Does Your Home Builder Social Media Do This?
There are many ways to measure your social media: growth, engagement, reach. Unfortunately, these things don’t directly sell homes. So what is a smarter way to measure how well your social media fills your sales funnel with new prospective home buyers?
Here are a few simple questions to ask to know if your social media is bringing in new buyers (and how to fix it if it’s not).
Does It Increase Website Traffic?
Likes, pins, and retweets are nice, but selling homes is better. MUCH better. Social media that increases traffic to your website attracts new prospective buyers into your sales funnel. Not just more traffic, but better traffic. Visitors that are actively in the market for a new home. If you are posting to social media regularly but don’t see any traffic from Facebook, Twitter, Pinterest or Instagram then it might be time for a new strategy.
How to fix it: Use words in your social media that create emotion. Don’t be afraid to have fun. For example, instead of a post that says “Our Tuscany plan has 3 bedrooms, 2 baths and a beautiful kitchen and is priced at $227,500,” say, “Want to make your friends green with envy? Then you’ll love our decadent Tuscany plan (and no one ever has to know it didn’t cost a fortune).” Make your content clickable.
Does it Increase Web Leads?
Web traffic is the first goal, but if visitors leave your website without registering an email address then you’ve lost the opportunity to connect… maybe forever. Web visitors are most likely to turn into appointments and sales when there is meaningful follow up from a salesperson, a well-crafted email automation strategy, or both. The first step is to a successful digital sales path is converting visitors to leads.
How to fix it: When social media followers click through to a page on your website or blog, is there a clear call to action for them to follow? Possible calls to action include subscribe to the blog, register to download a brochure or buying guide, RSVP for an event, Live Chat or schedule an appointment. A clear call-to-action turns your website into a lead generating machine.
Is It Generating Buzz for Your Company?
Are you the only one on your social media platforms that is talking about how great your homes, quality, service, and neighborhoods are? If so, shift your social media content strategy from selling a product to building a community. Your social media profiles can be a platform for your happy homeowners to spread the word. Word of mouth marketing is a powerful (and free) tool to help generate excitement and buzz about your community.
How to fix it: Increase engagement from existing homeowners on your social media pages by asking questions. Ask homeowners to post their favorite memory in their home, their favorite feature, or to post photos of how they’ve decorated their home.
Of course, there are more ways to measure your social media metrics than these three questions. But if you are posting, pinning, and tweeting without success this is a smart start to a more successful social media strategy.
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Need help driving more leads? Contact us about our digital marketing services for home builders.