22 Aug 4 Reasons Home Builder Marketing Plans Should Include Social Media
Don’t let fear stop your home builder marketing plans.
Her email sounded panicked. A former employee had posted on a message board what she claimed to be the recipe for their restaurant’s most prized menu item. This one item set them apart, it was the reason many people chose their place over another, similar chain. Although the message board appeared to be somewhat obscure, the fear of this recipe or something even close to it leaking out was very, very real.
By the end of the day the recipe had been deleted (it’s one of the FEW times I’d suggest deleting something someone says about you online and it’s against most message board policies to post trademark information). *Sigh of relief.*
Here’s how this story relates to your home builder marketing efforts. For most of our clients, we recommend they share their knowledge freely, in little snippets, on their website, YouTube, social media, etc. Why? Isn’t their knowledge of home building as much their secret sauce, what sets them apart, as this restaurant’s recipe? Yes. And no.
To do it right they need your product
We work with a lot of retailers in the home improvement industry. You can show how to use your product, place your product or display your product, but unless they have your product, it doesn’t do them much good. Which makes buying your product suddenly very important.
Think about all those Pinterest or Houzz photos you’ve saved. A homeowner could possibly pull something similar together, but will it really look the same? You can probably answer that one. Offer the same advice online that you would offer in your store or to customers getting ready to build. Build some credibility. Drive people back to your site over and over again. When they are ready to buy or build, you’ll be the trusted friend they really must call.
How do you get them from reading your tips to coming into your business or calling your office? Keep reading.
To do it right takes a lot of work and time.
You’ve created some curiosity. Your readers love your style and suggestions. Now draw them in a little deeper. Create a how-to video for the questions you get asked the most often. Write an e-book or whitepaper with details of how to do just one little part of what you do. Create a checklist for building your first home or buying land for your first home.
Of course, you don’t offer this much information completely for free. Ask for a little something, like a name, email and phone number in return. You can use that contact information to check in on your prospect, see how the project is going and ask if you can answer any questions they may have.
Can you imagine the credibility you gain when you check in like this? Who will they call if (when) the project takes a wrong turn? The person who decides to do a project themselves off your video or manual probably wasn’t planning to call for help in the first place. But by checking in on their progress or offering some tips, you’ve already become a trusted resource.
Often times once a homeowner realizes how hard it is to do what you do, they’ll gladly pay for you to do it right the first time. Or they’ll call you when the DIY takes an unexpected turn. Especially if it keeps this from happening:
To buy well takes some education.
What do you wish your customers would ask before they purchase your product or service from you or your competitor? How can a homeowner know what they need in relation to your product? In other words, how should your customer purchase your product or service?
By providing information on how to use your product or service in the best possible way, you are educating your customer on your industry. We worked with a local retail store that continually went up against a big box store on pricing. Their cost for the main product was a good bit higher than the big box store–which is what the customer expected. The customer didn’t realize they were paying much higher rates for a must-have accessory to the product at the big box store. A direct comparison of the costs for the whole job left the local store neck in neck with the big box store. Educate your customers.
To sell big ticket items takes credibility
For years contractor marketing and home builder marketing has relied on word of mouth. It still does, really. But word of mouth is changing. Now people are asking on social media “who do you know who…” and “who would you recommend for…”. Having easily accessible information on social media and your website allows your happy customers to share about you in ways you WANT them to share about you. Use those channels to build credibility. Your contracting company isn’t a fly-by-night operation. You’ve built a strong company, with happy customers and qualified employees. Share that information.
It’s easy to talk about blogging or sharing videos or creating checklists, but how exactly do you do that? Schedule a 30-minute consultation with us to find out.