Even if builders are not saying it, they’re marketing like the home buying market has improved. With the exception of a small dip for Email Marketing in the Pulse 2013 data, each category of online marketing we asked about is getting more attention from builders each year. Because the Pulse Survey looks at primarily online initiatives, we can’t conclude if builders are pulling dollars from traditional media sources like print and radio, or if increasing profits are providing a much needed marketing cushion, but we do know that everything is up! We love talking about where the industry climate is today, so chat us up with your recent market experiences
So we promised one exception. It is note worthy that Search Engine Optimization (SEO), as a line item, actually decreased from 2013-2014. As the market gets more competitive, having a strong search engine position is more important than ever. We’re theorize though, that this drop is not actually a conscious decision on the part of builder not to focus on SEO, but more a result of the fact that SEO is no longer just SEO. Significant search engine rankings have always been the result of a comprehensive web presence, but the SEO effort of the past focused on just one or two basic tactics. Successful SEO today requires a much more comprehensive approach that includes content marketing and social media. This shift is happening slowly and we think this quiet shift in terminology away from “SEO” may be to blame.
Today’s session Internet Marketing Reality Check: Discover the Techniques Proven to Increase Leads from 10-11a in South 220 may also shed some light on this surge in online marketing. See you there!