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Digital Marketing Resources

Want more new homebuyer inbound leads? Your Guide to Landing Page Success.

By BP News, Digital Marketing Resources, Rewarding Prospect Engagement, Uncategorized No Comments

How do you know when a young millennial couple is shopping your website and dreaming about their first home? You don’t, unless they self-identify. How do you encourage them to reach out so you can support their search? That’s the topic of our blog post today.

We interviewed HubSpot Gold Partner Spencer Powell, with the Builder Funnel about how to develop an effective promotional landing page. “Effective” for purposes of this this article means that a landing page increases inbound leads for New Home Builder brands. The outcome of our interview is this Guide to Premium Content and Landing Page Success.  If you read nothing else, listen to Spencer’s answer to our first question. It’s a compelling argument for creating landing pages that trade relevant premium content for a prospective home buyer’s contact information, so you can get them into your sales funnel.

 

Marketing Blueprints: Most of our clients have invested in beautifully designed websites with gorgeous imagery of their homes. Why do you need to use promotional landing pages in addition to a beautiful, well designed website?

Spencer Powell: The answer to this question of “why a landing page?” is a good one! We recently looked back at an early client and analyzed data over 3 years that looked at leads coming into their website. The data is compelling in support of landing pages as effective lead generators. Here are the simple data:

  • 5-7% of leads came through a “contact us” form
  • 93-95% of prospects who came into the website downloaded a brochure, eBook, checklist and filled out information on a landing page.

Home shoppers are researching and browsing tons of sites like Zillow, Trulia and Builder listing websites. If you don’t capture them when they are on your site, they may never come back. You need to give your prospects a reason to take action to launch themselves into your sales funnel.  Every page on your website is an opportunity to convert a prospect into an engaged home buyer with your brand.

Marketing Blueprints: What’s the number one goal of building a promotional landing page? Read More

Filling Your New Home Events with Plenty of Prospects – Phase Two Execution

By BP News, Community Events - Digital Marketing, Digital Marketing Resources No Comments

We know that our Builder Marketer clients use our platform to consolidate purchases of branded marketing supplies to save time, because they must attend to a long list of digital marketing tasks that are necessary to launching their Communities. This is the second in our blog series about how to use digital marketing tactics to fill your new home community events with lots of prospects.

In our first blog post on this topic, we covered the important asset and content building involved in getting ready for your new home marketing event. Spencer Powell, with the Builder Funnel, outlined a simple step by step process that provides a virtual map of the tactical work that needs to get done in order to have a successful Community Marketing event that brings in enough of the right prospects. 

We’re going to jump right in here and move to the Phase Two Execution. This assumes you’ve created content and built your assets for your Event. Here’s the second part of our interview with Spencer.

Marketing Blueprints:  So much to do, so little time.  Planning really helps. Now that you’ve set up your schedule and all your assets are in place, how do you get people to your event?

Spencer Powell, Builder Funnel: Now that you’ve developed your assets and content, you’ll see why it pays to get all that lined up early.  At this point, about 3 weeks out, it’s all about inviting your list, amplifying to the surrounding community via Social Media and consistent reminders to get them there.

Here’s our checklist for Phase Two Execution, Filling Your Events: Read More

Filling an Event at Your New Home Community – First in a Series

By BP News, Digital Marketing Resources, Uncategorized No Comments

When our clients host an event at their new home community, we create a memorable branded gift that deepens a prospect’s connection to the brand, after the event has passed. So that’s one task our busy Division Marketer clients can check off their long list of Event “to dos”. But we know that’s not even a fraction of the work to be done to launch an event. We know that the important work of making any event a success is drawing a crowd! Our readers will be excited to learn that in this blog post, we’re interviewing Builder Funnel marketing expert Spencer Powell, about building traffic for your events.

We know that economy of time is important to Builder Marketers, and we love Spencer’s efficient step by step approach to planning and executing an event filled with interested prospects. And, to make life easy for our readers, we asked Spencer to create bonus content so you can download the checklist and keep it as digital resource. We’ll share it later in the post. Here’s the interview:

Marketing Blueprints: Can you tell us how you approach the planning and execution for new home community events?

Spencer Powell,  Builder Funnel: We help our new home builder clients approach this in two phases. The first phase is building out your digital assets. The second phase is implementing your outreach campaign leading up to the event.

Marketing Blueprints: Can you start by giving us your check list for building assets?

Spencer Powell, Builder Funnel: Yes, it’s a simple list. Ideally the process begins 4-6 weeks out before an event is actually going to take place. The timing plays an important role in growing your RSVP list. If you are tight on time, feel free to download the checklist and read it when it’s most convenient for you.

                                                               

Turnkey Digital Marketing Event Checklist

Here’s our Phase One checklist:

  1. Make a Schedule so that tasks on this checklist are placed within the time frame leading up to your event. Even if you have less time than is ideal, a schedule helps you keep track of anyone on your team who is helping you get this done. 
  1. Access or request existing community content you will need to share in emails, on your landing page and in social posts. Having this ready will keep you on schedule.
  • Video Tour
  • Community Brochure
  • Floorplans
  • Lifestyle & Home Imagery content

Read More

Who are the Influencers in a New Home Sale?

By BP News, Digital Marketing Resources No Comments

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Who wouldn’t want to share this beautiful photo? That’s probably what Lennar Homes thought when they posted this lifestyle image for one of their new home communities in Texas. For a lot of us, it’s not about the house. It’s about what we see through our windows and the spaces outside  where we explore with a small child on a Saturday morning or get out for a run after work. These kinds of images cut through the burden of home buying details and give buyers a sense of how it would feel to live in that home. If you are an Influencer, you want to share this image with people you know. You can’t help yourself! It’s a gorgeous piece of shareable content. Builders want to be thinking about how to get relevant content to their Influencer audience.

I received this Read More

Can an effective CRM tool help you predict your next home buyer? Marketing Blueprints interviews Lars Helgeson, CEO GreenRope.com

By BP News, Digital Marketing Resources No Comments

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I recently did some marketing consulting for a start-up firm who had purchased Salesforce.com. I loved having one central tool for capturing prospect brand touches and engagement, but I was stunned at the cost per subscriber, and unhappy with the price to “customize” for our business. That set me on a search for a CRM partner that would be nimble and easy on the budget. CRM is a business “must-have” when you are managing lots of prospects, and there are many options out there.

When, I heard Lars Helgeson, CEO of GreenRope, speak at a Digital Marketers conference, Read More

Where Do You Find the Time To Stay Current on Digital Marketing Best Practices?

By BP News, Digital Marketing Resources No Comments

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Time is a rare commodity when you are competing for the attention of new homebuyers, showcasing new communities, and building market share for your new home brand.

It’s no secret that in 2008, Marketing teams shrunk as the industry contracted during the financial crisis.  Today’s Marketers have reason to be hopeful (and busy) as homebuying trends upward again.  What hasn’t changed is Read More