Table of Contents
The goal of homebuilder marketing is to convince homebuyers that you are the best person to make their dream home a reality. This guide gives you a gameplan on how to stand out and show off your homes using comprehensive, modern marketing tactics.
To make it easy to follow, we’ve broken it down into five areas:
- Digital Marketing (think SEO, paid search and social media)
- Old School Marketing (like direct mail and street signs)
- Community and Connection Building (like sponsorships and in-person events)
- Visualization (like high impact photography and virtual design centers)
- Wow Factor (like augmented reality tours and personalized video emails)
Use this as a checklist to see how many you are already doing — and where you might be falling short. Make this the year to take your homebuilder marketing strategy to the next level.
Digital Marketing for Homebuilders
Your homebuyers are on their phones and online — and they need to find you there. Here are the basic components to build a strong digital presence.
1. Make Sure Your Website is Fresh & Mobile-Friendly
It’s critical for homebuilders to have a website with an updated feed of available and upcoming homes. The website should pull from a content management system (CMS) that stores assets like floor plans and images.
And the site should be mobile-friendly. If buyers can’t find what they’re looking for on your website on their phones, they’ll move on.
2. Stand Out on Third-party Real Estate Sites and Apps
People like to do their own research using third-party apps like Trulia, Zillow or Livabl and on websites like Realtor.com.
Make sure your listings are integrated with these popular platforms and include plenty of pictures, accurate floor plans and compelling descriptions.
3. Don’t Neglect Map Business Listings
Who drives anywhere new without using a navigation app? Almost no one.
Map listings help capture buyers already exploring neighborhoods, enabling them to find your model homes and sales centers.
Free platforms like Google Business Profile and Apple Business Connect tie into voice assistant searches and increase your visibility across widely-used navigation apps like Google Maps, Apple Maps and Waze.
Make sure that you are maximizing your listings on these platforms — and that your information is accurate.
4. Stay on Top of Search Engine Optimization (SEO)
To get people to your website, you need to rank in the top 10 for relevant searches like “single family homes,” “luxury custom homes” or “new construction townhomes” in your local market.
Consider optimizing for location-specific terms that match how people search, such as “new homes in [city name]” or “custom homebuilder [neighborhood].” And double check that you’re using consistent NAP (Name, Address, Phone) information across the web.
Because homebuilder SEO is a complex, long-term play, it’s typically a good idea to partner with an agency that specializes in search or integrated marketing campaigns.
5. Make Social Media Your Showroom
Social channels are a great place to use video content like virtual tours and community walkthroughs. These channels are fantastic for building connections with potential homebuyers.
While your prospects scroll through Instagram and Facebook, capture their attention with stunning kitchen reveals, sunset views from master balconies and glimpses of neighbors enjoying resort-style amenities.
But don’t just wait for likes to roll in organically — strategic social ad spending can put your best content directly in front potential buyers.
(btw, check out this article for a deeper dive on social media marketing for homebuilders)
6. Capture Leads with Simple Forms & Great Content
Nobody loves filling out forms, so keep your lead capture forms simple.
Snag only the basics like name, email and phone — and don’t forget to give them something valuable in return. For example, you could share a design inspiration guide or a sustainable building fact sheet. These are valuable “lead magnets” that should draw in your ideal homebuying client.
Think about what your favorite past clients care about, and use that as a starting point to come up with ideas for lead magnets.
(and check out this article for more info on lead generation for homebuilders)
7. Nurture Dreams with Strategic Email Marketing
Email is still one of the most effective ways to nurture prospects. A well-crafted email strategy keeps your communities top of mind and helps take potential buyers from initial interest to signing day.
Here are some proven email marketing approaches for homebuilders:
- Create anticipation with “coming soon” preview campaigns that showcase renderings, amenities and early-bird pricing for upcoming communities
- Use video marketing campaigns to bring your homes to life and make the entire homebuying experience more personal
- Build trust with behind-the-scenes content featuring your team, craftspeople and happy homeowners sharing their experiences
- Drive urgency with limited-time incentives and phase release announcements, highlighting when premium lots or popular floor plans are becoming available
- Share valuable content like homebuying guides, design trends and maintenance tips to position yourself as a trusted advisor
Remember to track metrics like open rates and click-throughs to understand which content resonates most with your audience. Use this data to refine your approach and deliver more of what your prospects find valuable.
Mix it Up with Old School Marketing
Don’t discount traditional marketing — it still works. The key to amplifying your reach is pairing these old school tactics with more innovative ones.
8. Keep the Direct Mail Coming, But Make it Targeted
Direct mail remains surprisingly effective for high-value purchases like homes.
