Marketing a Custom Homes Builder Business

by 12 replies
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I'm trying to market my Dad's business, he builds custom homes all around NJ. I am doing some SEO for some keywords and put together this opt in page.

Buontempo Homes | Custom Built Homes

Unfortunately, it's not really converting. Had 3 signups and not one even called back or sent an email back. I've been advertising on Adwords (but then got low quality scores so I'm beat) and now on facebook.

Any suggestions for me?
#offline marketing #builder #business #custom #homes #marketing
  • What kind of results have you gotten back from your keyword research? I must imagine in this kind of economy, that custom built homes are not in high demand at the moment.

    I do have a great suggestion for you. Go to ebay classifieds (in NJ) and place a free ad under services. I use a pay-per-call network to advertise business phone numbers and do fairly well with it. You may be able to get some calls to your dads business. Good luck.
  • I would focus on LOCAL SEO

    I searched custom homes with Cranford, NJ as my location and your dad's company was not on the list. I would recommend that you get him listed and ranked 1 for google places

    Also try to do more in depth keyword research on custom homes NJ and such.
  • Focus on local LEAD acquisition for them. You could probably work a performance-based deal, CPL plus a % of anything that closes.

    The key is to get the majority of your pay based on what you can control, not them.
  • First, that is a really nice looking page.

    Now, what are the keywords? And how are they ranking? Like Redcell pointed out, if you are not ranking and don't have a Places page, it's like you don't even have a site.

    Also, I personally do not think that just an opt-in page is the way to go. An opt-in is fine, but if I were researching builders, I would want a ton of information about the builder and an online portfolio of work - interior and exterior. People researching want information not phone calls at first.

    So, rank and add content.
  • Having owned my own remodeling construction company for many years I feel I am qualified to give you some input.

    I have tested many different way to capture peoples information when they arrived at my site and then convert them into customers.

    I found your fathers main site and it needs some work, layout and stuff. I'm sure you realize that already.

    The single most common theme I found that my sites visitors were looking for was education. Most people have been burned by some contractor or another in the past and they are very worried that they will go through it again.

    My site contained a TON of information about my industry, about myself, and plenty of social proof, (job pics).

    Many of my new customers that came from my site flat out told me that they made the decision to hire me because my web site had more information then any of the other contractor sites they had visited.

    This is extremely important for contractors to grasp. Pick your dads brains about the most common worries, fears, and objections that he has come up against while being in business and address those specifically on your site.

    Just sending people to a squeeze page for a 20k, 30k remodeling job, or a 400k custom built home isn't going to cut it.
    • [1] reply
    • I agree with Rus.

      Since I started working with a Texas Log home builder today,
      I'll repeat what I asked him.

      "What would be the top 3 questions
      a prospectiver buyer should be asking their
      loghome builder?

      Why is it so important?

      Can you give examples of mistakes people have made?

      Can you expand on any of those questions?

      This type of article will make you an authority on the subject.

      You probably have a lot of knowledge that is hidden
      from people who would be interested in hearing what you say."

      Expanding on the education marketing theme, create "Wow, holy smoke,
      I didn't know that" information that gets easily passed on from the reader.

      This comes from outside research that can involve, in your case, any data
      about housing in general. In particular look for the pain points.

      An example... a company who makes skate board parks for local councils
      used the research that showed an increase of child obesity in children
      of 1 billion people.

      It showed that communities are happier when they do have
      outside recreation available.

      This info was made available to their target decision makers.

      This type of education marketing has got gains of 100% thru to 1,000%
      according to Chet Holmes. The guy who worked for Charlie Munger,
      the partner to Warren Buffet.

      All the best,
      Ewen

      P.S. Just had a look at your website/squeeze page.

      Having no links to contact, privacy policy, about us
      gets you in the bad books.

      I suggest this wordpress theme http://www.expand2web.com/blog/smallbiz-theme/

      Go learn about local search on that site.

      All links into the website will need to have name, address and phone number.

      And always in that order.

      Claim your spot on Google,Yahoo and other local directories.
  • In addition, you may consider scouting some of the biggest and best ( ideal) customers in your area and even beyond, be they contractors or whatever ....get their contact emails, and note any particular things about their online presentation that stands out to you.

    Then you develop a survey to send to them. Find out from them what you feel would be beneficial to know about your ideal customer ( because you are going to develop your presentation to cover those items)

    While you are gathering great information to use in your own development, and what your customer is looking for...you are...whether they realize it or not...developing the beginnings of a relationship with them. They are now aware of you...will likely do a little scouting on you of their own and in many cases reach out to you for business right away.

    You are planting seeds.


    Good Luck
    • [1] reply
    • If you are going to keep that page as is, then add some testimonials, faq, direct response copy, and then offer free report to people who sign up for that versus just a consultation or free quote which everyone else does.

      Now you gain their contact info to follow up, you provide value with your free report given online and offline, you gain a better positioning strategy because now your educating instead of pitching, and giving people a real reason to trade info for your report.

      Your report or free tips would give value packed info and also lead to why you would be the obvious choice for their needs in what you offer. This switches the positioning and puts you ahead of competition.

      As far as traffic, then you can begin seo, marketing online and offline including targeted local or area mailings and always use direct response copy and marketing to get calls and start tracking those. That's just a few quick profitable ways get this profitable fast.
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  • Replace the free quote with a lead capture script for name, e-mail and phone. Simple then you can provide information and present soft offers.
    • [1] reply
    • Ewen's right. Rus is on the money.

      A free quote is nothing. Most businesses do free quotes. Besides, how can you do a quote for a CUSTOM home in 48 hours? It sounds incongruent because it wouldn't be for a custom home.

      Anyway, write a free report like the 7 traps buyers fall into when building their dream home.

      Then ask for their address (yes, their real, PHYSICAL address) and send the report complete with FAQ sheet and cover sheet to them.

      Hugh
  • Rus is right about the content. Your demographic needs more from you, especially the women!

    We put together a Joomla demo for a builder 2-3 years ago to patterned after a local site they liked. Just sharing it to give you some idea.

    local site Custom Home Builder in Austin, TX | Jenkins Custom Homes
    our demo Destination Graphix Joomla Demo - Home
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  • I am working on a Custom Home Builder right now as well -
    Thank you all for some very helpful tips !

    Btw: hey Yank, all I'm getting is a squeeze page...is there a website I'm not seeing?
    I would not want to opt-in to go further...that wouldn't be good.


    @ Creativegirl - I see how you got your name...
    Jenkins Homes is a VERY nice interactive website example! A Beauty!
    (may I be so bold to inquire what range a site like that went for?)
    (you can PM me if you like...)
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