In the current landscape of home building, identifying the true adversary is crucial. Surprisingly, the most formidable competitor is not another builder but the resale market. Capturing leads from this market necessitates a marketing presence that rivals or surpasses that of resales. The question is, how can this be achieved?
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Research from the National Association of REALTORS® highlights that social media is the primary source of high-quality leads for agents, surpassing even the MLS and CRM systems. Specifically, 89% of agents use Facebook, 59% utilize Instagram, 53% are active on LinkedIn, and 26% employ YouTube in their real estate endeavors.
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Targeting: The Key to Effective Marketing

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Location-Based Targeting: Reaching potential buyers based on their travel behavior is a powerful strategy. Home builders in seasonal vacation areas can target frequent travelers or those recently visiting the area, potentially interested in purchasing a second home, vacation home, or rental property.
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Interest-Based Targeting: Homes with unique features such as outdoor kitchens, fitness rooms, or community amenities like pools and pickleball courts can attract specific interest groups. By targeting individuals whose hobbies and activities align with these features, home builders can effectively reach their ideal audience.
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Custom Audiences: Utilizing existing customer lists for email nurturing can be extended to social media advertising. By uploading these lists to social platforms, builders can target current prospects and similar audiences, enhancing the reach and relevance of their ads.
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Life Events Targeting: Major life events such as having a child, retirement, or relocating to a new city can prompt the search for a new home. Targeting audiences experiencing these milestones increases the likelihood of reaching potential buyers at the right time.
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This precise targeting allows home builders to craft ads that connect with the right people, enhancing the effectiveness of their marketing strategies.
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Enhanced Brand Awareness for Home Builders

Paid social posts offer an unparalleled opportunity to enhance brand visibility. Through visually appealing ads showcasing stunning home visuals, engaging video tours, and dynamic content, builders can establish a strong online presence. Utilizing features like images, videos, and carousels helps create a memorable brand image, keeping it top of mind for potential homebuyers. 
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When these buyers are ready to make a purchase, the brand they remember is more likely to be the one they choose, providing a competitive edge.
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Increased Website Traffic and Lead Generation

Paid social posts not only boost brand awareness but also drive significant traffic to builders’ websites. Strong call-to-actions (CTAs) in ads, directing potential buyers to explore available homes, can lead to increased website visits and higher lead generation. Effective CTAs guide interested homebuyers to specific pages, such as those featuring move-in ready homes, encouraging them to provide their information through lead generation forms.
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Unlike traditional advertising methods, paid social posts offer robust analytics and insights, enabling builders to measure campaign success. Key metrics such as reach, impressions, engagement, click-through rates (CTR), and conversions provide valuable data for optimizing ads.
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Key Metrics to Monitor:
  • Impressions: Higher impression numbers indicate broader ad visibility.
  • Click-through Rate (CTR): A CTR of 2% or higher signifies effective audience targeting and ad relevance.
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Monitoring these metrics allows builders to adjust their strategies in real-time, improving ad performance and maximizing ROI.
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Outselling the Competition
Successfully outselling the resale market requires more than just superior advertising ROI. It demands genuine, purposeful marketing efforts. Incorporating paid social posts into the digital media strategy is essential for home builders to connect with the right audience, drive traffic, generate leads, and ultimately increase sales.
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Harness the Power of the BPA for Your Business Growth
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Our Business Diagnostic & Plan of Action (BPA) is Small Business Growth Partners’ exclusive tool for driving business growth. In partnership with your Home Builders Association, SBGP offers BPAs as a member benefit at no additional cost, providing unparalleled value to select HBA Members. Typically accessible only through direct client referrals, the BPA is designed specifically to address the unique challenges faced by small business builders, remodelers, and trade companies.
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By leveraging the BPA, you will receive a detailed and comprehensive analysis of your business, including:
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  • Financial Performance: An in-depth review of your financial health, identifying strengths and areas for improvement.
  • Market Positioning: Insights into your competitive landscape and strategies to enhance your market presence.
  • Operational Efficiency: Evaluation of your operational processes to streamline efficiency and reduce costs.
  • Growth Opportunities: Identification of potential areas for expansion and actionable plans to seize these opportunities.
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The BPA equips you with the strategic insights needed to propel your business forward, ensuring sustained growth and success in a competitive market. Don’t miss this exclusive opportunity to access SBGP’s expert analysis and strategic planning resources—an invaluable benefit designed to support and enhance your business’s long-term performance.