Do you want to drive some new home builder leads today? Literally, today, without spending a single dollar?
I am going to share with you one of our most powerful online tools that we have used again and again to drive new leads for our home builder clients: online press releases.
Unlike traditional marketing, which relies on media gatekeepers to deliver your story to potential buyers, online press releases are posted directly to the web where they can be immediately distributed through search engines and social media networks. No pitching, no editing, no big print ad budget to earn an advertorial, no high falutin’ agencies. Just you, your computer, and a fresh flow of website traffic and leads.
And did I mention free?
Although paid press release submission websites are available that offer wider distribution (at a cost ranging from $49 to $300 and up), you can also post to free press release submission sites (our favorite is Online PR News). Free press release submission sites are a great way to test press release marketing for yourself and see what a powerful tool it can be in your online marketing arsenal.
You can write and post your very first press release today with a few simple steps. Like all of the tools in your online marketing toolbox (home builder blogs, Facebook, Twitter, video, SEO, online advertising), press release marketing has a few simple guidelines and best practices to be aware of.
Here is your simple step-by-step guide to writing a home builder online press release that increases search engine ranking, engages online home shoppers, and attracts new leads into your sales funnel:
Step 1: Write a Headline with Keywords and Urgency
Press release marketing increases the number of times that your company appears in search engine results for specific keywords such as, “Atlanta new homes for sale,” or “Downtown Portland Condos.” This puts your message directly in front of a targeted audience of people who are shopping online for a home, but it often takes more than a keyword to get buyers to click through to read your full press release. Headlines that include a sense of urgency entice online home shoppers to click through to read more, so for best results focus on action verbs when creating your headline. Your headline can be as long as 100 characters, but only the first 60 or so are visible in the search engines. Format your press release headline in title case. Here are some headline examples:
This: Sales Soar at San Jose Condo Community for Third Straight Month
Not This: Luxury condos near downtown nightlife draw first time buyers looking for value and style in San Jose
Step 2: Make Your Summary Sizzle
Your keyword-rich headline will get you into the search engines, but it may be your summary that gets the click. The summary is often used as the meta description in the search engines, or the area that appears just below the title that gives more explanation about your page. The summary backs up the claim of your headline and establishes credibility. Your summary should sizzle, but succinctly. Press release submission sites may allow a summary of up to 250 characters, but the search engines will only show about 160. Consider these 160 characters as a sales message and be sure to include your keywords.
This: XYZ Builders has reported 23 sales of San Jose new condos in the last three months at Metro; sales outpace San Jose real estate market by 37%.
Not This: Metro offers luxury living for the sophisticated urban dweller who is looking for a unique experience in the heart of dynamic downtown. Come and see for yourself why Metro is downtown’s best address.
Step 3: Just the Facts, Ma’am
A press release is typically between 300 and 500 words and includes the who, what, when, where, why and how of your message. To supercharge your SEO benefits and increase web traffic, include keywords as anchor text links that direct readers to your website. (An anchor text link uses your keyword or phrase as a hyperlink to your website. For example, this is an anchor text link about home builder blog topics.) Anchor text links give readers multiple reasons to click through to your website. Most press release submission sites limit your anchor text keywords to 2 or 3.
When writing your press release, the body of your press release should be factual. Avoid subjective phrases such as “Seattle’s most desirable homes” (unless your press release is to announce that you’ve just won a “Seattle’s most desirable homes” award). Also avoid adjectives and marketing fluff.
This: “Many of the homes in the 23-story building feature views of downtown.”
Not This: “Gorgeous views that are sure to delight your senses!”
Step 4: Don’t Quote Me (Badly)
Although the press release itself should be factual, you can include adjectives and more emotionally descriptive phrases in quotes. Quotes can be from home buyers (with their permission, of course), your sales team, a member of your management team, or your home builder. Write your quotes in solid blocks without breaking them up mid-sentence. Some press release submission sites can pull quotes as a sidebar and if the quotes are broken up it may not make sense to the reader.
This: “All of our homes are designed with luxury upgrades and quality construction to give buyers a greater peace of mind,” says Jane Doe, Director of Marketing.
