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Marketing Strategies For Homebuilders: Why Social Media Works

There is a reason more companies are using social media to market their products and services: it works. Many longstanding companies are resistant to social media marketing since they have done just fine without for years—maybe even decades. However, social media marketing is just the digital way to do what your company has always done—get the word out.

The Difference Between Traditional And Social Media Marketing

The Marketing Funnel

If you’ve been in the homebuilding business for a long time, you probably know all about the fundamentals of traditional marketing. Many marketers use the “funnel” term to describe their strategy of acquisition, conversion and retention. The technique is as follows: at the top of the funnel are the clients they are working to find. A mid-range of time and energy is spent on converting these potential clients into loyal customers, but the clients they hope to keep are almost an afterthought.

Inverting the Funnel?

Social media marketing is different because it turns the funnel on its head, effectively creating a pyramid. Social media marketing has been something of a game-changer in the marketing world: the focus is now on retention rather than acquisition of customers, creating a platform where clients are able to interact with your company’s media pages and spread information about your company through word of mouth.

What Makes Social Media Effective?

Social media has worked for countless other companies and using it as part of your marketing strategy can definitely work for you too. The key lies in constructing an effective social media marketing strategy.

There is no way to appeal to your followers without posting content. Regularly updating your Facebook page or Twitter account with engaging content will improve your relationship with your followers. By responding individually to supporters on Facebook, Twitter and other social networks, your clients will feel that you care about them and will be much more likely to stick around.

Social Media And Homebuilding

For homebuilders, providing engaging content for followers is a very specific art. The most effective way for homebuilders to market their content to followers is to use visuals in social media.


The nature of Twitter is such that users see constant updates in their feed. Posts are short and to the point. Tweeting a catchy or interesting line along with an image of a new type of home, feature or company event can really pack a punch because your followers will be instantly alerted to what you have to say.


Lots of companies are using Facebook to get the word out. This social network lends itself very well to the use of images. Providing a link to a new update or feature on your company’s website, for example, will be much more interesting when using an image of your company’s work or services to go along with it.

Ultimately, whatever your social media preference, the purpose is to make your clients comfortable and show that you care about them by interacting with them and, of course, showing them—literally—what your company is capable of.

Social Media Checklist for Homebuilders and Remodelers


Topics: Home Builder Marketing