4 marketing tips for housebuilders in 2024
In 2023, 90% of UK homeowners said that buying a house is one of life’s most stressful experiences. So as a homebuilder, you need to make the buying process as easy and enjoyable as possible from the start.
As we step into 2024, we’ve rounded up 4 of our best home builder marketing tips. They will help you to delight your existing buyers, attract new ones and stay ahead of your competitors.
Offer virtual tours of homes
Many homebuyers are reluctant to purchase homes off-plan because they can’t see what they look like yet. They can't walk around the home first or visualise living there because the houses haven’t been built yet. This is why you should offer 360° virtual tours of your homes and development plots. Your customers will be able to explore the homes in detail and customise rooms to suit their personal taste.
Virtual tours make the home buying process more accessible and could even help you to increase international sales too. Prospective buyers can ‘walk around’ homes from anywhere in the world, so it is way more convenient if they can’t visit the site in person.
Remember, you’re not just selling bricks and mortar, you’re selling somebody’s future. If they can see and imagine living in a home, they’re more likely to buy it. Twenti CI found that homes marketed with virtual tours have a 20% higher conversion rate and sell for 5.6% more than those without. So, offering virtual tours is well worth the investment.
Share quality photos and videos
This sounds simple, but you need to invest in decent photography and videos to market your homes effectively.
Stage professional photoshoots of your homes and showrooms to demonstrate how they look once furnished. Capture bird's eye view footage of your homes and plots to drum up excitement and show off the size of your developments. Film your team and customers talking about the homes to build trust and showcase your brand personality.
This makes brilliant content for your website, social media channels and third-party platforms, as well as in showrooms and brochures. If you don’t have access to content creators in-house, outsource to an agency or freelancer.
Personalise the buying experience
Personalisation is one of the most effective ways to engage, attract and nurture homebuyers. Tailor every touch point to make customers feel valued, from property preferences and saved home searches to email marketing and live chats.
To personalise effectively, analyse customer data to understand their wants, needs and buying habits. Then, create tailored messaging and content that resonates to build trust and credibility. You’ll build much stronger relationships and stand out from the competition.
Give your customers the opportunity to virtually personalise their home too. This will help them visualise the space as theirs which helps them to buy into the process. Virtual personalisation can include everything from the floor and appliance choices down to the finer details like the switches and light fittings. This level of personalisation before the home is even built can help to tailor their buying journey even more.
Up your CRO game
Complete a conversation rate optimisation (CRO) audit on your website to find and fix things that make it hard to use. For example, streamline your navigation so users can quickly find the information they’re looking for. Add relevant home search filters like location, price and house type to make browsing nice and easy. Use clear calls to action, prompting users to enquire or schedule visits. Incorporate customer reviews and photos to build trust and show off how beautiful your homes are. Simplify contact forms and stay on top of user data to spot and resolve conversion roadblocks.
These are just a few ways you could enhance your website and there are many more. These changes may seem small but they can result in big improvements.
Summary
So there you have it, a few marketing tips for housebuilders in 2024. Virtual tours, quality content and personalisation will help you deliver the best home-buying experience. You’ll keep up with your competition, improve your brand perception and ultimately, drive more sales.