Not This: “All of our homes are designed with luxury upgrades,” says Jane Doe, Director of Marketing, “and quality construction that gives buyers a greater peace of mind.”
Step 5: Create a Compelling Call-to-Action
The purpose of press release marketing is to drive more opt-in leads so that your sales team can follow up and begin to qualify leads and identify opportunities. Include a clear call-to-action within your press release that tells your readers what to do next. This may include registering on your website to download a brochure, liking your Facebook page, entering a contest, or scheduling a model home tour. Avoid a passive call to action. Instead, use one that communicates both urgency and a clear benefit for the buyer.
This: Visit [yourwebsite] to watch the latest video tour and download floor plans.
Not This: For more information, visit [yourwebsite].
Step 6: Include Your Community Overview
Even if you write a press releases every week, always include a summary of your community as one of the paragraphs. You never know which press release might be the first one that a potential buyer lands on, and including a community overview gives the rest of your press release context. Some basic information for your summary includes: approximate square footage, how many plans, how many total homes, a couple of key features of the home, highlights of any community areas, a few neighborhood benefits, and any sales success or builder recognition.
Example:
Metro offers 237 condominium homes ranging from approximately 1,300 to 1,832 square feet. Each home features walk in closets, designer kitchens with stainless steel appliance packages, and bamboo flooring. Residents of Metro enjoy access to community amenities including a state of the art gym, heated swimming pool, and a theater with seating for up to 30 people. Metro is located within a five minute walk to more than 28 downtown restaurants, shops, galleries, and entertainment venues.
Step 7: Close with Your Contact Information
The final paragraph of your body should include all of the ways that buyers can get more information. This includes your website, your physical address, your sales office hours, and your phone number.
Step 8: Sell Yourself in the “About” Section
The about section is a boilerplate summary of your company. Think of this as an abbreviated version of your builder’s story, a place where you can (briefly) communicate your unique value. This can include a recent sales success, your commitment to giving back to charitable community organizations, your recent awards, or how long you have been building homes in the area. Stay away from boring standard descriptions and marketing gobbly-gook. Get to the meat of it: why should buyers buy from you? What makes you credible?
This: XYZ Builders is the leading developer of urban condominiums on the West Coast with more than 27 projects completed since 1992. The Seattle-based developer is the recipient of more 23 awards for excellence in urban planning and design. Their most recent development at City Center sold out in less than four months and was the fastest selling urban development in California.
Not This: XYZ Builders is based on Seattle and builds energy efficient condominium developments in Oregon, Seattle and Washington.
Step 9: Be Prepared
So you’ve created a press release that is compelling and the phone starts to ring. Now what? Before you post your press release, make a decision about who will be the first point of contact. If a member of the media calls the sales office, is your sales agent prepped for media relations? If a buyer calls the marketing department, is the marketing rep licensed to quote prices or will the buyer need to be transferred to sales? (Licensing issues vary per state.) The person that you list as a contact on the press release should be prepared to create an optimal experience for all callers, whether members of the media or potential buyers. The ideal contact person is your Online Sales Counselor or Concierge. The OSC can act as a natural liaison for both departments and (more importantly) create a seamless experience for media contacts and buyers.
Step 10: Get a Second (and Third) Opinion
Once a press release is posted to the web, it can be distributed far and wide. This is great news for a marketer, but bad news if your press release contains typos or inaccurate information. Make sure you have clearly defined, written (or email) approval processes in place within your organization before you post your press release. Even if you have full approval, always make sure to get a second (and third, if possible) review before you post your press release to the web.
Online press releases are a powerful, proven online tool that can work for any home builder regardless of size or budget to drive massive web traffic and new leads.
Are you using press release marketing for your new home community? What best practices would you add to this list? Tell us in the comments below.
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2 Comments on "How to Write a Home Builder Online Press Release"
If you have something worth sharing, they will come. If it is just your news, probably won’t see much.
Trey
http://www.BuildIdaho.com
Thanks for the tips, Dawn! We’re going to start experimenting with different marketing methods and this is on our list.