Payne Family Homes Builds St. Jude Dream Home
BDX created this photo-real rendering of the St. Jude dream home.
One of the best things about working with 1000’s of builders around the country is that we not only get to help these builders grow their business each day, but we also get to hear about all the ways they are truly helping transform their local communities.
Payne Family Homes is one of our long standing builder clients (in fact, you can read more in this case study). When they reached out to BDX’s Chad Bria to tell him that they would be partnering with St. Jude Children’s Research Hospital for the 2014 St. Jude Dream Home Giveaway, we were excited to learn more about the project.
Building and giving away homes in nearly 30 markets in 2014, the St. Jude Dream Home Giveaway is a 22-year tradition that is one of the largest single-event fundraisers for St. Jude Children’s Research Hospital. To date, more than 340 homes have been given away and the program has raised more than $270 million to save the lives of children with cancer and other deadly diseases at St. Jude.
We are so proud of the work that Payne Family Homes is doing on this project, and we were also happy to participate in a small way by BDX creating a photo-real rendering for the 4,500 square-foot home – to help promote raffle ticket sales in advance of the home being built.
Only 9,000 $100 tickets will be available starting in mid-June for the 2014 St. Louis St. Jude Dream Home Giveaway. Potential homeowners will get their first chance to see this beautiful new Payne Family Home in person at open houses every Saturday and Sunday from July 26 – August 31. The lucky winning ticket will be drawn in early September on FOX 2 – KTVI.
Click here to view a video about the project as the ground-breaking ceremony was featured on Fox News.
Pushing Negative Reviews Down in Google
By Blair Kuhnen, BDX
This is the final blog in our online reputation management series.
The title of this post is a lie. You really can’t push negative reviews down in a way Google would approve. What you can do is make positive results more relevant so they outrank bad or negative items in the search results. When you get a highly ranked bad review, you want it to go away. Fair or not, this is unlikely to happen on its own and you probably cannot force a bad review to be removed. So, what are you to do?
It is time to promote the positive. Glowing third party reviews are the best reviews to promote, but you also have pages in your direct control that can be promoted. Third party reviews and your owned or controlled pages will rank higher if they are deemed more relevant in search engines for the consumer’s query. Some basic on-page search engine optimization (SEO) can make a huge difference in getting these pages to rank better. For example, if you have a consumer reviews page on your site, make it consumer friendly and add appropriate copy, title tags, URL’s and header elements. Assuming the key on-page factors (URL’s, Title Tag, H1, Image Alt-tags, and body copy) are handled, you are half way there.
The more difficult task in improving search rank is getting highly authoritative and relevant sites to link to your landing pages. For every search query, what is relevant changes. Want a list of the most authoritative links for your search term? Getting links from pages that Google returns for a specific search term represents what Google considers to be relevant and authoritative. But how are you going to get these sites to link to you?
Search for “[Your Brand Term] Reviews.” What comes up? Shown below are the results for one of our clients, Pacesetter Homes. They have a good reputation and focus on addressing issues before they escalate, but they still need to manage a few things. They have two apparent negative links showing up. In both cases, these are not even companies associated with our Pacesetter. So the only thing they can do is promote the positive things about their brand to effectively push these less relevant links off of page one.
The good news is Pacesetter has several positive articles and pages they control that can be promoted by linking to them. First, the Edmonton Sun announced Pacesetter as a finalist for the excellence in housing award. While this is for their Canadian division, getting that on page one would be a great third party implied endorsement. They can ask consumers on their website to “review all our Pacesetter communities on NewHomeSource.com.” This page dedicated to Pacesetter on New Home Source should rank well with a link or two from them. If consumers click on any of the listings, the leads come straight to them.
When you do this type of search with your own brand term, most of what you will find are pages you own or control. Often there are aligned business partners willing to help you as well. So, where do you start?
Here’s how to do it.
- Review Your Audit. Get your reputation audit results together. If you have not completed your audit. Now is the time to do it. Review our previous post on “How to Audit Your Online Reputation Guide”.
- Handle any Negative Reviews. Review any negative reviews on page one or page two of the Google search results. Make sure you have responded to the reviews to mitigate any ongoing negative impacts. See our guide for responding to negative reviews. If there are slanderous items, you may be able to work with the site owners to get items removed or a disclaimer added.
- Make Sure You Have Solid Online Business Profiles. Check to see that you have robust profiles created for key builder and social sites. We recommend the following for home builders: Google MyBusiness (formerly Google+/Google Places), Facebook, LinkedIn, Twitter and your NewHomeSource.com Showcase page. If you are not linking to these from your main site, you need to. Consider also having a presence on Pinterest and Houzz. All of these sites should be optimized for SEO. While you will not always have direct control over on-page SEO elements (e.g., Meta Title Tags) on these sites, you can usually control much of the copy on the page and decide how and from which page to link.
