For the building industry’s bricks-and-mortar minded, staying afloat in today’s economy is a job in itself. Add to that advancements in marketing and getting the word out about their businesses is another challenge.
Real estate public relations professional Carol M. Flammer, a partner at Atlanta- and Chicago-based mRELEVANCE LLC Marketing firm, understands that change doesn’t always come easily.
On May 3, she’ll share her expertise through the presentation “Social Media for Home Builders: Engage in the Online Conversation.” The goal is to equip builders with the necessary perspectives and tools for their own marketing renovations. Hosted by the Tidewater Builders Association and Monarch Mortgage, the three-hour seminar will address the three main objections “everyone seems to have,” Flammer said. They are: “Not enough time and staff”; “I’m too old and I don’t understand the technology”; and “It all changes too fast.”
The information’s important, Flammer says, as research shows that trends among home buyers include increased reliance on internet searches for details about communities and builders.
The seminar will explore builder’s websites, she said. Builders need to provide prospective clients with up-to-date information about their companies and services, rank well in searches and offer the opportunity to interact.
Flammer advocates building the online part of a marketing strategy around a company-generated blog, by which content can be added regularly and then syndicated to and by other social networking sites, such as Facebook and Twitter. That way, busy builders “are creating the content once, from something you own,” and marketing messages become easy to sort, search, categorize, access and convey, she said.
One of her clients recently attributed 22 percent of his through-the-door traffic to his social marketing presence, Flammer noted, adding that an effective blog can increase the Web traffic by 25 to 200 percent or more.
Blog posts may only need to be posted twice weekly, and the content can be inspired by frequently asked questions that builders receive and then redistributed in email newsletters.
On alternate days, Flammer recommends spending some time on social networks, offering good content, conversation, even coupons and contests.
In addition to introducing builders to social media strategies, Flammer will teach attendees how to track and measure the effectiveness of their marketing.
What: “Social Media for Home Builders: Engage in the Online Conversation.”
When: May 3 from 9 a.m. to noon
Where: Tidewater Builders Association, 2117 Smith Ave., Chesapeake.
Cost: $20 per TBA member; $35 per nonmember
Register: Stacey Turner at 757-305-9042 or firstname.lastname@example.org
By Nora Firestone; correspondent
This article first appeared in the Virginian-Pilot newspaper