typically the bare minimum in terms of social media platforms your company should be using. Each is tailor-made for you to show off pictures of your homes, provide snappy descriptions, and offer ways to visit your website for more details. Once prospects reach your website, you can then provide fillable forms that allow you to gather client information in return for valuable information about the home.
Personalize and brand your communications
Threading the needle between personalizing and branding is challenging but necessary. When online, humanize your communications by being authentic and helpful. Do research on your intended audience so you can more authentically speak to them.
Make your website easy to navigate and mobile/tablet friendly
If your website is difficult to navigate, you’ll likely miss out on a chunk of potential clients. On average, a typical person will spend merely 10–20 seconds on a webpage. If they can’t find something compelling, useful, or informational in that time, they’ll likely leave and not come back. So, make it easy to find what they’re looking for, and make it easy for them to contact you.
Something you’ll want to also do to attract younger buyers is make your website mobile or tablet friendly. The NAR’s report showed that buyers aged 18–44 used a mobile device in their home search 70% of the time. That’s different from buyers aged 45–64 (50% split) and buyers older than 65 (only 20%).
The more user friendly your website is, the better you’ll do at marketing your new homes.
Forge alliances with others in your industry
Working with others in and around your industry is a great way to expand your word-of-mouth footprint. Some examples of alliances you should consider include the following:
- Real estate agents/Realtors outside your company
- Home inspectors
- Material suppliers
- Local businesses
Forging alliances is a proven way to gather referral business.
Focus on spaciousness in your photos
Outside of affordability—which is still the toughest nut for home builders to crack—space is one of the most important aspects of a home for buyers. When you post photos of your homes online, focus on any element that’s spacious. Here are a few ideas:
- Focus on yard space, if applicable
- Draw attention to any open floor plans within your homes
- “Emphasize the vertical” by focusing on headspace
Write content that both informs and connects with prospects
Content is still king in marketing. You must commit to producing regular content that informs and connects with your prospects. This is why it’s so important to have a handle on your audience. Unless you know what your audience wants and needs, it’s impossible to properly inform or connect with them.
One of the hardest parts of writing informative, authentic content is resisting the urge to sell. You must prove your value before you can expect someone to buy from you. So, as you create informative and authentic content, consider using Simon Sinek’s Golden Circle.
- First, explain WHY you do what you do to prospects. Your WHY must go beyond “to make money.” When prospects know why you do what you do, it creates a connection.
- Next, show HOW you do what you do. This is what makes you different from the competition.
- Finally, show WHAT you do. In your case, it’s building quality homes.
The key to successful marketing is answering the question, “Why should I (the prospect) care?” Make sure you’re always answering that question for your clients.
Become a 2-10 HBW Builder Member
Becoming a Builder Member of 2-10 Home Buyers Warranty (2-10 HBW) does double duty for home builders. Most importantly, it protects you from costly structural claims, which can run between $42,000 and $113,000 per claim. When you don’t need to worry about the threat of structural defects, it lets you move forward more successfully.
But did you know that a third-party structural warranty from the industry leader can be a part of your successful marketing strategy?
It’s true. Four of five buyers value a third-party, insurance-backed structural warranty. And 94% of prospective home buyers are more likely to purchase a new home from a builder that offers a structural warranty. Providing a structural warranty from 2-10 HBW speaks directly to those desires. It also helps you explain why buyers should care about working with you.
Even more directly, Builder Members can get access to important digital marketing materials to bolster their website, like our Interactive House tool, among other informative, authentic marketing content.
Learn how you can protect your business and add valuable selling points to your new builds with a 2-10 HBW structural warranty.