When you’re marketing your homebuilding or remodeling business, a lot of your focus tends to be on “reaching your audience.” You work to define your audience. You identify what’s important to them. Maybe you’ve even created a persona that helps you define your audience. Then, your content needs to be good because it’s essential that you speak to them about the things they want to know. And of course, it’s important to be found by the people you’re hoping to work for—so you pay attention to keywords and SEO or even pay-per-click.