Prospective homebuyers are on the fence. Many are pondering whether now is a good time to buy, considering the higher interest rates, the pending election and home price appreciation. This means it’s more important than ever to create a blueprint for success for home builder lead generation.

Implementing a marketing strategy that effectively identifies and reaches an ideal homebuyer can drive a home builder’s overall success by boosting lead quality and streamlining the selling and closing process. There are a variety of proven tactics for honing in on the appropriate target audience to generate high-quality leads to engage with prospective homebuyers and achieve sustainable growth.

Leverage Social Media

In today’s digital era, it should be no surprise that businesses and brands must take advantage of social media, regardless of their industry. The latest research shows that nearly half of consumers make a purchase at least once a month because of influencers on social media.

Social media is a popular way to reach consumers and raise brand awareness on platforms they increasingly use for purchasing decisions. While influencers might not be a part of a typical home-selling strategy, it is something to be aware of regarding total buying power.

To build a compelling social media presence, businesses must first determine which platforms to focus on, including Facebook, Instagram, LinkedIn, Pinterest or TikTok, and craft platform-specific strategies, such as dynamic videos for Instagram and YouTube, stunning images for Pinterest and job postings or industry news for LinkedIn.

Moreover, it is essential to create posts that best resonate with the target audience, such as before-and-after photos or behind-the-scenes footage of construction progress. In home builder marketing, Facebook and Instagram continue to reign supreme as a way to reach potential homebuyers through targeted ads based on their demographics, location, interests and behaviors.

Search Engine Optimization + Pay-Per-Click

For a more robust digital targeting strategy, search engine optimization (SEO) and pay-per-click (PPC) are excellent tools to target the intended audience. Through SEO and maintaining a Google My Business listing, home builders can ensure ranking highly, preferably on the first page, of local search results by optimizing location-specific keywords. Listing services can also work hand-in-hand with SEO efforts for home builders to showcase their available homes. Furthermore, PPC campaigns via Google Ads can also help target local keywords or niches, directing targeted traffic to a specific webpage or form.

Another way to extend local targeting is through geofencing, a location-based service technology that creates a virtual boundary around a physical location or area. Geofencing allows home builders to target and engage with homebuyers based on their geographic location. For example, if a prospect is near a new or competing community, geofencing can allow a home builder to share a special offer or information via the target audience’s mobile device.

Content Marketing

Beyond social media and tangible marketing collateral, there is a wide array of additional content to consider that can support SEO and drive quality lead generation for home builders. For the website, consider sharing blogs with content related to homebuilding trends, tips and insights, and the latest company news, including new communities, home designs, promotions and accolades.

Content marketing can include e-books and guides as comprehensive resources for prospective homebuyers, such as “Things to Consider When Building a New Home” or “A Step-by-Step Guide to the Homebuilding Process.”

In addition to establishing yourself as an expert within the homebuilding industry, quality blogs and long-form content can significantly improve SEO efforts, with Google ranking the site for its valuable information and prospects receiving something tangible that helps them throughout their search.

Local Presence + Events

Maintaining a local presence is crucial to reaching target audiences, with 41% of prospective homebuyers only looking at properties within 6-50 miles of their current home. Collaborate with local real estate agents, lenders, architects and other industry professionals to organize open houses for finished or upcoming projects, allowing potential homebuyers to explore the area and experience the home quality firsthand.

To foster those new relationships and connections, consider attending industry events and home shows to reach prospective buyers who participate in these events to learn more about new homes and homebuilding solutions.

Referral Programs

Incentivizing past homebuyers or real estate agents to recommend you as a home builder to their friends, family or colleagues is a tried-and-true way to deliver solid and valuable leads while building relationships with new clients. Word of mouth and testimonials carry a lot of weight, especially for major purchases.

Such referral programs might include cash bonuses, gift cards or discounts on future upgrades or services.

Targeted Email Campaigns

Email marketing is one of the most effective ways to reach target audiences by fostering those relationships and establishing brand loyalty. Targeted email campaigns can include informational newsletters and drip campaigns. Typically delivered quarterly, monthly or even weekly, newsletters from a home builder might include the latest industry news, such as new home sale projections or area statistics, as well as new projects and seasonal/current promotions and incentives, such as allowances for design upgrades or savings on lot premiums.

Alternatively, delivered on a scheduled cadence, drip campaigns include an automated series of emails directed toward potential leads who have shown interest (by joining the email list). Such emails provide insights and valuable information and, ultimately, nudge those leads toward purchasing a new home.

While it is important to generate quality relevant leads, it is also necessary to cultivate and nurture those relationships throughout their decision-making and home shopping process. Consistent follow-up, providing valuable information and content and ensuring consistent communication are essential to converting a lead into a new home sale. Implementing various components to your overall strategy and adjusting those efforts based on feedback and total results will maximize the probability of reaching the intended target audience and generating high-quality, relevant leads.

Next Steps?

Need a home builder marketing agency that understands the nuances of marketing to today’s buyers? Denim Marketing is an award-winning public relations agency working nationwide for home builders and developers; contact us to find out how we work to increase lead generation for home builders.