Social Media

BDX works with builders around the country on their social media strategies and one question we hear frequently is “Who should I follow on social media?”

So our team has put together a list of ideas of different businesses and individuals that we think every builder should consider following and interacting with on their social networks. We’re broken them down into categories on the checklist below.

Local media

  • Newspapers
  • TV & personalities
  • Radio stations & personalities
  • Business Journal
  • City/home/parenting media

Local Influencers

  • HBA/BIA in your area
  • Real estate agents & brokerages– especially those who frequently show and sell your homes

Your Business Partners/Network

  • Trade contractors
  • Interior designers
  • Architects
  • Suppliers/retailers
  • Local Businesses & Organizations

Local Businesses & Organizations

  • Sports teams
  • Universities
  • Major employers
  • Non-profits – especially those you work with
  • Shopping malls
  • Restaurants
  • Museums
  • Coffee shops
  • Businesses you honestly like and use

Local governments

  • Cities
  • Counties
  • Park & Rec Groups
  • School districts

And of course, don’t forget to follow BDX:

BDX:

NewHomeSource:

NewHomeSourcePro:

 

Who else do you follow at a local level that we should add to our list? Let us know!

BDX & Sitterle Homes

Sitterle HomesBDX Digital Marketing Consultant Alaina Latiolais had a chance to catch up with Taylor Metcalf from Sitterle Homes Austin this week. BDX has been working with Sitterle on their SEO and Social Media strategies recently and as you can see from Taylor’s message below, they are thrilled with the results! Want to find out how we can help increase your web traffic and social interactions? Shoot us an email today!

 

Social media conceptBy Adriana Espinosa, BDX

As social media becomes ubiquitous in American culture, it is blurring the lines for how customers and businesses engage with each other.

Whether it be Facebook, Twitter, Instagram, or LinkedIn, customers can now follow the latest news of their favorite brands digitally 24/7. This continuous interaction allows any business to advertise and speak to their followers in a personalized manner via social media, which has proven to positively influence purchase behavior when thoughtfully managed.

Rising usage

Due to the increased accessibility of digital channels, the reach of social media is growing at an astounding rate as recent numbers project over a quarter of the global population – 74% of all internet users user social networking sites – will be actively using social media in 2015. Facebook alone had 968 million daily average users in June 2015 and 844 million of those used mobile devices!

Where does the Unites States fit in this worldwide usage? The United States comes in fifth place with 58 percent of its population using social media.

The numbers are hard to ignore, and now many companies are using social media to enhance the visibility of their brand.

Influence on purchasing behavior

The pervasiveness of social media has been meticulously analyzed as a growing number of data show that social media is bridging the gap between consumers and online/in-store purchases.

A recent report by Deloitte shows that 29 percent of shoppers are more likely to make a purchase when using social media before or during their visit. Additionally, those who consider themselves as “somewhat or very influenced by social media are six times more likely to spend significantly more than non-users.”

Deloitte further measured the differential effects of social media’s influence on various age groups. The results show social media’s ability to stimulate 47 percent of millennials to make a purchase; this is a stark contrast to the 19 percent of other generations.

Supplementary reports indicate that Facebook is the most persuasive network in influencing consumer decisions with 38 percent of Facebook users reporting to purchasing an item after they shared and/or favorited it on Facebook.

Impact on home sales

How does social media translate into home purchases?

Social media is a powerful tool for sharing listings with family and realtors as well as networking to learn about different neighborhoods in unfamiliar areas.

Over 75 percent of homebuyers have reported using social media during their home search and purchase – an increase from fifty-two percent in 2011.

Facebook is demonstrating to be the leader in social media for prospective homebuyers eager to gain more information on available homes. From 2013 to 2014, 18 percent fewer homebuyers searched for agents through Google and used Facebook instead.

As of 2011, realtor.com® partnered with Facebook Connect allowing users to access realtor.com® via their Facebook login. This seamless access of multi-channel platforms further emphasizes the importance of leveraging social media to increase traffic and visibility.

Thoughts from prospective home buyers

In an effort to better understand the industry significance of social media on the home buying process, BDX used its research panel, New Home Shopper Insights, to gain an in depth perspective of how homebuyers are using social media in their search.

BDX’s recent survey on social media supports existing stats that Facebook is the most heavily used site with over 50 percent of the panel reporting to using Facebook at some point during the home buying process.

Further insights show that millennials are 15 percent more likely to use social media to find inspiration for their new home and 13 percent more likely to share their home ideas on a social media network than any other age group.

