It is hardly surprising that home builders have gaps in understanding the complex intricacies of modern marketing. After all, you are busy doing what you do best: building houses.
However, when you stop for a moment to examine how consumers today look for a good construction contractor, you will quickly realize how important a solid marketing plan really is. In particular, home builders can benefit tremendously from strategic inbound marketing efforts.
The typical residential construction consumer journey begins online
Inbound marketing is essential for any home builder who wants to reach highly motivated potential customers wherever they are. And where do people go when they want to explore their home building options and choose a home builder to make their residential dreams come true? In overwhelming numbers, they are going online to gather general information on home building, research their different options, and read reviews from individual contractors.
From SEO to tactical business website design, there are countless ways to grab the attention of these homebuilding consumers and get them to pay close attention to the services you offer. The path they take to your door is known to marketers as the âconsumer journeyâ and your effort to guide them every step of the way is your âinbound marketing funnelâ.
The inbound marketing funnel understood
When you think of online marketing, you probably immediately imagine outbound strategies, which come in the form of pop-up ads and other conventional advertisements that can interrupt and annoy Internet users. Inbound marketing, on the other hand, is designed to capture highly motivated consumers by helping them on a journey they’re already eager to take.
No two companies are alike, and neither are their target consumer markets. This means that, to be optimally effective, no inbound marketing funnel will or should be the same.
However, the primary function of the marketing funnel generally remains consistent. And its instantly recognizable shape offers a perfect visualization of the journey consumers take as they move from a general and general interest to an informed and focused buying decision.
In the early stages of the inbound marketing process, marketers need to launch large-scale initiatives to engage with as many potential consumers as possible. This initial engagement occurs when consumers enter the top of the funnel, where it is widest to catch as much as possible.
From there, the funnel gradually narrows as consumers go through various stages of information gathering, buying, and purchasing. The tapered, constricted shape of the funnel reflects that not all consumers will go through all of these stages. Of course, marketers want to capture as many viable consumers as possible and want to fight shrinking the marketing funnel as much as possible. For this reason, marketers strive to facilitate easy step-to-step transitions, essentially trying to reshape the tapered marketing funnel into a cylindrical marketing pipeline.
The ultimate goal of any marketing funnel or pipeline is to generate a loyal customer with lasting brand loyalty. This ideal customer will not only consistently choose your business over the competition, but will likely recommend your business to colleagues, friends, and family.
Typical inbound marketing funnel milestones
As we saw earlier, there is no such thing as a standard version of the inbound marketing funnel. There shouldn’t be either.
Your inbound marketing funnel should be tailored to meet the unique needs of your organization, the industry you operate in, the specific nature of the goods / services you provide, the peculiarities of your target market, and the complexity of your business. marketing plan. While some marketing funnels only have three stages, others may have five, six, or even more.
Each stage of the funnel requires different marketing strategies and actions on the part of the company and the customer. The specific necessary steps must occur before you can proceed to the next step.
The majority of inbound marketing funnels start with the âawarenessâ stage. True to its name, this step is designed to educate consumers about your business. The process begins with exposure for your business name in a way designed to help them recognize and remember it.
Ideally, your business will begin to familiarize consumers with the style, culture, values, policies, and messages that set it apart from the competition. Although marketers can introduce consumers to the âawarenessâ stage through any number of traditional or digital media channels, the large number of people who begin the online shopping process cannot. to be underestimated. By capturing their attention on their first Internet search, marketers can immediately get them into the inbound marketing funnel.
After capturing the attention of consumers, marketers can take them through a number of stages of interest and consideration that ultimately lead to some form of conversion. In your case, as a homebuilder, the conversion usually involves meeting the potential client and then signing a contract. To reach the conversion stage, a business must demonstrate its advantages beyond its competition. A good funnel will help you stand out from your competition.
Although some marketers use inbound marketing funnels that stop before this final step, turning a simple customer into a loyal customer should be the ultimate goal of any marketing operation. This is especially true in the residential construction industry, where a company’s public reputation is often its greatest asset.
Inbound Marketing for Home Builders
While a full inbound marketing plan might be unnecessary for selling everyday, inexpensive purchases like groceries, it’s absolutely essential for big ticket items like homes. In short, the cost of building a home is likely to be the highest in their life, so calling these clients invested and involved is an understatement, to say the least.
Like all invested and involved consumers, people who are considering building a home tend to research their various options online. For this reason, a strategic inbound marketing funnel that targets internet business is an absolute must for home construction contractors.
By providing information that potential home building consumers want and need, marketers can feed it into an inbound marketing funnel that will market your building business and get them on the path to sales conversion. and brand loyalty. And because loyal, satisfied customers are more likely to sing your praises to others, inbound marketing can bring untold benefits within the high recommender homebuilding industry.