How to Keep Your Marketing Relevant During a Pandemic!
It’s the same tune we’ve been singing since March, but this pandemic has truly changed our lives. We’ve talked about how we as a company culture have adjusted to our new reality, but what we’ve yet to discuss is how our marketing has changed with the times. After over nine months of creating content for our clients in the homebuilding industry during quarantine, we took a deep dive at the stats to determine what has been resonating with potential home buyers during these times.
What to Highlight
Your homes are full of incredible features, but what features are the most important to homebuyers right now? The answer is pretty simple, and all it takes is some internal reflection. If you’ve been working from home while taking care of your kids, ask yourself just one question: “What would you want in your dream home?” Your home is the literal hub of your family’s daily life – from work to school to fitness. So, we recommend highlighting any flex spaces (like lofts and bonus rooms), home offices, and kitchens.
Outdoor spaces and patios are also a BIG DEAL, now that most social gatherings are being held outside. Show potential homeowners that this is the perfect space to gather safely with loved ones and for kids to have a spacious area to play and get out that energy in between virtual classes.
Pro-tip: Does your community have any unique perks like rooftop terraces, smart home features, or is located by great schools or parks? Don’t forget to highlight them as well!
Keep it Relatable and Conversational
Now’s your chance to just be yourself! Try to avoid a salesy voice and focus on connecting with your audience on a more personal level. Think of one of your favorite floorplans in your community. How can the loft space be turned into a classroom? Since families aren’t eating out as much and staying in, is the kitchen the perfect size for parents to comfortably cook together? What are some fun and easy recipes to make for the kids on a Friday night? Share those ideas with your followers! Not only does it give them an idea of what their life could be like in that home, but it also shows that you understand what their daily lives and routines are, and how your community is the best option to suit their needs.
Pro-tip: Start your posts with a question! It will help spur the conversation and get your followers engaged with your content.
Paint a Picture
How would you describe home? There are so many fabulous adjectives you can use, but here’s a list of buzzwords and phrases you can use in your copy. Alternate which ones you utilize so that your descriptions don’t become redundant (Thesaurus.com will become your new best friend!).
- Forever home
- Everyday escape
- Outdoor oasis
Pro-tip: When including your call to action, be specific! Let your followers know how they can schedule a tour either online or give them a direct number to the sales office. Starting the homebuying journey can feel intimidating, so you want to make that first step as easy as possible.
One of the more interesting things to come out of 2020 is this idea of “now”. Homebuyers aren’t waiting for some indeterminate date to make their home goals happen. They are embracing the idea of now or never to achieve their real estate dreams. All you have to do is show them why your community is the one they’ve been hoping for this whole time!
Kylie Hunter is a copywriter for Get Community. When she’s not creating content, you can find her crafting or up in the air as an aerial silks coach.