New Home Shopper panelist, Candace, from Texas expresses her enthusiasm for social media: “Lately, I have been checking out social media sites for recommendations on realtors, neighborhoods and school districts…I mainly use Facebook because I can (talk to) potential realtors, browse builder sites, and chat with other homeowners/homebuyers that I know. I like the fact that on social media sites, realtors are quicker with their responses, and I can stay abreast on new developments/neighborhoods that my favorite builders are planning or working.”

Call to action

The digital influence of social media is augmenting the ways consumers shop in dramatic ways. As reported by Deloitte, it is a matter of time when “100 percent of shoppers will be connected 100 percent of the time.”

Purchasing a home is one of the biggest investments one will make. Homebuyers want a seamless, personalized experience every step of the way.

In order to maintain the attention of homebuyers, it is vital for builders to embrace social media and tailor a strategy that not only informs, but builds a relationship with their customers.

If you would like to learn more about BDX’s social media solutions or conducting research through the New Home Shopper Insights panel, please contact Info@theBDX.com.

facebook thumbs downSocial media, specifically Facebook, has become one of the most popular means for businesses to market to current and prospective customers.  Did you know that 757 million people use Facebook on a daily basis? While Facebook has become an invaluable marketing resource for many builders, there may be situations where a friend or follower of your page posts negative comments about your company or an employee on your Facebook page.  If this happens to you, don’t panic.  Below are steps you can consider taking to resolve the situation.

Respond Calmly and Reasonably – and Publicly

As a builder, you may have encountered the sales training maxim that “an objection unanswered is thought to be true.” That applies to Facebook comments. Answering promptly and politely can solve (or at least start to resolve) many issues. Not replying can cause other social media users who see a public complaint to assume the comment is true, or to assume that you don’t monitor your social media, or that you are unwilling to reply.

Start by taking an honest look at the comment or complaint. In many cases, a calm, courteous, reasonable and prompt public reply will resolve matters – and it reassures others on Facebook that you’re committed to great customer service. If you or your firm has fallen short of your typical customer care and service, consider acknowledging that and asking for the opportunity to make things right. You can reach out to the person who commented and ask them to contact you privately by sending you a direct message.  By doing so, you take the search for a solution off-line, out of the public’s view. Most of your social media fans will be glad to see your prompt, courteous reply and not feel the need to take part in the resolution.

Hide the Post

After you review the comment or complaint honestly and calmly, you may decide it is so inaccurate (or, in rare cases, so inflammatory) that even the prompt public reply outlined above may not be enough. In that case, Facebook allows you some options. When someone comments on your posts, you can elect to hide their comment.  The person who made the comment and their friends can still see the comment. However, no one else can, which greatly limits the reach of the negative comment. We recommend that you still respond as outlined above – calmly, courteously, and promptly – so the person who made the comments feels heard and so their friends can see your response and your sincere attempt to set things right.

Another advantage of hiding a post as opposed to deleting it entirely (see below) is that the person who commented does not feel censored. Deleting a comment can anger the person who made it and it can simply lead to a game of “whack a mole.” The person adds a new negative comment on Facebook, which you delete, etc. The original complaint (which may have been possible to resolve) can get forgotten and a now-aggrieved social media follower can spiral to a new level of anger or frustration. The person who complained on Facebook may also show up with the original or new complaints on your other social media accounts. They may even post something like this, “Avoid Builder X. They delete my requests for help, can’t take criticism, and won’t take responsibility or try to fix my problem.”

Delete the Post – Where Warranted, and Where Responding and Hiding the Post Won’t Solve the Situation

Are some comments so over the top that simply hiding them isn’t sufficient? The answer is definitely yes, but thankfully this is rare. Let your conscience and your firm’s values be your guide. We recommend a zero-tolerance policy for comments that are racist, sexist, violent or extreme in their profanity. It should be pretty clear when important lines have been crossed. When that happens, deleting the comment entirely – and immediately – is often the best solution. In such situations, any of your other fans who briefly saw a comment that most would agree is unacceptable will not be surprised if it is removed. Many fans may think that step was needed. It also signals to fans that you pay attention to your social media, which is reassuring to prospective homebuyers.

As a Last Resort, You Can Ban a Facebook User From Commenting on Your Facebook page – But You Can’t Stop Them from Commenting About You on Their Facebook Page or Other Social Media

If the person is not open to reason and continues to post negative or inappropriate comments to your page, then you can ban them.  They will no longer be able to post a comment to your Facebook page. However, this is definitely a tool of last resort. You should be aware the banned user still can tag your company and post negative comments on their own Facebook page or on their other social media accounts.

