Pinnacle CCID is proud to team up with TMR Direct to present the “4 Simple Steps for Homebuilders to Start Generating More Leads Online.” TMR Direct is a direct mail and inbound marketing company located in Colorado Springs, CO. We hope you enjoy and consider contacting TMR Direct in the future!
4 Simple Steps for Homebuilders to Start Generating More Leads Online
As a homebuilder, you’ve probably invested a lot of money in your website. You may have gone through 2, 3 or 4 website re-designs over the last 5-10 years. You’ve probably worked with an SEO company (search engine optimization) or a PPC company (pay per click) as well.
And each time you do a re-design or engage with one of these companies, you expect more business to walk through the door. That is a great expectation, but it should come with guidelines. In the next few paragraphs, I’m going to outline some basic principles that your homebuilding business can apply to your existing website to start getting more leads. Re-designing your website for the sake of “updating the look and feel” is not what will generate more leads. Working with an SEO company that builds lots of back links and isn’t creating content for you won’t generate more leads for your business. Let’s look at what does.
1. Create Insanely Helpful Content
The first step to drawing in more prospects to your website is to create insanely helpful content. The best way to do that is through a blog. If you don’t have a blog set up as a part of your website today, that is your number 1 next step. Once you have blog, there are a few things we need to consider.
First, you want to think about who your audience is. Who are you writing to? Keep this person in mind and only create content that he or she would find helpful. Think about the questions they ask during the sales process. Think about their biggest concerns or fears. Think about their goals, their wishes and their dreams. Write about those topics.
Second, you’ll want to include a good keyword or keyword phrase in the title of your blog post. A blog post titled “The Jones’ New Custom Home” isn’t going to be found very easily in a search engine. You might consider something like “A Chicago Custom Home Story for the Jones’ “. The first article is a very common type of title we see with homebuilders. It’s pretty plain and it’s very broad. In the second article title, we’ve included a location keyword (Chicago Custom Home) and made the article sound more interesting by referencing the fact that it tells a story.
Once you have a really interesting or helpful article created (and you used the right keywords), you now have something to share on social media. Posting this article to Facebook and Twitter can help bring more visitors back to your website. They can also find this article through Google because you used the right keywords.
Here’s an example blog post so you can get an idea of the type of content you can start creating.
2. Provide Even More Value Through Offers
Once people get to your website, you need to get them to raise their hand. You want to capture some basic information from them such as Name, Email, and Phone Number. In order to do this, we need to have value added offers. An example of a value added offer could be something like a Kitchen Design Guide or a Custom Home e-book that discusses the entire process of building your first home. These guides and e-books are available in exchange for basic contact information.
3. Catchy Calls to Action
In order to drive people to our e-books and guides, we need to have catchy calls to action. These are graphics or buttons that we place on our website and our blog that draw the attention of our visitors. The goal of the call to action is to catch the eye of a visitor and get them to click.
Here’s an example CTA button that can be placed on a website or blog.
4. Landing Pages (or Conversion Pages)
Once a visitor clicks on a call to action button, we will take them to a landing page or conversion page. This page’s sole purpose is to sell the value of our offer (e-book or guide) and provide a form for the visitor to fill out. Once the visitor fills out this form, you deliver the e-book to their email inbox and now you have the opportunity to build a relationship with this person over email or phone.
You can continue to build credibility for your company and nurture this lead until they are ready to buy.
Here’s an example landing page that is used to convert website visitors into leads.
So there you have it. 4 simple steps for generating leads online. Create really great content to draw your target customer in to your website. Then, offer them even more value to help them in their research process and capture their contact info in exchange for that value.
What do you think? Have you tried this process?
BIO: Spencer Powell – Spencer is the Inbound Marketing Director at TMR Direct and can be found at least three times a week at a nearby Chipotle. He typically blogs about builder and remodeler marketing and how to grow an inbound marketing agency. Connect with Spencer on LinkedIn and Twitter.