Builder: Turning mistrust into conversions
The single biggest marketing problem for Sydney custom home builder Renovate8? Catastrophic lack of trust.
If you’ve not had a bad experience with a builder yourself, you probably know someone who has. So what’s a trustworthy builder to do when they’re in an industry with a reputation for being anything but trustworthy?
For a long time, Paul Metlege, director of Renovate8, had decided not to bother with a website at all. When the need for a site caught up with him, he knew he needed it to do one thing.
He needed the website to build enough trust with a potential client that they would bring Renovate8 into the quoting process. (No one is going to buy a house from the first website they like. The best a builder’s website can do is bring them into the decision mix for the homeowner.)
How do you believably make a builder sound trustworthy with copywriting?
For copywriting to be believable, you have to understand the reader. You have to be able to get into their mind and write directly to them. Then you have to give the reader the information they need in the way they need it without them feeling manipulated.
Our process with Renovate8 was similar to how we approach all our websites:
The sit down
We sat down with Paul Metlege, owner of Renovate8, to understand his goals, his sales process and the sort of things prospective customers challenged him about.
Target market interviews
We picked up the phone and spoke to Renovate8’s customers about their buying process and their experiences. We cast the net wider, talking to home builders and renovators. What could they tell us about the typical experience with a builder?
There is no shortage of builders' websites, but we found critical aspects missing from 100% of them. This helped us to see a clear path for Paul and Renovate8.
We collated all the proof points that Renovate8 could offer to support its claims to be unlike other builders.