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5 Important Rules for Your Homebuilder Advertising Program

Advertising, Buyer Persona

No one deliberately sets fire to dollar bills, but if your homebuilder 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. 

"Beefing up" Your Homebuilder Marketing Database (And What to Do With It)

Email Marketing, Social Media Marketing, Home Builder Marketing, Buyer Persona

You’re doing everything right. You have a dynamic homebuilder marketing website, you’re updating your content regularly and driving traffic with social media. You have downloadable offers on your site and you’re gathering information from users when they sign up for your products. But what are you doing with the information you collect? Are you getting the right intel and are you using it to its fullest advantage? Here’s how to beef it up for it to be useful and use it to make a difference:

Marketing Basics for Homebuilders

Marketing, Home Builder Marketing, Buyer Persona

Homebuilder marketing strategies require fresh ideas, new perspectives, and innovative campaigns to remain distinguished from the competition. While the majority of marketing brainstorms center on internet and content marketing, refreshing the basics helps create a stronger foundation for the future. 

As Builders and Remodelers, we Need to Define Our Personas

Home Builder Marketing, Digital Marketing for Remodelers, Buyer Persona

Do you know anything about your typical customer base?  Basic facts about your building or remodeling customers, such as what their yearly income is and how many kids they have, can have a huge impact on your business.  These facts influence your purchasing decisions and marketing plans.  Instead of making decisions based on general facts about the building and remodeling world as a whole, you're able to make targeted decisions and plans based on your specific client base.

Getting in touch with these persona characteristics is as important as developing your products and marketing campaigns.  If you're having trouble figuring out your client characteristics, don't despair.  It's never too late to pick up a few new tips and put them to work for your business.  Here are six benefits that will help you understand this process better.

1.  Understand Customer Needs and Interests: It is much easier to shop for a family member or friend you know well than someone you've never met before.  The same is true with customer personas as they allow you to better understand the wants and needs of your customers and then cater content accordingly.  Identify topics that interest your clients and create content for them.

2.  Where Do Your Customers Spend Their Time?
Basic persona information gives you insight to where your customers spend their time online, including the social networks that they use and the venues that they use for gathering information.  Promote your content in places that your customers frequent.

3. Quality Leads: Get the Best Ones: Insight to your customers allows you to generate better quality leads.  Make personal connections with your potential building and remodeling customers whenever possible, which will lead to better lead nurturing and lead quality.

4.  Consistent Business Management: Well developed personas will creating a specific, consistent understanding of each target group of customers for your company.  This is very valuable information for your sales staff.

5.  Closed-Loop Analytics: the Key to Efficiency: Personas assist your marketing and sales staff with narrowing down which leads they should be spending the most time on attracting, creating a more efficient system for your staff.  Use closed-loop marketing analytics for this narrowing process.

6.  Product Development: Make It Better: Over time, personas will enable you to develop products and services tailored to your customers.  This will allow you to keep customers for an extended period of time as you grow and change your business with your customers.

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.

Is Your Homebuilder Website Marketing to the Right Audience?

Home Builder Marketing, Buyer Persona

Driving traffic to your homebuilding website is a good thing, but is your website catered to the right group?  Recent trends have shown that women actually are the final decision makers when it comes to building or remodeling a home (As if they didn't already get the final say in everything else).  It doesn't take a genius to figure out that there is a difference between what motivates men and what motivates women.  For instance, try shouting, "Shoe sale!" in the middle of a crowded mall and see whose attention you get. 

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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