Building the perfect house is not an easy task. From choosing the right materials to picking the ideal aesthetics colour pattern, every detail matters. Fortunately, all the stress will disappear once you finish the project. The majority of home builders think that completing the house marks the end of their task. However, there is one essential step they are missing, marketing their property. Here we will tell you how to market new construction homes with efficient strategies.
Even when you are a high-quality home builder with access to committed contractors, that is not going to make a difference if you don’t know how to promote your project. You need to learn how to reach potential clients interested in buying a property with the characteristics you are offering. The right marketing plan will guide customers to your door, which will give you more time to focus on what you love doing, building beautiful homes.
Marketing new construction homes might sound like a complicated concept, but it is easier than it sounds. In this article, you will find several ideas to kick start your marketing plan. Our advice is not to try everything at once. Choose a couple of them to implement, and then you can pick other ones from the list.
We understand that in an ideal world, the result from marketing a new home subdivision will be selling off-plan. In other words, the clients will buy properties without seeing the end result. However, before reaching this ultimate goal, you need to start from the bottom.
Effective strategies for marketing new construction homes
A great plan for marketing a new home subdivision should involve describing certain aspects of the property to make it stand out in the market but also making the most out of all available digital platforms. Don’t worry, you are not alone in this process. We are going to introduce you to different marketing ideas so you can choose in the end which one works better for your company.
1. Highlight the benefits of the property
We are sure that every time you finish a construction project, you are proud of the result you achieved and excited to show it to potential buyers. However, sometimes that eagerness to show the quality of the home through its different features and durable materials is not going to convince buyers.
You need to think about what you would look for if you were to buy a new home for your family. Chances are you will want to satisfy your top necessities. For instance, in a regular family of four, if the kids are less than ten years old. Most parents will look for a home with surfaces that are easy to clean. If you describe this as a marble countertop feature in the kitchen, they won’t understand the impact that this element would make on their lives.
Look for the benefits behind all the special features you installed in the house. Below we will give you some examples.
What benefits should you highlight in a new home?
- Tell potential clients where the house is located: near a high school, the subway, a shopping mall or even a community centre. These features can be a decisive point for some buyers.
- Custom furniture with durable material is a great element that can increase the chances of selling the property quickly. Most home buyers like having a unique aspect in their house.
- Highlight if it’s a smart house and explain the different things it offers as benefits such as adjusting the air conditioner with your phone.
2. Determine your target audience
After determining the main features of your house and turning them into benefits the clients can relate to, you need to know where to invest your time. For instance, if your property is located in a retirement village, you need to market it to a mature public. In that case, you should talk about whether the house is in a peaceful neighbourhood or if there are nursing services available.
If you are marketing for a young family, you will want to stay focused on the benefits the property will bring to their children. Some examples could be talking about green areas, schools, a garden where they could play. It also matters where you look for your public. A mature public might be more approachable through a newspaper or TV advertisement while Millennial buyers you can attract through social media.
Remember that if you don’t target the right audience it is going to be harder to sell the property, even if it is a high-quality project.
3. Use construction software to sell off-plan
We understand that selling off-plan sometimes seems impossible since some clients won’t risk investing their money before seeing the result. That is not a problem anymore because today there are programs where you can show your customers how their house will look like.
Marketing new construction homes is easy with the latest technological advances. Some of them look like videos in which the customers can see every part of the house plus its surroundings. More specialized software works with virtual reality. This means potential clients can walk through their house without leaving your office.
Some of these softwares are more expensive than others, so depending on your budget, you have various possibilities to pick for your company. Even when this marketing strategy is an additional expense, we are sure it will increase your off-plan sales.
4. Make use of Digital Marketing strategies
The majority of people do not contact a real estate agent or a construction company right away to find out about new developments in their area. Nowadays, people use the internet to search for a potential property. In this regard, the question of how to market new construction homes? Transforms into how can you optimize your website to rank higher?
Your website needs to be organized with all your properties and optimized with SEO strategies if you want to be between the first Google results. Some SEO strategies require more knowledge on the topic, but luckily there are a few things you can do. Create the right title for your homepage. It should be between 50 and 60 characters. But it should also contain specific keywords such as “buy a new home.”
You also need to embed keywords into the description, the ALT text of the images, and all the content, including your blog posts. When you choose the right keywords, you’ll rank higher in Google, which will increase the traffic to your website.
5. Claim your business on online listings
In case your company has been in the industry for more than one year, chances are that the search engines already have a business listing for your company. You just have to claim it. The only thing you need to do is type in Google your business name and once you find it, click on the button “claim this business.” After, you will have to do a verification process.
If you don’t find your business listing, don’t worry, the majority of search engines have a platform dedicated to business profiles. For instance, in Google, you can create a Google My Business account, with all your company’s details. You also have the possibility to advertise on platforms such as NextDoor.
Claiming your business or creating a profile is a crucial part of marketing a new home subdivision since this step will ensure your users can find you. Additionally, potential clients will have all the necessary information to contact you and inquire about the property they like.
6. Get positive reviews from your customers
An important part of marketing new construction homes is getting positive reviews from your clients. This will not only increase your position in search engine results, but it will also attract more customers to the properties you are selling.
Even when you can say incredible things about your business, potential clients are only going to trust you if there are positive testimonials on your business listing and your website. That’s why you need to ask all your clients to leave reviews or give your business five stars on your listings.
Long testimonials you can use for your website, create a whole page with all your client’s stories. This will translate as a digital referral from loyal customers to several internet users.
7. Create a newsletter and keep an updated email list
Even when some potential customers don’t end up buying the property, you need to keep their contact information in an email list. This way, you can keep them updated about new houses they could be interested in. Depending on the number of properties you handle, you could send a weekly or monthly newsletter.
Keep in touch with your customers and make them feel that whether you are a big or small company, you care about your clients. In these newsletters, you can also include your latest blog posts, which will increase the traffic to your website.
How to Market New Construction Homes. Final Thoughts
Once you put in place these different marketing strategies, you will discover numerous home buyers that before you couldn’t reach. Now they will not only be able to get your contact information easily, but you will also have the opportunity to engage with them.
The best part is that you won’t have to hire anyone to develop your marketing plan. You just have to take a few minutes of your day and dedicate them to marketing new construction homes.