6 min read
Who does your digital marketing? Should you hire someone to do this work in-house, find a local team, or seek out a niche expert? Hiring for your digital marketing is a big decision, and we’ve seen countless remodelers wrestle with one key question: Do I go with a local agency near me, or should I hire a team that specializes in my industry, even if they’re across the country?
We get it. Face-to-face meetings feel convenient. Local agencies might understand your city, but how do homeowners shop for remodeling services? Do they know the difference between a production builder and a design-build firm? That’s where things get tricky.
Builder Funnel is a home remodeling and construction marketing specialist. We’ve spent over a decade perfecting digital marketing strategies that actually work for remodelers and builders, helping them double or even quadruple their leads. So, before you decide, let’s look at the pros and cons of hiring a local agency vs. an industry expert like us.
Should You Use a Digital Marketing Agency or Keep Marketing In-House?
Some remodelers and builders choose to handle marketing internally, but this comes with challenges.
- Time & Bandwidth – Effective marketing takes time. Do you have the resources to manage SEO, content creation, paid ads, social media, and email marketing while also running your business?
- Expertise & Strategy – Marketing trends change constantly. Without a dedicated team staying ahead of best practices, it’s easy to fall behind.
- Cost Considerations – Hiring a full in-house team with the same level of expertise as an agency can cost hundreds of thousands of dollars per year. For many businesses, an agency is the more cost-effective option.
The Case for a Local Digital Marketing Agency
When searching for a digital marketing agency near me, many business owners assume that going local is the best option. While these advantages can be appealing, they don’t always translate into better digital marketing results.
Pros of Hiring a Local Digital Marketing Agency
Easier In-Person Meetings
If face-to-face interaction is a priority, a local agency may provide more opportunities for in-person collaboration. Some business owners prefer meeting in an office rather than over Zoom or phone calls.
Familiarity With the Local Market
A marketing agency in your area may have insights into local search trends, regional competitors, and specific market demands. This can benefit businesses relying heavily on local SEO and community-based marketing.
Potentially Faster Response Times
Some local agencies prioritize clients within their immediate area, which can lead to quicker responses and more direct communication.
Cons of Hiring a Local Digital Marketing Agency
Limited Industry Expertise
Many local agencies serve a wide range of industries, from restaurants to retail to professional services. While they may understand general marketing principles, they often lack deep experience in home remodeling and construction marketing. This can result in generic strategies that don’t address the unique challenges of attracting and converting remodeling leads.
Less Proven Industry-Specific Strategies
A local agency may be familiar with your city, but do they know the best strategies for generating high-quality remodeling leads? Digital marketing for remodelers requires specialized knowledge, including long sales cycles, high-ticket conversions, and niche audience targeting. Without experience in this space, a local agency may struggle to deliver the results you need.
Smaller Teams With Generalized Skills
Many small or mid-sized local agencies have a limited team of generalists rather than a full roster of marketing specialists. Instead of having dedicated experts for SEO, paid ads, content
The Case for a Niche Digital Marketing Agency (Like Builder Funnel)
While a local marketing agency may seem like the obvious choice, hiring an agency that specializes in your industry can provide significant advantages. Digital marketing isn’t one-size-fits-all, and strategies that work for restaurants or retail businesses don’t always translate to the home remodeling and construction industry.
Pros of Hiring a Niche Digital Marketing Agency
Deep Industry Knowledge
A specialized agency already understands the remodeling and home-building industry. There’s no need to explain the difference between design-build and a general contractor, how long sales cycles impact lead nurturing, or why high-end remodels require a different marketing approach than handyman services.
Proven Strategies That Work for Remodelers and Builders
Instead of generic marketing tactics, a niche agency brings battle-tested strategies that have already generated results for companies like yours. At Builder Funnel, we’ve developed marketing frameworks specifically designed to attract, convert, and nurture high-ticket remodeling leads.
Access to Multiple Marketing Experts
Specialized agencies tend to have larger, more experienced teams. Instead of relying on one or two generalists, you get dedicated experts in SEO, paid advertising, content marketing, email marketing, and website optimization, all working together to grow your business.
