The Five Most Important Metrics

Categories: Home Builder SEO, Internet Marketing for Home Builders
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This post was written by: Anna Chandler

Internet marketing for home builders stock image on builderdesigns.comI love spreadsheets. Sincerely: hand me big swaths of data and I’ll happily analyze for hours to bring you trends, pressure points, new advantages, all kinds of internet marketing ideas for your home builder website. But not everyone wants to crawl through 10 pages of analytics data month by month – and, honestly, not all of it is important to your internet marketing campaign. Traditional google analytics is based around short-sell marketing, not the long-tail sales and other special trends unique to our industry. It’s good to know the breakdown of mobile versus desktop traffic (especially if you’re considering a responsive website), but you probably don’t need the breakdown of OS and Android device usage.

So, what is important about your analytics report? What do you need to know about your website traffic and internet marketing? Here are the Top Five Metrics to Check:

ONE: BOUNCE RATE

The bounce rate is how often people immediately click away from your site. Obviously we want that to be low; if people aren’t staying that means the site isn’t selling, or they’re confused about what you offer. The ideal percentage for home builder websites is going to be south of 30%. (Other websites, like Wikipedia, are going to have a very high bounce rate without that being a problem – a person found the answer they needed and left.)

Some factors can artificially inflate that number, like an Adwords (pay-per-click) campaign, or heavy referral traffic from a large source like Realtor.com. Since you’re paying for lots of people to come to your website, the interest level won’t be quite the same as those who find you by organic search. Still, we want that number to be in the 30%-40% range. Anything 50% or above points to a problem with that paid advertising, whether a link somewhere is bad or it’s not the right choice for your company.

The take away: A bounce rate is going to naturally fluctuate over time, but as long as it’s below the danger threshold you’re good to go. If it starts to progressively rise or suddenly shoot up, you definitely want to talk to your SEO consultant – who’s likely already at work on it.

TWO: TRAFFIC ORIGIN

There are three main sources of traffic: organic (see #3), referral (see #4) and direct. (Other common sources of traffic include retargeting banners and Adword campaigns, email marketing, or paid social media.) Ideally we want a strong mix of all three. That way, if something starts to slip, we’re still going strong and driving traffic. An “unbalanced” pie chart can indicate a problem somewhere in your internet marketing, like the need for better brand awareness or the lack of a link building campaign.

Direct traffic is people going directly to your website, whether by typing in your URL or from a bookmark. A low percentage of direct traffic means buyers aren’t aware of your name or your website. That’s when we focus on some more traditional marketing. If the link is the issue, make sure it’s pasted everywhere – your social media accounts, business cards, flyers, email footers.

Organic traffic is people searching relevant keywords, like “new homes in Oklahoma City“, and finding your website. Organic traffic is a major focus of your SEO’s efforts. The numbers of total traffic and new traffic is going to fluctuate as does the market, but it should always be high and should always be leading towards lead generation.

Referral traffic is people jumping to your website from another link, whether that’s Facebook, a blog share, or directory traffic like BDX. Low referral traffic calls for a link building campaign. That said, it’s likely going to be smaller in proportion to organic and direct traffic, and that’s okay.

The take away: Make sure you have a strong mix of incoming website traffic. That is going to “future proof” your internet marketing.

THREE: ORGANIC TRAFFIC

When looking at your organic traffic, pay attention to what keywords people are using to find your website. They should be a mix of name awareness, like “Royal Oaks Homes” or “Royal Oaks Building Group in NC”, and research focus, like “new homes in Raleigh” or “Fayetteville home builders”.

If you have a strong keyword that’s bringing in a lot of traffic, keep that focus. It’s telling you that you’re hot for that market, and this is the time to blog, talk, and grab leads.

If you have a missing keyword that should be bringing you buyers – like you’re missing the adult living market – that could be for two reasons. One is that a keyword you want to be found for isn’t actually relevant. Since we work in the home builder industry we have a lot of jargon on hand, but buyers don’t. They may not realize “55 and up residents” is a useful search term, and instead ask a question, like “where’s a good community of new homes in Wilmington for an active lifestyle for older adults?”.

But assuming it is a good keyword, like “new homes in Norman OK”, then we want to focus content. Whether that’s tweaking on-page copy, writing some new blogs, or mucking around with the meta tags, a missing keyword calls for action.

