Here’s some examples of digital marketing best practice for builders.
In the fast-paced, always evolving world of digital marketing, clever new ways of harnessing the medium continue to pop up, and expectations from consumers rise further year on year.
At the very least, builders need to have a clear digital strategy in place that covers where content will appear, and how often, on your website and social networks.
It helps to spend time checking out how other companies in the building industry (here and overseas) do it. You'll find out pretty quickly that some have things sorted better than others!
Victoria and Queensland-based Burbank takes much of the hassle away from choosing one of its home options with an intuitive website that allows prospective customers to save their favourite layouts and compare them with each other.
To gain access to the full site and all of its functions, visitors must sign up as “members” of the site – a great way for Burbank to keep a record of interested parties and tailor its marketing towards them.
The site also links through to the company's social media suite, including a Facebook page that is updated up to several times a day and does a solid job of engaging its followers.
Burbank's YouTube channel is well stocked with a variety of clips, including a series of “Real lives, real stories, real savings” interviews and quirky animations.
Building magazine's UK Housebuilder of the Year 2014 also allows visitors to “join” its ultra-sleek website through a function known as “My Redrow”, which offers online appointment booking and the ability to monitor the progression of a home being built, among other things.
Redrow's YouTube channel is an absolute standout, with scores of interesting and varied clips being uploaded every week.
The company has a genuine history of adopting emerging social media platforms early, with a Twitter account, for example, that's been active since June 2009! No wonder it has more than 10,000 followers...
Redrow is also an active Facebook participant, and appears to take great care in posting not only marketing related material, but community and industry related news as well.
Multi-state US home builder Meritage doesn't muck around when it comes to converting, or at least attempting to convert visitors to its website into customers.
One of the first things you'll see on its homepage, for example, is a link to “live chat”, which connects you directly to a consultant between the hours of 6am and 6pm Arizona time.
Visitors can also conveniently subscribe to the company's newsletter and “share” the website via almost 300 different applications!!!
With a whopping 30,000+ followers, the Meritage Facebook page is chock full of design tips, competitions and links to articles relevant to new home owners or home builders.
It's also no surprise that the company's YouTube channel offers up a plethora of professional, engaging industry related clips.