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By Tim Miner, founder of Next Drop Design. I build websites for builders, architects, interior designers and landscape architects across the country.
Some of your best clients choose the lot before they choose the builder. They buy a homesite in a club community or planned development, then go looking for who builds there.
What they search is the community's name. If your website never mentions it, you aren't in that search, even if you've built a dozen homes inside the gates.
This article covers how community pages work for luxury custom home builders, what goes on them, and how they connect to the rest of your site.
In many luxury communities, the builder decision is narrowed by the community itself. The Cliffs, for example, runs a Preferred Builder Program of vetted regional builders. At The Founders Club in Sarasota, London Bay describes a model where buyers purchase a homesite and then choose from the builder group.
Where buyers can bring their own builder, the builder usually has to qualify. Jagare Ridge asks a builder who isn't on its approved list to submit a portfolio of estate homes for review before the buyer's lot hold is confirmed.
Either way, the buyer is comparing a short list of builders who work in that community. Your site has to show that you're one of them, and that you've done it well.
Sonora West Development, a Scottsdale builder we work with, has dedicated pages for its community collaborations, built so they update easily as partnerships change.
A community page works best as part of a portfolio that's organized by place.
Community pages pay off fastest for builders whose work is concentrated in a few named places: private clubs, golf communities, mountain resort developments and master-planned estates. If you've built five or more homes in one community, it deserves its own page.
They matter less if your work is spread across scattered lots with no shared name. In that case, filtering by town or region does the same job.
We build community pages and community filtering into Portfolio and Studio sites, and write the copy for each page. Portfolio is $8,000 and includes portfolio filtering. Studio, from $12,000, cross-links your whole body of work across projects, team, architects, designers and communities. See what every build includes
For communities where you've built several homes, yes. A buyer who just bought a homesite searches the community name, and a page named for it is what that search finds.
The community name in the title, every home you've built there, how building there works, your approved or preferred builder status, and proof from homeowners or awards in that community.
They can. Review committees often ask for a portfolio of estate homes. A community page, or a portfolio filtered to comparable work, gives them one link to review.
Let's talk about your projects, your partners, and the content that will help your next referral decide to call.
No pressure. Just an honest conversation about what will work best for your business.
Ready to get started? Let's discuss the marketing needs of your business.
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