Better Lead Quality, Not Just More Leads
Homeowners don’t shop for remodeling services the way they shop for everyday products. An effective marketing strategy is primarily about attracting the right homeowners who are ready to invest in your services. A niche agency knows how to generate qualified leads, reducing wasted time on unfit prospects.
Scalability and Long-Term Growth
A niche agency brings a bigger-picture strategy that extends beyond short-term marketing efforts. A specialized team can help build a system that delivers consistent, predictable results over time by focusing on brand authority, content marketing, and lead conversion.
Cons of Hiring a Niche Digital Marketing Agency
Not Local for In-Person Meetings
If you prefer face-to-face collaboration, a niche agency may not be able to meet in person as often. However, with Zoom and other communication tools, most marketing efforts can be handled efficiently from anywhere. (And, if you’d like to meet with our team IRL, Builder Funnel offers in-person strategy days with your delivery team.)
More Focused on Industry Than Location
While a niche agency may not have the same local market knowledge as a nearby firm, it brings national insights and best practices that can be even more valuable. Instead of relying on small-scale local trends, a specialized agency understands how large sample sizes of homeowners nationwide research, plan, and invest in home remodeling projects.
What to Look for in the Best Digital Marketing Agency (Near or Far)
How do you know If a digital marketing agency Is good? Whether you choose a local agency or a specialized firm, selecting the right marketing partner is crucial. A great agency will act as an extension of your team, aligning with your goals and delivering measurable results. Here are the key factors to consider when evaluating a digital marketing agency.
Proven Results & Case Studies
A strong track record is the best indicator of an agency’s ability to deliver results. Look for case studies, testimonials, or client success stories that align with your industry and business goals. An agency with experience in home remodeling and construction marketing will have a portfolio that demonstrates success in generating leads, increasing website traffic, and improving conversion rates for similar businesses.
Self-Marketing: Do They Practice What They Preach?
A marketing agency should be a living example of its own strategies. If they claim to specialize in SEO, do they rank well for relevant search terms? If they promote content marketing, do they have a strong blog and email strategy? If they recommend paid advertising, do they run successful campaigns for themselves?
At Builder Funnel, we use many of the same marketing strategies for ourselves that we recommend to our clients. Of course, not all are applicable because we run very different businesses.
Industry Expertise: Do They Speak Your Language?
Marketing for a home remodeling or custom home building company is vastly different from marketing for a retail store or restaurant. A generalist agency may not understand the nuances of:
- The remodeling buyer’s journey and how long sales cycles impact marketing strategies
- The intricacies and unique selling points of your particular business
- Why remodeling leads require longer nurturing and education than other industries
- The seasonality of home remodeling and how to adjust marketing efforts accordingly.
Services Offered: Do They Cover What You Need?
Before hiring an agency, ensure they offer specific digital marketing services that align with your business goals. Some agencies focus solely on website design, while others specialize in lead generation. If you need a comprehensive marketing strategy, partnering with an agency that offers a full suite of services ensures all aspects of your marketing work together seamlessly. A full-service agency should provide the following.
- SEO & content marketing
- Paid advertising (Google Ads, Meta Ads, etc.)
- Website design & optimization
- Email marketing & lead nurturing
- Social media management
- CRM integration & marketing automation
Pricing & Value: What’s the ROI?
Marketing agencies vary widely in pricing, but the most important factor is value, not cost. Instead of focusing on the cheapest option, consider:
- What services are included in their pricing?
- Do they provide clear, measurable results for their clients?
- How does their pricing compare to hiring an in-house marketing team?
Longevity & Reputation
How long has the agency been around? Do they have long-term relationships with clients? An established agency with a strong reputation is more likely to provide consistent, reliable service over time.
Communication & Reporting
A great agency should feel like an extension of your team. Look for an agency that provides:
- Regular check-ins & strategy calls
- Transparent reporting on key metrics
- Clear communication on progress & next steps
Stop Guessing. Start Growing. Let’s Create a Marketing Strategy That Works.
If you’re ready to stop wasting time on generic marketing strategies and start generating real, qualified leads, let’s talk. Builder Funnel has helped remodelers and builders across the country double and even quadruple their leads, not with gimmicks, but with proven strategies that actually work.
Contact us today. Let’s build a marketing system that delivers consistent, high-quality leads so you can focus on what you do best: designing and building incredible homes.