As a home builder, your online presence is more than just a website. It is an opportunity to connect with potential buyers, showcase your expertise, and build trust in your brand. To stand out from other builders in your area, you will need to have a solid online presence across various channels.
Why is trust important for your home building company? Nowadays, with the average home price exceeding $400,000, building a home is a more significant investment for buyers than ever before. When people are considering such an expense, they need to trust that you can not only help them achieve their dreams but also deliver a quality home they can be proud of.
SEO can put you in front of potential homeowners. Over 90% of home buyers use the Internet to search for their dream home. That means 9 out of 10 potential customers are surfing the web for the perfect place to call their own. These numbers paint a clear picture: if you're not showing up in online search results, you're practically invisible to potential customers.
At DO&Be Agency, we understand the pivotal role of content in achieving these goals. That's why we believe in an SEO-driven content strategy designed to empower home builders like you to stand out in a crowded market and drive meaningful engagement with your audience.
The Power of Content Marketing for Home Builder SEO
In the competitive world of home building, content isn't just important—it's essential.
Here's why:
Visibility: With most homebuyers beginning their search online, a robust content strategy ensures that your brand is visible when and where it matters most. By creating valuable, informative content, you can increase your chances of appearing in search engine results and capturing the attention of potential buyers.
Engagement: Content serves as a bridge between you and your audience, providing them with valuable information and resources that guide them through their homebuying journey. Whether it's community guides, FAQ videos, or downloadable resources, engaging content keeps your audience informed and interested, driving them closer to conversion.
Authority Building: By consistently delivering high-quality content, you position yourself as a trusted authority in the home building industry. Whether you're sharing insights on the latest trends in home design or offering practical tips for first-time homebuyers, valuable content builds credibility and fosters trust with your audience.
Customer Enablement: At DO&Be Agency, we believe in the power of content to enable and empower customers. By providing valuable resources and information, you enhance the overall brand experience, helping customers make informed decisions and feel confident in their choices.
Business Growth: Ultimately, content opens doors to countless opportunities for business growth. Whether generating leads, driving conversions, or building brand awareness, the right content strategy can propel your business to new heights.
Crafting Your Content Strategy: The PIE Method
At DO&Be Agency, we deploy a proven framework—the PIE Method—to guide home builders in crafting an effective content strategy that drives results. As our SEO guru, Steven Howsley, puts it:
"Navigating the complexities of SEO content strategy can be daunting for business owners and marketers alike. It's often unclear where to begin or what to prioritize—whether to create new content, improve existing posts, or seek out fresh keyword ideas. The PIE method provides clarity to these pressing questions and more." |
Now, let’s break it down for you:
Protect: Just as you protect the structural integrity of your homes, it's essential to protect your online visibility. To do this, you need to identify valuable keywords related to your target markets that you are already ranking for. You can achieve this by performing a top keywords audit and ensuring that your content ranks prominently in search engine results. Once you have identified these keywords, you need to monitor and protect them.
A great way to develop content around these keywords is to create community HUB pages dedicated to cities where you're constructing new homes. These pages should provide comprehensive resources and information for potential buyers.
Example: Community HUB Pages
We have created community HUB page strategies dedicated to cities where a builder is constructing new homes. These pages are more than just blogs about the city; they are one-stop-shop resources for the area. Each page will include links to the individual new home communities and a variety of vital resources, ranging from community highlights (such as things to do or celebrate) to essential city resources. These do not replace community pages.
Improve: Optimization and improvement are key to maximizing the effectiveness of your content. Identify keywords with medium to high search volume and optimize your existing content to rank higher in search engine results. The goal is to take advantage of the groundwork that you have already laid and improve positions where you have a good but not great ranking.
A variety of content can be used to support your improvement efforts, such as FAQ videos that address common questions among homebuyers. This can provide valuable insights and establish your expertise in the field.
Example: FAQ Videos
FAQ videos are a powerful tool for engaging with potential buyers and addressing their concerns directly. We've worked with our builder clients to develop a series of FAQ videos that provide the answers customers are looking for. These videos can be promoted on YouTube, embedded on the website, and broken down and shared on social media, providing many engagement opportunities.
Expand: To reach new audiences and expand your brand's reach, it's essential to create fresh, engaging content continuously. Identify untapped keywords and topics relevant to your target audience and develop downloadable assets such as "builder comparison checklists" to provide valuable resources and capture leads.
Example: Downloadable Assets
Downloadable assets such as "builder comparison checklists" are very popular among homebuyers. Sometimes, these assets will be gated and require someone to share their information and become a lead, but other times, you will want to leave it ungated and allow free downloads. The free download option builds trust with the potential lead. This is also why it's important to provide quality content. Email is required or not; if they take the time to download the resource and it's useless, you will not build any trust.
Elevate Your Home Building Brand with an SEO-Driven Content Strategy
In today's digital age, a strong content strategy is essential for home builders looking to stand out in a competitive market. By prioritizing visibility, engagement, and authority building and embracing the principles of customer enablement, you can create a compelling online presence that drives meaningful results for your business. We hope these tips are helpful for you as you look to improve. However, if you prefer not to tackle it alone, remember that we are here to help. Ready to build an impactful SEO strategy through content marketing? Contact DO&Be Agency today to learn how we can assist you in building success from the ground up.