The Summer Surge: Why Homebuilders Should Ramp Up Their Online Marketing in the Warmer Months
Make the Season Part of Your Strategy
As the days grow longer and the weather warms up, you may be surprised to hear that people still tend to spend a lot of time online. Whether it's planning the next vacation, shopping for summer essentials, or sharing sun-drenched pics and browsing on social media, the online activity during summer presents a golden opportunity for businesses.
For homebuilders, in particular, this seasonal surge in internet usage is a call to action. Ramping up online marketing efforts can effectively capture the attention of potential buyers and capitalise on the heightened digital engagement.
People Spend a Lot of Time Online in the Summer
Summer is a time of relaxation and exploration, and for many, that means more time spent online. There are several reasons for this seasonal digital activity:
Mobile Accessibility
Summer months are synonymous with outdoor activities, especially in a climate like the UK, where autumn to spring are often wet, grey and bleak seasons. And thanks to the proliferation of smartphones and mobile internet, people can stay connected no matter where they are—at the beach, on a country walk, or lounging by the pool. This constant connectivity contributes to a significant rise in online activity, as these outdoor activities normally provide ample photo ops for people who want to share their experiences online. Which leads us onto our next point…
Social Media Engagement
Social media platforms see a spike in usage during the summer as people share their experiences, photos, and updates from their vacations and summer activities. ‘Two in five adults (40%) and 59% of older children who use video-sharing sites and apps now create and upload their own videos, driving an explosion in short-form, user-generated content,’ reported Ofcom last year. Platforms like Instagram, Facebook and TikTok become bustling hubs of activity, offering homebuilders a captive audience to market their homes.
Online Shopping
Summer sales and the need for seasonal products drive people to shop online more frequently as revealed by the digital payment provider, Divvia, who says that, ‘Online shopping is particularly pronounced during the summer season.’ They go on to list five reasons for this increase:
Unparalleled convenience and accessibility
A vast selection of products
Competitive prices and attractive discounts
The availability of customer reviews and recommendations
Seamless return and exchange policies
So, whether they’re shopping for summer clothing and accessories or travel gear and home improvement items, the e-commerce landscape becomes particularly vibrant during these months and an important place to ensure your brand and homes are being seen.
Why Homebuilders Should Ramp Up Their Online Marketing
Given the online activity during summer, homebuilders have a good opportunity to entice interest in their brand and engage with potential buyers.
Here’s why ramping up online marketing efforts during this season makes perfect sense:
Increased Visibility
More time spent online means more opportunities for your marketing content to be seen. Engagebay advises homebuilders that, ‘Social media is a great platform to gain visibility.’ And by boosting your online presence, especially on social media, you ensure that your brand and properties are visible to a larger audience. This increased visibility can lead to more inquiries, viewings and, ultimately, sales.
Targeted Campaigns
Online platforms allow for highly targeted advertising. Homebuilders can use data and analytics to reach specific demographics that are more likely to be interested in purchasing or renting a home.
Brand Credential goes further, encouraging the use of targeted emails, saying, ‘Through personalised and targeted email campaigns, builders can nurture relationships and stay top-of-mind with their audience.’
In practice, this could involve homebuilders targeting teachers who can use the extended summer break to house hunt, for example.
Precision targeting ensures that your marketing budget is spent efficiently, reaching potential buyers when they are most active online.
Engaging Content
Summer is an ideal time to create and share engaging content that resonates with potential buyers. As real estate photographers, Virtuance, explain, ‘Photographers must work with the sun, especially for the front exterior images.’ Kicking things up a gear, virtual tours, drone footage of properties and lifestyle blogs highlighting the benefits of living in your developments can captivate audiences, with summer providing a photogenic backdrop for this content. As well as creating eye-catching external shots, summer also provides an opportunity to showcase interiors in their best light — literally, with bright summer visuals accentuating the natural light within the homes — to make a significant impact.
Search Engine Optimization (SEO)
As more people search for homes online, having a strong SEO strategy is crucial. Ensure that your website and listings are optimised for relevant keywords, so they appear in search results when potential buyers are looking for properties. Regularly updating your blogs with valuable content can also improve your search engine rankings.
How Spaciable Can Help Homebuilders
The summer months present a prime opportunity for homebuilders to enhance their online marketing efforts. With more people spending time online, there’s a greater chance to capture the attention of potential buyers. By implementing a robust digital marketing strategy that includes targeted advertising, engaging content and active social media engagement, homebuilders can make the most of the summer surge to drive more interest and sales for their properties.
We offer a range of pre-sales features that can help you stand out above your online competition, from CGI tours of your show home and sweeping video shots of your development, to our white-labelled software that can a create development branded experience for buyers from the moment they take an interest in one of your properties.
Now is the time to embrace the digital landscape and ensure your developments stand out in a crowded market. Get in touch to find out more here.
