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Marketing and Sales Strategies for Home Builders and Remodelers

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Homebuilder-Remodeling Marketing: Repetition Shouldn’t Be Boring

Messaging, builder blogging, Marketing integration, Builder-remodeler marketing

When you review the marketing materials for your homebuilding or remodeling business, do you ever get the feeling that you’re saying the same thing over and over? I’ve got good news for you: That’s not necessarily a bad thing! If you’ve got the right message, it’s important to repeat it.  If what you’re saying will help potential clients make the right choice homebuilding or remodeling choice, it’s OK to say the same thing multiple times. Here are several reasons why. 

3 Best Practices for your Builder Business Blog

builder blog content, builder blogging, builder blog articles

Business blogs can be somewhat challenging for a few reasons: you shouldn't be self promoting, you need to create timely, relevant content for your readers and you have to be consistent.  Let's take a look at some best practices to ensure your blog reaches the level of success you're looking for.

Turn Your Builder Blog into a Lead Generation Machine

builder blog content, builder blogging, builder lead generation

Building a blog is a lot like building a house or a commercial building.  What you build and how you build it says a lot about how you are as a business person.  Naturally, using great materials and taking the time to ensure everything is tight and well designed leads to your work being sought after.  Building something shoddy means you're going to have some skinny kids.

Don't Have a Lazy Blog

You've likely dealt with subcontractors who like to take multiple-hour lunch breaks, and can never seem to get everything they need with a single trip to the hardware store.  Your blog can be just like those guys, or it can be like the consummate professionals you want to work with.  If you want your blog to both express that you offer a premium service and get people to contact you, there are three things your blog has to do:

Offer Interesting Content

Some people think a blog is a place to stand there and shout like a used car salesman who's had too much coffee.  You can do that, but ultimately you'll be better served by taking a softer approach to your selling.  Write your blog posts from a perspective of, "I'll help you better understand more," and your readers will come to respect you as an expert in your field.  Who do you think they'll want to go to when they have a project?  This will attract a lot of work.  Just steer clear of too much technical detail, and remember to always write about your customers, not yourself.

Ask for What You Want

There are two things your marketing needs to ask for: contact information for your e-mail list, and the sale.  Some people need to be told to buy, or at the very least fill out a form asking for you to contact them.  Otherwise, they might hem and haw forever, while their dream home or business remains just a dream.

Make and Test Offers

Pay careful attention to what you're offering.  When you give something such as a discount, a free estimate, an ebook about how to get what they want from a contracting company or an "extra" of some sort, see who actually responds to it.  Different offers will attract different people.  The more kinds of offers and the more ways you offer them, the better.  Test an offer's wording, its look, and where you offer it.  Test constantly.

Is your Remodeling Company Dedicated to Content Marketing?

builder blogging, builder content marketing

One of the best things about the building trades is that it's usually a "one and done" deal.  Your client calls you with a project, you go and do it, and once it's done right you get paid and move on to the next thing.  You don't have to keep on doing the same project week after week, or even month after month.  Sometimes you can even take some off time to rest and get your head together. But good luck doing that with a blog, right?  Once you've got a blog, you need to have all kinds of content swimming through your head like Hemingway in his prime, right?

No!  You don't need to be some kind of literary genius, constantly scribbling out ideas when you can't add anything to your blog in the normal way.  As a matter of fact, you might very rarely have to think up "special" ideas for your posts.  Whether you realize it or not, with every remodel you do, you're doing things worth blogging about.  The following are a few ideas to get your creative juices flowing, so you can pump out the content like a champ.

1. Make Yourself Look Like an Expert.

Sometimes people will e-mail you or post on a forum with a question, and you'll be tempted to just answer it privately.  Resist this urge.  First, make the question and answer public on the forum, if not on several.  Then, turn your response into a super-detailed blog post.  Don't be afraid to spend an entire day answering the crap out of that question, as well as some additional questions that will inevitably come up.

2. Share the Lessons of Your Teachers.

One of the best and worst things about the building trades is that most knowledge is passed down by watching someone more experienced do something, and having them give you advice.  This is great because it keeps the knowledge very practical, but it's terrible because it only reaches insiders.  On your blog, share the lessons you've been taught, and your customers will see you as a lifelong student on a quest to be the best remodeler you can be.

3. Outsource.

If in doubt, hire a ghostwriter.  They're great for brainstorming, and posting for you while you're on vacation.  A competent writer will ask you're targeting, and will write in a voice appropriate for that crowd.  The best writers' work won't even need much editing.

Blog Post Written by Spencer Powell

Spencer is the Inbound Marketing Director at TMR Direct. Spencer specializes in helping clients create and execute effective inbound marketing campaigns.

6 Builder Tips for Improving Blog Conversion

builder blog content, builder blogging, builder blog articles

Traffic and leads are important for all builder blogs, but it is also important to understand how conversion rate effects these factors.  When you improve your conversion rate, you are more likely to increase your lead generation, even when you do not have more traffic.

If you are noticing a decline in your conversion rate or are simply interested in boosting your conversion rate, check out these six tips for improving blog conversion.

1.  Align Your Content with Relevant, Targeted CTAs
One of the most important aspects of lead generation is understanding calls-to-action (CTAs).  It is essential to place one on every blog post.  If you do not currently use CTAs in your blog posts, it's never too late to start.  If you already use them, consider how you can make them more relevant.  Think about the specific resources that your building company customers need.  This may mean creating some entirely new CTAs.

2.  Use New CTAs to Optimize Your Evergreen Blog Content

High traffic articles will be a continual source of lead generation for your company if they continue to be updated.  Examine your analytics to find articles that have high search rankings and are still generating a significant amount of traffic.  Include newer offers with high conversion to boost the rates of these evergreen articles.

3.  Give Your Banners and Highlighted Offers a Makeover
People don't want to see the same banners and offers every time that they visit your web site and will lose interest if you don't change them once in a while.  Simply updating one of these aspects of your site can boost your conversion rates.  Your analytics information is your best friend with this process.

4.  Experiment with Different CTA Buttons
Don't be afraid to try different CTA buttons to determine which ones work the best.  Consider simple vs. complex buttons.  Think about the tone and layout of your messages.  Examine the statistical significance of each test that you run.

5.  Include Links to Offers Throughout Your Blog Posts

In addition to button CTAs, include text within blog articles.  For example, if your company has an eBook entitled "Top Kitchen Remodeling Projects," include a link for it in your article about house renovations to consider before trying to sell.

6.  Include an Opt-In E-Mail Form

Some of the simplest methods for increasing blog conversionare the most effective.  Including an opt-in e-mail form on your web site is no exception.

Blog Post Written by Spencer Powell

Spencer is the Inbound Marketing Director at TMR Direct. Spencer specializes in helping clients create and execute effective inbound marketing campaigns.

This blog is dedicated to providing valuable information to home builders, remodelers, and contractors about inbound sales and marketing. It's full of test, experiments, and ideas from our dedicated team of marketers.

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