How Remodelers & Home Builders Can Use ChatGPT to Improve Their Marketing

In an industry as hands-on as remodeling and custom home building, the idea of AI might seem more suited to tech startups than to construction. But here’s the reality: AI tools like ChatGPT are helping remodelers and builders improve their business in multiple domains, including their marketing efficiency, freeing up more time to do what they do best—building beautiful spaces and fostering great client relationships. At Builder Funnel, we believe in using tech to support, not replace, the human touch, and ChatGPT is one tool that can work alongside you to lighten the load in some strategic areas.

You don’t have to be a tech expert or an early adopter to benefit from ChatGPT. Instead of doing everything yourself or hiring full-time staff for repetitive tasks, imagine having an AI to help you brainstorm, outline blog posts, draft emails, or develop social media ideas. You still control the voice, the messaging, and the direction; ChatGPT is simply there to handle some of the heavy lifting so you can focus on the creative, high-level work that only you can do.

We’re here today with some of our teammate’s favorite examples of responsible and innovative use of ChatGPT to build next-level marketing for our construction clients. We’ll cover practical ways to use ChatGPT for builders, including how to prompt effectively, develop a consistent brand voice, and even work ChatGPT into other areas of client communication and project updates. 

We all use it a little differently. That’s the beauty of ChatGPT —affectionately nicknamed “Chathy” by the team here at Builder Funnel— it’s your thought partner. When you use it to unstuck your thinking, remember important details, and automate mundane tasks, ChatGPT can become a valuable tool in your marketing toolkit. 

Developing a Brand Voice Through Prompting

Consistency in brand voice is essential for remodelers and builders who want to build trust and recognition with their audience. ChatGPT can help you maintain that consistency across all marketing channels by responding to specific prompts designed to capture your brand’s unique tone and style.

Tone and Style Consistency

Start by defining your brand’s tone—professional, friendly, or down-to-earth—and prompt ChatGPT to reflect this tone in each piece it generates. For example, if you prefer a warm, approachable style, you can instruct ChatGPT to use conversational language and avoid overly formal terms. This ensures that each piece of content feels like it’s coming from the same “voice,” building familiarity with your audience.

Creating Style Guidelines

You can use ChatGPT to create a simple style guide for your brand, listing preferred language, tone, formatting, and even specific phrases to use or avoid. This guide can then serve as a reference for both ChatGPT and your team, helping everyone stay on the same page when producing content.

Building a Custom GPT for Your Business: Your Own "Mini Marketing Robot"

Imagine having a little digital assistant that knows your business inside and out—your own customized version of ChatGPT trained to help your remodeling or home-building company specifically. With the option to create a custom GPT, you can build a “mini marketing robot” that understands your brand’s unique voice, audience, and goals. This tool can act like an internal team member who’s always ready to brainstorm, draft, and efficiently support your marketing needs.

How to Build Your Custom GPT

1. Define Your Business Details and Tone: Start by setting up clear instructions that capture your brand's unique qualities. For example, tell it about the types of projects you focus on, pricing, timelines, service area, and more. Outline your preferred tone—whether it’s professional, friendly, or high-end—so the GPT can communicate consistently with your brand’s personality.
2. Upload Key Resources and Information: For a custom GPT to “know” your business well, feed it key content, like FAQs, previous blogs, website information, or sales data. This setup helps the GPT understand your industry context, project specifics, and questions your clients often ask. Over time, it can become a reliable source for new hires or team members needing quick background information.
3. Train It on Your Client Personas: Share details about your ideal clients—whether they’re homeowners looking to remodel historic properties or families planning large custom homes. With this information, your custom GPT can better tailor its responses, ensuring it creates messages that resonate with the right audience.
4. Refine and Evolve: Just like an employee who gets better with experience, your custom GPT will improve the more you interact with it. Regularly review its outputs, tweak its settings, and provide feedback. Over time, this mighty “lil robot” will become more in tune with your company’s needs, making it an even more powerful asset.

