The housing market went through a challenging period over the last two years. Even though the home building industry is known to be volatile, the latest global events showcased just how volatile a market can get.
Home builders faced countless issues during the pandemic, such as a low home supply, shortage of building materials, shortage of labour workers, and increased production times. The state of the home building industry is slightly improving in 2022, but there’s still a long way to go.
Nevertheless, marketing greatly impacts all industries, including the home builder sector. Profitable new home builder marketing strategies and campaigns can elevate your sales to a whole new level.
With tools like our mortgage calculator, you can easily start attracting quality sales leads that’ll transform how you market your home-building services.
Home builder marketing trends 2022
Optimising websites for search and conversions
Everyone’s familiar with the importance of SEO (Search Engine Optimisation). SEO improves your ranking in search engine results pages (SERPs) and brings more organic traffic to your website. However, it’s not enough to simply increase the number of visits to your page. Instead, you need to do more to secure those sales and conversions.
Attracting the right audience will improve the number of conversions on your website, which is why it’s crucial to optimise your site for the target group of people. Conversion optimisation helps home builder companies achieve this by generating leads and sales.
If you’re not sure how to optimise your website for search and conversions, there are some tips and tricks that can help you out.
For instance, you need to research the intent-based keywords related to your niche. Examining the keywords people most frequently use and implementing them throughout your website will ensure your page ranks high when individuals search for home building services.
In doing so you can attract more targeted traffic. This is where tools like our Sales Lead Boost campaigns are the perfect home builder lead generation strategy to secure pre-qualified sales leads. As they help to ensure that you attract the exact customers you are targeting. Plus, as our tool works on a pay-per-lead model you only have to pay for the results you get.
Another important aspect is to understand the user experience of your customers. That means you offer everything your website visitors are searching for, and all your services are easy to find. Users with a pleasant experience using your website are more likely to choose you than your competitors.
Most construction companies use social media
If you’re looking to boost your sales leads, there’s no better option than investing your time and resources into social media marketing. Essentially, social media marketing relies on using different social media platforms to increase sales, drive website traffic, or build a company’s brand.
Since social media networks are used by a large majority of the population, having a social media presence is crucial. More and more construction companies are becoming aware of the countless benefits social media marketing can bring them, which is why it’s essential to jump on the bandwagon before it’s too late.
Social media platforms are versatile and flexible, so there’s plenty of potential for marketing your home builder business. The most important thing is to come up with a detailed and reliable social media marketing plan because there’s no other way to achieve the desired results.
With the help of a good social marketing strategy, you can:
- Increase conversions;
- Drive engagement;
- Publish high-quality content.
Social media marketing comes with many benefits your home builder business can enjoy. Besides being one of the most effective marketing methods, it’s also quite affordable. As a construction company, you can use social media to post daily construction updates, connect with audiences, and even support your employees.
Producing content for lead capturing
Content motivates internet users to stop scrolling and pause for a bit. While everyone knows this, marketing teams are always trying to figure out how to create a more engaging and interesting type of content that will capture viewers’ attention and motivate them to take a closer look at what is being advertised.
That’s because unique content can easily capture leads and turn potential customers into loyal buyers. Therefore, producing content for lead capturing could be defined as creating, publishing, and distributing relevant, interesting, and engaging content to the specific target audience to generate more leads.
Home builder companies must carefully research their target audience to produce the right type of content based on the results they want.
In addition to producing unique and relevant content, home builder marketing techniques must also ensure you find the right publishing channels to upload the content. Combining high-quality content with platforms that have plenty of traffic will ensure the content reaches the right people. As a result, home builders can consider content production as one of their key marketing methods.
The rise of video marketing
Videos have been on the internet for a long time, but the global popularity of YouTube has taken this format of digital content to another level. Video content is reaching new heights today as video marketing has become the biggest trend for 2022.
Companies worldwide have realised the immense potential video marketing has, which is why people are consuming more video content now than ever. Video marketing quickly took over other graphic marketing methods, allowing marketers to send detailed messages with the help of vivid and eye-catching visual aids.
Thanks to modern technology, you can now implement video marketing strategies on almost any online platform. Nearly all websites and social media networks support video files today, so you can easily take advantage of this powerful tool for marketing purposes.
For instance, all home-building activities might seem normal or even boring to you, but many people see them as something different and unique. Therefore, showcasing some behind-the-scenes building footage can kick off your video marketing journey. Finished house tours are especially popular, while house reveal videos are getting more recognition too.
Less printing of marketing materials
Saying that printed marketing materials are a thing of the past wouldn’t be entirely true because, although used significantly less, printed marketing materials still hold a special place in the marketing industry.
Nevertheless, there has been a considerable decrease in the use of printables for marketing purposes, especially as more construction companies go digital and explore the power of online advertising.
As going green and caring for the environment become pivotal responsibilities for every individual and business, it’s safe to say print marketing tactics will probably be used even less in the future.
Still, printed banners used for tradeshows, billboards, and other types of big print items are widely used by construction companies. However, smaller prints, such as flyers and newsletters, are gradually being replaced by digital formats.
Fortunately, home building companies that want to implement print marketing materials and simultaneously care for the environment can now easily do that by choosing low-waste print marketing solutions.
Our AD2 Postal Campaigns represent the ideal way of targeting your ultimate prospects using the special PropTech technology that provides users with a highly targeted marketing solution that connects them with prospective buyers while relying on low wastage print.
Inbound marketing strategies
Inbound marketing strategies are special marketing techniques that incorporate the creation of valuable content. The published content must align with the target audience’s needs and inspire long-term customer relationships.
