We preach the liberal use of social media tactics for homebuilders in this blog, and all of our contributors agree that the future of marketing is strongly rooted in the online world. Yet folks who think that is the sole place to put their attention and resources are misguided – the best marketing programs today are carefully integrated strategies that layer on- and off-line campaign tactics to reach target audiences.

By all measures, social media programs provide homebuilders with online communities that can be built and grown more strongly and rapidly than ever before.  We live in a world of immediate gratification, and social media can provide that instant connection for buyers with homebuilders who want very much to establish that bond.  Yet in the end, we are still selling a tangible product that represents the largest purchase a consumer will most likely ever make (even if they are a multiple home owner, it still represents an enormous decision).  And a purchase as physical and emotional as a home requires in-person relationships and hands-on marketing.

So, I suggest layering is the best marketing solution. Here are some specific recommendations:

• When undertaking your social media program for homebuilders, think about what you ultimately want your audience to do. If your measure of success is driving website traffic, then you must ensure that your social media programs link the user to your website.  And keep them there. Make sure the experience is not a dead-end when they reach your primary website, and that you draw them in quickly or they will leave.  Current statistics suggest that you keep a user on your website for an average of 2-4 minutes, or you have not engaged them properly.  Learn how to use Google Analytics to find out your website’s stats.

• I would imagine your end goal is to get buyers into sales offices to make purchases.  The web can’t sell the home for you, so you still need a sales office and expertly trained sales professionals. Make sure that when they get to your sales office, it mimics the style of your social media programs – meaning, make sure that the same sense of personality you show on Facebook or Twitter is experienced live when they meet the sales team.

• Try to wrap your brand image together on- and off-line. If you are really upbeat and fun online, and your social media personality is very humorous and lively, then it would be a huge disconnect for a buyer if they visit your sale office or look at a brochure and it’s really boring and corporate.

• Recognize that the customer will find you in many different ways.  Thus, the layering analogy – you are laying marketing messages one on top of another, until the customer has developed a very clear picture of who you are as a homebuilder and the type of experience they can expect from you.  Print ads, outdoor advertising, email, collateral materials and online outlets are all layering messages to the buyer to help push them over the line – and right to your door to purchase a home.

It's a layer cake - get it?

As we navigate this new territory together, it’s always nice to learn from the successes of others, and there are several builders that are doing a good job at this layering effect.  Check these out when you have time:

Summerhill Homes

Shea Homes

Lennar

4S Ranch by Newland Communities

I’d love to know if you have any other builders to add to this list.  Please make suggestions!

Don't know why I chose this photo except it looks so cool.