Merit Homes – luxury home builders

Today we are going to create an online marketing strategy for Merit Homes. Merit Homes is a luxury home builder at 5 Sandlands Street, Kellyville NSW 2155. They have beautiful, amazing homes with single and dual occupancy designs.

Merit Homes Dual Occupancy Page Banner

I have been working with Viloun Keomoungkhoun for many years. When he took a position with Merit Homes, he gave me a call to meet Darren the General Manager about the current website and marketing that they have been doing.

I did some research on the site and found that the current web design guys were doing a very nice job. I said that he should not change what he is doing, keep these guys working. There were some opportunities that we could investigate and I would pass them onto his current design team

Optimise Merit Homes: Where to begin.

I will concentrate on marketing opportunities to pass on. Anything that I find, I will highlight to his current team. My marketing approach will include the following.

1. Identify a budget.
2. Identify current resources.
3. Identify current marketing processes.
4. Identify how I can do it better.
5. Identify new systems that will add value to my marketing.

1. Identify A Budget.

The budget is established and we have set daily limits on any advertising spend. This is critical. Identify limits that can be measured so that I don’t get any surprises at the end of the journey. If my marketing budget is set too high, without reasonable expectations of revenue, I can dig a deep hole big enough to bury myself in.

2. Identify Current Resources

Being effective and efficient is important. Duplicating resources and process are wasting time and money. I am aware of marketing that is being done by others, so I am now able to create my plan. I will investigate missed opportunities and establish an approach that will allow me to focus on one thing that we can do great.

I have established my role and boundaries so that I can concentrate my efforts in the area required.

3. Identify Current Marketing Process

I am looking at opportunities with Google My Business, backlinks and article content. There is a lot of opportunity with real estate and building that we can identify.

3.1 Merit Homes Website.

The Website is established and has some traffic. It is ranked 12,728,351 with a small number of backlinks and keywords that are appearing on Google search.

We need to focus on one area and make it great.

3.2 Website SEO Process

1. Identify current business directory Keywords.
2. Optimise the Page Title, make it unique, including Primary Key Word
3. Optimise the Page Meta Data, make it unique, including Primary Key Word
4. Optimise the Page Structured Data, make it unique, including Primary Key Word
5. Page length to be 1000+ words with 2% keywords and associated variants.
6. The page URL should include the Primary Key Word
7. Page Structure to include h1, h2, h3, h4…
8. Structured Data to be included in the header
9. AMP markup to be included
8. Include a form with a call to action – or contact details on each page.
8. Include internal links
9. Images to include alt attributes with associated variants of keywords

We need to create some authority pages, with text and keywords identifying our benefits and opportunities. The direction should come from the current page rank and traffic.

3.3 Our marketing aim is to achieve the following:

  • Personalize the Brand.
  • Drive Users to Website.
  • Generate More Traffic.
  • Educate and Create Awareness.
  • Promote Business Culture.

To achieve our aim, we must test, evaluate, and adjust the strategy to be effective and efficient. Concentrating on the text content, the image metadata and the call to action.

3.31. Personalize the Brand

This means that the posts should reflect the business and what people are searching for. Our main focus is on helping the luxury home buyer, become aware of our services.

We have 3 tasks.

  • Become the preferred luxury home builder in Sydney.
  • Drive new business to the website.
  • list on search engines for segments of the luxury home building market.

Segments

  • Luxury Homes.
  • Prestige Homes
  • Dual Occupancy Homes
  • Knockdown and Rebuild

3.32. Drive Users to Website.

Make sure your post has either a call to action with a button or a text link for your followers to follow. Concentrate on predetermined backlinks and appropriate anchor text.

3.33. Generate More Traffic

Backlinks will generate more traffic to your website, but it is important that the value of the backlink matches the destination URL. Our page quality score need to be high. This is achieved by having details and relevant content on each landing page.

Merit Homes Banner
Merit Homes Dual Occupancy Builder

3.34. Our Backlink Strategy

Google Sites Strategy

Google Sites and Google My Business boasts incredibly powerful search engine optimization benefits. We will treat Google Sites as a photography journal. All articles should be SEO Optimised and linked back to articles on the website. All other article rules should stay the same.
1. Articles have to be relevant.
2. They must involve the current, live sites.
3. They must be informative.
4. Google Sites should be 90% images with backlinks to original site sections.

Pinterest Strategy

Pinterest is our visual backlink strategy. All images on our site have to be linked to Pinterest. Each image is to follow our SEO Strategy.

Our LinkedIn strategy

Our LinkedIn Strategy is to promote our company page. From there, link to the other articles and stories about Merit Homes.

Google Adwords Strategy

For Google Adwords to be effective and efficient we need the Key Words to properly represent the webpage and the business. If we are trying for keywords that are not appropriate for our SEO, we will end up paying a lot more to be listed and probably get an enquiry for the wrong reasons. We end up wasting our time answering calls to wrong numbers.

Our Google Adwords Strategy is as follows.

1. Identify the keywords that are used by our potential buyers that correctly associate with our website.
2. Identify negative keywords that do not directly associate with our unique business.
3. Create Ad Groups for business directory and business cards categories.
4. Create multiple versions of advertising copy to compare and test the most effective copy.

Video Strategy

Create a professional video library with information and downloads that directly relate to our site. virtual tours and walkthroughs are a great way of creating a video blog for this site.

4. Identify how I can do it better.

Google Adwords requires a Continuous Improvement Program. Google Adwords is an effective marketing tool if you can keep the cost down by removing all negative keywords. The cost can have the most impact on reaching new clients. Every day new keywords are being used and the majority should be included in the negative keyword list.

This will prevent unnecessary expense and improve customer experience. We do not want searches arriving at our page and then clicking the back button because they were expecting different information. We do want people that are searching for our services being able to find our services. If our budget is being spent on the wrong search, we will not be available when the right search is looking for us.

Contact Us at Merit Homes

5. Identify new systems that will add value to my marketing.

Tumblr is a great place to build content ideas. Tumblr is not the place for full blog posts. Its niche lies in small, bite-sized pieces of content—think memes, photos, infographics, short blurbs, quotes, etc.

By populating the business details onto Tumblr and creating some clever ad copy, were have a starting point to build on. We need to match articles with the keywords that searchers are looking for.

I need to spend more time producing content that is valuable to our clients. Not technical content with technical terms, but informational content with general terms being used by our potential new home owners.

This document is a work in progress. Ever-changing and being updated with more information.

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