Tips For 2025 | 7 Steps To Creating Emotional Connections With Your Customers Through Content Marketing

1. Know your audience:

Understanding who they are and what they care about is the first step in creating meaningful content that will resonate with your customers and where they are in the process of finding their home.

2. Take bold risks and communicate consistently:

Dare to stand out! Build trust through content that educates, connects, and sparks relationships. Put in effort to engage with every person who comments on your content, making them feel welcomed to your brand community.

3. Identify obstacles in the buying cycle:

Competition is fierce in our homebuilding industry, pinpoint where customers are getting stuck—guide them through it by providing clarity through short and long-form content resources

4. Develop a strategy:

A solid strategy is your roadmap. Define your big idea, your unique selling proposition, focus on buyer milestones, and make sure all your ads tie together to have a greater impact on conversions.

5. Feature the emotional benefit:

How will your product or service make customers feel? Content is currency online—use it to tell compelling stories and provide value. For example, our "Construction Conversations" video series showcases the quality and craftsmanship behind every new home we build on our customer's land, helping future homeowners see the clear path to homeownership from footing and foundations, all the way through the final finishes that transform our houses into our customer’s one-of-a-kind home.

6. Keep your brand promise:

Set clear expectations with your customers and deliver on them. Interview your homeowners to share their real stories that build trust and certainty with your future customers.

7. Creative development:

Make sure your creative is both on strategy and unique to your category. Stand out by thinking outside the box while staying true to your brand’s voice.

In managing our marketing and online sales departments, it’s crucial to collaborate with our online sales team and listen to their experience on the frontline. Through active collaboration, you can turn objections into opportunities month over month. On a regular basis review your website from the perspective of a customer, as well as looking at online lead registrations and web traffic analytics to have a healthy pulse on the top of the funnel – then pivot accordingly to drive conversions and elevate your brand.