The first step in any real estate internet marketing strategy is to know how prospective buyers search for a new home so that you can position your product where buyers are most likely to search online.
Sound obvious? Maybe.
In New Home Sales, sometimes how we see ourselves can get in the way of a good new home marketing strategy.
Real World Home Builder SEO
Creating a New Home Marketing strategy is very brand-centric. We spend tens of thousands of dollars on model complexes and brochures and signage to convey a specific positioning statement: luxury condos, quality craftsmanship, family friendly, modern urban living, and on and on.
But the truth is that buyers who are looking for a new home online do not type any of these positioning statements into a search box when they are looking for a new home. These might be qualities that build trust with buyers as part of the new home sales process, but in the research phase buyers need to be talked to based on what they need, not what we want to give them.
New Home Marketing: Consumers Are in Control
As an example, let’s say a developer in Seattle is selling luxury condominiums. The word “luxury” may be an important and valid positioning statement for the brand. Further, the developer or marketing team may feel that “Seattle Condominiums” is more formal than “Condos,” and therefore more consistent with marketing a luxury product.
So an online marketing plan is created using “Seattle Luxury Condominiums.” It’s effective for communicating the brand, but will prospective buyers online ever see it?
A quick search using a free tool such as the Google’s Keyword Tool shows that by staying consistent to that message in their internet marketing presence and home builder SEO strategy, they could be missing 90% of prospective buyers who search online.
Home Builder Marketing Communications Online and Offline
A positioning statement that is consistent with your brand can be a strong online sales tool. A keyword strategy that positions your product and your message where buyers are most likely to search makes your real estate website an effective prospecting tool by increasing search engine visibility and online exposure.
