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Our February Small Volume Builders Roundtable featured Jenna Engel, chief growth officer with Jul Creative. It was a great event, with lots of great information and tips for using digital resources to generate cost-effective leads for builders.
Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.
BATC’s recent Parade of Homes research confirmed that content is king in an increasingly noisy media world. Buyers are doing plenty of on-line research before they ever get to your model, so it’s incredibly important that you help them find you, and give them the information they want at the right time.
Jenna shared tips on how to use key word opportunities to attract prospects to your content. And she explained how to use downloadable content (a white paper about the benefits of green construction, a photo gallery of great “white” kitchens) to capture leads. Another key to optimizing inbound marketing efforts is providing content for prospects at different points along their buying process (awareness, consideration, decision) as well as geared to appeal to your prospects differing personas (empty nester couple most concerned about low maintenance or a busy couple that needs to make the process less time-consuming).
Join us on June 15, 2016 for another Small Volume Builders Roundtable
We hope you’ll consider joining our next Small Volume Roundtable on June 15th where we’ll hear from Don Skelly, President of Hanson Builders, who will share tips on writing “defensible” contracts. Details soon at BATC.org.