Organize and Simplify Your Home Builder Blog Content

Organize and Simplify Your Home Builder Blog Content

Your blog is an essential tool in your home builder online marketing toolbox. But coming up with new ideas for topics week after week can be a chore. After all, how many times can you write about the same plan, the same neighborhood, and for the same buyer profile? This can be even more frustrating if the blog topics you are writing aren’t producing new traffic, leads, appointments, and sales.

Fortunately, there is an easier way.

Home builder blogs that are optimized for SEO put your content right in front of home buyers who are searching for a new home online. According to a study from Google and the National Association of Realtors™, buyers who research a new home purchase on a search engine like Google are more likely to take action on a real estate website. This can include contacting a sales agent, signing up for an enewsletter, or subscribing to a blog. Even better, blog content is asset-based marketing. The blog you write and publish today will continue to bring new traffic and leads for months and years to come.

Create a simple, organized content calendar that makes it easy for your entire team to understand and communicate the purpose of your blog.

Here’s how:

Step 1: Create Your Content Pillars

What are eight things about your company that make buyers want to buy from you? This could be customer service, construction quality, innovation, green building, or  any other reason that home buyers love doing business with you. Identify eight of your key brand messages. These will be your content pillars.

We recommend a blog schedule of no less than eight posts per month (usually every Tuesday and Thursday). That means that each month you will write one blog post about each content pillar.

Here is an example of eight home builder content pillars:

  1. Construction quality
  2. Testimonials
  3. Exceptional neighborhood location(s)
  4. Featured floor plan
  5. Design center
  6. Financing
  7. Builder story/reputation
  8. Customer experience

Your eight content pillars will provide a support system for your entire content marketing strategy.

Step 2: Create Topics for Each Pillar

Now that you have identified your eight content pillars, brainstorm as many topics as you can for each pillar. Don’t worry about who will write it or the details of the content, just list as many topics as you can.

As an example, let’s say that one of your blog pillars is your Design Center. Here are some sample topics for that pillar:

  1. How to choose flooring (price range, durability, room by room)
  2. Meet the designer(s)
  3. Design options for any budget
  4. Choices for included features
  5. Most popular options from other homeowners
  6. Newest design trends for the home
  7. Which kitchen counter is right for you?
  8. One plan, two ways (budget and luxury option packages)
  9. This, not that: create a dream home on a reality budget
  10. Can’t decide? Fun ways to enroll family and friends in design decisions (social media, etc)
  11. Comparison of your included features to other builders
  12. Technology trends for the home

If you are having a hard time coming up with ideas, think about some of the most commonly asked questions from home buyers. Then create a topic that answers that question.

Step 3: Create Your Content Plan

Once you’ve established a good list review it and find 12 topics that you think will best resonate with potential home buyers. Repeat this for each pillar until you have 12 topics for each or a total of 96 (an entire calendar year). Can’t think of 12 home builder blog topics? Begin by writing 3 topics for each pillar, or 24 total. This will give you 90 days of blog content.

Create a system of writing one blog for each content pillar each month. This will organize and simplify your blog content calendar and make it easier to communicate to your internal team. The consistent communication of your key brand messages will differentiate your company from other builders in your area and establish your credibility as a market leader.

Need help with your content strategy? Contact us to find out more about our targeted online marketing services for home builders.

Dawn Sadler

Dawn Sadler is the Founder and CEO of Builder Target. She is also a speaker, author, and content strategist.

  • Jared

    Have you thought about doing a follow up blog post on this topic? I would be very interested to see how you would conduct a blog posts with these different categories. Maybe do a mock-up or template/outline example?

    Construction quality
    Exceptional neighborhood location(s)
    Featured floor plan
    Design center
    Builder story/reputation
    Customer experience

    Thanks for your amazing blog posts- I can tell there is alot of detail put into them!