Online Marketing Tools for Homebuilders


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This presentation covers what factors are important when trying to be found online by potential customers for homebuilders.

Key Points Covered:

Basic information on critical elements of website design: What do I need to know?
How to generate content that will improve your website's online visibility: What info do I need to publish?
Which data relates to your specific marketing efforts: What does the data mean?
Using data to make strategic marketing decisions: How do I use this data?

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  • Webinar:Online Marketing Tools for Homebuilders// Presented by Derek Pillie for Homebuilder Suite by Cirrus ABS on February 21, 2011 for an online webinar. You can find us at: (project page & news updates), (twitter), (facebook),, and on LinkedIn at
  • Webinar:Online Marketing Tools for Homebuilders // Presented by Derek Pillie, for Cirrus ABS. You can find Derek: (project page & news updates), (twitter), (facebook), and on LinkedIn at have worked in online marketing field for a number of years both in the public and private sector. I have a real passion for helping businesses find ways to drive more value through their current marketing investments.
  • Webinar: Website Leads // Why are you here? - Let’s talk about why you were motivated to click on that link to sign up for this webinar! Ascustomers become more scarce, you’re under increasing pressure to justify how you allocate your business resources. In order to stretch your marketing dollars you need to get the greatest value for what you do… you can achieve this through an integrated marketing plan for your company.
  • Webinar:Website Leads // What will you learn?I generally kick off our webinars with a brief description of what we’re going to cover over the next half hour or so.If you don’t feel like we’ve addressed these points by the time we’re done, I welcome you to call me out on it! I’ll try to address any of your questions at the end of this presentation.
  • Webinar: Website Leads // About Cirrus ABSWe’re not going to dwell a great deal on this, but I want you to know we’re not a fly-by-night operation and we do know what we’re talking about when it comes to online technology and marketing. Cirrus ABS has been finding ways to help make organizations more effective since the Internet became relevant to many of us.We really are the best of both worlds… great creative people to generate effective designs and great content as well as knowledgeable technical folks that can assemble great custom solutions!
  • Webinar:Website Leads // About Cirrus ABSWe build projects for large companies and small businesses… we do design work and we build the backbone that runs the website.A recent development has been an improvement of our content management system that has allowed the company to develop industry-specific solutions like the LEDO Suite for economic development organizations among other specialties.
  • Webinar:Online Marketing Tools for Homebuilders // Why Websites?: I sell websites for a living so of course I’m going to think they’re important, but why should YOU think they are important to your business marketing efforts? We mentioned before that part of the reason you may have signed up for this webinar is that you wanted to figure out how to get the greatest value out of the money you’re spending on your homebuilder website.You may not be using an effective website online now and you’re trying to figure out if this is an area you should investigate. I hope that when we’re done you’ll understand the value you can derive from a good, basic site that covers all the basis for potential customers for your business.
  • Webinar:Online Marketing Tools for Homebuilders // Where is the Intent?: This slide is very familiar to folks that have participated in our past webinars… I use it often because it is the crux of our approach to online marketing. Cirrus ABS in general is very results-oriented, we want to direct you to the solution that going to deliver the best results for your marketing plan. Intent-driven visibility is a huge element of this because you want to be sure you’re allocating your resources to deliver a message to people who want to hear it – that way you get the greatest return on your investment.You can see from this chart that the areas connected with online marketing (e-mail, social media, search engine optimization (SEO), and search engine marketing (SEM)) deliver the highest marks for both intent and reach. That means that using these tools you’re marketing to the most people that are the most interested in what you have to say.
  • Webinar:Online Marketing Tools for Homebuilders // : We believe in a net-centered marketing approach that organizes your marketing priorities. We believe your website can be the center of that strategy for a variety of reasons, most importantly because it is flexible and has great potential to tie together your marketing efforts across many different platforms. An important element of this is the plan – failing to plan is planning to fail!
  • Webinar:Online Marketing Tools for Homebuilders // Website as the Hub: We use the website as the hub or home base for you online marketing activities in a net-centered marketing strategy for many reasons.It should be highly visible (if it isn’t need to help you with that) and it’s easy to direct people to it no matter what marketing format you use.You have the greatest ability to incorporate various forms of media on your website than on any other platform.You website visitors are also inundated with your brand… and if you have invested any amount of resources in a branding initiative your website provides a great way to derive more value from that investment.Privacy concerns aren’t an issue for all users, but there are people that have legitimate concerns about having personal information stolen while using some of the social media spaces… your website is a “safe place” where users can interact without those concerns (unless your organization does something to abuse that trust)Finally people have to choose to visit your site – it goes back to the whole intent thing… if they are there it is because they choose to access the information there… you’ve already breached the first hurdle so anyone visiting your site is implicitly open to a call to action that would encourage them to continue to engage with your organization. In other words they are a lead that is asking for conversion!
