Digital 101 for Builders

Traditional marketing is no longer enough for today's builders. Here's why

August 23, 2017
Online marketing for builders_SEO_digital tools for marketing (Image: Geralt via Pixabay)

Unless you've studied online marketing, it may seem like it's smarter to stick with the marketing you already know. Print or radio advertising, word-of-mouth, and referrals are still going to be a pivotal part of your business. Still, you're missing another opportunity that may not be as difficult to exploit as you think. If you're after more leads, it's time to consider the drawbacks of relying solely on traditional marketing today and the advantages of moving into the digital age.

Good for Everyone

Whether you specialize in a certain type of building or you're a general contractor, online marketing can work for you. Most home buyers don't have a personal network of builders to call upon, and instead have to start from scratch in their search. Due to convenience and immediacy, it's natural for their next step to be Google. But online searches can be misleading. Buyers may end up wasting their time with a builder who isn't a great fit, or they may hire someone who cuts corners. Buyers need to know which brand best suits their needs. Turn your back on online marketing, and buyers won't have a chance to find you.

For SEO, Go Pro

SEO, or search engine optimization, is simpler than it sounds. It's a way to make it easier for people to find you when they search for a builder. There are a number of ways you can do this.

One of the easiest ways to achieve better SEO is to put more effort into your website. It should speak directly to your primary target's needs, both virtual and physical. The site should be easy to navigate, so customers can find exactly what they need when they need it. You may want to include testimonials from past clients, or blog articles that discuss the types of building materials you primarily work with.

SEO may be fairly straightforward once you get the hang of it, but it's going to take some work (especially at the beginning). Consider getting in touch with an SEO specialist. Marketing companies today cater to big and small businesses, and they can take a lot of pressure off when it comes to maintaining your website. In order to stay relevant to search engine algorithms, you need to constantly update your website with new content. Plus, the online pro you hire may suggest other tactics, such as paid online advertising that may yield the return on investment you crave. Whether you design and build your own site or ask for help, increasing online visibility is an essential tactic in increasing your home building business.

Preston Guyton is broker in charge and managing partner for CRG Companies. He's based in Myrtle Beach, S.C.