Marketing for Home Builders
How to Find More Clients for Your Home Building Business
Is it time to re-evaluate your marketing strategy? Your success in the home building industry might depend on it! We want to help you find new ways to market your business and grow your company! Use the tips below to get started.
1. Do quality work
Word-of-mouth is still one of the important marketing channels for a home building contractor. Shoddy workmanship is just not going to cut it. You have to deliver a great product if you want to keep bringing in referral business. It’s just that simple.
2. Create a brand.
Branding includes everything from naming your company to deciding on a logo.
Each choice helps to give your company a unique identity. How do you want to be known? If you like to build high-end homes, your company name should reflect that. There’s a big difference between “JR Home Builders” and “JR Luxury Home Builders” or “JR Custom Homes”. Your brand helps to determine the type of customer you will attract.
3. Upgrade your outdated website.
First things first: you need a website. If you don’t have one, you’re already losing business to your competitors that do. If you have an older website with outdated technology, it’s likely time for a design overhaul! A modern, professional website with high-quality photographs of your past work makes a lasting first impression. Let people know why you are the best home builder in town. Make sure your contact information is on every page so interested customers can get in touch with you!
4. Drive traffic to your website with pay-per-click (PPC) advertising.
If you don’t have time for SEO right now, pay-per-click is a solid alternative. You can use highly-targeted ads to get more visitors to your site overnight. PPC is all about customization. If you're a home builder in Dallas, you will want your ad to show when someone searches for "builders in Dallas". If you typically build high-end homes, you might want to include the word "luxury" in your ad text. If you aren't careful, PPC can become very expensive. Don’t worry though! You can always control your spending by setting daily budget limits.
5. Build your company’s credibility with online reviews.
Although testimonials can be helpful, your prospective customers really want to see independent verified reviews. Building a home is an expensive project! People want to make sure they are working with a reputable contractor before signing the dotted line. Many people rely on online reviews to make these important hiring decisions. Highly-rated builders with many positive reviews also get more visibility on these platforms.
6. Follow up with people!
This might seem overly simple, but it’s very important. Once you submit a proposal, don’t wait for the prospective customer to call you back. Sending a quick email can make all the difference. See if they have any questions or concerns about the home construction process. Simply reaching out again can really help you win the job.
7. Use a pay-per-lead service.
Buying leads is a popular way to generate new business quickly. There are several lead generation companies that can help home builders find new prospects. When a lead matches your preferences, you will receive a text message or email notification with the information. You are then charged a fixed price for each lead.
8. Connect with other local businesses.
Building solid relationships is an important part of growing your business. As a builder, it can help to connect with real estate agents, appraisers, general contractors, and other home builders. Think about people you can exchange referrals with! Always keep a few business cards on hand. You never know who you may cross paths with on a daily basis.
9. Try pay-per-call advertising.
If business has been slow recently, pay-per-call leads can give you the bump you need. Things will happen once you start submitting more proposals. A pay-per-call company advertises on your behalf. Interested consumers can call you directly. You will be charged a set fee for each call the company sends your way. People may be contacting you for a variety of projects. For example, one person may be looking to build a custom home on a vacant lot. Another person may be looking to tear down their existing home and do a total rebuild.
10. Build your following on social media.
Use social media to post pictures of your current projects, answer questions about the home construction process, and share relevant construction and real estate articles. When someone asks a question or writes a comment, take the time to respond and follow up. Be genuine and show the human side of your business!
11. Put up job site signs.
When building a new house, ask the new homeowner if you can put up a sign in their yard. When people walk or drive past the construction site, they will know you are responsible for the great work. If someone else in the area is interested in hiring a home builder, they might think to call you first (just based on the sign).
12. Optimize your website for the search engines.
Investing time and money in SEO can help you get more organic search traffic to your website. Wouldn’t you love to rank highly for “best local home builders” or “high-end home builders”? With a great website, you can turn these website visitors into your new clients.
Marketing for Home Builders – Questions & Answers
Is it important for a home builder to have a website?
It’s more important than ever for a home builder to have a website. A modern, professional website can be a great asset to your business. You can describe the services you offer, show off pictures of the houses you’ve built, and let people know what makes your company different. Have you won any awards? Do you specialize in “green” or sustainable construction? Most importantly, your contact information should be on every single page. Make it easy for people to get in touch with you!
Should home builders care about SEO?
Yes, professional home builders should care about search engine optimization. SEO can help your website earn more visibility in the major search engines like Google and Bing. When you rank highly for important keyword searches, more people are going to click to your website. You can improve your SEO by publishing original content and building links to your site. If you need additional help, you might think about hiring an agency to do some SEO work on your behalf.
Can home builders buy leads?
Yes, there a few different places for home building contractors to purchase leads. Most of these companies charge on a per-lead basis. This means that you agree to pay a set price for each type of lead. Prospects may need help with a variety of services, ranging from design to construction. They may have a lot already or they may need to your assistance finding a property to build on.
Can home builders generate leads with pay-per-click advertising?
Yes, pay-per-click advertising can help home builders generate leads. PPC can help your company reach a very targeted audience. For example, you may only build houses in 5 different counties. You can edit your location preferences to make sure your ad only shows in these counties. This means you won’t waste money showing your ads to people outside of your service area.
Is it worth it for a home builder to advertise in the Yellow Pages?
To be honest, there’s no easy answer to this question. It is going to depend on where you live and the level of competition in your area. A yellow pages ad can still be a helpful marketing tool for home builders in some parts of the country. This tends to be true in some rural areas where people still refer to the phonebook when it comes time to hire a local business.
How can builders find lead generation resources?
You have come to the right place! ProMatcher has already identified some of the leading online lead generation services for home builders. Use our site to learn more about each program. If you interested in learning more about a specific program, we can put you in touch with a company representative.
How much do home builder leads cost?
The cost of new home construction leads will depend on several factors, including where your business is located and the type of house the prospect wants to build. As a general rule, modular home builders can expect to pay less for leads than custom, high-end home builders. It’s important to note that some lead providers sell leads multiple times. Shared leads are usually more affordable than exclusive leads (that are only sold to one contractor).
How much should a home building company plan to spend on marketing?
There are a few variables to consider. It will depend on the 1) size of the company, 2) how many jobs you are looking to take on, and 3) the level of competition in the marketplace. Most home builders should aim to spend about 5 to 10% of their gross revenue on marketing. You’re probably thinking that this sounds like way too much money. If you’re not ready to spend this much, that’s okay. Start with a few of the low-cost marketing strategies and work your way up slowly!