It’s no secret.
Social media is essential to the success of any business looking to increase revenue.
But you already know this!
You’ve even probably tried using Facebook or Instagram to market your architectural and home builder practice. However, like many architects out there, you’ve experienced a relatively low ROI from your social media marketing efforts.
Today we fix that!
This post will discuss 11 social media strategies that you can use to increase the number of booked jobs and revenue for your home building business.
Here’s what you’ll learn.
Let’s get right into it.
Why Invest in Social Media Marketing
You may be asking yourself, “Do I really need social media? I do quite well with referral and offline marketing strategies.”
Although traditional forms of marketing may have been sufficient for you, social media presents one of the cheapest and most effective ways of advertising your business and engaging with current and potential customers.
One of the main reasons you should invest in social media is that it allows you to quickly reach many ideal customers.
Over half the world’s population (3.8 billion people) use social media.
If you were to target just a small fraction of this population, you’d still reach a higher population than you would with referrals and offline marketing.
And thats not all!
With social media, your message isn’t restricted to only your followers. Your post can be shared, tweeted, retweeted, and liked, making it easier for thousands of people to know about your business.
Social media also provides a practical and cheap way of promoting traffic to your website. With high quality and engaging content, you can easily drive traffic from social media pages to your conversion-optimized website.
Social Media also allows you to engage and connect with potential and current customers openly. With social media, you can answer questions, give advice, and interact directly with your audience.
Now that you know why social media for architects and home builders is essential, let’s get into how to get the most out of it.
Tips for Social Media Success
You’re not the only home builder using Social media for marketing purposes. You need a way to stand out from your competition. Below are some helpful tips you can employ to grow your revenue on social media.
1. Use Social Media to Build Lead Magnets
One of the most effective ways you can use social media is by offering valuable content in exchange for a prospect’s contact information.
In short, use social media to build a lead magnet.
But what is a lead magnet?
In simple terms, a lead magnet is a free service or item that businesses offer to potential customers to collect contact information.
With social media, you can quickly achieve this.
All you need to do is create an e-book, blog post, tutorial, or infographic with genuinely valuable information likely to help your target clients solve a problem they may be facing.
For customers to receive this valuable information, they must give you their email address or contact information.
Using this approach, you can slowly build up your email list and collect phone numbers of people you know would be interested in your services.
With a contact list, you can then start marketing directly to your customers through emails or direct calling and messaging.
Pro Tip: In the past few years, organic reach for Facebook pages has declined. To circumvent the issue, use Facebook groups.
With Facebook groups, you’re sure that the content will reach every single member without the need to pay for ads. To achieve such a reach with Facebook pages, you’ll have to pay for Ads.
2. Post Photos of Completed Projects on Instagram
This is perhaps one of the most commonly used social media marketing strategies among architects and home builders.
Whether it’s on Facebook, Instagram, Pinterest, or Twitter, most homebuilders’ social media pages are littered with images of completed projects.
And for good reason.
Photos of completed projects let clients know that you can deliver well-built and attractive houses for them.
However, not all social networks are equal.
When it comes to photos, Instagram is king.
Instagram provides a well-designed showroom that helps you show what you do best.
And that’s not all!
Compared to Facebook, Instagram has a higher reach, making it much easier for people to view your content.
Another way you can use Instagram is through stories.
Compared to traditional posts, Instagram stories have a higher reach and are more engaging.
Pro Tip: For Instagram success, maintain consistency, and promote engagement within your content.
Have an Instagram content calendar, where you schedule to post 1-2 times a week.
When creating Instagram posts, make sure to include an engaging caption with a clear call to action.
Also, make sure to use the right hashtags.
3. Engage with your Audience
Other than creating content, you also need to engage with your audience.
It’s only through engagement that you’ll be able to learn more about your clientele.
Whether it’s Facebook, Instagram, Twitter, or LinkedIn, engagement is crucial to your social media marketing success.
For Facebook and LinkedIn, take time to reply and react to comments left on your post every day. Although it’s a time-consuming task, this simple act shows your audience that you’re listening.
For Instagram, don’t just stop at reacting to comments. Go a step further by visiting the accounts of people who engage with your content. Once there, like several posts and leave a comment.
You can also use these social media platforms to ask your audience questions. Creating post questions allows you to better understand how to serve your target clients.
Twitter is also great for creating polls.
Pro Tip: To increase engagement, use videos. You can answer client questions in videos or hold a Live, where you engage with your audience in real-time.
4. Post Work Process Videos
What happens when you’re too busy to create new content for your social media pages?
If you’re like most, you’re likely to shelve social media marketing until you’re less busy.
However, this shouldn’t be the case.
For periods where you don’t have new content to post, you can engage your audience with videos and photos of you going about your daily activities on site.
With such content, you’re able to achieve several things.
For starters, posting daily work videos allows potential clients to know that you can deliver; therefore, building trust.
Documentation of your daily activities also allows you to share advice with your audience. You can use these videos to teach clients how to deal with complications during the construction process.
So rather than complaining about your busy day, take advantage of them to supercharge your content creation and social media marketing.