Here’s a few tips:
- Target your maildrops to hit within 15-20 miles of new developments — particularly neighborhoods a little past their prime, where owners are scrolling Zillow and dreaming of upgrades they can’t get from a renovation
- Turn your mailers into mini home premieres. Create unfolding “storyboards” that reveal each stunning feature your homes offer.
- Make prospects feel like VIPs with elegant preview invitations that promise first pick of premium lots and private tours
- Skip the flimsy postcards. Stand out with materials that reflect your homes’ craftsmanship — like luxe paper stocks, metallic accents or even small fabric swatches that let prospects literally feel the quality you deliver.
9. Turn Local Publications into Neighborhood Buzz
While the digital world keeps expanding, local magazines and newspapers still land on the coffee tables of your ideal buyers. These trusted publications give your luxury builds an air of permanence that a fleeting social post just can’t match.
Target upscale lifestyle magazines, real estate guides and community papers that your prospects actually save and share.
10. Street Signs Get Attention
There’s a reason you see real estate signs all over town — they make an impression. Invest in professional, durable signs that showcase your brand and contact details.
Create a clear path to your communities with strategic directional signs, and don’t forget to highlight special events or new releases with eye-catching banners.
11. Consistent Branding Amplifies Everything
Your brand needs to be rock-solid and applied with consistency. It’s the foundation that ties all of your marketing together.
A comprehensive style guide is as essential as any other blueprint — do you have one? Once you do, make sure that every touchpoint, from billboards to business cards, tells the same story using the same logo, colors, fonts and voice.
Build Community and Connection
The most successful homebuilders are active in the community. Go where people are already gathering — and throw some of your own events.
Share your knowledge, get people to remember your name and build goodwill in the process.
12. Host High-Value Educational Events
Position yourself as the local authority on new home construction by hosting virtual and in-person workshops that answer questions and solve problems homebuyers in your community have.
For virtual events, you might:
- Run design trend sessions showcasing the latest in kitchen innovations or smart home technology
- Host financial workshops with trusted lenders to help prospects understand construction loans and new build financing
For in-person events, you could go seasonal with:
- Holiday decoration tours featuring professionally decorated model homes
- Spring garden tours highlighting different landscaping packages
- “Summer Splash” events at community pools featuring local vendors
- Fall festivals with hayrides through upcoming phases of development
13. Get Involved with the Local Community
Show prospects you’re building more than just homes — you’re investing in the community’s future:
- Sponsor local events, from charity golf tournaments and kids’ sport teams to street fairs and arts festivals
- Team up with high-end local businesses (like landscapers and interior designers) that share your commitment to quality
- Build relationships with premium restaurants and boutiques near your communities to offer VIP welcome packages
These partnerships elevate your brand while providing valuable perks for new homeowners.
15. Focus on Referrals
Nothing sells a home quite like a glowing recommendation from someone who already went through the homebuying process with you.
Satisfied homeowners are walking testimonials. Make it easy for them to share their experiences with family and friends through a structured referral program that includes perks like home store gift cards or priority amenity bookings.
Visualization is Everything
Your clients will form memories that last a lifetime in your homes. The easier you can get them to imagine their future, the better. Go with tools and visuals that inspire awe and excitement.
16. Use High-Impact Photography that Evokes Emotion
Go beyond basic property shots to capture the real story of home life.
Think twilight shots peering into cozily-lit living spaces. Great photography showcases moments we all want to jump into.
Your photography should make people catch their breath a little.
Aerial drone footage gives buyers a captivating bird’s-eye perspective of the entire property, showcasing everything from lot dimensions to neighborhood layouts. Dramatic sweeping shots create a cinematic feeling that makes your properties unforgettable.
Check out this video which combines beautiful aerial shots with a personable home update…
17. Invest in a Virtual Design Center
Buyers love having the power to explore and experiment with their future home’s features. Create an intuitive virtual design platform where they can test different finishes, colors and upgrades while tracking costs.
Include high-quality visuals and sharing capabilities to make the process both practical and engaging.
Wow Factor Wins
18. Augmented Reality (AR) Tours
Take the visualization experience to the next level with AR technology. Let prospects explore homes before they’re built, experiment with different layouts and preview design options in real time.
This technology is particularly valuable for pre-construction sales and custom homes, helping buyers make confident decisions while streamlining the sales process.
19. Go Above and Beyond with Video Messages
Video messaging is an invaluable, yet underused, homebuilder marketing tool.
Remember: the homebuying experience is visual. You’re missing out on a special opportunity to connect with clients and deliver a fantastic buying experience if you communicate primarily over plain emails and texts.
Why are video messages such a game changer for homebuilders? Three reasons.
Video Messages Reduce Anxiety
Anxiety runs high during any significant financial decision-making process, like in homebuying. People often have their guard up around sales professionals.
A video introduction, follow-up message or appointment reminder can break down that wall, increase replies and make the sales process much more human — and more successful. Video messages allow salespeople to convey their personality, ease tension and build rapport.