How Builders and Remodelers Can Leverage ChatGPT to Grow Their Business

Content Creation & SEO

ChatGPT can save time generating blog content by providing article ideas, drafting outlines, and optimizing for SEO. Ask for engaging topics that resonate with homeowners or optimize existing content with targeted keywords to increase visibility online.

Streamlined Email Campaigns

Personalized emails can help convert leads into customers. ChatGPT can craft tailored messages for different stages of the client journey, such as welcome emails for new leads or follow-ups after consultations. It also assists in creating segmented email campaigns to address specific client needs, ensuring each client has a customized experience without adding extra strain to your team.

Social Media Management

Using ChatGPT to draft posts allows builders to maintain a consistent social media presence. By repurposing blog content into engaging posts or brainstorming new ideas, businesses can keep their audience engaged, showcase expertise, and drive traffic to their website.

Idea Validation & Marketing Strategy

ChatGPT can be a brainstorming partner that helps validate marketing ideas or refine strategies. Builders can prompt it for insights into new service offerings, potential customer reactions, or fresh approaches to existing campaigns.

Client Communication & Automation

Builders can free up time by automating routine client communications, such as FAQs, project updates, or post-project thank-you messages, while ensuring clients feel valued. 

Localized SEO & Analytics

ChatGPT can generate location-specific content to target local clients, like blogs on regional building trends or seasonal maintenance tips, boosting local SEO. It can also interpret analytics to provide actionable insights, helping businesses adjust their strategies based on performance data.

Next Steps for Builders and Remodelers: How to Start Using ChatGPT

1. Begin with Small, Specific Tasks: If you’re new to ChatGPT, start by using it for simple, low-stakes tasks like generating social media posts, drafting a welcome email, or brainstorming blog topics. This gives you a feel for how it works without overwhelming you with complex projects.
2. Experiment with Prompting Techniques: Spend time refining your prompts to improve ChatGPT’s responses. Experiment with different wording, tone requests, and specific instructions until you find a style that consistently delivers high-quality results. Remember, the more context you provide, the better ChatGPT can support your business.
3. Involve Your Team: Share your ChatGPT strategy with your team and encourage them to use it for tasks that fit their roles. Whether it’s drafting responses, outlining ideas, or brainstorming new marketing angles, your team can also benefit from ChatGPT’s support.
4. Evaluate and Adjust: After trying ChatGPT for a few weeks, review what’s working well and what could be improved. Tweak your prompts, update your custom GPT’s knowledge, adjust content styles, and explore more complex applications as you get comfortable.

What About Showing Up in ChatGPT Queries? Why Optimizing for AI Queries is Crucial

As more consumers turn to AI tools like ChatGPT to find answers and recommendations, appearing in those responses becomes as important as ranking on traditional search engines. Unlike standard search engines, which present a list of links, AI models deliver a direct answer, often pulling from the most credible sources available. This means businesses that optimize their online presence for AI queries can capture leads before competitors even appear on a search results page. Adapting your strategy to align with these evolving consumer behaviors ensures you stay ahead of the curve and capture valuable customer attention as search behavior shifts.

Creating a Business Profile that Appears in ChatGPT Responses

The basics of appearing credible are the same for any platform. Establish a robust online profile that signals authority and trustworthiness. Focus on demonstrating credibility by highlighting awards, certifications, and industry recognitions on your website. Enhancing your local SEO through detailed service descriptions, customer testimonials, and well-organized content helps AI models recognize your expertise.

Implementing structured data (schema markup) allows AI tools to understand your website’s content better, making it more likely to appear in relevant queries. Building a consistent presence across platforms like Google, Yelp, and Houzz and actively managing reviews further enhances your business’s reputation, helping you gain visibility in AI-driven recommendations. 

White Glove Services for Your Digital Marketing Means Everything is Custom, Especially Your GPT

Ready to take your remodeling or home-building business to the next level? Let’s talk about how Builder Funnel can help you create a strategic marketing plan that understands consumer behavior, leverages tools to save time, drive growth, and connect with more clients. Book a free consultation with our team today, and let’s build a marketing strategy that works as hard as you do!