4 Marketing Tips for Custom Home Builders   

Whenever we talk about the latest marketing strategies, the most common question is, “will this work for my business?”   

Even though each business is unique, there are some best practices that work across industries, even higher ticket and long sales cycles products and services like custom home building.   

Digital marketing for builders can be very similar to other industries. If you can put yourself in the mind of your customers and demonstrate that you can solve their problems or meet their needs, you’ll master customer acquisition.   

In this brief guide, we’ll share some of the top tips that have helped with homebuilder advertising and marketing strategies.   

Be Clear on Your Value Proposition  

Before someone can do business with you, they have to understand why you’re special and how you’re better qualified to build a home than the builder across town. By crafting a value proposition, you make it clear what a customer can expect from day one and why you’re the best at what you do.   

Your value proposition becomes a key part of branding, and it should be proudly communicated in everything you do, from website headlines to advertising copy. It can include a main headline and a supporting sub headline or paragraph.   

For example, a headline could be “We build your dream home.” A subhead could be something like, “With 30 years of experience in building luxury homes across Miami, we’ve worked with over 1,000 families to create a space they love.”   

In some cases, you’ll have different value propositions for different customer avatars. For example, a young family is likely to have different needs than a retiree who wants to age in place.   

Understand the Typical Customer Journey  

As you know, building a home isn’t an impulse decision. Your customers tend to do a lot of research and thinking before they make a decision on who to trust with building their new home. Digital marketing for contractors should reflect this customer journey, which doesn’t always move in a straight line.   

Consider creating multiple touchpoints in your marketing that guide someone along the path from prospect to customer. These touchpoints could include your website, email advertising, a blog, social media posts, social media marketing, YouTube videos, press releases, and more.   

Choose the Right Channels  

We briefly described some potential channels for marketing for construction businesses. Keep in mind that you want to focus your efforts on where your customer base is seeking information and entertainment.   

For example, there’s been a lot of buzz about social channels like TikTok and twitch, but if your customers aren’t utilizing those channels, it doesn’t make sense to allocate your precious resources into creating a presence there.   

You can find out which channels your customers use most often by reviewing your Google Analytics data, surveying current and ideal customers, or doing some market research to find out where people in your target demographic go to get information.   

Build an Email List  

One of the universal marketing proverbs is, “the money is in the list.” In today’s digital world, that means having an email list of prospects and customers that you can market to.   

This wisdom isn’t isolated to construction marketing services, either. Any business can benefit by growing and nurturing an email list. Email lists have a variety of benefits, including:   

-   Providing valuable information to prospects to establish goodwill 

-   Establishing yourself as an expert in your field 

-   Developing rapport and trust that can help you close a deal in the future 

-   Creating a list that can be loaded into Google and Facebook for custom audience targeting 

-   Being a potential way to collect reviews and generate referrals   

The possibilities that you can achieve with an email list are practically endless. You can start collecting email addresses right away by encouraging sign-ups on your website.   

One of the most common and successful ways to implement this is by offering website visitors a free digital guide to something useful (like home building trends or choosing paint colors, etc.) in exchange for their email address.   

Are You Ready to Perfect Your Marketing?   

Let’s talk! Our construction marketing agency offers a complimentary thirty-minute call where we can discuss the current state of your business and begin planning for the future. Or you can call us directly at (855) 235-9140.   

Author: Tabitha Cavell