BUILDER NEWS Built to last: How keeping up the builder–buyer relationship can lead to future business with a client tBuilders know that investing in a relationship down the line. oday can lead to more business Staying social: 6 ways to drive leads on Facebook, Instagram tThe construction industry was slow to warm o social media, with many firms tiptoeing their way in reluctantly. Fast forward a few years and social media has become as essential as a website: If you’re not participating, you’re missing out. “It’s definitely a necessity,” said Ali Peters, account manager at Philadelphia-based Group Two Advertising, which manages social media marketing for builders and remodelers. “It’s really a good communication tool for builders beyond their website. It’s a way to capture people where they’re already living and socializing.” “It’s becoming more and more critical,” said Robin Burrill, CEO of Curb Appeal Renovations, in Keller, TX. “Almost all our ‘cold’ leads come from some type of social media or internet search.” What’s also changed is that many building pros aren’t on social media just to be on it — they’re leveraging engagement and the twoway conversation it offers to bring in leads and connect directly with potential and existing customers. And that’s a good thing, since most of today’s popular social media platforms — Facebook, in particular — favor engagement. And the more engagement you have, the more likely your posts will be seen by your followers and beyond. Read More “You always want your company’s name to be viewed well in the public eye,” said Nicole Murray, chief operating officer of John Burns Real Estate Consulting. “Most builders do feel a very strong sense of what they do and how it affects people and how it contributes to the American Dream.” As a result, most stay in touch with homebuyers through the warranty period to help tie up loose ends, resolve major issues and provide a basic roadmap for taking care of what could be the largest purchase they’ll ever make. But that relationship is typically short-lived — at least relative to the life of the home and how long owners typically stay there. Today, however, more builders are exploring ways to continue that relationship, and they are relying on a mix of tried-and-tested and hightech methods to get there. Read More Spending Reaches Post-Recession High grePrivate residential construction spending w 1.2% in March to a seasonally adjusted annual rate (SAAR) of $503.4 billion, according to NAHB analysis of Census data. This is 7.5% higher than a year ago and represents a new post-recession high. The gains are largely attributed to growth in spending on multifamily and home improvements. Multifamily construction spending continued its record breaking pace to a SAAR of $66.1 billion. Spending on home improvements has now increased for six straight months, reaching an SAAR of $178.9 billion in March. MAY 2017 | HBRA of Fairfield County 23
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