How To Market A Custom Home Building Company

by Russ Stephens | Nov 26, 2019

Are you confused about the best way to generate quality leads for your custom home building company?

Thanks to the internet, advertising a building company has completely changed over the past 10 years.

Which means if you’re still marketing your business the old way, then generating new leads is getting harder and harder, every single year. And unless you change your marketing strategy, then soon, you won’t have enough leads to sustain your building company.

But what if you could tap into the secrets for marketing a building company without going through years of trial and error? And access the formula that successful custom home builders are using to generate quality leads on demand.

It’s been referred to as ‘Inbound Marketing’ and it completely replaces the old way of advertising a building company. When you follow it, you can literally flick a switch and generate all the quality leads you need; whenever you need them.

"63% of custom home builders said that inbound marketing generated the highest quality leads compared to only 6% that said outbound"

- Home Building Marketing Report

Which is why successful custom home builders view marketing as an investment in margin growth, rather than an expense that consumes their net margin.

So stop wasting money on advertising strategies that do not work for custom home builders and start implementing a proven marketing strategy that has been tested by hundreds of custom home builders just like you.

When you do this, you can generate quality leads cost effectively for your building company.

The “I Don’t Need to Advertise” Myth 

One of the biggest myths in our industry is that custom home builders who ‘don’t need to advertise’... are doing well. The truth is, those guys are not hitting the benchmark for gross or net margins because they don’t have enough demand for their services.

You see, the builders that advertise, understand the basics of business. 

That is, when demand exceeds supply, margins go up. 

Conversely, when supply exceeds demand, margins go down. 

And if supply and demand are equal, then nothing changes … No margin growth and no revenue growth.

So don’t worry about those old school builders that tell you how great their business is because they don’t need to advertise; instead focus on growing your margins by increasing demand for your services.

Very soon you’ll be dominating your local market and your competition will be too far behind to do anything about it. 

Here are some tips that may help you:

Marketing Tip For Custom Home Builders

shutterstock_446643199One of the most cost effective ways to get in front of your ideal client is by sharing quality information with them. Consumers in research mode love hearing tips from experts, and as a licensed professional custom home builder you certainly qualify as an expert! 

Think about the questions you get asked time and time again by a new prospect.

What are their concerns, their fears, their priorities?

Make a list of ideas and start writing about them by offering actionable advice. 

If you’re not much of a writer, that’s fine, just pull out your smart phone and video yourself. You don’t need a studio, just get started.

Share your tips on your website, Facebook, YouTube and LinkedIn.  When you do this you’ll become a trusted advisor in your local community.

How To Attract Your Ideal Client

Another way to generate more quality leads is by offering a free guide or template that appeals to your ideal client.

While individual snippets or tips are great for raising awareness of your building company and getting the attention of your ideal client, in order to get them to make contact with you, you’ll need to offer them something a little more substantial. It needs to be a no cost item, and it needs to be consumable in 5-15 minutes - so nothing too elaborate!

We call these items lead magnets and there are many options for custom home builders. Downloadable guides, templates, price lists, floor plans, calculators...you get the picture.

The reason this strategy is so powerful, is because in exchange for your lead magnet the consumer will provide you with their email address.

When you use this strategy in an advertising campaign it literally allows you to ‘buy’ as many leads as you need. And the more perceived value your lead magnet offers to a consumer, the cheaper your advertising costs become! 

Using lead magnets to generate leads is a fundamental in the new marketing process for custom home builders!

Is Email Dead For Builders?

However, the best strategy of all is to follow up your existing contacts with exceptional value.

No question, email marketing is getting harder year upon year. Open rates are down, click through rates are down…

So is email marketing dead?

The fact is, despite the decline, email marketing remains the most cost effective marketing channel available to custom home builders bar none! And that is not likely to change in the foreseeable future. 

In fact, if you do your email marketing correctly you should expect to see an increase in open rates and click rates over the next few years. So if you are not following up all of your existing contacts by email at least once a week, you’re leaving money on the table.

Your contacts love hearing from you, so long as you are providing value, so don’t be afraid to email them. The key point here is to follow up with exceptional value.  

If they are a lead, provide links to articles you’ve written or videos you’ve recorded.

JohnWanamaker

If they are stalling at the design stage, provide links and information that specifically addresses their situation.

It takes work, but it works!

So what if you could tap into the secrets for marketing a building company without going through years of trial and error? And access the formula that successful custom home builders are using to generate quality leads on demand.

Would it help you to generate all the quality leads you need, whenever you need them?

Thanks to the internet changing the sales process a lot of custom home builders have been caught out over the past few years and that's why we would like to offer you a free marketing strategy session.

When you have the right strategy, you can literally flick a switch and generate all the quality leads you need, whenever you need them.

So you can grow your revenue, or your margins, or both!

Click on the link below to learn more.

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