Pillar Pages: A Guide from Backlinko

A bi-weekly round-up newsletter of the best new construction and real estate marketing, sales, and news in the industry.

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In This Issue:

💡 The Big Idea: Learn the best practices for pillar pages.
🐝 Industry Buzz: The latest marketing and industry news updates.
🏆 Quick Win: The value of comments and interacting with your audience.
🧰 Tech Check: Create immersive floor plans with Enviz.
🏅 Marvellous Marketing: A standout social post from Molly Rodham.
... and more!

⭐️ ⭐️ ⭐️ ⭐️ ⭐️
"Love the easy-to-digest format. Gives me a quick pulse check on the industry and some new things to try."

The Big Idea 💡

Pillar Pages: How to Create One + Examples

Pillar pages have been the foundation of a solid SEO strategy for a long time. So you should make sure you’re working these content-rich pieces into your content marketing strategy. This guide from Backlinko has everything you need including:

☑️ how to create pillar pages
☑️ best practices
☑️ types of pillar pages (with examples!)
☑️ and more...

Industry Buzz 🐝

📉 Typical Home Sold Below List Price in June For First Time Since 2020
According to a recent report from Redfin, homes sold in the U.S. for the four week period ending June 23rd went for 0.3% less than asking price on average. While this is a slight decline in a slower-selling month, it’s something to keep an eye on. With high mortgage rates holding steady, any drop soon will see more market activity and increase demand.

🏠 Modest Gain in Home Sales for 2024 as Housing Affordability is Challenged
It’s no secret that housing affordability is being put to the test. But even with higher interest rates, the Fannie Mae (FNMA/OTCQB) Economic and Strategic Research (ESR) Group is still forecasting a 1.3 annual gain in total home sales. Cooling inflation and a predicted rate cut by the Federal Reserve at the end of the year should help attract new buyers.

💪 Single-Family Permits Looking Strong to Start the Year
The latest data from NAHB shows that in Q1 of 2024, the total number of single-family permits issued nationwide was 336,124, This is a sizable increase of over 25% on a year-over-year basis. Six out of the top 10 largest single-family markets were in Texas and Florida, showing that certain regions still see high demand as buyers relocate in search of more affordable housing options.

Quick Win 🏆

If you have someone engaging with your content (blog or social!) it’s basically them telling you they want to have a conversation. So accept and respond to it! Responding to comments boosts your traffic, improves social shares, and improves internal linking for your site.

Tech Check 🧰

Ready to take a simple floor plan and create a full tour in true-to-life scale? Then check out Enviz. Don’t let the fact you don’t have a physical showhome built deter potential buyers from experiencing the space! 2D and 3D plans, immersive XR experiences, - they’ve got you covered!

AI Prompt Play 🤖

Replace anything within [ ] with your info

I'm a [builder] in [city name] I want to create an Instagram carousel post that my ideal client finds valuable and will want to save for later. My ideal client is [buyers]. I want the tone to be [insert tone]. I want the post to have a strong, attention-grabbing hook to keep my audience swiping all the way through until the end. This post should also have a strong hook as the title. Then each subsequent slide will have a header and a short paragraph underneath. It should end with a call-to-action to [insert CTA info]. Here is the topic: [insert topic, including details and anything you want to focus/expand on]

Marvellous Marketing 🏅

Stand-Out Social Media Post From Molly Rodham
Today’s post is a bit different - it comes to us from Molly Rodham, a Realtor® out in Scottdale, AZ. This video of happy homeowners closing on their new home hit us in the feels - and we think this would be a great type of video for a home builder to show off happy clients! Plus that dog is just too cute 😍

Just For Laughs

What We’re /Watching 🎥

GaryVee on YouTube

If you have been in marketing for any length of time, you know the name Gary Vaynerchuk. And if you know anything about him, then you should be checking out his YouTube channel. Inspirational talks, interviews, and boosts of motivation are all mixed in with his amazing advice and tips.

Points of Interest 🧐

🗓 On this day
On this day in 1969, David Bowie released Space Oddity,  just 9 days before the first moon landing.

🪐 Eggso-planet
Astronomers have discovered a planet 64.5 light years from Earth that probably smells like rotten eggs.

🦛 Hippo-copter
A new study has revealed that hippos can “become airborne for substantial periods of time.”

Whenever you’re ready, there are three ways we can help:

1. Visit our Home Builder Resource Library.
Find guides and resources covering many popular topics to help you sell more homes and grow your company.

2. Book a free Power Hour session.
Tell us about your company and what your biggest marketing challenge is, and we’ll give you actionable advice to put you on the fast track.

3. Hire us to do the heavy lifting.
Whether it’s project work, setting up HubSpot, or acting as an outsourced marketing department, you can rely on our 13+ years of digital marketing experience to deliver results.

About Velocity23

Velocity23 is a growth agency and has been specializing in digital marketing for home builders for 13+ years. As one of the first HubSpot partner agencies to specialize in the home-building industry, we’ve helped builders across the country solve their challenges with content marketing, lead generation, lead nurturing, and marketing automation. Our experience has led to the development of the Growth Engine Framework™️, a marketing system that’s helped our clients achieve:

🖥 7.3M+ website sessions
🙋 108,720+ leads generated
🏠 9,380+ homes sold
💰 $3.2+ Billion in reported client revenue

If you’re experiencing marketing challenges or you want to sell more homes and grow your company, book a call today and let’s see how we can help.

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