“Will the Housing Market Crash in 2023?” is one of the top Google Trends searches going into Q3 2022, especially in California, Florida and Texas. Also ranking high in search queries, “Is it a good time to buy a house?” and “Why buy a new home?” as well as “outdoor kitchen” and “best kitchen countertops.” If this indicates what people want to know more about, then it should form the foundation for your content strategy right now.
People may be frustrated, disappointed, tired and leery if they have been trying to buy a home in this market. Many have abandoned home ownership altogether. For those still in the market to buy, they will identify with a brand that helps them to feel respected, confident, smart, informed and prepared. They do not want to regret their home purchase when the emotional and financial risks are so high. And you don’t want to let any encounter with your brand give them a reason to think they might.
Your brand can be the antidote
Consumers encounter harsh and jarring news online every day. Your content can be a creative treat, a breather, something they welcome on their virtual doorstep. So many ads ask for their money, their advocacy or flatly tell them to do something. First, give. Delight and inspire with beautiful photography and a fun, well-crafted creative approach. Truly useful content delivered in an encouraging and helpful tone can go a long way in earning someone’s time and attention, and eventually their trust.
You might start here
Of course, study your own website traffic, social media metrics and engagement to see what your buyers are telling you through their actions. Talk to your sales teams to gain insights around customer questions, roadblocks and motivators, and produce content that addresses their issues. And to jumpstart your thinking, some general themes for website, blog and social content might include:
- Quality (implying peace of mind and value for the money spent)
- Meaningful customer testimonials of recent buyers
- Cost efficiencies and other benefits of new home construction
- Design inspiration related to top queries
- Proof points and stories that demonstrate how their life will be better in your new home community
- Real solutions to financing roadblocks
- And, of course, every touchpoint – social and elsewhere – must deliver a customer experience that inspires trust and confidence
Always make it about “them”
The better grasp you have on your prospective customers’ current thinking, the better you can align your operational approach and content marketing to the things they care most about and are likely already searching for. And when the market is, well, whatever it is right now, keeping your content focused on what’s most important to your customer helps to differentiate your brand from the noise.
If you’d like to talk about how we can collaborate with you to navigate the year ahead, please reach out to Barbara Wray at barbara@wickmarketing.com or (512) 479-9834. We’d love to help.