The take away: See how buyers are searching for you. That will tell you how to sell.

FOUR: REFERRAL TRAFFIC

Referral traffic is all about strong social media and strong link building. If you have social media accounts they absolutely should be sending you a lot of traffic, and the more active you are the higher the percentage. If you’re posting on Facebook weekly but only getting two visitors a month, that’s a problem. On the other hand, stronger traffic from Pinterest over Facebook tells us how we can focus in our marketing and capture new leads.

Link building is crucial for referral traffic and domain authority. Our Builder Cloud websites, for example, are often a very high percentage of referral traffic for our builders. Both Top Ten Builders.com and Custom Builders.com provide interested leads, sometimes 10% or more of total website traffic. That’s true for our small local-only high-custom builders and our Top 100 production builders, which shows you the power of a good link building campaign.

The take away: If there aren’t incoming links to your website, build them. That’s how you rank high.

FIVE: DEMOGRAPHICS

Demographic reports illustrate the breakdown in both age and gender for incoming traffic. (Note: this is based on user behavior by Google, and is not necessarily perfect.) Why does that matter?

One: Correct market targeting. Women are far and above the leading buyer of new homes. Are you capturing that market? And age demographic: what is your focus – new homes for starter families, or custom homes in the million+ range? If you see that most interested home buyers visiting your website are women in their 30-40’s, or men in their 20’s, that’s good to know. That should affect your marketing approach to capture and transforms those leads into sales.

Two: Missed market targeting. If your primary market is adult living communities but very few buyers in the 50+ age range are visiting the website, that’s a problem. Is it hard to use? Is your online marketing only on Twitter, with your Yellow Pages phone number way out of date? Or, if you haven’t captured the 20-30 crowd: is your website non-mobile friendly? Social media accounts stale and untouched for the past year?

The take away: We want to make sure your incoming traffic matches your desired traffic.

And that’s true for everything we do. Our home builder SEO efforts aren’t just in getting buyers to the website, although that’s obviously important, or giving buyers an incredible website to browse, though that’s something we spend hours and hours on too. Our ultimate focus is getting those buyers to pick up the phone and call you. We want to be your lead generation machine. That requires a lot of charts and graphs on our end. For you, it’s these five metric checks that will guarantee we’re all on the right path together.

ALL NEW: My Home’s Story App

Categories: What's new?
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This post was written by: Builder Designs

homes story logo (1)Content marketing is hot! Marketers around the globe publish billions of articles, videos and photos intended to attract consumer attention. Consumers are sharing 27,000,000 pieces of content on social media each day. How can we as builders capitalize on this trend?

Luckily, we have a distinct advantage. As homebuilders we have access to great content that our buyers would love to share with their friends and family… photos and updates of their new homes.

Think about it. Other industries work hard to get their buyers posting and sharing about their shoe purchases, DIY ideas and restaurant reviews. None of those things is as important to a buyer as the brand new home they are building. We should be making it fun and easy for buyers to share photos and updates of their new home. More importantly, we should be hosting that content on our own websites to drive traffic and sales.

My Home’s Story partnered with Builder Designs to allow your sales agents to create and update personal buyer webpages instantly from their mobile devices. Here’s how it works:

STEP ONE
Simply input buyer information into the My Home’s Story app from a phone or tablet. You’ve instantly created a new personal page on your website for that buyer.

iPhone with Screen Shot 2

STEP TWO
Post photo and text updates of each buyer’s home under construction. With just the touch of a button, you can capture every important moment from foundation to finish while allowing your buyers to easily share their experience with friends and family.

iPhone with Screen Shot 1

With each update, your buyers receive an email of their new photos, a link to their webpage, and social media buttons that make it easy to instantly share their photos with friends and family. Your buyers become brand advocates, spreading the word and driving traffic to your website.

iPad Mini with Email

RESULTS
In our two-year case study, the My Home’s Story program was responsible for 7% of all website traffic and even better, resulted in a 400% increase in referral sales. Since then, dozens of other builders across the country have implemented the My Home’s Story program with similar results.

Interested in trying out the My Home’s Story app for yourself? We are offering a Free 30 Day Trial for all web clients of Builder Designs. Submit your information here, and we will contact you within one business day to get started.

