Social media has become an essential digital marketing tool for home builders to reach and engage with potential clients. In a study by Builder Funnel, “93% [of the home builders surveyed] say they use social media in their marketing”. This means your competition is already out there, fighting for attention.
Not using social media for your homebuilder marketing puts you at a major disadvantage from the get-go. No social content means losing potential clients, while bad or irrelevant content can confuse or turn them away. Therefore, home builders must utilize and strategize their social media to connect with their audience and highlight their value.
Here are 10 social media marketing tips for home builders to help you stand out against your competition and attract more clients.
1. Define Your Target Audience
While this advice may sound familiar, it holds true for a reason. If you don’t create content that speaks to your customer’s needs or attracts their attention, they will move on to your competition.
Here are 4-steps to understand, define, and tailor content to your potential clients:
- Dive into their demographics: It’s important to know who you are marketing to. Understand their lifestyle and preferences, including household income, family size, and age, to tailor your content strategically.
- Understand their needs and wants: Whether they want to modernize, expand, or customize, acknowledge their needs through content to speak directly to their aspirations.
- Know the problem they are looking to solve: Recognize the issues they face like finding reliable partners, fulfilling unique design requests, and managing budget limitations.
- Your Homebuilding Services = The Solution: Now that you know your audience’s pain points, highlight projects and experiences that address said concerns. This helps let potential clients know there is a reliable solution to their problem and establishes your brand as the top choice for their home building or renovation needs.
Defining and understanding your target audience is an essential step to creating a successful social media strategy as a home builder.
Pro Tip: Send your customers a survey and engage with them whenever possible to better understand them.
2. Showcase Your Portfolio Consistently
Showcasing your portfolio of completed projects is one of the most effective ways to attract potential homebuyers. Prospective clients actively seek out your work to gauge your expertise as a home builder. Failing to share your work means missing valuable opportunities to attract potential clients.
Use platforms like Houzz, Home Advisor, Facebook, and Instagram to create a visually appealing portfolio of the homes you’ve built or renovated. Highlight different architectural styles, interior designs, and features to give potential customers a glimpse of your capabilities. Be sure to keep adding and sharing new projects as they are completed. Consistency is key because you never know when a prospect will be looking for a new home builder.
Pro Tip: Don’t forget to share those client success stories and testimonials as well!
Are you still not convinced? Look at our work with Schneider Building Group to see how sharing portfolio content consistently drove over a 500% increase in engagement.
3. Clear Messaging
You have 10 seconds to grab a customer’s attention. How are you using those seconds?
To make users stop and listen to you, being strategic and crafting concise messaging is vital. Create clear copy that explains the problem you solve and what makes you unique. Being straightforward and simple helps users digest information quickly and understand your offerings.
Pro Tip: A creative, eye-catching hook can go a long way. Try out an intriguing statistic or element of surprise to catch their attention.
4. Share Educational Content
Pushing sales on social media can often backfire, leading to annoyance from potential clients. Instead, share informative content that educates your audience about home building, design trends, and maintenance tips. Positioning yourself as a trusted source of knowledge in your industry will help you attract customers who are genuinely interested in your services.
Pro Tip: Utilize videos! They captivate attention and generate more impressions. Share snippets of your behind-the-scenes construction progress, stunning transformations, and captivating home tours.
Lasso Up can assist if you need more hands-on help creating such content.
5. Utilize Local Hashtags & Tagging
Reaching the local market is crucial in digital marketing for homebuilders. Yet, without tactics like hashtags and tagging, your visibility and impression count may suffer. Social media is a valuable tool for reaching specific audiences.
Local Hashtags – Incorporate location-specific hashtags like #StLouisHomebuilders or #DenverHomes in your caption to attract local homebuyers to your content.
Tagging – When sharing photos or videos of your custom-built homes, be sure to tag your clients and any other companies or products featured in the post. By tagging them, you increase the likelihood of them reposting your content, which can significantly expand your reach and visibility.
6. Answer Common Questions
Home builders face the challenge of addressing the multitude of questions potential customers have regarding custom home building. By actively addressing these common questions, such as the home building process, financing options, and design considerations, you not only demonstrate your expertise but also provide valuable insights to your audience.
This genuine interaction helps foster trust and credibility, making potential customers more inclined to choose you for their project.
Pro Tip: Invite users to ask questions. This boosts engagement and helps you understand your audience’s concerns better.
7. Clear Call To Action (CTA)
Sometimes, clients might not know what to do next after seeing a homebuilder’s posts. Without clear direction, they might hesitate, and the homebuilder could miss a chance to turn them into a client.
A key custom home builder marketing strategy is using Call-to-Actions (CTA), which guides potential clients on what to do next. Inform users to take action, like visiting your website or scheduling a consultation. This straightforward instruction encourages potential clients to engage further with the homebuilder’s services.
For example: “Ready to build your dream home? Visit our website to learn more.”
8. Plan Your Posts Ahead of Time
Without a clear plan, you might find it hard to keep your social media engaging and consistent. This could result in content gaps and a confused brand image, making it hard to hold onto your audience’s interest.
Planning and scheduling your social media posts helps you maintain a smooth and consistent online presence, ensuring a regular stream of engaging content that aligns with your brand and objectives.
9. Engage with Your Audience
Engaging with your audience is crucial for building relationships and fostering customer loyalty. You can do this by replying to comments, messages, and reviews. Show your audience that their opinions and feedback are valued. In addition, share user-generated content by reposting and sharing posts created by your followers to show appreciation and build a sense of community.
By actively engaging with your audience, you can build strong relationships, increase brand loyalty, and attract new clients.
10. Analyze Performance and Adjust Strategies
Analyzing the performance of your social media efforts is essential for optimizing your strategies and achieving better results. Do this by:
1. Setting Measurable Goals: Determine what you want to achieve with your social media, like boosting website visits, getting leads, or enhancing brand recognition.
2. Tracking Key Metrics: Tools like Google Analytics and social media analytics can help you collect this data.
3. A/B Testing: Test various types of content, posting schedules, and messages to find what your audience likes best.
4. Listening to Feedback: Pay attention to comments, messages, and reviews to gather insights and understand how your audience perceives your brand.
5. Staying Updated on Industry Trends: Keep an eye on the latest trends and best practices in social media marketing for home builders.
By analyzing your performance, home builders can continuously improve their strategies and achieve better results.
Getting Started with Your Home Builder Social Media Marketing:
Implementing any or all of these tips can give your social media a solid foundation.
At Lasso Up, we understand that managing social media can be time-consuming, especially for busy homebuilders. Outsourcing your social media to a home builder marketing agency ensures that you can focus on what you do best—building homes.
Our home builder social media services include account management, scheduling & publishing, copywriting, graphic design, and paid ads. From defining your target audience to showcasing your work, we guarantee your online presence will leave a lasting impression on potential clients.
Learn more about our social media marketing services for home builders to start attracting more clients and grow your business today!
