In today’s digital age, building a strong online presence is crucial in generating leads. As customers turn to the internet to seek out local services, enhancing and optimizing your Google Business profile is a necessity in attracting potential buyers. Here are four Google Business must-haves in the homebuilding industry that need to be prioritized:
Name, Address, Phone Number (NAP) Consistency
Ensuring that your business name, address, and phone number (NAP) information is consistent not only on Google Business but across all online platforms is fundamental for local SEO success. Start by verifying and updating your NAP details on all Google Business profiles to reflect accurate information. From there, continue to build out consistent citations across online directories and platforms. If your business is listed on Yelp, Yellow Pages, and other relevant local business listings, check to make sure the details are aligned with your Google Business profile. Consistency across as many web citations as possible helps establish trust with both search engines and potential customers.
Selected Business Categories
When setting up your Google Business profile, be sure to select as many relevant business categories as possible. While it might be tempting to stick with one generic category, it is essential to check the boxes on all categories that align with your business to broaden your profile’s reach. Builders should always have “Home Builder” and “Construction Company” selected. If you have multiple profiles due to operating in multiple locations, ensure that the business categories are consistent across all profiles. Leading into our third point…
Individual Profiles for Each Location
For homebuilders operating in multiple geographic locations, creating separate Google Business profiles for each area served yields significant benefits. Tailoring each profile to a specific location allows you to incorporate geographically targeted keywords, provide community-specific information, and engage with potential customers on a more personal level. Ultimately, your profile will be much more successful if it is targeted at one specific location.
After setting up each of your Google Business profiles, be sure to encourage satisfied buyers in each location to leave reviews on your listings to boost credibility. Once you have started to pick up steam in the reviews section (~40 reviews is considered successful), your listings will start to rank higher due to search engines identifying them as credible.
Be aware that having multiple profiles needs to be done with caution, as Google's guidelines can easily be violated with similar profiles under the same account. Ensure that each profile features unique business descriptions, photos, and reviews to prevent any penalties or suspensions.
Dedicated Review Management
As mentioned in the previous section, managing reviews on your Google Business profile is essential for maintaining credibility and attracting potential buyers. Develop a systematic approach to encourage buyers to leave reviews, such as sending an incentivized follow-up email.
Ensure that your team promptly responds to both positive and negative feedback. Addressing negative reviews demonstrates professionalism and authenticity, strengthening your profile's credibility in the eyes of both potential customers and Google.
Ensuring that your Google Business profile is fully optimized is paramount for homebuilders looking to increase their online visibility and attract more customers. By maintaining NAP consistency, selecting relevant business categories, creating individual, unique profiles for each location, and dedicating time to review management, you can enhance your local SEO efforts. Generating organic leads through Google Business is key to staying ahead of competitors—what are you waiting for?
