This week on The Home Builder Digital Marketing Podcast, Erin Yarbrough of Ideal Homes and Neighborhoods joins Greg and Kevin to discuss the home builder digital marketer’s role in driving more qualified home buyer traffic.
One of the major objectives for home builder digital marketers is to create significant connections with potential home buyers who will then convert into customers. Erin says,
“Lead is one of our biggest metrics. How many leads are we getting from a kind of traditional marketing standpoint? And then really, how are we turning those into appointments? So, our charge as a marketing department…is to drive qualified traffic to the model homes. My job isn’t to just get a whole bunch of website traffic, because I can spend a lot of money and get kind of junk traffic, but really are we driving qualified traffic?”
The quality of the leads is far more important than the quantity of leads. Erin explains,
“And then, our sales team is held to an extremely high standard on their conversion from appointment to sale. So, if I don’t do our job of getting the appropriate leads out there and the appropriate type of people to those appointments, then they can’t do their job and live up to their expectations. So, I feel like a lot of weight is on our shoulders. I’d rather have fewer leads that are higher quality than a crazy amount of leads that aren’t producing.”
Home builder digital marketing is all about small and consistent positive changes to appeal to more qualified leads. Erin says,
“It’s okay to not hit a home run your first time out of the gate…it’s really just tackling things small, in iteration. You don’t have to go out of the gate and accomplish 50 things all at one time. How do you iterate? How do you make sure you have priorities and really focusing on driving qualified traffic to the model homes? If it’s not going to accomplish that easily and quickly and you can’t track it, save it for later. The key has to be prioritizing what drives that traffic.”
Listen to this week’s episode to learn more about driving more qualified home buyers to the sales team.
About the Guest:
Erin Yarbrough is the Director of Marketing for Ideal Homes & Neighborhoods, the most nationally recognized local home builder in Oklahoma. Erin joined Ideal Homes & Neighborhoods in 2020 amid the pandemic. She is an expert in digital marketing and marketing technology with the tenacity to strive for higher conversion rates through online sales and marketing.
She is passionate about using data to tell stories, continuously growing as a leader, and inspiring more opportunities for women and underrepresented groups in leadership.
She loves abandoned buildings and thinks turkey sandwiches are the perfect breakfast food.