SOCIAL MEDIA-AN UNTAPPED RESOURCE FOR HOMEBUILDERS

How to reach new customers by developing your online community

Jonathan Bailey is CEO of Bailey Gardiner, an integrated marketing agency that specializes in digital solutions for homebuilders and others.

Did you know nearly nine out of 10 homebuyers begin their quest for a home online? Yet few homebuilders are engaging the space to reach customers. Banner ads and pay-per-click are no longer enough. Your online presence must be interactive, open, and build a two-way relationship with audiences. At a time when the housing industry is slowly climbing out of an economic abyss, it’s imperative developers commit to building this online community because, well, your customer is already there.

What scares me lately is the widespread belief among companies (and their agencies) that social media can be bought or constructed as a bolted-on initiative. Like an aftermarket roof rack or super funky license plate frame, it attaches to the car — but it looks ungainly and unnatural. You can’t fake authenticity, social media or otherwise.

So what can you do as a homebuilder to create your own social media program? Here are five steps to help you get started:

#1  Listen

Before embarking on any social media program, it’s crucial you know what’s being said about your brand — the good, the bad and the ugly. Then, you can strategize how to jump into the conversation.  If there’s negative chatter, the last thing you want to do is begin a social media program oblivious to this fact or you’ll get slammed. In an ugly way. If the homes and communities you build are wearing halos right now, good to know too. Take advantage of the love.

Watch and listen how Twitter, Facebook, YouTube, and other tools behave and how your competitors (or other brands you admire) are using different platforms. You’ll learn a great deal about using these tools.

#2  Develop A Strategy

The biggest mistake I see companies make in social media is they dive into using tools before developing a strategy — and it shows. If you take one thing from this article, please let it be this: YOU MUST HAVE A STRATEGY. Like any other marketing program, social media requires strategic planning and direction to be successful. Define why you’re using social media.  Is it for brand awareness and sales? Reputation management? Customer service? Thought leadership? Issues advocacy? Extension of PR?  All of the above?  You would never embark on these programs without a carefully crafted plan.

#3  Define Your Brand Voice

Now, who’s gonna drive this boat?  Marketing?  Sales? Happy customers?  No wrong answers here, just more questions.

Since social media is all about authenticity, you need to create an honest bond between your marketing efforts and your customers.  If customers are asking for things you currently don’t offer, then you know Product Development is best equipped to be that information source.  Is your audience asking for information about locations, financing and prices? That’s a Cue sales and marketing.

#4  Build a Community

Once all this is figured out, THEN you can start building your communications platforms. Here are a few to consider:

* Blog – Easiest way to engage with existing and potential customers through regular updates and interesting news.

* Facebook – Great way to build an online fan base of engaged and excited participants.

* Twitter – Talk with people who are interested in your brand online and point them to your blog/website.

* YouTube – Powerful way to show your products in action through the second most popular search engine on the Web (behind Google).

* Flickr – Photo sharing can help you further engage with homebuyers.

* LinkedIn – May be helpful if you’re trying to build a business and sales network.

Different platforms engage with users in different ways. Your strategy should focus on how to repurpose your content for each platform.

#5  Interact With Fans

Remember, it’s a conversation, not a monologue. You must devise a strategy to interact with fans. Talk about your company, your mutual love of finding the right home, other shared interests, and even random stuff with no relationship to anything other than you think it’s cool and wanted to share it.  This is what forms a relationship, and these are things your social media program should employ to build your fan base — and keep them coming back for more.