6 WAYS HOMEBUILDERS CAN USE SOCIAL MEDIA TO DRIVE BUSINESS
In today's competitive housing market, a dynamic social media presence is not just beneficial—it’s critical. Social media platforms like Facebook, YouTube, Instagram, TikTok and others are powerful tools that can enhance visibility, engagement and ultimately business growth. That said, the social space is crowded and it can be a challenge to break through.
While showcasing high-quality images of completed projects is beneficial, prospective homeowners today are drawn to authentic narratives. According to Williams’ presentation, posts showing "in-the-moment construction" or unique project details receive notably more direct messages and engagement than standard promotional posts.
Success Strategies:
- Document and regularly post progress updates, including design choices, construction phases and challenges you’ve overcome.
- Share personal team stories and client testimonials that can help potential clients relate to your existing clients.
- Use video walkthroughs or time-lapse construction videos regularly. Showing people the “how” in your process can help build trust.
Social media isn’t just a channel to generate new sales and attract customers. It can also be used to find new team members who can help grow your company. The worker shortage in the building industry is well-documented, so it’s important to do what’s possible to keep your team filled with talented workers.
Success Strategies:
- Highlight employee success stories and career growth paths so that people can see their potential in working with you.
- Regularly post about company culture, values, and workplace events to highlight what life is like at your company.
- Leverage LinkedIn and Instagram to showcase team accomplishments and recognition.
3. OPTIMIZE YOUR CONTENT FOR VISIBILITY SO PEOPLE CAN FIND YOU
Platforms like Instagram and TikTok are rapidly becoming essential tools for discovery. As Williams emphasizes, many millennials and Gen Z buyers increasingly rely on social media for finding local businesses and services.
Success Strategies:
- Optimize social media profiles by adding key phrases to make sure you’re findable. For example, if you’re a custom builder, put "Custom Builder" and your location directly into your username or bio.
- Regularly use location tagging in posts to enhance visibility in local searches.
- Encourage satisfied clients to share their experiences and tag your business. That allows you to see the post so you can engage with it or even share it, which is mutually beneficial.
4. ADVANCED LEAD GENERATION THROUGH TARGETED SOCIAL ADVERTISING
Williams specifically describes successful strategies for targeting affluent demographics through platforms like Meta (Facebook and Instagram). In addition to focusing content on potential clients, Williams also notes the effectiveness of targeting investors as well.
For instance, let’s say you have a video showcasing a luxurious, custom-built home. You can then use that video to target specific demographics of people interested in financial investments and luxury lifestyles on social media. You can also include a clear call to action directing viewers to your site or to request a contact from you.
- Identify and promote your top-performing content.
- Create ads targeted at your preferred demographics.
- Direct users to clear and actionable landing pages or contact methods such as online scheduling tools or direct texting.
According to general social media best practices, posts with active comment sections and regular interactions receive significantly more visibility, enhancing overall engagement. There are some general best practices for creating more conversation with your content.
Success Strategies:
- Respond promptly and thoughtfully to comments and messages.
- Engage followers by asking questions and soliciting opinions in your posts.
- Run interactive content such as polls, quizzes or Q&A sessions regularly.
6. MEASURE AND OPTIMIZE REGULARLY
Regular evaluation of your social media performance is essential. Hubspot reports that businesses using analytics to guide their social media strategies see up to a 67% improvement in ROI.
Success Strategies:
- Utilize social media analytics tools to monitor engagement and growth. The different platforms provide their own analytics to users, and there are third-party tools available as well.
- Adjust strategies based on performance insights.
- Regularly test different types of content and posting times to identify optimal engagement patterns.
A comprehensive, strategically optimized social media presence significantly impacts your business by increasing engagement, attracting potential clients and top talent, and enhancing market visibility. Implement these detailed strategies and action items consistently, monitor performance regularly and continuously refine your approach for optimal results.