New home sales agents have a wide range of marketing tools at their disposal, from traditional word-of-mouth tactics to evolving tools in the modern digital landscape. Deciding which to utilize for a specific community can seem intimidating, especially for new sales agents or those looking to expand their sales toolkit.
If you want to improve your marketing in 2025, New Home Star’s seasoned agents have shared their go-to tools for successfully marketing communities to potential buyers.
Focus on TCPs
Identifying and familiarizing yourself with your Target Consumer Profile (TCP) will help you determine not only the marketing channels you want to utilize but also the messaging and initiatives you want to implement. This may mean focusing all your efforts on one channel where your TCP is most active or spreading tactics across several channels. There is no right or wrong approach; it truly depends on your TCP.
Check out this article for an essential framework for creating a TCP strategy.
Social Media Marketing
In a relatively short period of time, social media has evolved into one of the most effective marketing tools for home builders. In 2024, over 80% of home buyers used social media during their new home search process. With numbers like that, it’s imperative that sales agents weave social media marketing campaigns and initiatives into their marketing plan.
Platforms like Facebook, Instagram, and LinkedIn offer targeted advertising options that can push your content to specific demographics and geolocations to reach the desired TCP for maximized impact and engagement.
If you need inspiration for 2025 social media content, check out our deep dive into home builder social media marketing.
Email Marketing
As the third-most used lead generation channel, email is an excellent way to inform prospective and current clients about your community. Email marketing platforms, including Mailchimp and Constant Contact, can send newsletters, pricing information, and incentive updates to a curated list of subscribers. What’s more, automated email campaigns can be implemented instead of manually sending follow-up emails, saving busy sales agents time and effort.
Our comprehensive guide to email marketing outlines example campaigns, effective tactics, and engaging email content.
Content Marketing
Research is key for buyers interested in moving to a new city. Home builders can establish themselves as an authority in a specific region to help buyers understand what life is like in a particular state, city, or neighborhood.
Builders and their sales teams should create valuable content, including blog posts, articles, and videos that highlight local landmarks, events, restaurants, school districts, and employment opportunities — just to name a few. Moving to a new place can be daunting. Builders who offer community resources alongside their inventory of quality homes can help ease the apprehension surrounding the move and become a true partner in this exciting next chapter.
Search Engine Optimization
Like social media, new home buyers are flocking to search engines during the home-buying process more than ever before. To capture the attention of buyers searching for their forever home online, a builder’s website must rank highly on a search engine results page (SERP) to attract organic traffic. Prioritizing SEO will help boost traffic to your site and bring more valuable and qualified leads to your business.
Our manual on all things home builder SEO will help you conduct market and keyword research that will form the basis of your SEO and content marketing strategy,
Google Ads
Garnering organic traffic is one way of utilizing a search engine’s capabilities. The other is through paid search, such as Google Ads or Pay-per-Click Ads (PPC). Paid search advertising targets specific keywords related to your community and has been shown to increase leads and customers significantly.
Sales teams can help garner leads through different PPC offerings, including:
- Search campaigns: These create ads that appear when a person searches for a specific search term, like “new homes in Chicago.”
- Display ads: These ads “follow” users around the internet or show ads to people on YouTube who have shown interest in building or buying a new home.
Community Forum and Groups
Sales agents hoping to attract new customers who currently live in a specific area or are considering relocating should actively promote their communities in online forums and groups like Reddit, Facebook Groups, and Nextdoor by monitoring threads and contributing to relevant conversations about a builder’s communities, housing inventory, and any updates to pricing or incentives.
As you begin planning for 2025 marketing initiatives, contact us for a consultation about taking the next step to transform your home builder business.