It can be frustrating when someone posts a comment about your firm that you feel is one-sided, unfair or untrue. Today, social media is a key stage, a public platform on which a company’s reputation is earned and made. Drawing a deep breath and responding courteously, promptly and professionally is usually your best response, followed by concrete action where appropriate to fix valid complaints. If someone posts a negative comment about your company or employee on Facebook, following these suggestions will help you gain more control over the presence of your company on social media.

If you’d like to learn more about BDX’s social media solutions for builders, please contact us at Info@thebdx.com. Are you connected with BDX on Facebook?   If not, we hope you’ll Like us here.  

By Jay McKenzie, Director, Content and Social Media, BDX

Most builders agree social media has moved well past the fad stage to assume its rightful place as a core tool to drive their business.

At BDX, our team of professional social media agents manages more than 30 social media channels for our brands. We also manage social media for an increasing number of top builders across the nation.

As we conduct social media reviews for our builders (or share the latest on social media for builders at industry events or webinars) I speak often with builders from all regions and buyer segments.

In each case, I ask builders what metrics they track for social media and how they track it. Their answers vary widely and many seek our advice on what to track. Here’s a recommended, two-tier approach to tracking the core social media metrics that most impact your firm’s success:

Tier One: Musts Benchmark your firm against major competitors. Set goals. Actively manage to goal. Measure month-over-over month and year-over-year; week-over-week is overkill for most builders.

1)      Reputation Management – Like it or not, buyers, shoppers, Realtors and others are talking about your brand, the homes you build and service you provide. You can’t share great comments or reply to concerns if you’re not listening. In addition to listening and responding courteously and promptly, track what’s being said and trends in both positive and negative comments over time.  Tracking complaints can help you root out and fix any recurring issue.

2)      Audience Growth – Many builders believe a Fan will stop following them once they buy, build or settle in. That seems logical, but I see less evidence than you might think. Plus, smart builders make heroes of current and recent homebuyers. You want testimonials to share with future home shoppers and doing so also keep owners in the fold. Measure total fan growth overall and by social media platform (Facebook, Twitter, Pinterest, YouTube, Google+, Instagram, etc.)

3)      Reach – According to a top Facebook exec, the average post by a brand reaches 16% of Fans. Facebook has billions of dollars of cost. Advertising accounts for more than 90% of Facebook’s revenue and the 1 billion user platform faces intense shareholder scrutiny. By an astounding coincidence, your reach soars when you invest $10 per day to promote your best posts. I wait to see which Posts get the most Likes/Shares organically for a day or two, and then back one with $10 a day for 4-5 days. Do this four or five times a month. It’s a big reason why BDX’s social media fan base grew 5x last year. It’s also a popular service we offer our social media clients.

4)      Referring Source and Traffic – Which social media platforms are driving the most traffic to your website and to your blog from your social media posts and how is each trending?

5)      Engagement – How many Likes and comments are you earning? This is a function of the quality and relevance of your posts and how many people see them (see Reach, above).

6)      Shares – The big payoff from engagement. You want fans to like and share your posts, especially posts that contain links back to your website and blog, which send their friends back to you.

7)      Conversion – Hopefully, you’re using the many great and free features of Google Analytics and Google Webmaster Tools – and setting goals for key conversion events that drive your business. Set goals, track them obsessively: visits to your site from your major social media accounts, pages viewed, time-on-site. Focus on vital actions that will ultimately drive sales: lead forms completed, newsletter sign-ups, driving directions viewed, printed or sent to a smart phone, phone number reveals or clicks, model home and sales center hours and address, etc.

Tier Two: Valuable to Track/Manage

Other Valuable Metrics

  • First-time and returning visitors – Ask how BDX can help you re-target and re-connect with visitors to your listings on BDX and your website
  • Bounce rate
  • Click-thru rate
  • Cost per click
  • First-touch, last-touch and assisted conversions
  • Influence – Klout and Kred offer you a free measure of your social media influence and clout. Is it increasing? How do you compare to other builders?

This list of metrics is just a fraction of what can be tracked and the list could go on and on! Let us know what metrics that you track not mentioned here and we’ll share them with our builders and credit you.

Jay McKenzie heads up content and social media for BDX. His team of social media agents focuses solely on home builders. For a free review of your social media or to discuss how BDX can assist you in fully leveraging the fast-changing world of social media email info@thebdx.com.