Crafting an Effective Awareness Campaign for Your New Home Community

Awareness Campaign

Drive More Traffic To Your New Home Community With An Awareness Campaign

Creating awareness for a new home community requires a strategic approach that leverages digital platforms and addresses evolving consumer behaviors in the ever-changing real estate landscape. As more home buyers turn to online channels to initiate their search for the perfect home, builders must adapt their marketing strategies accordingly. Let’s explore how to craft a compelling awareness campaign for your communities, highlighting the importance of online visibility, driving traffic to your community landing pages, and addressing privacy-conscious buyers. 

Understanding the Digital Landscape 

We all know that in today’s digital age, home buyers begin their search for a new home online. From browsing listings to researching neighborhoods and amenities, the Internet serves as the primary source of information for prospective buyers. There are two crucial types of marketing campaigns when it comes to marketing and sales strategies for your communities: lead generating campaigns and awareness campaigns that generate traffic.  

Lead Generator

A lead generator is a tool or strategy designed to capture the contact information and personal details of potential buyers who have expressed interest in purchasing a home. Lead generators typically involve forms or inquiries where individuals provide their contact details in exchange for more information about a property, a consultation, or other offerings. 

Examples of lead generators in the real estate industry include: 

  • Contact forms on community websites. 
  • Third-party lead-generating sites. 
  • Newsletter sign-up for updates on new listings and market trends. 
  • Interactive tools such as mortgage calculators or virtual tours that require user registration. 

The primary goal of a lead generator is to collect leads that can be nurtured through the sales funnel and ultimately converted into home buyers. 

Traffic Generator

A traffic generator, on the other hand, is a tool or strategy focused on increasing the volume of visitors to a website or online platform where community and homes are listed or showcased. Unlike lead generators, traffic generators do not necessarily capture contact information directly but aim to attract a larger audience to the builder’s online presence. Having a large number of buyers go directly to the builder’s website eliminates the need to buy leads from third parties, as buyers will then contact and interact with the builder directly through their own lead forms and online sales counselor.  

Examples of traffic generators in real estate marketing include: 

  • Search engine optimization (SEO) strategies to improve website visibility and rankings in search results. 
  • Billboards and signs. 
  • Pay-per-click (PPC) advertising campaigns targeting relevant keywords on third-party sites 
  • Content marketing efforts such as social media, blog posts, videos, and infographics to attract organic traffic and build brand awareness. 

Addressing Privacy Concerns 

Home buyers are becoming increasingly cautious about sharing personal information on third-party websites in an era marked by growing concerns over online privacy. As a result, they may be less inclined to fill out interest requests or provide contact details on third-party sites when exploring new home communities online.  

In a study of the Consumer Privacy Survey conducted by Cisco involving 1,600 adults from 12 countries, the findings indicated that 81% of participants believe a company’s treatment of personal data mirrors its respect for its customers. Globally, consumers are becoming more proactive in safeguarding their data. To mitigate these concerns and encourage engagement, builders must prioritize transparency and data security in their online interactions. This can be achieved by clearly outlining how user information will be used and protected and providing alternative means of contact, such as phone numbers or email addresses. Using an awareness campaign to drive traffic to your website and having the buyer interact with you directly instead of a third-party lead-generating site can ease the buyer’s concerns about how and where their information is being sold.  

Leveraging Awareness Campaign with Traffic Generators 

One effective way to enhance the visibility of a new home community is by utilizing traffic generators such as These platforms serve as centralized hubs where home buyers can explore a wide range of available communities. By listing your new home community on such platforms, you can increase its exposure to potential buyers actively searching for properties in your area., for instance, offers a user-friendly interface that enables home buyers to filter their search based on location, price range, amenities, and other relevant criteria. By leveraging the reach of traffic generators like this, builders can effectively showcase the unique features and offerings of their new home communities to a targeted audience. Once the home buyer finds a home that fits their needs, they are then driven directly to the home builder’s community landing page on the builder’s website. From there, the home buyer directly fills out the builder’s interest request forms, talks to the builder’s online sales counselors, and bookmarks the builder’s community landing pages.  

Engaging with the Community  

Building awareness for a new home community extends beyond online platforms to include active engagement with the local community. This can involve participating in local events, sponsoring community initiatives, and the popular Community Grand Opening events we have all come to love. 

By establishing a strong presence within the community, builders can foster trust and credibility among potential buyers. 

 Creating Awareness  

In conclusion, creating awareness for a new home community requires a multi-faceted approach that leverages digital platforms, addresses privacy concerns, and emphasizes community engagement. By strategically utilizing traffic generators such as, builders can effectively showcase their new home community and connect with prospective buyers in a meaningful way. Enhance your awareness campaign today by registering for a BOGO offer on and discover firsthand the traffic they deliver. 

Author: Racheal Olson, Marketing Director, 

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