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Marketing your business online

Billboards, print advertising and direct mail campaigns used to be the primary methods for home builders to market their businesses.
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Today, there are a wide variety of online marketing options for connecting with potential customers and developing a productive business relationship with them.


Your website is home base for your business and a logical first stop for your customers. Make sure it has compelling content, high-quality imagery, loads quickly and is optimized for mobile devices such as tablets and smartphones. 

Social Media

Though many businesses have a presence on social media, they don’t necessarily view it as a strategic marketing opportunity. Most social platforms offer opportunities to reach specific audiences through sponsored or promoted posts. You also have the option of launching an advertising campaign that targets specific user groups based on age, gender, location, interests and other demographic and psychographic criteria.


Blogs can be an effective way to showcase your expertise and perspectives through practical how-to advice articles, progress reports of current projects or case studies of completed work. Blogs are also a great place to feature profiles of your clients and your staff. The most effective blogs are consistently updated with thoughtful content and encourage visitors to comment on posts and share them with their own networks.


E-newsletters and other email communications provide another opportunity to stay in front of your customers and prospects on a regular basis and remind them of your expertise and customer focus. The best e-newsletters provide practical advice and resources for homeowners rather than blatantly marketing the business.

Digital Advertising

Digital advertising continues to evolve, becoming more customizable and trackable so you can better assess the impact of your marketing investment. Sophisticated geo-targeting ensures an ad is only delivered to individuals who are located within a specific ZIP code or radius around a target location.

There are several potential advertising options for small businesses:

  • Social media ads can be created and tested for an investment as small as $5.
  • Google has recently introduced some lower-cost advertising options, including Google AdWords Express and Local Services by Google.
  • Through native advertising, builders can share trends or practical advice formatted as a news article that is positioned within an online news site or social platform.
  • SMS and MMS mobile ads target your prospective clients with special offers via text and invite them to click to your website.

With the growing array of affordable online marketing options, homebuilders have more opportunities than ever to connect with current and future clients.