What’s the best format for home builder Facebook pages in order to drive more traffic and sales?
For many buyers, Facebook is replacing home builder websites as the main source of information about a new home community. With the majority of home shoppers researching their home purchase on the web, it makes sense to provide our most compelling content and visuals on our Facebook pages as part of an overall home builder social media plan.
Fortunately, Facebook offers easy tools to post and organize information with tabs. The tabs at the top of every Facebook page create easy navigation for visitors and endless possibilities for home builders. But which tabs do home builders need, and how do they help sell more homes?
Here’s our list of 6 tabs every home builder Facebook page needs in order to connect with buyers and drive more traffic and sales:
1. Customized Welcome Tab
Make a great first impression with buyers with a customized “Welcome” tab that new visitors see when they visit your page for the first time. Basic welcome pages include photos of your new home communities, information about you as a home builder, and a call to action to “like” your page. More advanced welcome tabs can include videos and an email opt-in form. Create a customized welcome tab as the default landing page for all new visitors. This creates a strong first impression that inspires buyers to take the next step of opting in (“like”).
2. Video Tab
Do you have home builder videos on YouTube? Upload them to a dedicated tab on your Facebook page for visitors to see all of your content without having to click away from your Facebook page. Each time a visitor has to click to a third party site to view your video you risk losing them – especially with sites like YouTube that offer endless distractions. Create an online sales process that gives motivated buyers a logical next step. Include a call to action in your video that invites buyers to visit your website, download a brochure, tour the model homes, or some other action.
3. Photo Tab
When researching a new home purchase online, buyers need visuals – lots of visuals. Photos of model home interiors, exteriors, floor plans, neighborhood, even new home community events and happy homeowners (with their permission). The photo tab makes it easy to organize your photos with albums. You can create albums for different new home communities, different plans (each album can include a floor plan, exterior photos, interior photos by room), and specific standing inventory homes or specials.
4. Events Tab
Event marketing can be a powerful tool for driving online shoppers to in person visitors. Events can include educational events such as first home buyer seminars or designing on a budget, homeowner appreciation events, broker events, mixers, and more. Create a sense of the lifestyle of your community by also including neighborhood events such as Farmer’s Markets, local parades, grand openings, and more.
5. Notes Tab
The notes tab can be used for updates such as home builder blog posts, SEO press releases, and other timely messages that provide more information about your community than shorter Facebook posts.
6. Call to Action Tab
Now that you have your Facebook page visitors excited about your new home community, it’s important to make the next step clear to understand and easy to follow. Include a conversion tab with a specific call to action that buyers can take to move forward in their buying process. They can register to download a brochure, contact a sales agent, schedule a tour, RSVP to an event, download a buyer guide, and more. You can include an opt-in form on the tab or link to a landing page on your site.
This is our list for the must have tabs that we think no home builder should be without in order to create a Facebook presence that moves buyers to the next step. What tabs would you add?
2 Comments on "Home Builder Facebook Pages: 6 Must Have Tabs"
Hi Dawn. Great post! I completely agree that Video Marketing is an integral component for today’s marketer. However, like you stated, YouTube often distracts the prosect you worked hard to bring to the site. I recently published a post on my blog about how to solve this with branded Video Websites and Video Email. I’ll send you a sample Video Email to get your feedback.
Looking forward to your next post!
I like your call to action tips. It seems that a lot of fan pages neglect to take their fans to the next level of social media/marketing.
I used to struggle with creating tabs because they look poor or are too complex to make look great. I started hunting around for a tab builder and found one called ShortStack. They do a good job of being really easy and really customizable. All of their features can be placed on one page as well, which is something that a good amount of tab builders don’t do. I have been able to create a few tabs that are visually appealing and effective. You should check them out.
http://www.shortstacklab.com