Homebuilding is at a bit of a crossroads in 2019. As we wait for our market to keep booming or take the first steps towards a bust, homebuilders will find some unique challenges down the road in 2019. Technology continues to evolve, not only in it’s complexity but how we use it. 

At Builder Designs, it’s our job to look beyond the curve in order to stay ahead of it. From changes in SEO, social media, website architecture; we stay on top of the homebuilder marketing, sales, and technology landscape so you don’t have to.

We’ve compiled a few predictions on what 2019 might bring to our industry. But like any, we have to be prepared for change. So stay on top of the latest in builder tech, marketing, and sales by joining our email list and following us on Facebook, Twitter, and LinkedIn.

Chip Johnson, CEO:

Think of your digital marketing strategy as a blended solution. It used to be that a pretty website was all you needed to be successful. Or strong SEO paired with good social engagement. Now we know that you need a great website that caters to mobile users, a strong social presence, competitive SEO AND a way to track performance. Iteration is key, and the worst thing you can do is ‘set it and forget it’.

Matt Riley, VP of Sales & Marketing:

Data and more data. Understanding what the data tells you to do to be more precise is key. We all know that customer shopping habits change, and sometimes they change very quickly. 2019 is the year to ensure you have access to all the data you need, and it’s the year to ensure you have the right people in place that can interpret the data to help you make better business decisions. 

It’s one thing to just see a static report and understand that something is “up” or “down”, but it’s entirely different to understand what the data is telling you to do. Marketing used to be considered an “art” but now, because of big data, AI, and predictive contextual AI, marketing has become much more of a science with a little bit of “art”. Finding the right partner to help you navigate those waters will be critical.

Jon Hurst, SEO & Google Ads Specialist:

Search engines are always evolving and changing their algorithms to both combat black hat techniques, but to also introduce new means of getting your website found.  Starting last year and continuing in 2019 is the importance of making sure that you are up-to-date with your “Local SEO.”  One of the most important factors going into 2019 for SEO, at least within Google, is making sure that you utilize and optimize your Google My Business.  This is how you can not only control what users see about your company, but it also gives the users more opportunity within SERPs, to click through to your website.

Starting in 2018, Google has made some pretty significant updates to their marketing channels.  Google has introduced numerous new ad types, some of which incorporate AI.  They have also given more opportunity with text in search campaigns by adding a third headline and description box.  Along with new ad types, Google has added new extensions, which include features like price extension, message extension, etc.  With the new extensions, we are able to take up more real estate with the ad, which gives more of an opportunity to get a click.

Brooke Choquette, Account Manager:

Your friends and previous buyers are your real lead generators. With the state of social media and Google data policies put into question, online influencers and referrals continue to rise. We all want our friends or personalities we trust online to vouch for the best products. Throughout 2018, we definitely saw increased engagement and leads from referral programs and “sold” buyer pictures online. 

For the year ahead, we can stay on track with the trends by leveraging a follow-up program for those buyers that happily support your company. Google wants to see more reviews. People go to Facebook to look at your reviews. Friends want to know the best builder in the area. Setting up processes to make the continued cycle of happy customers and create new leads while you are at it. Plus, you can utilize the most satisfied homeowners to market their story of ownership. It becomes less about promoting your logo and tagline and more about the experience of finding the right home through your company. 

The days of one and done sales should be over. Continue to engage your previous buyers, you never know when they will pass it along to another friend! 

Brandon Barelmann, Account Manager:

Content. Content. Content. Social media will continue to evolve and move towards a more immersive experience. With more powerful mobile devices capable of rendering higher resolution video, and in some cases 360 video, the pressure will be on content creators to create even more compelling content.

This year will have it’s fads and viral memes, just like every year does. But we’ll get better with our targeting data. Last year was a bad year. With the Cambridge Analytica scandal opening up 2018, we saw case after case of our data being mishandled. This caused a knee-jerk reaction (rightfully so) and we lost a lot of good targeting capabilities. I think we’ll come back to Earth a bit. Social media users should know what they are sharing is out there on the Internet for all to see, if they didn’t know that already. 

Anna Lynch, Social Media Specialist:

The importance of paid Facebook advertising continues to rise in 2019. But, it’s not just throwing a small portion of your marketing budget toward an ad and crossing your fingers — it’s a healthy mix of creative, messaging AND targeting.

Remember: You’re up against competing homebuilding companies that are trying to reach the same audience. An engaging photo of a beautiful home paired with a clear call to action isn’t enough for market saturation and increased competition for ad budgets. You want to reach that audience, create leads & sell homes. Otherwise, that’s money down the drain.

While the emphasis to advertise on Facebook continues to increase, we will also see an emphasis on Instagram advertising in 2019, which is owned by Facebook.