PRODUCT TOOLKIT
Builder Boost
Reach more high-intent buyers with Builder Boost.
Like many of today’s savvy consumers, home shoppers want to be empowered in their decision-making — they use a variety of resources to research their future home long before they’re ready to purchase.
Many home buyers first learn about your new homes and communities through Promoted Communities during the Awareness phase as they begin collecting information, assessing the landscape and understanding what’s available.
But it often takes several marketing touch points before a home shopper will contact you. According to Salesforce, a qualified buyer must have 6-8 touches before they are considered a viable lead. So as home shoppers transition into the Active Research phase, how can you get your homes in front of them again as they narrow in on their wants and needs?
Enter Builder Boost — a Zillow advertising product that expands your Promoted Communities listings’ reach. Through native ads on Zillow, Trulia, Redfin and retargeting on Facebook, Builder Boost provides active buyers even more opportunities to discover your new construction homes and communities.
Builder Boost (on-site)
When you place on-site ads on Zillow, Trulia and Redfin, Builder Boost expands the reach of your Promoted Communities listings.
Builder Boost also allows you to target based on key demographics:
Boost Senior Community
33% of new construction buyers are age 50 or older. Draw more of them to your age-restricted communities
Boost Rent Targeting
Over half (58%) of recent renters reported they’ve at least thought about buying a home. Engage more renters who may be ready to become first-time home buyers.
Builder Boost + Precision Targeting (on- and off-site)
Adding Builder Boost + Precision Targeting to your marketing campaigns is another powerful channel to remind home shoppers that your communities are worth touring. The ads offer premium placement on Zillow, Trulia and Redfin, as well as Facebook.
Its powerful algorithm retargets interested Zillow shoppers on Facebook who are already searching within your area. By retargeting high-intent home shoppers, you can maximize conversion by directing traffic straight to your website.
Don’t just take our word for it
Ryder Homes’ director of sales and marketing, Taylor Cohee, uses Builder Boost + Precision Targeting, noting it has been far more effective at driving traffic to their website than any other source. Learn how Ryder Homes saw a tenfold jump in traffic using Boost + Precision Targeting.
Ready to try it for yourself? Contact us.
Source: Zillow New Construction Consumer Housing Trends Report 2019.
Tips to Maximize Your Boost + PT Campaigns
We’ve identified the following best practices to maximize your display ads for on Facebook.
In marketing, you need a combination of both art and science to effectively reach buyers. Builder Boost + Precision Targeting campaigns leverage data, algorithms and the Zillow brand to target ads and extend your reach to the most high-intent home shoppers across the world’s largest social network, Facebook. But it’s great creative that gets prospects to your sales center door.
Based on our analysis of Builder Boost + Precision Targeting ads, we’ve identified the following best practices to maximize your display ads for on Facebook. And best of all, you can track how your ads perform by campaign in Builder Dashboard — a marriage of science and art!
DO:
- Include an image of the exterior in daylight that accurately reflects the finished home. Select an image where the home is the most prominent feature in the frame.
- Pay attention to details. Your audience will notice the quality of the door, fence, yard — everything!
- Include location information in the description.
- Link directly to the community or listing on your website.
- Track incoming leads from Facebook through UTM campaign links or Google Analytics.
DO NOT:
- Include the price of the home in the header copy.
- Post home or community renderings unless they are high-quality color images.
- Include interior images.
- Show vague lifestyle images that are not reflective of community features.
Ready to learn more? Contact us.
