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5 THINGS YOU NEEDTO KNOW ABOUTSELLINGSUSTAINABILITY
BY RISE
BUILDWITHRISE.COM
Green, natural, sustainable, eco-friendly: what do these terms mean?Product marketing is full of"greenwashing" terms, without muchin the way of specifics or evidence.Consumers are getting more wary offalse advertising, but they still wantproducts and services that fit theirvalues. So: how do you talk tohomeowners and homebuyers aboutsustainability? Two ways: (1) bespecific, and (2) focus on outcomesthat are real and impactful.
USE THE RIGHT
TERMINOLOGY
62%of homebuyers are interested insusta inabi l i ty , according to theNat ional Assoc iat ion of REALTORS®.
INSTEAD OF... TRY SOMETHING MORESPECIFIC...
Eco-friendly Low footprint / low emissions
Sustainable Locally sourced / durable
Natural Non-toxic / healthy / no irritants
Green home Net zero / off grid / Passive House
Energy efficient Money-saving / comfort
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BECOME A
STORYTELLER
Advertising is expensive. But you knowwhat's free? Writing content for socialmedia and blogs.
With 98% of homeowners using Googleand social media to learn about decor tips,local builders, and new products,professionals like you have a uniqueopportunity to engage your customersEARLY and AUTHENTICALLY.
Customers want to buy from people theyLIKE and TRUST. Online media is afantastic way to establish credibility,market your services, and generatebusiness.
You want to be top-of-mind when potentialclients start thinking of building,renovating, or installing.
Blog on your websiteFacebookInstagram
The Top 5 Places to Create Content:
So how does this turn into business?
When creating content, make it easy for clients toengage your services. If your goal is to deliver quotes,be sure that your "request a quote" button is easy tofind on all social media pages, description of videos, onyour website, emails, and the bottom of every article.
A lot of people are afraid to get startedwith online/social media marketing becausethey're afraid to do something wrong.
MAKE EVERY POST VALUABLE ANDHELPFUL
DON'T JUST TALK ABOUTYOURSELF
BE AUTHENTIC
With that out of the way, here are sometips on the type of content to create.
THREE GOLDEN RULES OFONLINE CONTENT:
INSTEAD OF... TRY...
A post about your services Photos of a recent projectyou completed
A video of you saying howsuccessful a project was
A video of a clientspeaking authenticallyabout their experience
An article of the top 10mistakes you see when
building a house/doing renos
A short on-site video of you DOINGa task and explaining your process
A post asking customersto contact you for a quote
A post about yourexpertise and skills
Email list
Youtube(send new content)
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CrookedDarkCluttered
StraightBrighterUnclutteredAdded accessories
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While it's true that mobile video consumption is rising about 100% every year (Insivia), photos arestill a crucial way to sell products and services. In this section, you'll get some top tips on how totake STUNNING photos of your work.
A note on professional photography: if you can afford it, DO IT! Good photography requiresexperience and a creative eye. If you can't afford a professional, be sure your photographer (even ifit's you) takes some time to educate themselves properly on the basics.
BE A VISUAL
STORYTELLER: PHOTOS
T H E S A M E S C E N E : B I G I M P R O V E M E N T
Invest in the right equipment: camera, tripod,and lightsPrep the room: declutter, depersonalize,downplay seasonal elements, add color withfresh plants and flowersShoot on a sunny day and use as muchnatural light as possible
Have a light source behind you to reduceshadowsGet multiple shots from different angles For exterior shots, shoot from an anglerather than straight onTake before, during, and after photosHave homeowner permission to take photos
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Professional lightingProfessional framingTripod
"Selfie style"Laid backAuthentic
B E A V I S U A L
S T O R Y T E L L E R : V I D E O
COMPARING VIDEO STYLES
17K VIEWS17K VIEWS 45K VIEWS45K VIEWS
Neither of these videos are "right" or "wrong", but this is a good example of how "unprofessional"videos are sometimes the better choice. As long as your videos are informative and honest, thevisuals don't matter. “The more simple and raw the content is, the more authentic it seems, andthat’s what matters to your audience” (HubSpot). The lesson here: don't get caught up on thedetails. ANY video is better than no video.
94%72% 65%of customers would ratherlearn about a product orservice by way of video(HubSpot)
of people use Youtube tohelp them solve a problem(Google)
of consumers are morelikely to be loyal to a brandthat offers completetransparency(HubSpot)
In a way, you could say today's video trends are sortof the OPPOSITE of photo trends.
3.1
BE SEARCHABLE:
UNDERSTAND YOUR BUYER
Understand your buyers and how they search for information. When it comes tosustainable home buyers, the market is bigger than you may think and it’s not allabout saving the planet. There are 3 main buyer personas with 3 different priorities:
Health: indoor air quality, noise reduction,material search (low-VOC, formaldehyde-free)1
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Wealth: energy & water efficiency,durability, resiliency.
Planet: local sourcing, carbon footprint,local ecology, emissions
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Eco-friendly
Sustainable
HEALTH WEALTH
Lungs/Asthma Home value
Rental income
Humidity Heating & Cooling
Temperature
PLANET
Carbon footprint
Emissions
Mold
Environmentally friendlyproducts
Utility bill savings Local products
TOP TERMS AND CONCEPTS FOR SUSTAINABLE HOME BUYERS:
BE SEARCHABLE:
SEO
4.1
SEO is an acronym for Search EngineOptimization to describe actions taken toimprove traffic to a webpage from searchengines like Google, Bing, and Yahoo.
Organic search engine traffic is free. Whenonline advertisement clicks cost anywherefrom 10 cents to 10 dollars each, optimizingfor search pays for itself very quickly.
65%of shoppers ran a search onhome remodel ing beforeconvert ing.
SEO is competitive. The goal is to appear before yourcompetitors in more search results.
When thinking about SEO for your website, you want to build a website andblog with features that optimize its visibility and readability to search engines.
YOU
YOUR COMPETITOR
BE SEARCHABLE:
SEO KEY TERMS
4.2
Below are the top SEO concepts that will impact your success. Familiarizeyourself with these terms, and consult a professional to help you build a websitethat drives more traffic than you can handle!
P A S T E L D E C O & C O .
There are countless agencies, onlineplatforms, and tools to advertise tohomebuyers and homeowners. It can bedifficult to know where to spend your money!
PAID
PROMOTION
Why Facebook?2.7 billion active users
Facebook owns Instagram, so your ads areserved in many locations (including privatemessages, in feeds, stories, etc.)
Advanced targeting options means you canadvertise to customers based on wherethey are in their buying journey (ex.customers who have already visited acompetitors' website)
Facebook/Instagram ads are easy to set up.Ads support video, images, and can betailored to your unique goals
Why Google?5.6 billion searches per day
Google search results are trusted by users,so your ads are shown to users who areready to engage
Google ads can appear in Google searches,Gmail, Youtube, and literally millions ofwebsites across the internet
Advanced targeting allows ads thatintercept users while they are researching,shopping, and making key buying decisions
The ability to target your ads toyour specific audience
Reach your audience while theyare searching and consideringtheir options
Cost-effective advertising
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When you're evaluating anew option for advertisingyour services, look forthree things:
We're going to give it to you straight. In2020, the two smartest investments forbuying ads are still Facebook and Google.
That's not an extreme opinion. Facebookand Google are dominating the ad spacefor a reason. You should research theseoptions, or consult with professional onhow to best build a marketing campaignusing Facebook or Google. Let's get intospecifics.
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WE LOOK FORWARDTO SUPPORTINGYOUR SUCCESS!
B U I L D W I T H R I S E . C O M
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