June 15, 2022
Home Builder and Developer 2022 Mid-Year Digital Marketing Updates
The real estate industry is constantly evolving, and there are plenty of digital marketing strategies making a mark in 2022. Home builders and developers must keep up with these changes to maintain their competitive edge.
It’s crucial now more than ever to evolve with prominent real estate trends and implement changes to your marketing strategy to continue engaging homebuyers and generating leads. Let’s explore the strategies that 2022 has introduced or elevated and how you can effectively adapt your digital marketing plan.
Take a look at the digital marketing trends and updates that are important for home builders and developers to know for 2022.
ADA compliance is crucial for maintaining a successful digital presence for your business. The ADA (Americans with Disabilities Act) requires businesses to ensure that anyone can access their website regardless of their abilities.
Guaranteeing your website is ADA compliant is not simply a fad, it’s a necessity. Adhering to ADA guidelines allows you to accommodate any website visitors with disabilities and failing to do so can result in costly fines and lawsuits. Examples of website modifications that can be incorporated to meet ADA regulations include text-to-speech capabilities, navigation keyboard shortcuts, screen reader compatibility options, video closed captioning and more. Improving the accessibility of your website for all users can also lead to a stronger SEO ranking.
Google Analytics 4 (GA4)
If you regularly measure your website activity, you likely utilize Google Analytics. This year, Google announced that the current Analytics system will be replaced by a new version, Google Analytics 4 (GA4) in July 2023.
Although this change is a year away, there are steps home builders and developers should be taking now to prepare for this transition. To ensure you can continue measuring year-over-year historical data, you must set up a GA4 property before July 1, 2022. Take a look at this Analytics guide from Google to learn the necessary steps for creating and organizing a GA4 property for your company!
Leveraging Audio Content - Podcasts
In 2022, educational podcasts are in high demand and growing in popularity within the real estate industry. Many homebuyers are looking for answers and advice as they begin the new home searching and buying process. They want to know what to expect from the homebuying process, how to prepare for purchase and what their best options are. Home builders and developers can help provide those answers by providing information in new and engaging formats, like podcasts!
Builders and developers are encouraged to jump in on this emerging trend by sharing regular audio content or participating in relevant podcasts that reach their target audience. Podcasts and other audio can be used to tell stories, draw buyer attention to your homes and communities and add a personal touch that comes with sharing your voice. By offering information through audio, businesses can earn greater buyer trust while also boosting brand reach.
Our team is no stranger to guest features on podcasts. This year, Milesbrand was featured on the Atlanta Real Estate Forum Radio podcast – learn more by checking out our blog.
More Video – TikTok and Instagram Reels
Video will remain vital in the real estate industry in 2022. Incorporating video into your digital marketing strategy is quickly becoming the norm for successful home builders and developers today. While videos can be used on every social media platform as well as your website, this content is particularly gaining traction on Instagram and TikTok.
With a user base of 1 billion, TikTok is becoming popularly used by more people for educational purposes including homebuying. Homebuilding, homebuying and new home hashtags have hundreds, millions and even billions of views on this short-form video platform!
As this video content has taken off on TikTok, many home builders and developers are imitating this content style with snackable Instagram Reels. Popular videos often quickly show off their homes and amenities set to trending background music that helps usher more views. With the platform’s Explore feature that enables users to browse popular content from new accounts, home builders and developers can reach several times more views despite their follower count.
Interactive Floor Plans
Interactive floor plans are a must-have in 2022 for helping buyers envision themselves in your homes and communities. This technology generates emotional engagement, encourages home customization, and helps keep buyers engaged on your home builder or developer website.
By requiring buyer information for access to this customization tool, builders and developers can gain invested new leads. Offering this immersive experience allows buyers to feel like a homeowner and become more invested in the possible lifestyle opportunity. In fact, when potential buyers utilize interactive floor plans, the close-ratio ranges from 30 to 55%.
If you don’t currently offer this innovative feature, there’s no better time to start! Neglect this popular trend and homebuyers can always turn to your competitors instead, costing you valuable prospects. Take a look at a few more virtual tools that will enhance your buyer experience.
Taking advantage of lead tracking, marketing automation and performance measurement tools is one of the best ways to stay ahead of the competition in 2022. Home builders and developers can utilize customer relationship management (CRM) systems and email marketing software to trace lead activity and use this information to improve marketing efforts. Analytics can be used to test messaging and processes to determine the best options for maximizing success.
Performance tracking tools can also be employed to measure activity across home builder and developer websites and social media platforms. Delving into monthly results delivers insight into audience content preferences and how they typically engage with your platforms. This information is highly valuable for shaping and optimizing digital campaigns or compelling brand experiences for your buyers.
Many home builders and developers are bringing their homebuyers front and center by sharing user-generated content that highlights their audience. Instead of marketing TO your audience, posting user-generated content allows your brand to engage WITH your audience. User-generated content could include homeowner testimonials, follower social media posts about the brand and more. Sharing this content demonstrates that builders and developers are actively engaging with followers and that they value their relationships with homeowners, as well as building stronger connections with interested buyers.
The more real people support your brand, the better! If homebuyers or new homeowners take the time to share their thoughts or support for your business online, placing a spotlight on this content makes your buyers feel seen and shows your gratitude. Letting your buyers tell others about your brand and customer experience allows other users to see you through an unbiased lens and will be more likely to trust you when it comes time to buy their new home.
Work with an Award-Winning Real Estate Branding Agency in 2022
Are you staying up to date with the current digital marketing trends and updates? When you work with Milesbrand, we’re here to help your branding and marketing stay on track so you can focus on selling homes and satisfying your buyers!
Our strategic, creative approach is backed by over 30 years of delivering high-end, awe-inspiring solutions to clients in all areas of real estate. Want to work with us? Get started developing a digital marketing strategy designed for success in 2022 by reaching out to our team today!