HomeBuilders: Your Team as Content Providers – Part II
Recently, we suggested homebuilders consider using their Construction Team to create relevant content for website and other social media outlets. The trend towards social and mobile media — coupled with content “commoditization”– suggests every business needs to locate sources for cost-effective content (the highlighted Forrester Research study provides a great jumping-off point for a thorough discussion on this subject).
How might you move forward with this idea? Internal sources to consider might include using team members as subject matter experts, developing information that is relevant to your business processes (for example, using CPS’ construction scheduling software, FieldConnect Mobile, to post “stage of construction photos) and providing information to educate your buyers (such as a “behind the walls” video discussing how your homes are built).
|Builders creating relevant website/social media content!|
We were really thrilled to see an example come to life: William Lyon Homes just published a YouTube video featuring one of their project managers, Patrick McCabe, talking about the impact of William Lyon Homes in his life (his family moved into a Lyon home when he was 2 years old!). We’ve enjoyed working with him over the years; take a look here!
Another great suggestion for builder-generated content was provided by new home sales trainer and marketing guru, Jeff Shore: ask your sales agents to create their own “walk thru” video describing a home recently toured by a prospect. All they need is a smart phone The agent is able to quickly recap what features the prospect liked, how the floorplan met their needs and add additional educational information, as well. Who wouldn’t love receiving this type of follow-up email?