In the ever-evolving social media landscape, many home builders tend to underestimate its impact on business growth and brand perception. As social technology progresses, these platforms are becoming valuable avenues to capture the interests of potential home buyers.
Below, we’ve provided a deep dive into home builder social media marketing and uncovered the importance of an engaging social presence. Read on for recommended caption outlines and best practices for improving home builders' social media strategies.
Home Builder Social Media Marketing
Though the real estate industry is highly specialized and, at times, niche, a home builder’s social media presence can still be relevant and practical if properly utilized. By embracing social media's constant changes, home builders can learn to adapt to new trends and reach a wider audience. Our blog about delivering divisional marketing strategies for home builders will give you perspective on the importance of builder marketing and crafting effective tactics.
For now, let’s focus on the huge component of social media that aids our overall marketing efforts. Here are some of the most popular social media platforms used by home builders:
- Instagram
- Facebook
- Twitter (X)
- TikTok
- LinkedIn
- Pinterest
- YouTube
Does this sound familiar? Home builders and other niche industries can also leverage the apps and platforms popularly used for personal life updates to reach their business prospects. New leads can be captured by delivering consistent content and ensuring your brand is wholly aligned across all platforms.
Home Builder Social Media Examples
Let’s take a look at some social media platforms from home builders to see why they stand out:
- Maronda Homes: With brand consistency, color themes, and engaging content, Maronda Homes’ Instagram account provides experiences that resonate with its target audience.
- Hayden Homes: Hayden Homes’ LinkedIn page captures the company's culture, updates, and exciting opportunities aligned with its brand guidelines.
- Mertiage Homes: Mertiage Homes’ Facebook page provides consistency, engagement, CTAs, and brand alignment for lasting impressions.
- Toll Brothers: The Toll Brothers’ Pinterest page captures the essence of inspiration for all audiences with mesmerizing photography and trending designs.
In 2020, 97% of home buyers used the Internet during their home search. In 2024, 80% of home buyers heavily relied on social media as a starting point. These growing statistics give new home builders the ability to reach millions of Internet users through the power of captivating social media strategies. The opportunity to leverage powerful home builder social media through various marketing tools is easier than you think.
Home Builder Social Media Posts and Outline
As home builders look to establish themselves through social media, a few guidelines can be followed for optimal growth and engagement. Using a balanced approach and a weekly schedule, let’s examine four different “pillars” of content: experience, culture, authority, and promotion.
Content Pillars
Content pillars are the core sections on which we at New Home Star base our social media strategy. As a general guideline, post twice a week using an even 25% of content from each pillar. For example, one week consists of one experiential content post and one cultural content post, while the following week can focus on one authoritative content post and one promotional content post. Here’s the breakdown of each pillar. 👇
- Experience: This content helps prospects envision a new lifestyle in a specific area. Examples include places to see, things to do, community events, holiday events, and area history.
- Culture: This content builds personal relationships with home buyers by showcasing your company’s outstanding culture. Examples include realtor recognition, client testimonials, charity partnerships, employee spotlights, and awards.
- Authority: Authoritative content shows your organization's credibility and expertise in the new home building industry. Examples include design trends, homeowner tips, maintenance tips, industry updates, relocation tips, and city recognition.
- Promotional: This content is used to generate new business. Promotional incentives should be used sparingly and never exceed over 25% of your content. Examples include grand openings, new phases, model openings, and open houses. Never include floor plans or inventory in these posts.
Home Builder Social Media Best Practices
When posting general content across all platforms, it is important to consider a list of best practices to ensure brand alignment. We recommend a master sheet with a list of best practices catered to your brand to reach your home builder social media goals. Here is a list of simple and inclusive practices relevant to home building.
- Hashtags: Use three to five relevant hashtags per post (a maximum of five).
- Description of asset: Aim to keep the copy short, straightforward, and captivating.
- Define your audience: Consider the persona/channel and craft your content accordingly.
- Call to action (CTA): Every post should include a CTA to drive traffic. A well-crafted CTA directs your audience to take a specific action.
- Engagement: Comments should always be liked and/or responded to for maximum engagement.
- Plan your posts ahead of time: We know that it can be difficult to manage a consistent posting schedule. Pre-plan your content and schedule times for posts to be uploaded to save time and ensure consistency.
- Mentions: Tag other builders/firms to reach a wider audience.
- Multimedia: Use a variety of edited images, videos, audio, etc. Videos and audio should always include closed captions (CC).
Ready to Start Posting?
Social media is here to stay and will help you leverage leads and sales. Learning to adapt to technological changes, interests, and trends is an integral part of managing home builder social media. In such a specialized industry, home builders need to accommodate new advances to stay competitive.
We hope this guide helps elevate your company’s social media presence. If you’re curious about more industry tips and updates, check out our blog and stay up-to-date with the latest news 🚀
