Builder Network
MARKETING & SALES
Dear Home Builder,
Our New Homes marketing system would not only educate, empower and excite the entire Real Estate community.
Specializing in Real Estate, web development and internet marketing services.
Internet has changed the real estate business and traditional marketing is no longer enough, that is why we have developed a digital marketing firm for real estate.
Exclusive Real Estate Domains, award winning web designers, exclusive community websites featured in NYTimes, home stagers, social media experts, content media bloggers, professional photographers, seo search team and senior management with over 35 years of experience in small business, real estate, home building, new homes sales, the vacation rental industry have teamed to provide maximum exposure for your home and provide clients the latest information technology solutions to enhance their marketing campaigns..Best in Class Technology – In today’s increasingly mobile and digital world, real estate brokers and agents simply must have access to innovative new technology and programs to attract and retain customers.The Exclusive Homesin.com Marketing system.
HOME BUILDER MARKETING SERVICES
We provide the strategy, guidance, and execution to launch, grow, and invigorate your businesses online.
WEB DESIGN
Our team plans, designs, and develops custom stunning web and mobile websites.
CREATIVE
We design campaigns to drive conversions and actions.
STRATEGY
Our strategy services provide customized, digital solutions to you into an industry leader.
SEO
Drive traffic to your website by achieving page 1 rankings in search engines for valuable keywords.
PPC / SEM
Increase relevant traffic to your website through paid search engine advertising.
SOCIAL MEDIA
Engage and expand your audience across social to increase brand loyalty.
ADVERTISING
Target user demographics by age, location, annual income, employment, and more!
VIDEO
Show, don’t tell. Make a greater impact on your customers through interactive video production.
CONTENT
Unify your brand messaging and engage your audience across all media with content strategy and copywriting.
LEAD NURTURING
Nurture your leads from top to bottom of the funnel. Drip campaigns are the secret to sales.
EMAIL
Make the most of your list of subscribers through an optimized email marketing strategy.
MOBILE APP
We coordinate your online efforts with your offline efforts to create creative and cohesive advertising campaigns.
Home buyer needs have changed, and so has the ideal home buying experience. Buyers begin searching for homes up to 12 months before actually making a purchase, while the entire home buying journey can span more than two years.
Builders need to cultivate longer relationships with their customers than they used to, and much of that relationship nurturing is taking place online. With two-thirds of a buyer’s journey now unfolding in digital spaces, a solid digital marketing strategy is a must-have for builders—especially those who want to reach the coveted Millennial demographic, which accounts for one in three home buyers.
Between their digital prowess and their high consumer expectations, Millennials are challenging the marketing of industries across the board. They want their needs and expectations met and new home construction is no exception. “Winning over the Millennial generation is all about becoming their partner in the home buying process,” The path to purchase needs to be made easy for them.
They have high standards for their purchasing experience, and when you understand how to connect with them you will win the sale.” Moving forward, the most successful companies will be those that organize themselves around providing an exceptional customer journey from start to finish.
Builders whose social media strategy stops at Facebook and Twitter are missing out on some potentially powerful marketing tools. While older buyers are still active on Facebook, younger buyers prefer to hang out on social media sites such as Instagram and Snapchat. No longer just a place for teens to swap selfies, Snapchat sees 6 billion video views a day and boasts more than 100 million users—70 percent of whom are Millennials.
Live video
They say a single minute of video is worth around 1.8 million words, and analytics show video listings get 41 percent more clicks than plain text. With more than 180 million people watching more than 36 billion online videos each month, video is a medium home builders can’t afford to ignore. Live video, in particular, is the place to be. The video streaming market exceeded $30 billion in 2016, and it’s expected to more than double by 2021. Live video delivers 94 percent ad completion rates—higher than other types of video content. Marketers have a variety of live video platforms to choose from, including Facebook Live, YouTube, Instagram Stories, Tumblr, and Twitter-owned Periscope.
Landing pages
Landing pages are the heart and soul of an effective digital marketing strategy. These stand-alone web pages use persuasive elements and targeted content to convince visitors to take the next step in the lead generation funnel. One of the biggest mistakes businesses make is getting customers to click on an online ad and then sending them to the company’s homepage rather than a highly targeted landing page. Ad-specific landing pages have been shown to outperform generic homepages, increasing lead form submissions by 115 percent. They’re also helpful for leveraging digital content, such as eBooks and whitepapers, to capture customer information. “Creating landing pages allows you to target your audience, offer them something of value, and convert a higher percentage of your visitors into leads, while also capturing information about who they are and what they’ve converted on,” says HubSpot marketer Pamela Vaughan. “It allows you greater control to direct them and help them find what they’re looking for much faster—and this, in turn can ripple out to affect your search engine rankings too.”
