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5 Key Elements of a Successful Home Builder’s Website

Posted Tue, March 12, 2013 by Julie Short

Online competition is tough these days. Just having a website isn’t enough. From Google Analytics, the average home builder’s website received 63.7% of its traffic from search engines. To capitalize on each lead, home builders must maintain a website that meets the expectations of your prospective customers and I’ll give you five important expectations to meet in this blog.

Fund a Website with a Content Management System
A website with a content management system (CMS) allows you to communicate easier and more frequently with visitors. You can’t afford to wait for someone else to update your site or post important, time sensitive information for you. CMS gives you control and enables you to easily edit, add and delete content on your site. Also, CMS encourages collaboration by allowing your staff to create, edit and approve content before it’s published.

Communicate Who You Are and What Services You Provide Immediately
Unique visitors make split-second decisions about your company and products when they first visit your website. If your website is unfinished or poorly designed, then they will assume you approach your homes with the same attitude. Sometimes you have only ten seconds to communicate your company’s value. Let them know why your company is special and why your products are better than your competitors quickly and concisely.

Model Your Website After the Purchasing Cycle
It’s important to understand the process a customer goes through when making a major purchasing decision. Have a site designed and fill it with content deliberately catering to this process. Often, unique visitors will come to your site with zero knowledge of your brand when they’re just starting their research process. They’re looking for a company to fulfill what they need.

  • Discovery- Introduce yourself just as you would a new visitor coming into the office. When unique visitors first arrive, they want to know if your company is worth researching. In its first impression, your website should communicate that your business is trustworthy and excels in its field.
  • Research- Visitors want to know how you build your homes. Different visitors are looking for different specific qualities, but they want to know if quality designs and materials are used in each property.
  • Sourcing- Be sure to include detailed information on each property. Serious shoppers want to see prices, floorplans and visuals of the property. Some builders choose to make visitors request the price on specific home. Keep in mind some customers are unmotivated to wait, especially if your competitors are listing prices.
  • The Sale- Usually the sale will happen offline, but provide information about everything involved in the sale process. Visitors will feel more comfortable and require less explanations during the actual sale.

Keep Content Relevant and Updated Regularly
Content is always better when it’s fresh. Search engines routinely prioritize newer content over the old. A regularly updated website is just another important customer service avenue. New customers visit your site to learn about what you’re offering and return to have questions answered. Simply answer these questions and you increase your chances of retaining business. In the long run, an effective website will save you money. A website can eliminate the need for a 24/7 customer support staff.

Content Should Be Easily Shareable
When providing listings or previews of newly built properties, enable visitors to print, email or share an individual property on social media. Allow your prospects to drive traffic to your website for you. If you offer these sharing options, you could expedite a purchase because other involved parties can view details about a specific listing quickly.

See how you can effectively market your new homes digitally by having your website evaluated.

Posted in : Tips and Tricks | 
Tags : home builder websites


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