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Builder Designs Releases New Lead Generation Tool for Consumers and all Residential Home Builders

Categories: Press Releases, What's new?
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This post was written by: Anna Chandler

Builder Designs, a full service internet marketing agency devoted specifically to serving the real estate and residential construction industry, announces Builder Cloud™: a new interactive lead generation tool consumers can use to find builders, communities and new homes. To head this initiative, Builder Designs is bringing on industry expert Erik Cofield to lead the Builder Cloud team and product launch. “Erik’s 20+ years of technology and residential construction experience will be a huge benefit as we roll out these products to the home builder market,” says Chip Johnson, President of Builder Designs, Inc.

Chip Johnson continued, “Historically, Builder Designs has focused our efforts on cutting edge website design and search engine optimization for home builders in North America.  We have recently been investing in highly visible asset sites including homebuilders.com, custombuilders.com, toptenbuilders.com, and builderpr.com in an effort to drive organic search to our builder clients. Builder Cloud is an integrated network of consumer facing websites that will enable home builders to provide pertinent content for consumers as they begin their search for new homes. We are extremely excited to have Erik on board to manage this initiative.”

Builder Cloud has been in beta testing with a few hundred builders but will now be offered throughout the USA initially, then internationally.

“Joining Builder Designs allows me to not only expand my career of elevating the bar for professionalism, education and content not only with builders, but now to educate and empower consumers in helping them pick a builder that most closely matches their budget, need and dream,” says Erik Cofield.

Press Release Downloads

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About Builder Designs

Builder Designs is a full service internet marketing agency devoted specifically to serving the real estate community. Our business model is simple: we create superior home builder and community websites complete with content management. Combining award winning web design with cutting edge technology, we change the way consumers connect with Home Builders and Real Estate professionals. More information at: www.builderdesigns.com

Why Citations Matter

Categories: Home Builder SEO, Internet Marketing for Home Builders, Local SEO
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This post was written by: Anna Chandler

Citation building is an important part of your Local SEO campaign, citations being both a key factor in ranking algorithms and another way for buyers to learn about you before they get to your website. But it’s also a little complicated – and definitely time consuming. Read here for our what, why, and how complete guide to citation building for home builders.

What citation building is. Simply put, citations are mentions of your business name and address on other websites. There’s a wide variety in the type of citation sources: the obvious, like the Yellow Pages, to the relatively unknown, like Fixr.com (for contractors). Some are ones you have to create yourself, like Zillow, while many are automatically (if incorrectly) generated for you. And some just include a name and address while others let you post a company bio, photos, even video. Arguably the most important citations are the really big ones, like Super Pages, and the very local, like your Chamber of Commerce or local Better Business Bureau website. Check out this long list of citation sources for examples.

Why citation building matters. Correct citations improve Google’s confidence about who, what, and where you are. The more sites that agree with your data the better you’ll do. In fact, Moz found that “other factors being equal, businesses with a greater number of citations will probably rank higher than businesses with fewer citations.” It’s also the case that buyers might find you on a citation source; searching through Yellow Pages, for example, or on your LinkedIn page.

With the long list of features most citation directories let you post, they really should be seen as mini-websites: virtual storefronts or online model homes that sell your brand before buyers get to your full website. Obviously if someone is searching for you we want to make sure they’re getting the correct information. And the more we can offer them (like photos or links to your Facebook page), the better.

How to build citations. It’s a very detail-oriented task. You’ll need to go site by site, and there are literally hundreds. Start by selecting the most important, or Googling your company name or phone number and see what comes up.

On each site, first search for your company name (and variations); if there are multiple accounts for you delete all but one. If none exist yet you’ll need to create it, but that’s a rare case. More often you’ll find a company profile and claim it. Usually that only requires creating a profile, but sometimes you’ll also need to verify that you are the appropriate business with a phone call or postcard.

Once you’ve claimed the profile, it’s time to flesh it out. First triple check that your most basic information (NAP – name, address, and phone number) is correct. Then you can go about adding hours of operation, a description, and more. It is very important that this information is consistent. A little variation like “Ave” or “Avenue” won’t matter, but accidentally typing (817) instead of (816) is going to hurt you.

