Home builders: Welcome to the world of inbound marketing!
Chances are you’ve realized that the traditional methods of marketing aren’t working for you anymore.
If you’re wondering why, think about why your clients aren’t asking you to install wall-to-wall carpet, wood paneling, or popcorn ceilings (yikes!).
As times change, styles change and people and their preferences change as well.
The technological advancements that have been made over the past few years have caused these changes to happen more quickly, making “keeping up with the times” difficult, yet an absolute must for all businesses who strive to stay cutting edge.
In recognizing the fluidity with which people now interact with each other, inbound marketing addresses this new buyer persona and his buying process. This is one of the most important ways technology has affected the general public and companies alike. Landlines are disappearing and the mobile community is alive and well. We live in a fast-paced society where people are plugged in and on the move 24/7.
So, when homeowners decide they need to remodel their kitchen or build a deck, where are they going to look to find a professional to do the job? Take a guess.
Research shows that your potential client will turn to Google and social media outlets (Facebook, Houzz, Pinterest, etc.) before they would ever turn to the Yellow Pages or a brochure in their mailbox; and if they can’t find your company when doing so, you won’t be getting their business.
A few statistics to consider:
- On average, we conduct 12 billion searches per month on the web in the United States. (Comscore, July 2014)
- 61% of global Internet users research products online. (Interconnected World: Shopping and Personal Finance, 2012)
- 44% of online shoppers begin by using a search engine. (Interconnected World: Shopping and Personal Finance, 2012)
- 50% of all mobile searches are conducted in hopes of finding local results, and 61% of those searches result in a purchase. (Search Engine Watch)
- Businesses with websites of 401-1000 pages get 6x more leads than those with 51-100 pages. (HubSpot Lead Generation Lessons from 4,000 Businesses, 2011)
For more inbound marketing statistics download our 10 Powerful Inbound Charts.
Now, here’s the big question: How does the inbound marketing strategy work?
Understanding Your Current Clients
Inbound marketing is consumer focused and consumer driven and this is why it achieves such good results. Before you begin marketing to your target audience, it is important that you get to know your current clients by investigating their demographics with questions like:
- Who are they?
- What do they do?
- What are they looking for in a product or service?
With these answers, you can tailor your marketing approach to catch the eye of the specific buyer you’re trying to attract.
Attracting Potential Clients
After you have a better understanding of your clients, you can start the process of attracting new ones. Inbound marketing differs from traditional marketing in that it focuses on engaging and interacting with consumers through captivating content rather than screaming sales pitches. Blogging about topics that interest your audience (such as the benefits of quartz countertops) or answering popular questions (such as, How do I choose an exterior paint?) is a great way to do this. Social media also gives you the opportunity to create dialogue between you and your buyers. You can provide updates on the awesome renovations you are working on or you can post a fun picture of your team’s Christmas party. People love personality and want to put their trust in something, and essentially, you want that something to be you. Your goal is to communicate that you’re not a big time corporation just hunting for a check. You love building, you care about how you build, and you care about the people you build for. If your audience has confidence in your business, and they’ve seen your work and expertise demonstrated over the last couple months, they will not hesitate to bring you their home improvement projects and refer you to those looking to improve their homes as well.
Converting Potentials to Prospects
While blogging and regular social media posts are an excellent way to increase your website traffic, they are of very little practical use if they do not help you generate leads and develop a bigger client list. Inbound marketing allows you to directly communicate with website visitors who are interested in your services by capturing their contact information, specifically their email addresses. The best part about this process is that they are the ones giving you this information! You simply have to provide opportunities for them to do so. We recommend using Premium Content Offers, which are simply valuable assets you give a potential client in exchange for their contact information, usually an e-mail address. These offers can be anything from a downloadable eBook about how to make the most of your outdoor living space to a kitchen remodeling expense calculator to a quiz about flooring preferences.
Closing the Deal
Now that you have a list of homeowners who have directly expressed interest in your company, it is time to find out how you can take on their projects. The best way to do this is by staying in regular contact with them through email. Sending regular nurturing emails gently remind your prospects you are there to help with their building needs and positions your name and company as a familiar expert. Email newsletters are also work well because they provide readers with a glance at what your company has been doing that month. If the situation warrants, you can call your prospect directly to inquire about a service they referenced needing or to answer any questions they may have.
People who don’t seem interested in your services now may become clients later, so don’t become discouraged if your client list is shorter than your email list. Remember that everyone is at a different stage in the buying process and some just need a little more encouragement before they are comfortable making a decision, especially in making big financial commitments like in home building. Consistent contact will maintain the relationship and remind those hesitating that you are there when they are ready to build.
Delighting Your Clients, Old and New
Inbound marketing operates with the understanding that a customer-minded business is the most successful. This being said, once you finish a project for a client, it is important to continue that relationship through email and maybe even the occasional phone call. Although this may require a little bit of effort on your part, the benefits of having a regular who provides you with a constant work flow or gives you a high-end referral makes it more than worth it.
At Baker Labs, we understand home builders and we understand your potential clients. We know their thought patterns and how they process information. We know what they are looking for when they have a question about a product or a building technique. We know how they look for home builders when they’re considering outsourcing a project. Because of this, we have the ability to lead these potential clients straight to you. As an expert in the home building industry, you already have the answers and can easily be their solution… if only they can find AND trust you!
For more information on how we can help you be found on the web or if you have any other inbound marketing questions, please contact us.
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