  • Webinar:Online Marketing Tools for Homebuilders // Not JUST Your Website: As important as your website is to your online visibility, it’s just part of your marketing strategy. It’s a tool and just like you shouldn’t use a hammer to drive a screw, you can’t use it to implement all elements of your marketing plan. You need to evaluate the pros and cons of all of these online and offline marketing formats to figure out how to best allocate your resources. While some of these may be free they come with a resource cost that might be more challenging to overcome than a financial resource cost (i.e. it might be easier to pay for something than to find time for someone in your organization to do it).
  • Webinar:Online Marketing Tools for Homebuilders // What Makes it Work?: Here’s a basic breakdown of the information you should have on the front page of your website to make it work. You want it to be easy for people to contact you offline, you want your information to be organized with and easy to understand folder structure. An updated news and/or events feed on your homepage is important for maximizing your visibility to search engines like Google because regular updates to your content help establish your website’s credibility. You can highlight available sites or homes on your page and having good calls to action throughout the site are really important to pull the visitor deeper into your website.
  • Webinar:Online Marketing Tools for Homebuilders // Other Website Features: There’s usually a cost factor involved in using a communities application, but there are some free or low-cost options available to businesses. While these options are available at a discount and do give you the opportunity in increase the visibility of your available sites, using them as your website’s communities application prevents you from integrating the information for those properties on your site.While there are financial and resources costs with maintaining your own communities application, you get the benefit of the content giving your website increased credibility with search engines, marketing only sites available in your community and adding content that completes the value proposition for investing in your community.
  • Webinar:Online Marketing Tools for Homebuilders // Other Website Features: Mobile is a rapidly increasing method people are using to access information online. Having a mobile site that is designed to convert website users in situations when they’re using their mobile device (while watching television or walking/driving by a jobsite or available property) is critical to actually convert that traffic and convert them into an actionable lead.Widgets are a nice feature as well because they give you the flexibility to incorporate new technology into your website. Many times you get a website “delivered” to you and you’re stuck with whatever was current at the time. Nowadays technology develops at a fairly rapid pace and what was relevant when your website was originally designed might not work now. Widgets give you the flexibilty to add or incorporate other information, designs, etc in a logical space without compromising your overall website design.
  • Webinar:Online Marketing Tools for Homebuilders // How Does it Translate?: here’s the rundown on what our mobile website design has produced for this client. People are spending more time on the optimized website and are actually going through the different webpages on the site, not leaving once they load up the page.
  • Webinar:Online Marketing Tools for Homebuilders // Intent Matters After All!: So this slide isn’t just up here for cosmetic purposes – you can see that being visible does have an impact for your business.
  • Webinar:Online Marketing Tools for Homebuilders // : Visits are the total number of sessions, or times a person came to your website. Unique visitors is how many different people came to your site (the balance of 87 visits are repeat visitors). Pageviews tell how many pages visitors have accessed. The other metrics there are no absolute “right” numbers for any of them – it really depends on what you are trying to achieve through your marketing plan? Are you looking to just blast out awareness of your business to potential new customers? Then you’ll want a high rate of new visits and probably more average pageviews. Are you trying in increase engagement with existing or previous customers? Then you’ll want a lower percentage of new visits and perhaps a lower average pageviews.
  • Webinar:Online Marketing Tools for Homebuilders // : You’ll see some of the same terms here. Bounce rate means they came to the site and left their site or their session dropped before they went to another page on your website (Google times out after a while so if they came to your page, then went to lunch or were called to a meeting and didn’t get back to it immediately that would likely be considered a bounce). An exit means that’s the last page on your website they visited (whether or not it was the first). The navigation summary is a tremendously helpful too, particularly if you have a structure call to action on your website, you can see how well people are following through the steps of the CTA. If you want more detailed information on analytics please check out our Analytics webinar slides on
  • Webinar:Online Marketing Tools for Homebuilders // How Do I Use This Data?:
  • Webinar:Online Marketing Tools for Homebuilders // Now What?!?!:
  • Webinar:Online Marketing Tools for Homebuilders // Now What?!?!:
  • Webinar:Online Marketing Tools for Homebuilders // Now What?!?!:
  • We at Cirrus ABS appreciate you taking the time to learn how to improve your internet marketing efforts. Please let us know how we can help you and if you liked this seminar please remember to sign up for our next webinar!Please type in any questions you have and we’ll be glad to answer them!
  • Online Marketing Tools for Homebuilders

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