No one deliberately sets fire to dollar bills, but if your home builder advertising program isn’t bringing in a decent return, you might as well. With so many advertising opportunities around, it’s all too easy to get overwhelmed and jump on a chance just because it worked for someone else.
Figure Out Your Ideal Customer
It’s old advice, and too many businesses ignore it for just that reason. Thing is, if you don’t know who you’re selling to, how do you know where to place your ads? It’s no good promoting stair lifts in places where teens hang out.
We’ve all heard of a buyer persona, and that’s just a fancy way of saying “understand who your customer is.” How old are they, where do they live, what’s their income, where do they hang out online, what social venues do they visit?
Once you’ve got a good grasp of how your ideal customer lives their life, you’ve more of a fighting chance to direct your advertising efforts where they’ll see it.
Know Your Business
Home builders are pretty multi-skilled. But what are your real strengths? Think beyond the purely practical aspects, such as top-notch finishing or high-end plumbing.
Also consider your people skills; you might, for instance, shine when it comes to finding ways for individuals to compromise on their dreams, so they can get close instead of giving up altogether. If you can solve building problems creatively, that’s definitely something you should be using in your marketing.
The old saying goes that you can’t please everyone all the time. But when you know your own strengths inside out, you’ll make those you can please ecstatic, and that will bring in more business through referrals.
Don’t Miss Cheap or Free Advertising
Easily overlooked advertising opportunities include:
- Eye-catching livery on company vehicles. Always park them where they’ll be seen.
- Signs in the front yard of homes you’re working on.
- Branded clothing, so your name and logo are prominent on t-shirts or caps.
Home builder advertising is ongoing and constant, and because you work directly with the community you serve, there are opportunities on every corner. Making sure your business is visible is the best way of getting people to remember your name.
Face-to-Face Social Networking
Don’t let networking become a dirty word in your vocabulary. At it’s most basic, networking is simply meeting people and talking about your business. Because ‘what do you do?’ is nearly always one of the first questions we ask new acquaintances, it’s easy to get the ball rolling.
Think social and think local. What clubs or societies could you join where you’ll meet people with similar interests? Could you help at, or donate to, fundraising events? How about helping at your kid’s school?
This kind of everyday activity gets you known in the local community, and that in turn is great advertising.
Nurture Your Home Builder Website
A professional design is only the start. Your website is your 24/7 shop window, and you never know who’s looking or when. Keep it up to date and interesting through a regular blog, and remember to mention your latest projects and testimonials, certifications or industry awards.
As a home builder, you know advertising never stops, and it’s not all about high-ticket promotions or TV appearances. Every day presents new opportunities - you just need to keep your eyes open and grab them when they come along.