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Friday, April 29, 2016

Social Media Marketing & Homebuilders: Turn the Funnel Upside Down

Spencer Powell had a great article in TMRDirect highlighting why social media works for homebuilders; you can read it here.

Social Media Turns the Marketing Funnel Sideways!
Powell suggests social media is somewhat of a game-changer in the marketing world. Previously, the traditional marketing funnel described client acquisition, conversion and retention.

Today, Powell suggests there has been a pivot to focusing on retention.  Social media has created a process for consumers to interact with a company's media platforms and obtain as well as spread information through digital word of mouth.

It used to be that word of mouth engagement was a slow, individualized process -- and it utilized traditional media (newspapers, magazines, broadcasting) as well as actual conversation!

Today, builders are able to effectively start a conversation and disseminate information using visuals in social media.  Some of the more popular uses -- in addition to images of your homes (inside and out!) include:
  • Post Community Updates  -- Your home shoppers want information so let them know about Grand Openings, community activities, Phase Openings.
    • You might see a "Check Out My New Home" image in return!
  • Highlight Neighborhood Events -- Sharing information about the local area gives a sense of the area -- which is key to purchase decisions.
    • Should encourage local area businesses to get involved with your community!
  • Give a "Behind the Scenes" Tour -- Here's another way to showcase your homes as well as the building process.
    • Showcase a Field Manager providing a walkthrough!
Social Media Wall Starts the Conversation!
Take a look at CPS' Social Media Wall bringing social media platforms inside the sales and information center.  Your home shoppers have a single location to check out recent posts & Tweets as well as traditional marketing images and copy -- and add their own.  They're now part of your conversation!

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