How to Write the Perfect Floor Plan Page Post for Your Home Builder Blog

How to Write the Perfect Floor Plan Blog Post

Floor plan pages are one of the most popular sections of any home builder website. But how well do your floor plans actually sell your homes?

Typically the floor plan page of a home builder website includes the plan, rendering(s), the price, optional ways the home can be built, and a marketing-speak blurb of about 1-2 paragraphs. Occasionally (but not always) the floor plan page will also include photos.

This is the same strategy home builders have used for years. It may make perfect sense to you, but since almost every home builder uses the same format your floor plans can look and feel a lot like your competitor’s plans to an online home shopper.

So how can you create a more compelling, personalized experience for home buyers that are browsing floor plans online?

Your home builder blog is an excellent tool for giving home buyers more information about each of your floor plans. A blog a lot like the sales presentation that happens in your sales office. A well written blog post can demonstrates features and benefits, show how the home fits different families and lifestyles, discuss homes or homesites of that plan that are currently available, and more.

Here are a few ways to creating compelling content for each of your floor plans.

Include Media

A picture is worth a thousand words when it comes to creating an emotional connection for online home shoppers.

  • Include photos of the model home
  • Include photos from homeowners who bought the same plan
  • Include photos of different variations

When you add photos don’t leave it to the reader to figure out what is special about the home. Think about your blog post like demonstrating your model home. Write about the features, benefits, and emotions of the home.

Include one photo under every sub header to create a strong visual that draws readers into your content.

Include Video

Do you have a virtual tour of the plan? Embed the video in the blog post. The video should be short (2-3 minutes max) to encourage more views. Write about why readers should take the time to watch the video and specific features to look for.

For example:

“Watch the video below and notice how the cathedral ceilings in the great room give his home a bright, open feel.”

Include the Floor Plan

Your blog can include a link to the floor plan page and in some cases this is preferred. However, in most cases you will create a better user experience if you include as much detail in your blog post as possible. This includes a photo of the floor plan.

Write about the features in the floor plan to make it easy for readers visualize living in the home. Does your featured floor plan come with an option for fourth bedroom instead of a den, a dual master instead of a bonus room, or an upstairs loft area? Tell readers about the different options available and how other homeowners have used the space.

Include Links

If the featured home includes an open concept kitchen you may not have a lot of room to talk about all of the benefits of an open kitchen concept design. But you can link to another blog post that you have written specifically on that topic.

Include links in your blog (2 or 3 max) to keep readers on your blog longer. The more pages a reader views, and the more time they spend on your site, the more likely they are to register an email address and become a lead.

Include Testimonials

Do you have testimonials from homeowners who bought – and love – the same plan? Be sure to feature the testimonials and include photos or video if available. Add details about each family (with their permission) to create a story that potential buyers can relate to.

Include Similar Plans

If you have ever shopped on Amazon or other retail sites you have probably noticed that each time you look at a time you will see other suggested items. Include a “You might also” like section in your blog with photos of plans that are comparable in price or design.

Include a Call-to-Action

This is the most important part. When you write the last paragraph of your blog post ask yourself, “Now what?” What is the next action that you want a reader to take? This might be to ask about current availability of the plan by email or Live Chat, register to download more information about the plan, or schedule an appointment to tour the model home.

Write one blog post for each one of your floor plans and include as many of these tools as possible. Then promote your blog content across social media, email, and optimize your content for search engines. Floor plans are great evergreen content that you can post to social media again and again as new home buyers come into the market.

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Need help with your home builder blog strategy? We are specialists in developing content strategies that help home builders connect with home buyers online. Contact us for more information about our services.


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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