Retargeting – That Creepy Realization That Someone is Following You Online
In 2019, retargeting is going to be a valuable tool. Mostly because is tends to yield much higher CTRs (click-through-rates) and conversion rates. But why? It is actually quite simple: the reason you are being re-targeted (emphasis on re) is because you’ve already demonstrated an interest in the product. Because you know the prospect is interested in your homes and is therefore, already considering a new home purchase. So… you can even have a little fun with the ad design and be more creative or specific.
The ‘Rule of 7’ says that a person needs to see an ad at least 7 times for it to truly sink in. Stalking isn’t a rhetorical word, it is literally the digital process of stalking. But don’t be put off, its mainstream, so no one seems to care these days. Creepy still, but mainstream.
Perhaps your prospects haven’t quite made their minds up about which plan or homebuilder to choose. Or perhaps something came up and they bounced off of your website before completing an online form. You can’t call or e-mail them because you don’t know them yet, but you don’t want them to forget about you, right?
If you’ve ever been browsing the web, and noticed that ads seem to be following you around the internet – that’s retargeting at work. While marketing automation does a great job at keeping your brand in front of prospects that gave you their contact info. What happens when you haven’t received their contact information yet? That’s where retargeting shines.
Two of the most widely used marketing platforms for retargeting are Google Adwords and Facebook, both of which show your ads to well targeted audiences who have previously visited your website. The process to get retargeting running in either Adwords or Facebook is essentially the same – a piece of code must be added to your website to ‘track’ website visitors away from your website and continually market to them elsewhere. That little piece of code is called a “Pixel” in Facebook terminology and a “Tag” in Google terminology. Either way, the stalk is on!
Google Adwords retargeting ads can appear just about anywhere digital that supports advertising – including in search results on Google, inside of phone applications like Words with Friends and Fox News, and on websites like YouTube or even Lowes. The Builder Magazine website, for instance, contains several Google Adwords display network (visual) ads. As the advertiser, you are given a large measure of control over which websites display your ads, allowing you to discontinue website placements that aren’t in your best interest, contain things you may not wish to be associated with, or are underperforming in conversions and clicks. You also get to choose whether you’d like to pay per impression (ad view), click, or website conversion. Each have their own purpose, advantages and recommended usage.
Facebook ads appear exclusively inside of Facebook properties. This can be in the main news feed, the sidebar, even in Facebook messenger conversations or in the middle of a video. Facebook will also let you combine retargeting with their impressive demographic marketing, allowing you to market to the individuals that are most likely to become your ideal customer. The real power of the Internet isn’t its ability to reach millions of people – although it does that – it is its ability to find one person. For example, you could retarget to people who came to your website and also make salaries over $80k/year; or to audiences who have a host of other detailed characteristics.
Both platforms allow control over what, specifically, triggers the retargeting. In the simplest example, retargeting kicks in when a prospect visits any page of your website. However, you can choose to have retargeting kick in on specific page visits and under specific criteria.
An example would be someone who visits a specific floor plan page on your website that you’ve been recently promoting. Since you know they visited that specific floor plan, and thereby, expressed interest, you could retarget them with an ad promoting the virtual tour of that floor plan. They’d likely see the ad, remember being interested in the floor plan, and click to experience the virtual tour.
Another example that you may have experienced in the past is sometimes called ‘cart abandonment.’ Cart abandonment retargets to individuals who began a customization process, a form or a purchase process on a website but did not see it through to completion.
If the prospect returns to your website and converts, you can opt to then remove them from the list that is being retargeted (so you’re not paying to retarget to your homeowners and existing customers). Once you have their contact info, that’s where marketing automation kicks in to nurture them through to the sale and the relationship after the sale.
Oh, yes – the world has changed. Permission-based marketing gives you many more options than the traditional interruptive model ever did. Retargeting is one of those options, and it’s a powerful one if properly implemented and utilized.
Targeting the Right Audience
There are a lot of ways to target your ads on Facebook. As a basic strategy, targeting audiences using categories like age, gender or interests can yield good results, but to really get the most out of your campaigns, it’s best to build custom audiences based on which types of users produce the most profit for your company.
To speed up the custom audience building process, you can upload a list of your leads or customer email addresses. There are a couple of advantages to this sort of database marketing.
First, you can use the database to effectively turn Facebook into a retargeting platform. This is a fantastic way to reinforce your overall marketing strategy.
Second, you can use your database to create a “lookalike” campaign that targets users with similar profile characteristics to the ones in your database. A “lookalike” campaign can be a very effective way to identify and attract new traffic with high conversion potential.
Creating a custom audience takes ongoing effort and targeting optimization; but, as you profile your ideal customer, you set yourself up for great results
Builder
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