In an extremely competitive market, builders and construction companies often struggle to stand out. One of the key challenges they face is reaching out to customers to understand their needs and pain points. To effectively handle this issue, many builders are steering away from conventional advertising platforms and starting to make use of the power of digital media and marketing to solidify their position in the industry and build relationships with potential clients.
1. Identify the target audience
Before setting up a website or creating a digital media strategy, builders must identify their target audience. This should include finding out what their ideal buyer looks like, how much they typically spend, where they reside, etc.
One way to do so is by starting with a market research exercise. Take to online or public construction forums and find out what people are talking about. This will help the building and construction company recognize what people are interested in and how they can best fill the gaps in the market. Apart from forums, builders can also rely on keyword research via keyword density checker websites or software.
Then, the builder must identify their niche. Determine the scale of the projects they plan to take up. Decide on whom to focus on—residential or commercial customers. These will help further narrow down their target audience. With a target audience in place, building and construction companies are now better positioned to tailor their promotional content for their ideal buyers and market themselves directly.
2. Ensure the phone number is easily available
All too often, buyers need to jump through hoops to find a business’s contact information. When it comes to builders, this could lead to an expensive mistake.
The home builder’s contact information, including their address, phone number, email address, and social media profiles, must be listed clearly on their website. It is also a good idea to register for Google My Business, a free service that allows businesses to appear on browser searches and lets customers leave reviews about the company. Don’t forget to include a phone number while registering, as this step helps customers reach out to businesses easily and raise their concerns before setting up an appointment.
3. Create a responsive website
In the field of construction, one of the first things people come in contact with is the builder’s website. That is why one must develop an intuitive website with an intriguing design to capture the visitor’s attention.
- Optimize the website so it loads and functions efficiently on all devices—laptops, computers, tablets, phones, etc.
- Create clear calls to action (CTA) and place them strategically across the website. This prompts the visitor to take action (such as reaching out for a quote, viewing the project portfolio, etc.) and can be extremely beneficial in boosting the conversion rate.
- Keep an eye out for where the most amount of traffic on the website comes from. It could be via a direct search, social media, or a third-party link. Learning more about this ensures that the business can create better-informed marketing campaigns in the future.
- Add lots of testimonials and images to the website to give potential customers a glimpse of what the home builder has done in the past and what they have to offer.
- To increase visibility in the industry, try to make more guest posts. Several websites and news outlets allow industry experts to create and post content. This can help strengthen the builder’s reputation and offer a chance to improve search engine optimization via backlinks.
4. Utilize the power of social media
Social media can be a brilliant way to reach out to and interact with potential customers. It offers builders a more relaxed, informal environment to start conversations and share what their brand has to offer. It also gives clients another way to get in touch with the business.
It’s important to identify which social media platforms one’s target audience generally uses and create a brand presence there.
This is also a good time to experiment with video marketing, as it helps retain user attention and improve brand awareness. One can shoot a variety of videos that explain or give a glimpse of their offerings, work environment, and more. It’s best to keep these videos short (ideally under a minute) and use relevant tags. Video marketing can make builders appear more personable, helping them establish trust and credibility with clients.
5. Invest in influencer marketing
Working with influencers can help builders reach out to new audiences quickly and efficiently. Look for an influencer who is interested in what the business has to offer, perhaps one who wants to rebuild their home. Ask them to document the project in the form of videos and photos that can be shared on social media platforms. This will showcase the builder’s talents and let the audience know what to expect from the business.
6. Start a podcast
Over the last few years, there has been a massive boom in the popularity of podcasts. Builders can hop on to this bandwagon as well. Invest in a good quality microphone and start a conversation on topics such as home building regulations, safety precautions, costs, building techniques, etc., that may be important to one’s target audience. Center this podcast around informative or less-spoken themes, as this may help the business stand out from others.