3 Lessons to Transform Your Home Builder Marketing with Data-Driven Insights

If you’ve been in the home building industry for years (or decades), you know how unusual these last few years have been. This year, we’ve seen an unusual slowdown in home sales, driven by a confluence of factors that are driving home buyers to “wait and see.” To succeed, marketing and sales strategies need to adapt.

So how do you act with confidence amid the stress?

Right now, actionable data insights can help you separate the signals from the noise and transform marketing for your new home properties. 

And the good news is that it’s finally possible to get this data easily and effectively; gone are the days of trying to map mediocre Google Analytics charts to your CRM data. The right tools make the process of collecting, analyzing, and acting on the story your data tells easier than ever.

This is what Audience Town CTO Jason Scheller explored in a panel  about AI and data analytics for home builders at the Jeff Shore Marketing & Sales Leadership Summit in Nashville this summer. 

As you dig in, know that we’re here to help you make sense of the market, and turn your marketing and sales data into insights you can use to scale your business.

1. Modern tools make marketing analysis easier than it used to be. You’ve got this!

Take a deep breath. You’ve got this. The tools you need to help your team sell more homes, and make you look like a rockstar, are at your fingertips.

The landscape of home builder marketing technology is shifting, and you can take advantage of these changes. 

For example, our platform helps you see marketing performance for each community, broken down by channel and even paid search keyword. Here’s how to use Audience Town to improve your home builder marketing strategy in 3 steps.

It’s all about giving you a clear view of your audience. That way, you’ll see where your best customers are coming from - and how to attract more of them.

2. No matter what tool you use, you need to know your data, where it’s coming from, and where you have gaps.

When you understand your data, you can make better decisions. This sounds basic, but let’s break it down into two real-world examples.

First, the customer journey.

How well do you understand the journey your buyers take before purchasing a home? Where do you start to count the days in your sales cycle? Are you looking at both online and offline sources? Each of these questions likely sparks more questions, and it’s easy to feel overwhelmed.

The real customer journey your buyers are taking probably looks different than you think it does. But with a detailed look at your data, you can gain a much clearer picture of that journey.

This graphic shows a sample customer journey, drawn from real (anonymized) customer data we can see in the Audience Town platform. Chances are, you’re not seeing your customer journey in this much resolution. And when you can, you can make different marketing decisions. Here’s a summary of what it shows:

Awareness (Day 1 - 57)

• Day 1: First view where customers see ads or content.
• Day 34: First digital engagement through activities like paid search clicks.
• Day 57: First digital conversion, which may include browsing some floor plans.

Consideration (Day 75 - 124)

• Day 75: Potential customers call the builder for more information.
• Day 87: Active Internet Listing Service (ILS) research.
• Day 124: Filling out an online form to get more detailed information, such as floor plans.

Purchase (Day 185 - 263)

• Day 185: Visits to model homes.
• Day 190: Comparison of floor plans and prices across different builders.
• Day 200: Engagements like re-sale home appointments.
• Day 263: Final steps including filling out a buyer’s survey and signing the contract.

Understanding where your traffic comes from and what drives their journey is essential. Each stage represents an opportunity for builders like you to observe customer behavior and gather valuable insights to tailor marketing and sales strategies accordingly.

With Audience Town, you can capture data at every touchpoint, from the first digital engagement to the first customer registration, all the way to the final purchase.

Second, customer attribution.

How are you tracking where your customers are coming from? Post-sale surveys? 

Here’s a crucial insight: If you only look at data from people who fill out forms, you’re getting incomplete information.

Based on those surveys, which are probably completed by only a fraction of your buyers, you might think your customers are primarily coming from a few sources. 

But if you use Audience Town, you’ll be able to not only validate the responses of people who fill out those, but everyone else, too. 

Notice the difference? The form submission data is based on self-reported data from surveys, with a large reliance on uncertain or less trackable sources like road signs. With the data-driven funnel, you can capture insights from a much wider pool of users, providing more accurate and diverse insights into where users are coming from.

A more detailed and accurate understanding of where users are coming from can significantly impact marketing strategies and resource allocation. 

This data is anonymized, but it’s based on real-world examples. 

One client discovered that 60% of their paid search traffic were not new visitors. This insight helped them reallocate their budget to more effective channels, driving better results. 

3. Your data can fuel better marketing and advertising messaging, too. 

Data isn’t just for tracking funnels and efficiency—it’s also key for crafting compelling creative strategies and messaging. By leveraging data insights, you can tailor your marketing efforts to resonate more deeply with your audience.

For instance, one client found that 41% of their visitors have at least one dog. This insight led them to create search keywords and ads featuring optional pet showers, which boosted appointments. Another client discovered that 25% of buyers research for 3-8 months before filling out a contact form or taking a tour. This justified an increased upper funnel budget, proving its value in driving lower funnel conversions.

Turn Insights into Business Outcomes

The ultimate goal of data analysis is turning insights into business outcomes. In other words, Audience Town’s platform helps you know your people, identify what resonates, and ultimately sell more homes. 

At Audience Town, we’re with you every step of the way. This is a challenging moment for home builders, but it presents a real opportunity to break away and win. 

With Audience Town’s innovative tools and insights, you can navigate the complexities of digital marketing, understand your data, enhance your creative strategies, and drive better business outcomes. 

When you’re ready, we invite you to book a guided walkthrough of the platform.