How home builders can sell more homes

3 Simple Steps to Sell More Homes This Fall

Fall is here, and Thanksgiving is just 8 weeks away. Are you on track to reach your year-end sales goals?

If not, now is the perfect time to kick your marketing into high gear. This doesn’t mean that you need big incentives, splashy social media campaigns, and extravagant advertising spends. All you really need is a simple, repeatable sales process.

Here are 3 easy steps to more sales this fall:

Step One: Email Prospects Twice Per Month

Re-engage your list of potential home buyers that have registered online or in your sales office. A consistent, bi-weekly email newsletter that’s filled with high quality content will give you a competitive advantage over larger builders with bigger budgets. Send out an email newsletter every other week that includes move-in ready homes, recent blog posts, real estate market news, testimonials, and other community updates.

Inspire potential home buyers with an attractive, visual email that features captivating photos of your homes. Include large call-to-action buttons that are easy to see (and click) on mobile devices. Clearly identify the next action you want prospective buyers to take. This may include:

  • Schedule an appointment
  • Read/subscribe to the blog
  • View floor plan
  • View move-in ready homes
  • Contact a Sales Agent (email, phone, live chat)
  • RSVP to an event
  • Read testimonials
  • View photo gallery
  • Take an action on a landing page

Once your email is sent, review your email reports with your sales team. Which prospects are opening your email? Which topics are they most interested in? Use this data to prioritize and personalize prospect follow up.

Step Two: Publish Fresh Blog Content Twice Per Week

Think about your specific goals for the next 8 weeks. How many homes do you want to sell? Which plans? Which locations? Once you’ve identified the homes that you want to sell, use the 6 P’s of Content Marketing to identify the buyer persona that is most likely to buy the inventory you have for sale now.

For example, let’s say that you’re a home builder with 6 cul-de-sac locations that will be released in the next 8 weeks. Each homesite will feature larger, two-story plans (over 2,000 square feet) and big yards.  The homes will be completed in six months. Based on this, your buyer persona is more likely to be move-up buyers with a large family and a house to sell.

Topics might include:

  • Buying a New Home in [City] When You Have a Home to Sell
  • [City] New Homes: Stunning Landscape Ideas for Large Yards
  • New Home Design Trends: Floor Plans for [City] Families
  • Testimonial: 10 Reasons Why Families Love [Your Company]

The possibilities are endless, but the goal is to create content that moves prospective buyers through the online sales cycle. Need some ideas? Read 104 (More) Home Builder Blog Topics.

Step Three: Promote Content Through Social Media Everyday

Leverage your existing social media audiences to promote your blog content. Don’t have a big social media audience? Use low-cost, high-impact Facebook ads to promote your content. You can target your ads by zip code, age, employer, interests, and other filters. Since your ads are highly targeted, you are more likely to reach potential home buyers versus a more general Facebook audience. Promoting your blog posts on Facebook and other social media channels  drives traffic back to your blog (and the top of your sales funnel).

Don’t have enough fresh blog content to promote on social media every day? Promote older blog posts that are still relevant. These are called your “evergreen” posts because the information is still valuable weeks, months, or even years after it’s published. This simple, affordable, and effective 3-step approach reaches potential buyers at the top and middle of your online sales funnel.

What are you doing to sell more homes this fall?


Need help with your home builder online marketing strategy? Through our agency, Idea One Media, we specialize in digital marketing for home builders including email marketing, blog writing and optimization, social media management, SEO, and website design. Contact us for a free consultation.

Dawn Sadler

Dawn Sadler is the Founder and CEO of Builder Target. She is also a speaker, author, and content strategist.

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