Imagine, during the initial meeting, a young couple looking for building a new house, explains you that your home construction services were strongly recommended by one of your clients who just posted a 3D rendering of their future home on Facebook. After a bit of research, this young couple has decided to meet with you for a preliminary design. This scenario can become quite usual if you learn how to master the art of social media marketing.
Social media for custom home builders can be very effective. The created content, shared on social media, creates interactions between potential buyers and is a powerful way for a brand to gain visibility, as well as establish a close communication and engage directly with current and future clients. In short, social media marketing can create generations of loyal customers.
Twitter, Facebook, Instagram, Houzz, or Pinterest: Each social media network has its own characteristics, but the process is always the same:
- Receiving brand mentions around a positive experience
- Collecting “likes,” followers, pins, recommendations, and positive opinions
- Encouraging dialogue between your “ambassadors” and your followers
- Encouraging your employees or anyone who could be your brand ambassador to get involved in expanding your community
#1 It improves your brand awareness
By sharing content that highlights your brand name and performance, your brand is exposed to a powerful panel of potential home buyers. If your content is well-targeted, it will be followed and shared by your community.
Remember that in 2019, 70% of American people were using social media networks. Your future clients are likely to be part of one of these networks.
If you can create appropriate and targeted content for your future buyers, you have everything you need to create a viral campaign on social media. Create content regularly, and post it to ensure that your ambassadors and followers can share it. The objective is to improve brand awareness by regularly expose them - and their friends and followers - to your brand. When their followers are ready to contact a home builder, they’ll think of you.
Note that not all content is suitable for social media! Think in advance about which social networks potential clients are connected to, and what types of content they expect to see. Then evaluate content that you can produce, and establish rules regarding the frequency of publication, tone, vocabulary, keywords, etc. You are now on the verge of establishing your marketing strategy on social media.
#2 It reassures future buyers
Social media networks are based on the Theory of Social Proofs. This is a theory which states that people generally look for guidance, especially when they’re faced with uncertainty or unknowns. If word of mouth can influence small purchases, it can be very powerful for large investments, such as the purchase of a house.
Many young buyers who are active on social media have very little or even no experience with buying a house. Any information found on the internet can play a role in their decision-making. Customers complaining on social networks or questions left with no answer are all turn offs. On the contrary, a home builder which is active on his business page, shares home designs or floor plans, and quickly answer to comments, makes future buyers feel more comfortable. They will be more likely to call on you for a meeting, as their first interaction with your brand will leave a positive impression.
#3 It creates engagement
Social media can also open up direct communication with potential clients: Have conversations with your community, speak directly to your followers, encourage interactions on your posts. Routinely respond to all the comments or questions. You will be building the foundation of an effective social media marketing strategy and creating a positive feedback loop for a successful customer experience.
To go further: 5 Tips for Home Builders to Improve Customer Experience
Be careful, though! These initial results take a long time to achieve. Don’t expect to attract thousands of followers in a few weeks. The process takes months.
If your budget allows for it, and if you wish to accelerate the process, you still can sponsor your content or launch an advertising campaign on whatever social networks you choose.
Optimize your advertising spending by targeting a specific geographic area or by filtering according to a specific demographic. For example, if you are a home builder based in Atlanta and you’re targeting first-time buyers, create a campaign that shows a 3D perspective of a single-family home corresponding to this target and to the construction requirements for that region, and expose your ad campaign only to those who fit the following filters: Atlanta area/25-35 years.
Also remember to indicate in your campaigns the names of the cities or places where you’re present or wish to. Future buyers who are specifically looking for building a house in this area will be all the more attentive to your communication.
#4 It generates traffic to your website permanently
Everything you post on social media networks should link people to your website, whether it’s a contest announcement, an open house, a blog article, a 3D rendering, a link to a video, a picture, etc. When a visitor lands on your website, part of your goal has already been accomplished. To take it further, make sure everything is available there.
To go further: Marketing for Home Builders: 3 Ideas for Your Website
#5 It turns prospects into home buyers
Provide your online visitors with content that will make them want to take the next step, even if it’s only to register on your website to get extra information.
Don’t forget about Call to Action buttons on your site, as they attract the visitor’s attention.
Capture the information you need in order to lead them to your sales funnel. Then it’s up to your sales team to set up a first meeting. If they convert into home buyers, they may become your ambassadors on social media.