The Year of the Photo
The use of photos in marketing has become mandatory. Consumers respond to photos and images more than any other media type.
Of the most shared Facebook posts, 87% were those that contained a photo. On Twitter, photos can boost retweets by 35%. The image-centric Pinterest is the fastest growing social network.
Many new homes and renovations these days are heavily influenced by the homeowners’ assortment of Pinterest photos collected over the past few years. The homeowners use these photos to show the architect or homebuilder what they want for specific rooms throughout their new home.
They’ll pull up a few photos of the Butler’s Pantry that they want. Then, one photo of the built-in bench (with hinged seat top) for the Mud Room. Two photos of the built-in shelving on each side of the fireplace. Three photos of the Master Bath sink area. You get the picture (sorry for the pun; I couldn’t resist).
How can your company capitalize on the popularity of images to show your prospects what you can do for them? Here are six ways:
1. Create a large library of photos on your company website, categorized by areas/rooms throughout the home. Make it easy to find and peruse.
2. Equip your sales staff (or yourself) with tablets that have lots of high quality photos of your completed projects. Also include photos (both yours and others from the web) of options you offer. Let your prospects swipe through the photos to learn what they want.
3. When you present your pricing to your prospective custom home clients, include photos of completed projects – along with homeowner testimonials – that are similar to the home they want to build.
4. Create a Pinterest account and set up categories for various areas of the home. Give them descriptive titles, such as, “Luxurious Master Bath Features We Can Build for You,” and, “Gorgeous Kitchens We Can Create for Your Family.” Fill those categories with your own photos and popular pins to show prospects what you can construct for them. Be sure to clarify which photos are yours.
5. If you have a company Facebook page, include photos or images in your posts to increase readership, likes and clicks. Be sure to attach a link to each image that brings viewers back to a specific, relevant page on your website.
6. Set up a Houzz page and fill it up with the best photos of your homes. Use vivid titles for each category. Example: “Year-round Entertaining Areas” instead of “Patio with fireplace.”
To Your Success,
