Social media is an indispensable tool for home builders to connect with potential clients, showcase their work and build a brand. However, not all home builders use social media effectively, leading to missed opportunities.

The Denim Marketing team is here to share common social media mistakes made by home builders and how to avoid them.

Inconsistent Posting

One of the most common missteps home builders make on social media is irregular posting. When a company goes long periods without sharing content, its audience may lose interest or forget about the brand. To avoid this pitfall, establish a consistent posting schedule. Create a content calendar outlining the content and the date it will be shared.

A content calendar helps to plan social media posts in advance. It should include a mix of move-in ready homes, project updates, interior design trends, behind-the-scenes glimpses, testimonials and industry-related content. Homebuilding companies maintain a steady online presence and keep audiences engaged by adhering to a schedule.

Visit the Ranch Cottages for Rent Instagram page for more fabulous examples of post ideas!

Ignoring Audience Engagement

Social media is a two-way street. Failing to respond to followers’ comments, messages or questions creates a negative impression. Engaging with followers builds trust and strengthens relationships with potential clients and consumers!

Take the time to respond to comments and messages promptly. Show appreciation for positive feedback and address any concerns or complaints professionally and empathetically. Being responsive demonstrates that the opinions of your followers are valued and appreciated!

The Womack Custom Homes Facebook page is an excellent platform for new and returning followers to engage directly with the team!

Poor Visual Content

In the world of social media, aesthetics matter. Posting low-quality or unappealing visuals reflects poorly on your brand. Remember, social media is a visual platform; captivating images are essential for grabbing attention and leaving a lasting impression.

Invest in professional photography or hire a skilled graphic designer to create eye-catching visuals. For those budding graphic artists, Canva has lots of templates and the ability to create social media graphics quickly. High-resolution images of completed projects, architectural renderings and captivating infographics significantly enhance a homebuilding company’s social media presence and boost engagement. Consumers recognize stock images from a mile away, so avoid incorporating them. Utilize real consumer photos and pictures from your company library to create an authentic post.

Are you searching for a talented photographer to showcase your completed projects at the next level? Contact our team for a photography reference!

Overselling Your Services

While showcasing beautiful homes is essential, consistently bombarding your audience with sales pitches is off-putting. Social media is about building relationships, not just making sales. Avoid the common mistake of being overly promotional.

Instead of directly selling services, tell stories highlighting the company’s expertise and values. Share success stories from satisfied clients, showcase your team’s passion for homebuilding and explain how homes built by your company bring dreams to life. Emphasizing storytelling creates an emotional connection with potential homebuyers, making them more likely to buy a home from your homebuilding company.

Leverage live interactions and Q&A sessions on social media platforms or through webinars. Live sessions allow real-time engagement, providing an opportunity to address potential homebuyers’ queries, concerns, and feedback directly. This fosters a sense of community and trust for the homebuilding brand.

Sales & Marketing Power Hour is dedicated to delivering actionable solutions, insightful tips and innovative ideas tailored for professionals in the new home industry. The platform provides invaluable best practices and hands-on guidance, equipping sales and marketing teams with the strategies that thrive in the ever-evolving real estate landscape.

Curious how to successfully run an informative virtual session? Register for the next Sales & Marketing Power Hour to see a stellar example of an educational Q&A and avoid further social media mistakes!

Neglecting Analytics

Many home builders fail to track the performance of their social media efforts. Without analyzing data, there is no way to know what is working and what is not, making it challenging to improve strategies for interaction and engagement.

Use social media analytics tools to track key metrics such as engagement, reach and conversion rates. Regularly analyze this data to identify which types of content resonate most with your audience. Use these insights to fine-tune your content strategy and maximize social media impact.

The new GA4 platform is the key to assessing what works on your website, ways you can improve and what content your followers gravitate towards. Make sure to analyze your social media data here too. Click here for more tips on how to successfully navigate Google Analytics!

Need help getting started? Contact Denim Marketing at 770-383-3360 or online to transform your social media strategy to avoid these commons social media mistakes!