That’s why we recommend keeping a directory spreadsheet. Write out all of the information you could possibly include, like business categories and a generic sales email, and just copy and paste. In this document you’ll also want to keep track of each citation website, the login credentials created for it, and a link to your profile. That way you can easily log in and check on it later. It often takes a few days for a citation to actually change after making edits, so you’ll need to work backwards and forward. In fact, go back and check your previous work on a routine basis – sometimes weird things happen.

While working, you’re not going to see an immediate effect. All of those third-party sites have to be re-indexed before the search engines notice the change, and then those all have to percolate together. Just like an organic SEO change, it will take 3-6 months at minimum to start seeing a difference. But if done correctly, you will see your Local SERP’s rise – and with it, the possibility for new lead generation.

Recent Site Launch: Creekmoor

Categories: Latest Site Launches
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This post was written by: Builder Designs

Creekmoor is a premier resort style community in Raymore, Missouri. It is a master-planned neighborhood that is designed around Lake Creekmoor and the 18 Hole Creekmoor Championship Golf Course. It sits on almost 1,000 acres, which makes it one of the largest residential neighborhoods in Kansas City.

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Some of the best builders in Kansas City are available to build your new home in Creekmoor. You can choose from C&M Builders, Dahmer Construction, JFE Construction, James Engle Custom Homes, King Building, Sallee Homes, Summit Custom Homes, or Wyss-King Homes.

Residents of Creekmoor enjoy terrific amenities such as golf, resident’s clubhouse, lake, swimming pool, tennis courts, fitness center, and more. There is sure to be something for your entire family to enjoy at Creekmoor.

The new Creekmoor website features a responsive design which allows the site to seamlessly transition between many different screen sizes. On their new site, you can learn more about the Creekmoor builders, view their available homes, or select from a wide range of floor plans to build. You can also learn more about their amazing golf course, and see some of the many stores and services nearby.

Creekmoor really is resort style living, at stay-at-home prices. Contact the team at Creekmoor today to find the perfect lot for you and your family.

Recent Site Launch: Stone Bridge Homes NW

Categories: Latest Site Launches
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This post was written by: Builder Designs

Stone Bridge Homes NW is an award-winning homebuilder who builds all across the Portland Metro area and through Oregon and Clark County, Washington. Kelly Ritz is the President and founder of Stone Bridge Homes NW. Her company’s homes are built with the highest level of quality and customization. Their homes are a great combination of a spec home and custom home. They give the owner just enough control over all the details that really matter to them.

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Stone Bridge Homes NW currently builds in The Parks, Hidden Hills, Reed Pointe, Eagle Crest, Timberline Hills, Arlington Heights, Crosshaven, Pacific Crossing, Regency Estates, Erickson Farms, Miller Point, Northwest Crossing, and Brasada Ranch.

Their homes range in many styles and sizes. Whether you need a six bedroom home for your growing family, or a smaller three bedroom home for the seasoned empty nesters, they have you covered.

These happy homeowners said, “We bought from Stone Bridge Homes because The Parks community was lovely and close to our work and because we could make changes to our floor plan. We not only completely modified the master bath, but we also took out a bedroom. Eric Shephard was our Stone Bridge Homes Construction Liaison and he was absolutely fantastic. He worked with us through the entire process and made sure we got the home we wanted.”

The new Stone Bridge Homes NW website features a responsive design. This allows the site to seamlessly transition from desktop to mobile or tablet! On their new site you can find a neighborhood you’re interested in, view their available homes, or check out a specific floor plan. We thoroughly enjoyed working with the team at Stone Bridge Homes NW, and we know you will have just as great of an experience building with them.

Google My Business: Connecting Home Builders and Home Buyers

Categories: Home Builder SEO, Internet Marketing for Home Builders, Local SEO, Social Media
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This post was written by: Anna Chandler

Google My Business: the new tool to connect home builders with home buyers. Rolled out by Google yesterday, this streamlined service is their newest way to link company to client and it’s really a can’t-miss.

Google for Business screenshot

A lot of the features are already in your Google+/Local page, but Google My Business does a great job of combining and clarifying their uses. From your page, you can:

And more.

Updates made to your page will add the same information to Google Maps, Google+, and organic search results, so it’s now a lot easier to manage the details. It’s also why setting up a page is so important: those results are splashed all over Google. You’ll need one to get the Local result you want.