Now here’s another way to scale up your content push without putting up too much effort.
Besides helping you scale up your content, user-generated content also provides your homebuilding business with free promotion.
But what is user-generated content?
In short, it’s any type of content (videos, photos, testimonials, or blog posts) that your customer base or fans create.
Rather than promoting your brand yourself, your clients do it for you.
To achieve this, you can ask happy clients to post photos or videos of their newly built home on social media. You then share such posts with your network.
This kind of praise from your client acts as a form of referral, making it easier to get more jobs from your client’s friends and social circle.
6. Connect with People of Interest
Social media was created to help people connect.
As an architect and homebuilder, you can use your social media to connect and network with professionals directly or indirectly related to the construction industry.
And here’s the best part.
Social media allows you to connect with literally everyone.
Whether it’s an influencer, contractors, architectural photographers, subcontractors, and other architects and homebuilders.
But how do you create such connections?
Whether it’s on Facebook, Instagram, or LinkedIn, I’d advise you to use Gary Vaynerchuk’s famous $1.80 strategy.
Using this strategy, you’ll first need to search for the top 10 hashtags in the home building industry. Do this for Facebook, Instagram, and LinkedIn.
After you find the top tags, pick out the top nine posts from each hashtag. Leave an engaging and thoughtful comment on each of the posts.
If you do this for Facebook, LinkedIn, and Twitter, you’ll have reached out to 270 different professionals.
Combined with the content you’re continually putting out, your brand will slowly grow, and in time, you may end up being a significant influencer in your area.
7. Use In-Built Advertising Tools
One of the best things about social media for architects and home builders is the availability of cheaper and more targeted advertising options.
Whether it’s Facebook, Instagram, or LinkedIn, paid advertising options on these platforms are more cost-effective than traditional advertising.
Another reason you should consider using social media ads is that unlike brochures and other ads, social media ads are more interactive, making it easier for them to convert prospects to willing home buyers.
With social media ads, it’s also easier to target a specific demographic. Facebook, LinkedIn, and Twitter have core targeting tools that allow you to choose who interacts with your ads. This can be by age, location, gender, or only people who’ve previously visited your website.
With Facebook, LinkedIn, and Instagram ads, you can be sure that your intended audience will see your ads.
And here’s the best part.
Social media ads also feature analytics, which allows you to know which type of content converts the highest.
8. Get on Houzz
Houzz is a must join for any professional in the home building and architecture industry.
This is because Houzz is a social media platform created for architects and home builders. It provides a unique opportunity for you to showcase your work to millions of people looking for home builders — Houzz has approximately 40 million monthly users.
With Houzz, it’s easier for you to get in front of your target audience.
Houzz allows you to upload photos of completed projects and designs. These idea books and projects can rank organically.
So, besides your website, Houzz idea book provides you another opportunity to connect with homeowners searching for your services on search engines.
With Houzz, it’s also easier for your customers to engage with you. Houzz allows potential clients to ask questions regarding designs and photos in your idea book and projects pages.
And that’s not all!
Houzz also provides you with a unique opportunity to connect with other home building professionals in your area. With Houzz, you can find contractors, sub-contractors, architects, and other professionals involved in the construction and real estate industries.
9. Host Giveaways on Social Media Pages
One of the best ways of generating engagement on social media is by hosting giveaways on your pages.
And it doesn’t have to be a new house—though if you’re looking for great PR, giving out a house is an excellent way to achieve this.
However, if your budget doesn’t allow you to give out a new house, you can partner with local businesses specializing in home-related merchandise and services.
Giving back to your audience not only helps to boost social engagement but is likely to result in more followers. This is because most social media giveaways require participants to like, comment, and share a post in exchange for entry.
Although it will cost you some money, hosting giveaways is one of the cheapest ways to increase engagement and grow your social media page.
10. Maintain Consistency
The secret to social media success is consistency.
Once you start, don’t stop sharing relevant content. Remaining consistent is the only way to get and remain at the top of your prospects’ minds.
Consistency is also crucial in boosting engagement — The more content you have, the more engagement you’re going to get.
One of the best ways of achieving consistency is through a social media content calendar. With a content calendar, it becomes easier to create and schedule posts for different platforms.
And that’s not all!
It becomes easy to delegate or outsource your posts’ creation and publishing with a social media content calendar.
11. Hire an Expert
Does all this feel like too much?
Maybe you’re too busy with client projects and don’t have the time to create social media content.
Why not let a social media marketing expert help you.
Working with a social media expert will allow you to focus on designing and building the best homes for your clients while the experts work on increasing the number of booked jobs.
And that’s not all!
A social media marketing specialist also helps you develop a content calendar; therefore, ensuring you maintain consistency on all social media platforms.
Ready to Expand Your Audience and Increase the Number of Booked Jobs?
There you go.
Eleven strategies you can use to expand your audience and the number of booked jobs through social media.
Which of these tips will you employ in your architectural and home building business?
Do you know of any other approaches to get the most out of social media for architects and home builders?
Please share in the comments below.
If you have any questions, please ask in the comments sections. I’ll do my best to answer every question asked.