Sales and marketing has always been somewhat of a moving target, but even more so given the events of recent months. There’s no such thing as a handshake deal these days. Face-to face-interaction and home tours are a thing of the past, at least for now.

But customers still need you, and you still need customers. In this day and age of social distancing, everybody is trying to figure out the new sales process. And much like the retail industry, sales for just about everything, including homes, is moving online—although there’s no curbside pickup in this industry.

But guess what—customers are ready and willing to meet you online.

That’s why now is the time to update, upgrade, and overhaul your digital footprint. When was the last time you shot new photography of your homes? How long has it been since you’ve done a deep dive into keyword research to ensure your customers can even find you online? Are you treating social media like a two-way street and actually interacting with customers?

Building and construction are industries that are traditionally slow to adapt to new technology, but in today’s world, businesses don’t have much choice. It sounds overwhelming, but it doesn’t have to be.

Let’s break it down into a few key tasks:

  1. Do your research. Whether you’re building your new site in-house or outsourcing it, start with an audit of your existing site. What’s working? What’s not? Where are customers spending the most time, and where are they getting hung up? Look at your competitors’ sites and see how they measure up. Find award-winning sites and make note of features to emulate.
  2. Website content. In today’s world, your site has to be dynamic and interactive. It needs to transport users off their couches and into your homes and communities. Your content has to look and sound professional, while also being informational and entertaining.
  3. Photography. If you’re going to invest in one single thing on the site, it should be in professional and custom photography and video. You want to showcase your actual work, not stock photography. Hire a photographer to shoot your custom kitchens and baths so that the images jump off the page. Moving photography, or video, is a requirement in today’s world so viewers can take virtual 3-D walk-throughs and tours. Photography should do one thing, and that’s evoke emotion. Wants and needs translate to sales.
  4. Testimonials. Word of mouth referrals are more important than ever in today’s online world. Written testimonials lack personality, so consider shooting video of customers talking about why they loved working with you—and again, evoke emotion. Testimonials should be front and center on your website, screaming your praises. Don’t hide them on an interior page.
  5. Functionality. Make sure that your new digital presence is an easy and appealing experience for shoppers. As more and more people are using mobile phones to surf the web, your site needs to be mobile-friendly so that it works across a range of platforms and devices. Make it easy for prospects to get in touch with you. Have a prominent button they can click to call or email you, and most important, make sure you’re responsive.

All this may sound great, but your second question is probably, “How do I get them to my site in the first place?” Here are four quick and easy ways to increase the traffic to your website, and your homes.

  1. SEO. This is search engine optimization or organic search. In other words, Google drives people to your website through keyword research, meta tags, and link building. This is a pretty technical and ever-changing field so you might want to outsource this critical element.
  2. PPC. Pay-per-click ads are quickly becoming a must-have in many companies’ marketing toolboxes. It’s pay-to-play, or spending money on Google to be listed among the top searches. It’s a bit complex to navigate so you may elect to outsource this as well.
  3. Social media. Ensure that your website’s personality is reflected on your social media profiles. Your look, tone, and content (including photography) should look the same across all platforms. Social media is a place to interact and engage so be sure you’ve dedicated a person or time to each profile every week.
  4. E-newsletter. Newsletters are still a very successful and inexpensive way to reach your target audience. And just as your website has to be dynamic with stellar photos and videos, you can easily incorporate these into your newsletter. Introduce readers to your projects and to happy customers through video. Always ensure that your newsletter links back to sections of your website and includes a call-to-action button where readers can contact you directly or refer a friend.

People and businesses are both moving online. And just as you want customers to make an investment in your homes, you need to make an investment in your home online.