Google is pushing hard for their environment to function as a storefront to searchers and buyers. Your Business page is more and more likely to be the first view a home buyer has of you, especially if they’re still in the research stage. (Like searching for “new homes in Oklahoma City” without yet knowing the URL for Ideal Homes.) First impressions are everything, so we want your page to pop.

The good news: If you’ve been using Places for Business or a Google+ page, you’re already updated; just log in to check it out. The other good news: it’s really easy to set up a Google My Business page. Read Google’s announcement post or contact us for help.

The virtual storefront is important enough on its own, but don’t miss out on the the brand new Insights reports. An analytics report for your Google+ page, track visibility, engagement, and audience to see who’s looking, who’s staying, and who might be interested in buying. Tailor your content by knowing what posts get the highest level of engagement. Track page views over time and see what demographic is looking for you. The service also integrates with AdWords Express.

There is, of course, already an app for it.

As a home builder you know how important it is to woo buyers over with amazing photography, easy contact info, directions to your model homes, and testimonials from other homeowners. That content is key to your internet marketing and we build all of it into your website. But Google has quietly been changing the way people first see you. More and more, it’s right on the search results page – we need to sell home buyers on clicking through.

To do that we want to make sure they’re getting the right impression (and the information they need) wherever they start. Google My Business is the best way to make that happen yet: free, easy, and set up in an afternoon. If you’re investing any effort in internet marketing or SEO, make this today’s priority. It’s absolutely worth it.

Perfecting Google+

Categories: Home Builder SEO, Internet Marketing for Home Builders, Local SEO
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This post was written by: Anna Chandler

Google Local searches are all about first impressions. In a few seconds home buyers want to determine:

Do you offer what they’re looking for?
Are you a reputable company?
Will they benefit by giving you a call?

Your profile only has a few minutes to meet this discovery, evaluation, and study process. But the good news! It only takes a few minutes to optimize your page and check in on it afterwards. Let’s break down these three steps to make your Google+ Local page the best it can be.

1.) Discovery: Do you offer what they’re looking for?

You want to make sure you’re reaching your targeted audience. Use the Category options on your Google+ page to specify what your business is: custom home builder or new home builder. These categories are pre-determined by Google, so use the description to describe services beyond them. If you build luxury custom homes or maintenance-free town homes mention it – this is a snapshot of your entire expertise. For instance, Builder Designs is in the “Website Designer” category but in the description specifies that we create “highly professional and completely custom responsive home builder websites”.

Builder Example: Ideal Homes (an Oklahoma City OK home builder) has a great Google+ profile for their Valencia model home:

Ideal Homes G+ page, a great example of internet marketing for home builders on Builder Designs

2.) Evaluation: Are you a reputable company?

A lot of factors go into your buyer appeal: brand awareness, professionalism, customer service, creative design – but for buyers not yet familiar with you, their main and immediate source is going to be what other buyers think about you. A builder with 10 positive review is going to beat a builder with 5 positive and 5 negative, but it’s the curious situation that a builder with a low rating will likely be called before a builder with no reviews. Buyers want to know what they’re getting into, and in this age of internet marketing that’s way more about your social media presence and other customers’ impressions than some official marketing jargon. More reviews, more buyers calling.

Builder Example: Stone Bridge Homes (a Portland OR home builder) has (justifiably!) earned some great reviews on their Google+ profile:

Stone Bridge Homes G+ page, a great example of internet marketing for home builders on Builder Designs

3.) Study: Will they benefit by giving you a call?

Our shopper has determined that you can build the type of home they need and that other buyers like you. Is that enough to push them into giving you a call? Not necessarily. In the research stage buyers are looking for why not to choose you – and we want to make their five second glance so compelling they just have to click through.

What makes a Google+ page a sell? An interesting one. A good profile has:

The hours you’re available and how best to contact you.
Professional photos. The homes you build are the most important, but profiles of team members and city views are great too.
Video. Buyers love virtual tours and customer testimonials, it lets them explore right from their phone.
The latest news. If you don’t have the bandwidth to include Google+ in your regular social media, you still want to check in monthly to see what’s happening and share big announcements.

Builder Example: Royal Oak Homes (a Raleigh NC home builder) has a great video page on their Google+ profile:

Royal Oak Homes G+ page, a great example of internet marketing for home builders on Builder Designs

The more friendly, approachable, and active your profile is, the more likely you are to make that sell.

