Fall 2011 issue of Horizons

Your Home Building Facebook Page Industry experts suggest that every Facebook page include six tabs

1. Customized Welcome Tab Make a great first impression with buyers with a customized “welcome” tab that

4. Events Tab Event marketing can be a powerful tool for driving online shoppers to in person

new visitors will see when they visit your page for the first time. Basic welcome pages include photos of your new home communities, information about you as a home builder, and a call to action to “like” your page. More advanced welcome tabs can include videos and an email opt-in form. This creates a strong first impression that inspires buyers to take the next step of opting in (“like”). page for visitors to see all of your content without having to click away from your Facebook page. Each time a visitor has to click a third-party site to view your video you risk losing them – especially with sites like YouTube that offer endless distractions. Create an online sales process that provides motivated buyers a logical next step. Include a call to action in your video that invites buyers to visit your website, download a brochure, tour the model homes, or some other action. 2. Video Tab Do you have videos on YouTube? Upload them to a dedicated tab on your Facebook

visitors. Events can include educational events such as first home buyer seminars or designing on a budget, homeowner appreciation events, broker events, mixers, and more. Create a sense of the lifestyle in your community by also including neighborhood events such as local parades, grand openings, and more.

5. Notes Tab The notes tab can be used for updates such as home builder blog posts

and other timely messages that provide more information about your community than shorter Facebook posts.

6. Call to Action Tab It is important to make the next step clear and easy to follow. Include a

conversation tab with a specific call to action that buyers can take to move forward in their buying process. Consider adding tools that enable visitors to register to download a brochure, contact a sales agent, schedule a tour, RSVP to an event, download a buyer guide, and more. You can include an opt-in form on the tab or link to a landing page on your site. Also consider having an online sale assistant available to answer questions during times that your website or Facebook page draws the highest traffic.

3. Photo Tab When researching a new home purchase online, buyers need visuals. Include an abundance of photos of model home

interiors, exteriors, floor plans, neighborhoods, even new home community events and happy homeowners. The photo tab makes it easy to organize your photos with albums. You can create albums for different new home communities, different plans, or inventory homes or specials.

www.rubinbrown.com

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