When you market your homebuilding business, you sometimes walk a fine line between not sharing enough information and sharing too much.
If you don’t share enough information (and specifically the right kind of information), you’ll never convert “lookers” to qualified prospects (much less to customers). On the other hand, if you constantly bombard prospects with unwanted or unrequested information, you may do more harm than good. So where’s the balance?
To be honest, the real question when it comes to marketing your homebuilding business isn’t “How much marketing content” is appropriate, but rather, “What kind of marketing content” is appropriate?
If you happen to build custom homes, you know that no two homes are exactly the same. There may be strong similarities, but you have to treat each house as a unique undertaking. Guess what? Your potential clients are like that. They may have a lot of common questions between them about building a home, but you have to treat prospects like individuals. Does that involve a bit more work? Yes.
So what does that mean in practice? Your website and your blogs may contain more generalized information. You still want it to be specific enough to be valuable, but the topics you talk about on those platforms are a little broader in nature. For instance, you might post a blog about general kitchen design. Most prospective homeowners are pretty interested in how their kitchen is going to look. But a general post like that may not get people to respond to you. How can you make that happen?
Within your blog you can include an offer (a link) that lets readers know that you have more detailed, specific information that they can download for free. When readers click on that link, they go directly to a landing page that offers your free kitchen design e-book. All your reader has to do is provide their name and email address, and they have instant access.
Here’s where a bit of the work comes in: you need to keep track of who has requested what information. You don’t want to bombard the individual with emails or mailings. But if you notice that the same client comes back and downloads your free kitchen counter checklist, that might tell you that a gentle personal email to them is in order. It might be something as simple as: “We’ve noticed you’ve downloaded a couple of resources having to do with kitchens. Is there some other specific information we can help you with?”
That could lead to additional emails with information targeted to the prospect’s specific needs. It could even lead to a phone call from the sales team—if the prospect so desires. You’re putting the potential client in charge and letting them request the information they want. That’s really a big part of the whole “inbound marketing” approach that’s so effective in today’s market.
Here’s an example of how that works:
If you’re interested, click here to find out more about inbound marketing. Clicking that link will take you to a landing page that allows you to watch a great webinar that explains how and why inbound marketing works for homebuilders. If you sign in to watch it, we won’t hound you with emails or calls. If you continue to check out information about how to better market your homebuilding business, there’s a good chance we’ll send you an email to see if we can be of more assistance.
That’s really how you walk the line between not providing enough information and contacting prospects too often. We know you’re smart enough to let us know what kind of information will help you—and when you want to receive it. You can do the same thing with your prospective clients.