Our Program

Since 2006, inbound marketing has been the most effective method for building brand awareness and marketing your business online.

Instead of the old, traditional marketing methods of buying ads or media and praying for show home visitors, we’ve developed a program that’s rooted in inbound marketing and focused on creating quality content that naturally draws home buyers in.

When your content is aligned with where your prospect is in their home buying journey, and it answers the questions they have about buying a new home, you naturally attract prospective home buyers to your website that you can then convert and close.

Since 2006, inbound marketing has been the most effective method for building brand awareness and marketing your business online.

Major Themes:

Content Creation – We create targeted content that answers home buyer’s questions and aids them in their research, and we share that content far and wide.

Lifecycle Marketing – We recognize that home buyers go through stages as they prepare to buy a home, and each stage requires different marketing actions.

Integration – Our publishing and analytics tools all work together like a well-oiled machine, allowing you to focus on publishing the right content in the right place at the right time and measure the impact.

Multi-channel – Our program is multi-channel by nature because it approaches home buyers where they are, in the channel where they want to interact with you.

Personalization – As we learn more about your leads over time, we are able to better personalize your marketing messages to their specific needs.

Sales & Marketing Alignment – The faster you get the right leads into the hands of your sales team, the more likely they are to close them. Our marketing program shortens sales cycles.

By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to potential home buyers, not interruptive and annoying.

That’s how you create marketing that people are attracted to; that people will love.

Building your marketing machine

There are a lot of moving parts in setting up our marketing machine. This is our process:

1. Conduct a Marketing Assessment

Determine the current state of your website and overall marketing, identify areas that need improvement and can benefit from our inbound program, assess your current needs and goals, and gather initial data needed for strategy development.

Figuring out exactly where you’re at today is the first step. We begin our process by conducting a marketing and website assessment. This provides us with the information we need to begin developing your strategy in Step 2.

In this assessment, we’ll uncover exactly what is needed to optimize your website so you can get more traffic and generate more leads. You’ll receive personalized and actionable tips to help you improve your website, your social media presence, and your ability to generate leads.

2. Strategy Development

Develop a detailed roadmap and determine which tactics to use and how to use them, in order to make your website more efficient at lead capture, and achieve your organization’s business goals.

Your strategy is the foundation for all of your marketing. Too many businesses dive straight into tactics and miss this step. Having the right strategy in place ensures you get the results you want. It helps you properly position yourself in the marketplace and helps you set yourself apart from your competition.

This process involves identifying your sales and marketing challenges, creating buyer personas, setting your lead generation and revenue growth goals, and determining what internal resources are available to implement an inbound marketing program.

After completing this step of the process you’ll have an inbound marketing action plan ready to implement.

3. Marketing Machine Development

Construct your customized inbound marketing machine using the Strategic Marketing Blueprint we developed during the previous step.

Your inbound marketing machine is designed to nurture prospective home buyers to a point of sales-readiness. Once a lead has been identified as sales-ready they are passed off to your sales team to “bring it home” and close the sale.

The inbound marketing method increases your lead generation, shortens your sales cycle and keeps your sales reps focused on the highest quality leads.

4. Content Creation & Marketing

Write and publish content designed to attract and retain qualified prospects, and assist with converting them to sales qualified leads and customers. Put this content into your automated sales funnel to help move prospects through the stages of the home buyer journey.

80% of the visitors that come to your website are performing research. They know they have a housing problem that needs to be solved.

They’re looking for educational content in the form of blog posts, whitepapers, guides, tip sheets, eBooks, checklists and videos that will answer their questions and help them to make the best purchase decision.

At this stage of the process we map out your content strategy and create an editorial calendar. Then the content is produced and is ready for distribution and promotion.

5. Traffic & Lead Generation

Reaching out to new prospects using multiple tactics and channels, attracting them with your new content, and filling your sales funnel with high quality leads.

By increasing the traffic to your website you increase the number of opportunities for visitors to turn into leads.

Using a mix of tactics we promote your content to prospective home buyers. Some of these tactics include: SEO & Organic Search, Email Marketing, Paid Search (PPC), Social Media Marketing, and Video Marketing.

Then using a sequence that includes calls-to-action, special offers, landing pages and web forms, we capture leads from your website traffic and begin the nurturing process.

6. Lead Management

Engaging leads and qualifying prospects by moving them through your sales funnel before handing them off to your sales team to close.

Once you’ve started capturing leads you need to keep them engaged until they become sales-ready. It’s important to stay front-of-mind and the easiest way to do that is by continuing to provide engaging content. Buyers are searching for answers to their questions online anyways, so they might as well be getting this information from you!

Some buyers will make a purchase decision in as little as 3-6 months. But others will take as long as a year or more to get their finances in order and make a buying decision. By keeping prospects engaged with content, you gain a powerful advantage in the market as you build a relationship with them during their journey.

Matching your content to the different stages of the sales lifecycle is proven to be very effective.

This can be done easily using the latest marketing automation software and setting up lead nurturing campaigns. That way you can keep your leads engaged and walk them through the sales pipeline at their own pace until they’re ready to be passed off to sales.

7. Sales & Marketing Alignment

Enabling sales and marketing teams to work together to analyze and improve the entire sales and marketing process.

Studies have shown that companies with strong sales and marketing alignment get 20% more annual revenue growth. How many extra home sales could that account for?

The efficiency of your marketing pipeline directly impacts the sales team’s ability to hit their quotas. By working backward to identify the number of qualified leads a sales rep needs to make their quota, we can determine the number of leads your inbound marketing system needs to generate.

Your sales team is also an excellent source of content ideas as they interact directly with leads and customers. Crafting content that helps answer the questions they’re regularly asked helps them to sell more efficiently and keeps your information standardized across your entire sales team.

When sales and marketing work in alignment you increase your flow of quality leads and close more customers. That means more homes sales and more revenue!

8. Metrics & Performance Reporting

Continually testing, measuring and optimizing every process in your customized inbound marketing program. We provide monthly reports to your management team highlighting the key performance indicators of the program.

Marketing in the digital age has become more of a science than an art. There are numerous key performance indicators for every step in the process that must be tracked and analyzed. Afterall, you can’t improve what you don’t measure.

Having a data analyst that can interpret the data you’re generating and make recommendations for fine tuning your marketing machine can make a big difference.

Even small changes to your calls-to-action, landing pages and offers can make the difference between single-digit and double-digit conversion rates.

This is one of the major benefits to our program. Your team and ours will work closely together to make the entire program more efficient over time. And you get customized reporting on the key performance indicators of your program every month.