As luxury custom homebuilders and renovation specialists, we often wrestle with how to choose the right methods for generating new leads. Relationships with Architects and other building industry professionals are key; however, reaching the homeowner directly has always been a challenge.
As we consider our marketing options these days, we understand first that it’s a digital world. When homeowners don’t have a personal reference, they will seek out homebuilding and renovation professionals online. As a result, several players have surfaced in the lead generation space, including HomeAdvisor, Angie’s List, and Houzz, to name a few.
So how do you establish where to put your marketing dollars? We’ve determined that websites such as HomeAdvisor and Angie’s List can likely be a source of leads, but at what cost? We hesitate adverting on these types of sites because we fear that homeowners use them to shop for price only. They also tend to attract homeowners who are in the very early stages of consideration and/or searching for small projects. Those leads, in our experience, often fizzle out despite thorough attention and follow-up on our part. In addition, they tend to skew lower budget. Estimating any job requires a significant investment in time and energy. For this reason, it often does not make financial sense to tie up our staff to go after this type of lead.
Houzz is one website that we have invested in. This site attracts a high-end audience, and some talented professionals showcase their work there. We’ve spent time building our profile and we advertise on the site within the geotargeted upper and lower Fairfield County regions. The site has produced several custom home project leads, and we are currently building a custom home for a client that found us there. That’s a successful use of marketing dollars.
In addition to Houzz, we’ve been focusing our attention on content marketing to reach homeowners where they spend most of their time. Our investments in social media sites such as Pinterest and Facebook have generated leads and are a constant source of traffic to our website. And our email and e-newsletter campaigns have received positive feedback and have driven web traffic. Content such as industry-related articles and blogs have been successful traffic generators as well.
Marketing our homebuilding and renovation business has changed significantly since I started out. Print ads were the leading medium for creating awareness in the ’80s and ’90s. Today it’s more about putting interesting content out there and then letting the Client come to you.
Kelly M. Wright
Wright Building Company