Using SEO Throughout the New Home Marketing Funnel

​A strategic approach to SEO can play an important role in driving organic traffic to your website, no matter where a (potential) home buyer is in the process. From being a source of information, to easy points of conversion, there are a number of ways to ensure your website, and online presence in general, is set up for SEO success.

Be a Source of Information – Top of Funnel

Building or buying a new home is a BIG decision, and it’s one that can be overwhelming to many potential home buyers. Queries such as “cost of building a new home” are widely searched. Having well indexed, high-ranking answers for the curious can lead to repeat website visitors and increase valuable leads down the line.

An active blog is a valuable tool to answer questions like this. Not only do blog posts allow you to target keywords that primary pages on the website might not, but Google prioritizes serving websites with consistently fresh content in their organic search results.

Using the Right Page Structure to Target the Right Keywords – Mid Funnel

When strategizing the structure and content of your website, it’s important to ask yourself, “how will the user find out where I build?” Generally, when potential buyers are beginning the search for a new home, they look for homes or communities in the area in which they want to live. While that might seem like a given, many builders end up having their communities compete against each other for the same keywords.

For example, if a builder has 3 different communities in Charlotte, each attempting to target keywords around “new homes in Charlotte,” they are inevitably going to be competing against each other in organic search results. Meanwhile, if you have a page that contains all homes and/or communities within the Charlotte market, it allows you to put all of your SEO effort towards maximizing your visibility for that keyword into one basket.

This also allows for an easier, more seamless experience for website users, who might be more interested in viewing all of the communities or homes that you have available in that particular area, rather than one specific community. Of course, if you only have one community in a given area, then directing organic traffic to that community’s page is the optimal thing to do.

Make it Easy for The User to Contact You – Bottom Funnel

Once the research is done, it’s time for that website user to become a lead and it’s your job to make that easy! It’s important to have contact forms on all of your community and available home pages, so once a user finds the perfect option, they don’t have to go navigating around the website in order to reach out.

Aside from just your website itself, ensuring NAP (Name-Address-Phone) consistency across your business profiles is an important part of both SEO and nurturing leads. No one likes to find a business’ phone number, only for it to direct them to the wrong sales office. Make sure to regularly audit the local listings for your sales offices and design studios to ensure your contact information is up to date.

From beginning to end, it’s important to create a seamless process for your organic traffic to turn into valuable leads. Whether that’s helping curious website visitors learn more about the areas in which you build, or making it easy for qualified potential leads to get in contact, improving these elements of your SEO will make the customer’s journey easier down the marketing funnel to become a lead.