3 Marketing Words Homebuilders Should Stop Using in 2016
Are you stuck in a marketing rut? Is your marketing calendar filled with the same old tactics you’ve been using since 2010? Is your company still using the same mindset about online marketing that you first learned years ago?
Perhaps it’s time to re-evaluate some of the legacy systems and mindsets that your company has been using in social media, email, and online lead generation. Are they still useful? Do they still matter? Do they still work?
To start, here are three of the most common terms used for digital marketing and why it might be time to retire them for good.
There is a myth about reach, or the total number of people who will see your message. This is especially true of social media. The myth is that the more people that view your message, the more people will share it and like it and tell all of their friends and family about it.
Instead of reach, focus on personalization. It’s more profitable to focus on bringing exceptional content to 100 people who are looking for a new home than it is to bring a dull, generic message to 1,000 people who are not.
Don’t try to be all things to all people online. Create great content for the people who are actively shopping for the type of homes you sell. Focus on the few and how to create and exceptional experience for them.
Similar to reach, eBlasts can give a home builder a false sense of marketing effectiveness. Let’s say that you have an email list of 2,500 prospective buyers that you’ve collected over the last few years. That means that every eBlast you send will reach 2,500 prospective home buyers, right? Not exactly. The number of people on your list that actually open your email and take action will depend on several factors, including:
- Timeframe: Are they able to buy now?
- Plan preference: Are you advertising a home they are not interested in?
- Buying motivation: Does your message about the award-winning school district connect with retirees who are also one of your buyer profiles?
- Status: Are they even in the market anymore?
Instead of sending one generic message to your entire list focus on personalized email campaigns that are sent to a smaller group of people. Create content that speaks directly to where they are in their decision making process. Do they need neighborhood information? Pricing information? Ways to save for a down payment?
Personalized email campaigns earn up to double the open and click-through rate of generic eBlast messages. That translates to more appointments, more sales, and a better return on your marketing investment.
We love conversion at each stage of the sales funnel – in fact, we built an entire company around the concept. Conversion simply means how many people move to the next step in the sales funnel:
- Website visitors become leads
- Leads become appointments
- Appointments become sales
- Sales become happy homeowners who refer friends and family
Replace the word “conversion” with the word “connection” and it’s easier to understand how important it is to build trust at each stage of the sales funnel. Is your website an online brochure that simply sells your company, or is it an interactive tool that provides value for a new home shopper? When a prospective buyers sign up on your website, do they receive personalized follow up or are they simply added to a general eBlast list?
Conversion is about numbers. Connection is about people.
Digital marketing and the homebuilding industry are constantly changing. That requires that we are constantly changing too. Take an objective look at your current marketing efforts. Is it time to update your systems and mindsets about reaching buyers online?
What are the legacy digital marketing systems that you are rethinking for the year ahead?
Need a fresh marketing perspective? Contact us for more information about our Digital Sales Funnel Assessment. We can help you measure what’s working, what isn’t, and create a marketing system that works.