Home Builder Marketing Tips

Searching for the right home can be a lengthy and stressful process. Buyers, builders and sales agents are often forced to deal with each other for weeks, sometimes months. It can be difficult for contractors and agents to set boundaries and maintain a beneficial working relationship, but it is imperative for the success of their business. Creating happy clients is the equivalent of free advertising; word of mouth is powerful publicity. Buyers who are fully satisfied at the end of the home search process are capable of generating a great deal of future business for builders and sales agents.

There are several approaches to referrals. They can happen naturally, as happy clients start spreading the word. In order for this to occur, builders must take an honest approach. Being straightforward with a potential buyer is the best way for a builder or sales agent to earn respect and trust. If there are problems with the home – or future trouble is anticipated, as in the case of new construction – the buyer has the right to this information. By attempting to conceal shortcomings, builders and agents run the risk of scaring off potential clients and referrals. Communication is key; the happier the client, the better the recommendation.

Meeting and managing the needs of buyers is imperative. A buyer who has a great experience with a builder or agent will forward every detail to family members, friends, co-workers and acquaintances. However, the same rule applies for a bad experience. Regardless of the events that take place or how challenging a buyer becomes, contractors and sales agents need to remain fixated on the power of referral. It does not take long for one outstanding company to become admired in a particular neighborhood and surrounding areas following one successful transaction.

Many builders and agents find it beneficial to implement a referral program. This provides buyers with incentive to spread positive information about the business or company. The motivation can include anything from a future discount to a cash bonus. Clients are very likely to refer their contractor or sales agent to others if it will result in an additional bonus. It is also a great way to keep buyers happy straight through to the end of the project and remind them that their opinions are valued.

With technology at the realm, there is no limit to the influence of online referrals. Several websites exist that encourage clients to leave feedback about a particular company, which can result in either positive or negative exposure. In any case, responses spread like wildfire. Thanks to the Internet, buyers are now able to recommend their builder or agent to complete strangers, creating not only a valuable reference to the world of home buying and building, but also a huge resource for referrals.

Every successful builder and agent flourishes for the same reason; they have worked hard to make a name for themselves and their efforts are appreciated and acknowledged by those involved in their projects. By creating a pleasurable experience for buyers, contractors and sales agents can reap the rewards for months and years to come. A happy buyer equals great response, and great response leads to great referrals.

Custom Home Builder Website SEO and Possibilities for Web Interaction Before Construction Starts

Custom home builders utilize personalized and customizable building plans to construct residential and business properties according to the needs and ideas of their clients who equally participate in the creation and design of these homes. Their projects include multiple sizes and architectural form solutions to create a building that can will incorporate personal requests or input of people who are intended users of these homes in the future, when they are built and ready to be inhabited. Some people tend to think that custom builders only deal with large projects involving luxury homes or expensive mansions, in reality, today’s custom construction companies offer a variety of small-scale projects and provide free form design and expert information suitable for all kinds of construction plans and budget considerations. These custom form building companies also create demand for smaller markets and small-scale client base which will form a foundation of high quality and low cost solution in virtually any climate or geographic area.

From this perspective, the importance of professional web advertisement using search engine optimization techniques for the website is obvious when custom home builders look for ways to expand and promote their business of custom design and site construction and position themselves on the local market ahead or even free of competition.

The advantages of using HTML-based and keyword link interface to generate considerable traffic to the contractor’s website are in that the company can describe what they do and how they do custom construction based on resources and people they have and familiarize interested individuals with the scope and magnitude of construction projects they can perform. When potential client enters keywords or phrases online that determine what kind of information the client is looking for on the website, the builder’s company’s site will provide a link to the exact answer to the needs of people building their new home or renovating existing premises.

Depending on local area and neighbourhoods, the website based advertisement using SEO for Google and other popular online engines and creating interface for potential buyers to look into options of customizing their planned construction activities, creates opportunities for commercial companies to find work in the area that is designed with consumer in mind. This online advertising model allows flexible work planning and very versatile relationship with potential client because the keyword search for the website connects contractor and buyer by means of predetermined conditions and incorporation of client’s voice from very early stages of site design and construction makes custom solutions truly customized with communication and website search process for thousands of plans and drawing for the contractor, client and local community.

