ASTRALCOM Defines the Digital Journey to a New Home Purchase

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While the overall psychological process of consumers buying a new home and homebuilders selling a new home hasn’t changed, how consumers interact with homebuilder brands has. Moreover, the ways and means – the customer touchpoints – that consumers use to engage with brands is a fluid and constantly changing environment. Yet, amidst all that fluidity, marketers search for some method to the madness. Inherently, we all know there is at least one. There must be a “typical” buying process that homebuyers today use in deciding on the new home that they ultimately purchase.

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With 90% of home buyers searching online during their home buying journey, it makes sense for marketers to understand that process and how typical homebuyers use the internet as a way to engage with, and ultimately decide on, purchasing from a new homebuilder.

We know from research and experience that higher cost items (like a new home purchase) require more content to support a sale, than does a lower cost item (e.g., mp3 player). If you’ve read our Social Commerce Tactical Guide for 2015, then you’ll understand the age-old internet axiom: Content is king.

But what kind of content? How should it be used? When?

Our latest whitepaper, Using Content to Connect with and Engage Homebuyers throughout the Digital Journey to a New Home Purchase, serves as a roadmap for homebuilders to aid in accomplishing the following fundamental objectives when creating content marketing strategies;

• Understanding the homebuyer journey.
• Recognizing channel syntax: What channels and when?
• Defining appropriate content: Which content goes where?

Using Content to Connect with and Engage Homebuyers throughout the Digital Journey to a New Home Purchase will aid homebuilders in developing a quicker affinity and deeper engagement with homebuyers throughout the online journey to a new home purchase.

Download your FREE copy of Using Content to Connect with and Engage Homebuyers throughout the Digital Journey to a New Home Purchase.

This article is part of the Conversion Marketing Thought Leadership Series.


Richard Bergér is the VP of E-Business for ASTRALCOM, an integrated media services company located near Los Angeles, California. Richard draws on his military and psychology backgrounds to create pervasive content strategies, motivating conversion tactics and targeted audience acquisition for clients. Connect with Richard via his Google+ profile.





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