Local SEO is a game changer. It’s changed search results as a reflection of how people are searching, and no internet marketing plan for home builders can ignore it. The great thing about Local SEO is that it can all be done for free. But is a time-intensive process to set up and monitor, so if you’d like help or to know more, please contact us here.

Royal Oaks Homes: Homes That Move You!

Categories: Latest Site Launches
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This post was written by: Builder Designs

Royal Oaks Homes is a dedicated and passionate building company with over eighty years of combined experience. They build new homes around Fayetteville and Raleigh, North Carolina. Many of their referrals have come from existing homeowners, which is an extremely high testament to the level of quality they put in every home.

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Royal Oaks Homes currently builds in Bella Casa Parkside, Bella Casa the Estates, Carriage Heights, Chandlers Ridge, Forest Springs, Forest Springs Townhomes, Grays Creek, Parker Pointe, Plantation Pointe, Rockbridge, Southern Oaks, The Colony at Lexington Plantation, The Gate at Lexington Plantation, The Manors at Lexington Plantation, The Peninsula at Amberly, The Village of Lexington, and Whetstone West. Grays Creek and Bella Casa Parkside are not currently available, but are coming soon!

In the Bella Casa the Estates community you will find a great range of floor plans available to choose from. The Lattimore comes with six bedrooms, four bathrooms, and a two-car garage. It offers some terrific optional features like an extended owner’s bath, screened porch, grilling deck, or three-car garage.

If you’re looking for something a little smaller, the Trent is perfect for you. It comes with three bedrooms, three full and one half bathrooms, and a two-car garage. It features terrific amenities like a front porch, stainless steel appliances, second floor laundry room, and more.

We always enjoy working with the team at Royal Oaks, and building their new website was no exception! Their new site features a responsive design, and clean and modern look. You can learn more about their communities, view their unique floor plans, or check out the available homes.

Contact Royal Oaks Homes today to get started building the home of your dreams in North Carolina!

The Year of the Author

Categories: Home Builder SEO, Social Media
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This post was written by: Anna Chandler

Internet marketing picture from Builder Designs is an internet marketing and web design company for home buildersContent is king. Fresh and engaging content is the best way to attract, sell, and rank well – which is nothing new, good content has been “the secret” to SEO since search engine optimization began. But there is a new aspect, and it’s definitely something you want to know about: 2014 is the Year of the Author.

As a home builder you know how important trust is. And just as you want to establish a good relationship with your buyer, Google wants to provide you trustworthy search results. (Not spam). Trust is a big part of search engines’ algorithms. They rate older sites higher, for instance, and rate down sites that have really shallow content. Google has figured out a whole new way to establish trust, which is authorship.

Authorship establishes a real presence to blog posts by associating your Google+ page to a post you wrote. That association tells Google “this is someone who cares about what they write”, and tells readers “this person is a credible source of information.” Let’s say you’re researching the home builder market – which article will you click on, Sandwich Expert John Smith’s or NAHB Chief Economist David Crowe’s?

So SEO is no longer just “create good content”. It’s “create good content as a trusted author”. This is how authorship affects your SERPs:

Users click. Once authorship is established Google automatically pulls data in (via a rich snippet) for every post. That will be an author image, title, and blurb, which you can see in this example here:

Goolge Authorship example of Anna Chandler at Builder Designs, an internet marketing firm for home builders

And readers are much more likely to click through a result with one of these snippets, iAquire found.

Google ranks. Google really cares about their G+, and you have to have a good profile to set up authorship, so that’s more power to their own site. They send power back. A large percentage of high-ranking sites use Google authorship, and using it has helped lower-ranking sites move up.

Buyers care. Now that your article is high-ranking and super clickable, more buyers are reading. But that’s not all they’re doing. They’re seeing you and your company as a credible source of information. You are the person who knows about financing a home, creating a custom design, moving to the city they dream of. You are knowledgable and caring, a real face to a company. Now they trust you.

Since this is all a relatively new facet to the Google algorithm, now is the prefect time to verify your authorship and beat out the competition. Follow that link for Google’s instructions, or give us a call and we’ll help you set it up. Google authorship is a powerful new tool in the home builder internet marketing kit, and we want to make sure you’re taking full advantage.

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