How Home Builders Can Get More Local Leads

“If you build it, they will come.” Well, that works in Field of Dreams, but not online. Let’s build marketing campaigns that get quality, local leads for your design/build company.

‍

One of the biggest questions we get from custom home builders is where to look for potential new clients. Generating leads is not as daunting as it seems, and most of these methods are probably already part of your regular business strategy. We just need to refine them so you can say ‘my marketing works’.  

‍

Let’s look at how to get more local leads for your construction company.  

‍

‍

1. Show Your Skills and Your Team

‍

What’s possible with you, and who’s on board to make it happen?

‍

At the end of the day, marketing reflects what makes you, you. And we believe starting with your work and team for every project (yes, every project big or small to create a habit) is the best way to attract new quality leads in your neighborhood.  

‍

Credibility = Profitability.

2. Encourage Clients to Leave Reviews

‍

Reviews are another way people gauge their trust in your business and are major credibility signals. So, you want to make it as easy as possible for your clients (and partners) to leave reviews.

‍

You should do more than just send follow-up communications immediately after completing a project. Though that’s a key touch point. But along the way of working with you, people should get requests to check in on how you’re doing. Think:  

‍

• When they sign on

• Visit your showroom for a design session

• When permits are approved  

• When you officially break ground

• After each sub or project type (ex. Mech and Elec or flooring)  

• Your final walk through

• When you hand them back the keys

‍

Now, if you’re only asking at the last point, you’re missing key opportunities to get positive feedback or even enhancements you can make to improve your process.  

‍

When asking, ideally send both text or email asking them to leave a review that includes a link that goes directly to your Google Business Profile or Facebook review section.  

‍

On business cards and flyers, include QR codes that link directly to your reviews page or GBP. Basically, the less of a hassle it is to leave a review, the more likely people are to do it.

‍

While we obviously want good reviews, don’t worry too much if you do get some lower ratings. The important thing is how you respond to the feedback; follow up on any issues and reply in a timely manner.  

‍

Need a hand with brand reputation management? We’re here to help your testimonials truly work for you.

‍

‍
3. Optimize Your Local Search Results

‍

Okay, credibility is a key step, but so is visibility. If people can’t find your design/build firm, then it doesn’t matter how refined your project work is.  

‍

Having higher reviews will also help you rank higher in search results. Many people use Google to find local businesses. And you want to be in the local pack (top 3) on Maps, so you are seen at the top of the results page. From there, to be one of the top results to appear when people search things like, “home builders near me” or other keywords, your marketing team should update website meta data that search engines read to know what each page is about.  

‍

Since your Google Business Profile works like a website, you need to keep your GBP up to date with all necessary information, such as the type of business, address, phone number, website, hours, and any other relevant details. Use the photos section to show off your stunning, finished custom homes.  

‍

While you can’t pay for a better ranking, as it is mainly based on relevancy and distance to the person making the search, you can make sure your GBP is updated to increase your chances of a better ranking in your local service area.

‍

Read more > Why Your Google Business Profile Isn’t Bringing in Leads

‍

4. Watch Your Lead Response Time

‍

Another factor that is often overlooked is lead response time. Studies have shown that you are one hundred times more likely to convert a lead if you respond within the first five minutes and seven times more likely to have a meaningful connection within the first hour of reaching out. If you’re running Google Local Ads or other online campaigns, your response time really matters!

‍

Think about it, that person who reached out to you, probably contacted various other companies as well. So, the longer you wait, a competitor could have already swooped in before you. How quickly you respond could really make the difference in converting a lead to an actual client.

‍

‍

My Marketing Works Tip: Don’t advertise when someone isn’t available to answer. If you are on call 24/7 or have an answering service, then by all means, but if you may miss the 2AM emergency call because you’re sleeping, you may want to limit your hours for ads to limit frustration when a lead misses you and max your budget during regular hours.

‍

5. Lay the Foundation for a Good Referral Network

‍

Word of mouth is still the number one way most potential clients decide which custom home builders to trust. The goal is to nurture your relationship with your current partners & clients, so they feel confident recommending you. Some things your business can could do are:

‍

• Connect with local professionals. Build relationships with other top-notch professionals in adjacent businesses such as real estate agents, architects, or interior designers. These are all people who could recommend you to their own client network.

• Leave a good impression. Follow up with clients right after project completion, when the excitement of their new home is still fresh, and ask them to keep you in mind for any future projects. (Bonus points if you can thank an industry partner for the chance to work together.)
  

• Engage with them online. Take time to watch social mentions. If someone posts their new home on social media, leave a nice comment to encourage others to reach out if they are interested in similar work. Again, if you can tag a project partner that helps your overall network.  

• Reward for referrals. If you do receive a referral from a previous client or partner, thank them with a nice gesture. You could buy them dinner, offer a discount on future projects, or give a gift for their new home. Whatever you deem appropriate for that client. Remember: you can’t give them things in exchange for positive Google reviews.

‍

Build Your Business

‍

Overall, when it comes to generating local leads, the most important factor is still the tried-and-true method of word-of-mouth. It’s just found online now. We suggest you focus your efforts on increasing your referrals and reviews from past projects. Sharing what you did for them can reinvigorate the conversation and lead to the best return on your overall investment.  

‍

My Marketing Works can help you create a marketing strategy catered to your specific custom home design company to boost your lead generation,  reach out to us today!

‍