Issue link: https://viewer.e-digitaledition.com/i/497488
B UILDERS AND ARCHITECTS who buck trends may fi nd social media sites li ke Houzz a nd Insta g ra m to be pa r ticu la rly eœ ective when reaching out to potential clients. These online, ima ge-oriented plat for ms a l low businesses a nd customers to eœ ectively showcase spaces that have been reimagined, trade success stories and post before-and-after photos. "I always tell my builders, 'If there's one thing you're going to invest in, invest in good photography,'" says Mollie Elkman, Owner and President of Group Two Advertising, an advertising and marketing fi rm dedicated exclusively to the homebuilding industry. "For custom homebuilders and architects, Houzz would be amazing because people who go there are already thinking about getting creative with new homes." Plus, online technology makes it possible for customers to make renovations to their homes on the computer before committing to structural changes. This allows people to experiment with diœ erent options to personalize their would-be space and perhaps even insert some of their own furniture into the images on the screen. "Customers ca n begin to imagine their belongings a nd their families or businesses in this new environment," Elkman says. "It really makes the entire experience more emotional and impactful. They develop a sense of ownership." The focus doesn't always have to be on fi nal results. Companies wanting to highlight building processes may choose to rely on the power of video to walk customers through completed or developing renovations. Using YouTube or simply displaying videos on the corporate website are other great ways to tell the story. A not her b enef it t o on l i ne m a rket i n g i s t he ro om it of fer s builders to display both innovative a nd traditiona l work at the sa me time. " Fig uring out how to utilize on line oppor tunities to optimize your business is a lot like shopping for ca r pet or tile for a new home," Elkman says. " When there are too many options, you start to feel sta lled. The key is choosing one a rea of on line ma rketing that will best high light your compa ny 's streng ths a nd building a strong foundation from there." ■ Your latest project is a masterpiece, but your clients don't know you're that kind of artist. Get the word out online without alienating your traditional client base. By Katy Mena-Berkley What's in a Word? SEARCH ENGINE OPTIMIZATION (SEO) can be one of the most powerful online marketing tools available to builders and architects. Designing a company website that is easy for potential customers to fi nd through search engines and links can signifi - cantly increase the amount of traffi c. According to Mollie Elkman, Owner and President of Group Two Advertising, the key to SEO success is thinking like your customer and choosing words and phrases they may enter when trying to fi nd the services they need online. "When you're thinking from your customer's perspective, you can proactively get your message in front of them," Elkman says. "This may potentially happen before they're thinking about buying a new home." A Distinguished Display MARKETING QUICK TIP | Greater Boston Builder+Architect BOSTON.BUILDERARCHITECT.COM