Video Messages Improve Accountability
It’s easy to cancel an appointment when there’s no personal connection.
But introducing yourself, and then following up with a video appointment reminder, you let your prospects know that someone is waiting for them.
When people are excited to meet with you, they’re less likely to leave you hanging. They see that you’re a real person who has value to offer.
Video Messages Build Emotional Connection
The face-to-face communication offered by video creates a space for warmth, sincerity and personal connection.
Every customer has specific wants and needs. Recording a video from your prospect or client’s new home and community gets them excited and strengthens their connection to their new place.
To make it more personal, highlight specific features that your customer has mentioned or responded positively to during the home-buying process.
Video Messages Delight Discerning Buyers and Partners
For luxury homebuilders, video messages offer that “little bit extra” that can put you over the top with discerning buyers ready to find their dream home.
It’s also a way to stay in touch with lenders and management to keep those connections warm.
New HomeBuilder Video Success Stories
Not familiar with how to use video messaging as a homebuilder?
Here are some real-world examples of how new home specialists use simple videos to prevent no-shows, build better relationships and convert more leads.
Example #1: Reducing Anxiety and Improving Customer Experience
Check out this example of a homebuilder following up with a potential client after an initial meeting. She’s empathetic, warm and references specific details from the conversation, showing she listened carefully.
She also lays out clear next steps and reiterates that she’s available to help.
Real Story 2: Increasing Appointment Hold Rates
The homebuilder in the example below uses a video to confirm an appointment and set expectations. This simple video message shows homebuyers there are real people on the other side of a submission form who are excited by the potential of working together.
It also instills confidence in prospects that there is a system in place for handling new inquiries and prioritizing the homebuyer’s goals.
Real Story 3: Converting More Leads Successfully
Below is a great community walkthrough video that gives homebuyer’s a glimpse into what life could be like with this particular homebuilder. Again, it’s welcoming and detailed enough to spark imagination.
Who would you work with bewteen this builder and one that only communicates over plain emails and texts?
Frequently Asked Questions about Homebuilder Marketing
What is different about custom home builder marketing?
A lot of the marketing ideas covered here work well for custom, tract and spec homes. Strong rapport and genuine relationships with homebuyers are important across all three. And delivering an exceptional buying + construction experience inevitably leads to more referrals down the road.
Custom homebuilder marketing requires additional emphasis on trust building. You have to convince the homebuyer that you are the best person and team to bring their dream home to life.
You need:
- Great testimonials that highlight both your skill and your ability to make homebuyers feel comfortable making such a huge investment with you
- Detailed roadmaps that outline every step of a potential project (the more detail the better, this is what gives people confidence)
- Accessibility for your homebuyer. Most custom homebuyers want to be invested and involved in the process. You need to be available for their questions and concerns.
- Positive energy. Homebuyers go through ups and downs. The more you can maintain excitement, the better people will feel when all is said and done.
- Transparency and smooth handoffs across your team. Everyone should be on the same page about how to care well for clients. And it’s often helpful to introduce team members up front to prospective buyers so they can put a face to an idea for every phase of their project.
How do I approach SEO for homebuilding?
We alluded earlier to the fact that SEO is a complex topic. Here are some additional things to keep in mind:
- Google uses two different algorithms: a local search algorithm and a global search algorithm. Google is smart enough to anticipate with a high degree of accuracy which algorithm to use when returning results. As a homebuilder, your focus should be on the local search algorithm. This means you don’t need to put a ton of energy into trying to win more generic educational keywords, like “how do I build a custom home?” Sure, start a blog, but don’t rely on organic search results to send many qualified leads your way for non-local searches.
- SEO is not a one-and-done play. You have to keep updating your content. Why? Markets change, competitors come and go, buyer preferences adapt. Make it a habit to revisit your posts and web pages once a quarter, at least. That way, the content stays fresh and you avoid major rewrites.
- You don’t have to “stuff” keywords anymore. In the past, throwing the same keywords multiple times across web pages and blog posts may have helped rank higher. That’s not the case today. Focus on writing good, valuable content that readers actually find helpful. Content that is obviously AI written or filled unnaturally with keywords stands out, and it turns off potential buyers.
Do these marketing ideas work for any type of construction work?
Yes! Construction marketing strategies should also lean into video messaging and relationship-building. Remember, there are humans on the other side of every major construction decision. They want to feel confident that their project will get done correctly, on time and on budget. All of your marketing should reflect these priorities.
Your Homebuilder Marketing Superpower
Think hard about where you could start using video messaging in your sales process. Personalized video messages + the marketing tactics outlined here are more than enough to set you apart as a homebuilder.
To give BombBomb video messaging a try, get two free weeks here.
You can also book a demo to see it in action for your entire team.