- Add or Update Your Career and Review Pages. Make sure you have a content rich, SEO optimized pages for careers and reviews on your own website. There is no reason these pages should not rank highly within Google search results for career and review related searches. If you can link directly to these pages from other sites you own, that will help. Some businesses even have an “workat[company].com” site to help showcase employment opportunities.
- Promote Positive Pages by Linking to Them. Review your audit for positive links from third party sites. Positive articles or reviews are like gold. Promote these by linking to them. If you have glowing reviews on Glassdoor, link to them with a link that tells the user what to expect such as “Check out our employee reviews on Glassdoor.” Are your Glassdoor reviews a little shabby? Don’t link to them. Instead link to other third party and owned/controlled pages that are more reflective of your brand. This part of the process takes some careful planning. Map out the pages you will want to promote and from which sites/pages a link would be beneficial to consumers. Title the links in a way that makes it very clear what the user is likely to find by following the link.
Remember that the only way you can push a negative link down is to get other links to be considered more relevant. The important thing is to get started. Contact firstname.lastname@example.org for more information.
Other articles in this series:
1) Builder Online Reputation Management – Live, Die or Thrive
2) How to Audit and Monitor Your Online Reputation
3) Responding to Negative Online Reviews
Payne Family Homes Builds St. Jude Dream Home
One of the best things about working with 1000’s of builders around the country is that we not only get to help these builders grow their business each day, but we also get to hear …
All About Millennials
With nearly 24% of the population classified as Millennials, are you prepared to sell them the dream of home ownership? Learn more about this demographic with our infographic!
Responding to Negative Online Reviews
By Blair Kuhnen, BDX
This is the third of four blogs in our online reputation management series.
We previously covered online reputation management and steps in auditing and monitoring your online reputation. Now we will address …
How to Audit and Monitor Your Online Reputation
By Blair Kuhnen, BDX
This is the second of four blogs in our online reputation management series.
If you read our previous article, we took a deep dive into Builder Online Reputation Management. The first step …
Effective Email Marketing Strategies
Every first-time email marketer has asked the question: “How do I know if I am sending spam?” This article outlines suggestions for not only following the law, but going above and beyond to ensure that …
Builder Online Reputation Management – Live, Die or Thrive
By Blair Kuhnen, BDX
This is the first out of four blogs in our online reputation management series.
Builders can’t hide their reputation. It’s highly visible and immediately accessible. Today, your reputation is the magazine cover feature …
Google My Business : A Guide for Home Builders
By: Dan Bagby, BDX Content Manager
Google My Business was launched as a way to manage your Google listing and Google + profile. Find out what it means to homebuilders and how to take full advantage …
SEO and Video: The Basics
Now that you’ve got some quality video in your back pocket, be it community tours, a model home showcase or buyer testimonials- it is time for you to find and engage some eyeballs! Here are …
Marketing to the Green Homebuyer
The green consumer is changing. Buyers are no long just motivated by saving the environment, but are going green to save money, show patriotism, and improve their overall health. Did you know that 35% of …
New Whitepaper: Best Practices for Lead Follow-Up
You’ve made an investment to drive leads to your business, but don’t stop there! Implementing a strong lead follow-up process is critical to achieving a strong return on your investment. Click here to check out …
Leads – Best Practices for Following Up
You’ve made an investment to drive leads to your business, but do not stop there! Implementing a strong lead follow-up process is critical to getting a strong return on your investment. This is especially important …
New HBA Partner Marketing Kit
In an effort to make accessing BDX marketing materials easier, we have transitioned the Partner Marketing Kit from the HBA Portal to the BDX.com. Now all you have to do is visit http://www.thebdx.com/hba-Partner-Kit to find …
StartFreshBuyNew.com Runner-Up For Webby Award
We’re excited to announced that our website promoting new home advantages, StartFreshBuyNew.com was the runner-up in the Real Estate Category for the 18th Annual Webby Awards.
What is a Webby?
The Webby Awards are the leading international awards honoring excellence …
Put iPads To Work During The Sales Process
As technology continues to play a bigger and bigger role in the home shopping and sales process, it is important to have tools that allow home building sales professionals to showcase and sell new homes …
3D Renderings: Are You Investing in the Big Picture?
Chances are, you might have some pretty basic, black and white renderings of your floor plans and elevations. But is that truly enough to display your stunning home designs? Today’s home buyers crave new technology …