The National Association of Home Builders estimates it costs nearly half a million dollars to build a house these days. And that cost varies depending on home size, location, the current real estate market.
But for you and your team of expert craftsmen, building a home is simple. It’s the other stuff that gets in the way of your business growth.
You know, stuff like trying to figure out how to advertise your business online. You’ve attempted to ask digital marketing agencies for help, but they just don’t get your business.
And, yeah, you tried to DIY it, with disastrous results.
Luckily, we’re here to help you out with this handy dandy guide.
So, want to know how to find new leads and convert them into lifelong-fans of your homebuilder business? We’ve got it all for you here, so keep reading.
How to Advertise Your Business Online: Organic vs. Paid Advertising
Did you know there are ways to find leads for your homebuilding business without having to spend a dime? It’s no joke — organic SEO is real.
But before you decide once and for all that your advertising strategy will use SEO alone, hold up a second. Let’s go over the pros and cons of paid vs. organic advertising. Plus, find out why we suggest doing both.
Paid advertising is, as it sounds, lead generation tools you pay for. Think of the tip-top results in a Google search. Or business ads that show up on your social media homepage.
This type of advertising is also called outbound marketing because it requires you to reach out to your prospective clients.
You pay per click (PPC). And if you’re paying attention, you’ll probably notice the first con here: the more leads you generate, the higher the price you pay.
But don’t let that put you off.
One of the amazing things about paid advertising is that you can track how much you spend and compare it to how many leads and sales your ads brought in. Your advertising success is totally measurable when it’s set up correctly.
Another plus side to paid advertising is that ads just work faster than SEO. As you’ll see next, organic lead generation isn’t the quickest advertising tool in your toolbox. Let’s take a look.
Organic Lead Generation
Alright, here’s the thing: search engine optimization (SEO) is a seriously hyped tool for attracting leads to your website without having to fork up even a penny if you do it yourself. But this serious pro is accompanied by some major cons.
SEO takes time. As we mentioned above, paid ads are going to work pretty much immediately. But SEO can’t take anywhere between four months to a year to start working.
You’ve also got to rank in the top 10 of Google’s search results to see any benefits. After all, this top 10 gets around 92 percent of traffic.
Organic SEO-ers see a 14.6 percent conversion rate as compared to paid advertising’s 1.7 percent close rate. Clearly, this method rings genuine with prospective clients.
The other great thing is that SEO for building companies is usually self-sustaining. Meaning, you don’t need to do anything new and the leads will just keep coming. It requires some maintenance but more like quarterly check-ups to make sure your results haven’t dipped, rather than the daily or weekly check ups you may need to do with paid ads to keep them running smoothly.
In the long term (and when done right), organic SEO can offer a better ROI. But if you need new leads fast, paid ads are your guy.
We can’t decide which one is better. But the good news is, we don’t have to, and neither do you! Here’s why the best strategy is one in which you use both paid and organic lead generation.
The Best Strategy: A Little Bit of This, A Little Bit of That
So, you don’t want your lead generation efforts to take as long as it does for you to build a house. But you definitely don’t want to pay out a fortune in ads without them bringing a solid return.
What’s the bottom line? If you’re DIYing your advertising strategy, experiment with both paid and organic strategies. Pay for ads when you have the money; polish up your SEO strategy when you don’t.
Snatch Up More Leads and Convert Them to Clients
We’ve gone over how and why to use organic vs. paid lead generation. Now, it’s time to talk strategy. Here’s how to get started with a foolproof hybrid advertising plan.
Paid Ads: The Basics
Here’s what you need to know about paid ads: they should work like a funnel. That’s because a good ad campaign should move prospective clients from cold leads to warm prospects to hot clients or customers.
What do we mean?
When you’re dealing with a lead that knows nothing about your brand, they’re considered cold leads. Once you educate them about your brand and get them to sign up for your email list or subscribe to your blog, they become warm. And by the time they’ve decided to make their first purchase, they’re smoking hot!
And here’s why that matters: each type of lead should be targeted differently.
For example, you may want to send your warm leads discounts or promotions to push them over the edge to hire your building services. But you may simply want to send cold leads to your gallery so they can see what kind of builds you do & if they like the look of your work.
That’s because leads at different stages of the funnel are looking for different things.
The Top SEO Tips and Tricks
When it comes to SEO, there are two big things to know: keywords and content. Why? Because keywords and content will make up the basis of your SEO strategy.
Keywords are simply the words you’d want your website to rank for on Google. For example, “home builder” or “custom home craftsman.”
The SEO keyword is essential because it’s how Google searchers will locate you. Want potential clients to find you with many different kinds of keywords? That’s where content comes in.
Keywords aren’t just for your homepage. They’re for other landing pages, too, including your blog content.
Blog content is an excellent way to attract new leads. You can use content to educate your potential clients and prepare them for the experience of working with you. They’ll thank you by subscribing to your newsletter (pushing them down your funnel so you can keep in touch with them) or scheduling a meeting with you outright.
Find and Nurture Leads the Professional Way
So, you know how to advertise your business online. But you don’t have the time to spare for an air-tight marketing campaign.
That’s where Spellbound Lab comes in.
We’re a digital marketing agency with the expertise to help craft homebuilders just like you. If you’re ready to start finding and attracting more leads, contact us today to find out how we can craft a custom strategy both you and your future customers will love.