Most construction companies rely mainly on inbound marketing strategies, which means they’re not paying for ads. Instead, they’re focusing on posting on social media networks, blogging, podcasting, uploading videos on YouTube, and other activities that drive traffic back to their website.
The reason for doing so is because many home building companies claim inbound marketing strategies provide them with better results. Considering that inbound leads are the highest quality leads, it’s not unexpected for construction companies to think that way.
Blogging is one of the most successful inbound marketing strategies simply because it does an outstanding job of getting more traffic to your website. The more you blog, the more traffic your website will receive. Nevertheless, it’s not all about quantity. Quality plays an even more important role in blogging, so publishing fewer high-quality articles is certainly better than numerous mediocre ones.
Besides blogging, other inbound marketing strategies can also drive traffic to your website. The most important thing is to add fresh content to your website regularly. Which type of content you’ll go with entirely depends on you.
Also, mixing and matching different content forms is always a good idea if you want to stand out from the crowd and offer more diversity to your clients.
Email marketing is still popular
Email marketing still holds an important place in the marketing industry, and if done right, it can secure some fantastic results for construction companies.
The truth is that most businesses fail to do email marketing correctly, which is why they don’t receive the optimal results from this marketing trend. The primary purpose of email marketing is to build a long-lasting relationship with your customer base, which isn’t possible if your company is contacting its customers only out of necessity.
Sending emails every once in a while isn’t enough to build a solid and successful email marketing campaign. Instead, home builders need to create email campaigns that’ll constantly nurture their audience by providing them with fresh, new content.
A significant advantage of email marketing is that it can easily be personalised, which means that every customer can receive a different email with just the right information for them. Not many marketing methods can be tailored to specific customer needs, so this is where email marketing truly stands out.
Additionally, sending emails is one of the most cost-effective marketing strategies, and there are no downsides to this approach.
Account-based marketing
In the past, B2B marketers, including home builder companies, used one sales funnel. However, that’s no longer the case since the marketing trends have significantly changed since then. B2B marketing strategy that’s widely used today is account-based marketing, or simply ABM.
What makes account-based marketing different is its core approach to marketing. Instead of publishing generic content and hoping it’ll attract leads, ABM uses special programs and tools to drive more visitors and generate leads.
How do ABM tools achieve this?
Essentially, account-based marketing is all about creating an individualised approach to marketing. By creating personalised experiences and publishing tailored content, businesses can target specific industries and build strong relationships within them.
Here at Prospect Generator, we understand the importance of lead generation for home builders. That’s why we offer our premium Lead Generation Reporting tool that helps you decide which digital channels are worth investing in for your particular business.
By adopting the account-based marketing strategy, your construction business can easily develop specific and targeted content and thus reach your desired audience.
Digital CPDs
When talking about digital marketing, it’s impossible to avoid one particular feature – the cost of digital marketing businesses have to pay for promoting their services. CPD stands for Cost Per Day, and it focuses on calculating the number of money advertisers have to prepare for each day they plan to promote their advertisement on a specific website or page.
Since most construction businesses are promoting their products and services online, calculating digital CPDs is essential. Companies need detailed insight into their marketing spending to plan their budget accordingly.
Digital CPDs contain all the essential information home builder marketers need to have. With CPDs, it’s fairly easy to understand how the marketing funds are used daily, leaving enough room for little changes and tweaks to improve the long-term results of different marketing methods.
Access to insightful and detailed data is why digital CPDs are among the most important trends in the home builder industry in 2022. Since helpful data can help construction companies make smarter and more profitable decisions, digital CPDs will surely remain a big trend in marketing in 2023 and the following years.
Tech stacking
Regardless of the industry, implementing the key technological advancements into your business is extremely important if you want to keep up with the competition and make sure you have everything a modern customer requires.
The construction sector isn’t an exception, so home building companies must do everything possible to introduce as many tech tools as possible. Combining different technologies is also known as tech stacking, and it’s widely popular in the construction industry.Home building is an industry that relies heavily on various tech tools. Some key technologies include building information modelling (BIM), customer relationship management (CRM), virtual reality (VR), artificial intelligence (AI), 3D printing, data collection systems, drones, and much more.
These technologies and tools are already excellent on their own, but tech stacking allows businesses to combine the benefits of several services and come up with a winning solution for their marketing efforts.
For instance, tech stacking allows construction businesses to design successful marketing campaigns as companies can use these technologies to forecast future industry trends and market changes. Besides having a big impact on marketing, tech stacking is also important for decreasing risks, increasing productivity, and improving workplace safety.
Hiring construction marketing experts
Finally, hiring construction marketing experts is the ultimate way to get the most out of home builder marketing trends for 2022. Construction marketing professionals have the know-how required for implementing all of the abovementioned trends in the best possible way.
While some construction companies decide to embark on the digital marketing journey by themselves, many choose to hire a construction marketing expert to ensure the entire marketing campaign goes smoothly and according to plan.
That’s possible because marketing professionals have a better understanding of basic marketing do’s and don’ts, as well as all advanced features that can make a world of difference.
Having a team of marketing experts work on your marketing campaigns is what every company wants, but not what every company can afford. Thankfully, there are various marketing tools for home builders that want the results of professional marketing campaigns without breaking the bank. One of them is our AD2 Campaign.
This marketing campaign will monitor potential property buyers across the UK and target them with your house-building business.
Conclusion
Whether you want to climb the ladder or secure the top spot in the house building industry, it is essential to introduce sound marketing strategies. If you’re not sure where to start or the state of the house builder marketing industry in 2022, the latest trends mentioned above are a safe bet.
Besides using many of our services for marketing purposes, Prospect Generator offers other helpful property construction tools, such as the budget calculator and the home valuation tool.
