How to Rock Your ROI with a Builder Blog
As a home builder, why should you care about blogging? It’s a smart question. After all, with so many digital tools available it’s important to select the one that will bring the best return on investment (ROI) for your marketing spend.
Blogging is one of the few digital tools that creates measurable results at every stage of the digital sales funnel:
- Attract high quality website traffic
- Convert those website visitors to leads
- Convert those web leads to appointments
To better understand why you should be blogging, let’s look at the typical life cycle of a blog post and how compelling content creates a return on your investment days, weeks, months, and years after it’s published.
One Hour Later
Post your blog to your most loyal followers on Facebook, Pinterest, Twitter and Instagram. An engaged audience will like and comment on your post, which means more people will see your content (it’s like free word of mouth marketing). Social media posts don’t last long in an active feed, so use high impact copy and graphics that get attention and are share-worthy. Always include a link back to your blog post to drive traffic from your social media accounts to your website (and into your sales pipeline).
Once you’ve posted to social media, increase your ROI with paid promotion of your content on social media channels. This is an easy, low-cost way to get even more prospective buyers to see your content.
One Day Later
Within 24 hours you will begin to see results from promoting your blog post on social media including likes, comments, and shares. You will see traffic to your blog from social media and should also begin to see new blog subscribers. This is how social media helps you build your email list.
By this time your blog subscribers will also have received your new content in their email inbox. You will see more traffic on your blog as subscribers click through to read your newest content. Your RSS email and your blog post will each include a specific call-to-action for readers. You will begin to see an increase in activity on Live Chat, in your Sales Office, and on your online appointment request forms.
Two Weeks Later
Within two weeks, you will send your blog post as part of an eNewsletter that goes out to prospective buyers who are not already blog subscribers. Your eNewsletter will contain the last several blog posts and a primary sales message such as a move-in ready home, featured plan, community event, or testimonial.
Your eNewsletter will drive even more traffic to your blog and increase Live Chat requests, appointment requests, and Sales Office traffic.
One Month Later
Within one month your blog post will begin to rank in the search engines. This will vary depending on the keyword you are optimizing for. It is unlikely that you will rank for the search term “Dallas real estate” within one month, but you may rank for “Dallas ranch-style new homes.” (Tip: Social shares can impact how quickly and how well content ranks in search engines. This is another reason to make sure your content is share-worthy on social media platforms.)
As your content ranks higher in search engines, your organic website traffic (non-paid traffic from search engines) will also go up. Research shows that 69% of online home shoppers that take action on a real estate website come from a search engine. These are your “power prospects.”
Blog posts that rank well in the search engines are your digital prospecting tools. They attract high quality, new leads into your sales funnel automatically 24 hours a day, 7 days per week.
One Year Later
This is where a blog strategy really shines. A good blog post still ranks in the search engines a year later and is still attracting new leads into your pipeline. If you blog the recommended minimum of twice per week that’s more than 100 blog posts that are automatically attracting new leads into your pipeline. It’s like having your own digital prospecting army.
Evergreen content (content that is still relevant a year later) can also be re-shared on social media networks. In the homebuilding industry prospective buyers are continually entering and exiting the housing market. Your blog post may be a year old, but it’s still fresh and relevant content for someone who is just starting a new home search.
Now think about your current digital spends: social media, paid search, listing sites. Are you still earning a return on your investment for these spends weeks, months, even years later?
Home builder blogs are the cornerstone of a digital strategy that produces a smart return on investment.
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What’s the return on investment for your digital marketing including blogs, social media, email marketing and SEO? Contact us for more information about our digital marketing services for home builders.