BY KATE LYNCH - 2016
CALLING ALL HOMEBUILDERS: HOW WILL YOU RANK IN GOOGLE?
AS A HOMEBUILDER DO NOT LET ONLINE MARKETING BE AN AFTERTHOUGHT! ONCE YOU HAVE COMPLETED THE HEAVY LIFTING, STARTING WITH RENDERINGS, LAND SURVEYS, PERMITS, ON THROUGH THE ENTIRE SCOPE OF A PROJECT, DO NOT THINK THAT WITH THE CERTIFICATE OF OCCUPANCY IN HAND, THE WORK IS COMPLETE. REMEMBER THAT IN TODAY’S ARENA, DIGITAL MARKETING FOR HOMEBUILDERS IS AN ESSENTIAL LIFELINE TO REMAINING COMPETITIVE, GAINING NEW CLIENTS AND, LET’S FACE IT, SELLING HOMES.
WHAT DOES INTERNET MARKETING FOR HOME BUILDERS ENTAIL?
A SIMPLE 411 WOULD BE TO BREAK IT DOWN AS FOLLOWS; WEBSITE, BLOG, EMAIL CAPTURE, SOCIAL MEDIA. WILL THIS EXPENDITURE GROSSLY AFFECT YOUR ROI? THE ANSWER IS NO! ON THE CONTRARY, IT WILL ADD TO YOUR BOTTOM LINE. INTERNET MARKETING FOR HOMEBUILDERS IS A RADICAL MUST.
START WITH A WEBSITE. WRITE A WEEKLY BLOG AND POST IT ON YOUR SITE IN A PROMINENT SPACE. USE KEYWORDS IN YOUR BLOG POSTS IN ORDER FOR SEARCH ENGINES TO PICK YOU UP. YOU ARE NOT A WRITER, WHY SHOULD YOU HAVE A BLOG? WRITE ABOUT WHAT YOU KNOW! REMEMBER THAT YOUR AUDIENCE IS LOOKING TO YOU FOR INSIDER INFORMATION. YOU HAVE INSIGHT TO OFFER INTO SUCH THINGS AS THE LOCAL REAL ESTATE MARKET, THE MANNER IN WHICH BEST TO WORK WITH CONTRACTORS, INTERIOR DESIGNERS THAT YOU CAN PERSONALLY RECOMMEND, THE STURDIEST SURFACE FOR KITCHEN COUNTER-TOPS. THE LIST GOES ON! MAKE THE BLOG SUCCINCT.
CAPTURE EMAILS. ONE WAY TO DO SO IS TO CREATE A “SIGN UP” CALL TO ACTION ON YOUR WEBSITE OR YOUR FACEBOOK PAGE. VOILÀ, YOU HAVE CAPTURED A LEAD. THIS SHOULD BE ANONGOING EFFORT AS A BUSINESS OWNER.
NEXT, POST YOUR BLOGS ONTO YOUR SOCIAL MEDIA. WHILE THE LIST OF CHOICES FOR SOCIAL MEDIA IS GROWING, IT WOULD BEHOOVE YOU, AS A HOMEBUILDER, TO HAVE AT LEAST A FACEBOOK BUSINESS PAGE AND A TWITTER ACCOUNT. DAILY ACTIVE USERS ON FACEBOOK IN JUNE 2016 WERE 1.13 BILLION. USING TWITTER AS A B2C PLATFORM RANKSSECOND BEHIND FACEBOOK, WORLDWIDE, TO GENERATE BUSINESS LEADS.
SEO FOR HOME BUILDERS
NOW YOU’RE ON A ROLL. VISIBILITY IS THE GOAL. TO MAKE THE EXPOSURE TO YOUR SITE AND BLOGS MOST EFFECTIVE, YOU MUST EMPLOY SEO (SEARCH ENGINE OPTIMIZATION) IN ORDER FOR GOOGLE AND OTHER SEARCH ENGINES TO INDEX YOUR SITE AND RANK YOU HIGH IN “ORGANIC” SEARCH RESULTS. THIS IS FREE. TO ACHIEVE THIS, RESEARCH THE MOST RELEVANT KEYWORDS IN YOUR INDUSTRY. EMPLOY THEM NOT ONLY EMBEDDED WITHIN THE PROSE YOU WRITE, MORE IMPORTANTLY YOU SHOULD WRITE AROUND THEM. THAT IS TO SAY, CREATE CONTENT BASED ON WHAT YOUR CONSUMER WOULD BE SEARCHING FOR. GET TO KNOW YOUR CUSTOMER AND PUT YOURSELF IN THEIR SHOES. IMAGINE WHAT YOU ARE OFFERING AND MAKE A LIST. IF YOUR NICHE IS HIGH-END LUXURY CONDOMINIUMS IN MIAMI BEACH KEYWORDS MIGHT BE “SPACIOUS”, “AMENITIES”, “CONCIERGE”, “LUXURY”, “ROOFTOP POOL”. NOW TO VALIDATE YOUR RESEARCH, THERE ARE FREE KEYWORD SEARCH TOOLS SUCH AS WORDTRACKER, GOOGLE ADWORDS, WORDSTREAM, AMONG OTHERS. BACK CHECK YOUR LIST, MODIFY AS NECESSARY, AND START TO WRITE.
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