This type of creative online marketing which encompasses all angles of technical knowledge is very different from the rigid and all-in-one non-web approach that other methods of advertisement and leads generation might have. By constantly tuning and adjusting content details of the project agreement, commercial building companies become able to turn their service into a completely new and exciting website hosting idea.

What Do National Home Builders Do That the Re-Sale Market Doesn’t to Sell Homes?

National home builders throughout the United States all market their new homes in a similar manner. They place ads in the local newspapers announcing their homes for sale and how to get to their sales office. Once a prospective home buyer meets with the sales office they go through a presentation. These presentations vary from builder to builder but all prospective home buyers are ultimately provided with a brochure before they leave. These brochures typically include an artist’ rendition of the different home styles and their floor plans. The home builders provide these brochures to the buying public because it is a recognized and proven method of selling their homes.

In the early stages of construction (even prior to the models being erected) many homebuyers are able to make decisions as to which home they prefer to buy. In some cases, some buy homes based solely on this artist rendition and a detailed floor plan. Many home buyers get together at the end of the day sit and compare floor plans, sometimes imagining their furniture in each room. The most recent development is these same builders are now including floor plans on their websites as well. It is a basic yet effective marketing method to sell homes.

Incredibly in the re-sale market this marketing tool is completely abandoned? Check every home listing, Realtor website, home flyers, etc… and you will learn every detail about the home with the exception of a floor plan. At present absolutely none of these marketing pieces include a floor plan? Why you ask? We posed this question to a number of real estate professionals only to learn the following. Of those real estate professionals we asked, we learned of all the reasons under the sun as to why they chose not to utilize this proven marketing tool? All were glad to share their personal opinions or theories as to why it would not work for them, yet none of them had actually tried using it to sell a home! Go figure?

A paradigm shift in marketing homes will need to take place in today’s re-sale market. As homes take longer to sell in our current market environment it behooves home sellers to utilize every effective marketing tool necessary to differentiate their home from competing homes. The simple act of including a floor plan could accomplish just that. Unfortunately to date most home sellers will not be exposed to this marketing tool on the re-sale market. The handful of real estate sales professionals who are currently utilizing floor plans in their marketing, are benefiting as a result. It is another example of the 80/20 rule which is alive and well, where 20% of the agents are selling 80% of the homes.

A few small internet companies have emerged to meet this untapped need. Some provide an interactive floor plan utilizing photos within the floor plan itself, others provide photos that have a high quality 30 to 60 second commercial production within the reach of most real estate professionals and FSBO’s (For Sale by Owner) in terms of cost and ease of use.

I recently spoke with a homeowner who was so thrilled with her virtual tour with floor plan, she told me that “she had everyone in her office come to her computer terminal to see her home throughout the day”. A color flyer cannot create the same “Buzz” or emotional impact as these tours.

We are increasingly becoming a more litigious society. The number of forms and disclosures involved in the sale of a home continues to increase every year. Floor plans drawn by licensed professionals are known to reduce the liability real estate agents are exposed to. Simply scanning a floor plan from the builder brochure without their permission is unprofessional, and could possibly land those responsible in court for copyright infringement.

Unfortunately for home sellers many real estate professionals believe that by simply not stating or using sometimes unreliable public records for their listings they are off the hook from a potential lawsuit. Wrong!! Many real estate professionals mistakenly assume that tract homes are all the same, if this were true why are real estate appraisers required to measure your home when you are obtaining a loan to refinance or purchase?

In summary, If given the choice most home buyer’s would like to see a floor plan prior to visiting the home much like those clients that buy new model homes from national builders. In today’s market environment it is critical for home sellers to differentiate their homes from others they are competing against. At the present time, it is unlikely that the general public will be exposed to this form of marketing in the re-sale market unless they utilize the services of the 20% of the real estate professionals who currently do.