This week on The Home Builder Digital Marketing Podcast, Carol Morgan of Denim Marketing joins Greg and Kevin to discuss the critical role social media marketing plays for home builders in creating engagement and connection with prospective home buyers.
Home builders who don’t include social media as part of their overall marketing strategy will lose out on valuable customer interactions. Carol says,
“The hard part is if you look at the way people are shopping now and you look at the customer journey, it’s less linear than ever. There’s actually been some really good research by Google and others that shows, you know, I define it kind of more as a honeycomb. People may touch your website, then kind of touch your social, and then go look at something else, and a few months later, they look at your social again, and it’s kind of all over the place. So, you’re really missing out on that opportunity to help confirm a home shopper’s choice if you’re not on social.”
While social media marketing can seem time-consuming and overwhelming, it starts with planning and scheduling. Carol explains,
“There are so many different things you can do. You just have to sit down and brainstorm. And once you have that giant list, start putting it in buckets by quarter, and then keep breaking it down by month and then by week until you have your content plan and know what you’re going to say and do. It makes it so much easier if you know where you’re going versus sitting down and going, oh, no. I have to write a blog today, and you’ve got no ideas. I mean, worst case scenario, pull up ChatGPT and give them your website URL, and say, give me 10 ideas for blog posts and social media posts. And it’ll give you some ideas that you can then, you know, hash and rehash and put back into your own words and fix your branding and take out the words thrilled and spectacular, and it’ll be a great post.”
Social Media Marketing can boost the connections between home builders and home buyers. Carols says,
“Remember that social media is supposed to be a two-way conversation, and a lot of times we see builders that are really prioritizing that one-way promotion over the conversations. So, building those stronger relationships is going to get better results. So, taking the time to go into your social media pages, and if somebody’s commented, thank them, or at least like the fact that they’ve commented. Responding to questions, otherwise it’s kind of like you’re at a cocktail party and somebody’s talking to you, but you’re ignoring them, and it doesn’t give them a warm fuzzy. We want our buyers to have a warm, fuzzy feeling, and social media is part of that equation.”
Listen to this week’s episode to learn more about how social media marketing can increase and improve conversations among home builders and home buyers.
About the Guest:
Known as a trendsetter, Carol Morgan, founder and president of Denim Marketing, has been blogging since 2006, podcasting since 2011, and is currently working on Google Helpful Content and AI strategies for marketing. She focuses on marketing strategy and integrating public relations, social media, and content creatively to tell engaging stories for clients that garner measurable ROI. She often says, “It’s fun to have fun, but you have to know how.”
Carol is the author of four books, including “Social Media Marketing for Your Business,” published by Builder Books. She is the creator of the nationally-ranked www.AtlantaRealEstateForum.com, Atlanta’s most popular real estate news blog. Her Atlanta Real Estate Forum Radio podcast features movers and shakers in the real estate industry.
Highly involved in NAHB, Carol has served as chair of Public Affairs, Associates, Membership and Professional Women in Building. She served as an advisor to NAHB Chair Greg Ugalde in 2019. She is the recipient of the 2016 Woman of the Year and a member of the Society of Honored Associates. An Oglethorpe University graduate, she is the recipient of the 2008 Spirit of Oglethorpe Award, PRSA Georgia Chapter’s George Goodwin Award, the Greater Atlanta Home Builders Association’s 2008 Associate of the Year, 2012 Council Chair of the Year, and 2013 HomeAid Atlanta Trade Partner of the Year. Carol holds the MIRM (Master’s in Residential Marketing) designation from NAHB.
