In an era where your digital presence directly impacts the number of homes you sell, understanding social media marketing basics for home builders cannot be overstated. With 90% of millennials active on social media and 79% checking their favourite platforms multiple times a day, it's clear that social media is where your potential clients hang out.
If you're new to social media, this guide will help you leverage these platforms to showcase your homes, engage with potential clients, and build a strong brand identity. And if you’re a seasoned veteran, this article provides a great review to refresh your foundation.
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Benefits of Social Media Marketing for Home Builders
Social media marketing offers an unparalleled edge for home builders looking to grow their business and connect with a broader audience. This powerful tool amplifies your reach, allowing you to showcase your work directly to prospective buyers while building a community around your brand.
Through thoughtful content creation and engagement, you can transform virtual interactions into real-world sales opportunities. Embracing social media positions you as a modern, tech-savvy builder and fosters trust and credibility among your clients.
In the following sections, we'll explore the key advantages that make social media an indispensable aspect of your marketing strategy.
Increased Visibility and Reach
By utilizing social media platforms, home builders significantly expand their reach beyond traditional marketing methods. Posting engaging content, such as high-quality images and videos of your homes and projects, allows you to capture the attention of a broader audience.
This increased visibility can attract not only local clients but also those who are relocating or investing from different regions.
Direct Engagement with Potential Clients
Social media provides an exceptional opportunity for direct communication with potential clients. Through comments, direct messages, and interactive features like polls and Q&A sessions, you can answer questions, provide home-buying tips, and build a rapport with your audience.
This direct engagement not only builds trust but also enables you to gather valuable feedback to improve your offerings.
Showcasing Work and Building Credibility
Platforms like Instagram, Facebook, and Pinterest are perfect for showcasing your completed projects, ongoing builds, testimonials, and even behind-the-scenes content. A visually appealing and well-maintained profile acts as a living portfolio, demonstrating your craftsmanship and attention to detail.
Moreover, positive reviews and testimonials from satisfied clients can further enhance your credibility and attract new business.
Cost-Effective Marketing
Compared to traditional advertising methods, social media marketing can be incredibly cost-effective. With tools like targeted ads, you can reach a specific segment of people without wasting resources on a broad audience that may not be interested in your products.
Even with a modest budget, you can achieve substantial results, making it an ideal strategy for home builders at any stage of their business growth.
Building a Strong Brand Identity
Consistent and strategic social media activity helps in building a strong brand identity and keeping you front-of-mind with potential home buyers. By regularly posting content that reflects your company’s values, style, and quality, you create a cohesive and recognizable brand.
This not only helps attract your ideal client but also sets you apart from the competition in a crowded market.
Staying Ahead of Competitors
Keeping an active presence on social media allows you to stay ahead of your competitors. By monitoring industry trends, engaging in timely conversations, and adapting to new social media features, you can ensure your business remains relevant and top-of-mind for potential clients.
In a fast-moving digital world, being quick and adaptable is key to your success.
Home Builder Social Media Content Categories
Creating engaging content is essential for a successful social media strategy. It helps capture the audience's attention and encourages interaction. By consistently providing value to your followers, you can build a loyal community around your brand.
Here are some content categories to consider:
- Highlights: Share snippets or quotes from blog posts and premium content pieces.
- Education/Discovery: Links to articles, tips & tricks, industry research, free resources, answers to FAQs, case studies, and videos.
- Reporting: Interviews with others, market data, and stats.
- Inspiration: Quotes, trivia/amazing facts, gorgeous images, personal stories of client success.
- Entertainment: Fun holidays, memes, jokes, throwback/nostalgia, contests & giveaways, puzzles, comics.
- Conversational: Questions, polls, fill in blanks, ask for advice, “caption this” photos, AMA, this or that.
- Connection: Behind the scenes, product previews, photos from the office, stories, nostalgia, shoutouts to other businesses/groups/people/contractors, employee spotlights, photos from events, thanking followers, sharing causes/donations/volunteering.
- Promotion: Freebies for email signups, webinars, products/services, client testimonials, discounts/promos.
Create your social media marketing calendar and use a mix of the different content categories to fill in your posting schedule. Aim to post at least once a day to each of your social media channels.
Best Posting Times for Home Builders
Timing is everything in social media marketing. Based on the latest research available, here is a general idea of ideal times to post on the major platforms:
- Facebook - 1 PM
- Instagram - 3 PM
- LinkedIn - 11 AM
- Pinterest - 3 PM
- X (formerly Twitter) - 12 PM
- TikTok - 3 PM
To find the best time for your brand, look at audience analytics for each social network. Posting when most of your audience is online increases the chance your content will be seen.
Posting Frequency Recommendations for Home Builders
Regular posting is essential to keep your audience engaged and maintain visibility. Here are the recommended posting frequencies for different social media platforms:
For home builders, it's ideal to post at least once per day. Aim for a mix of content types and make sure to respond to comments and messages promptly to foster engagement.
On Instagram, consistency is key. Posting a minimum of once per day to your profile and once per day to your stories/reels allows you to stay top-of-mind with your followers. Use a mix of photos, stories, and reels to keep your content dynamic and appealing.
Aim to post on your LinkedIn Business Page 1-2 times per day. Education and information should be the focus on this platform, given its professional setting. Share valuable content from your blog that answers questions about the home buying process, mortgage approvals, and more.
Stay on your followers' radar by keeping them informed on new community announcements, grand openings, and any time-sensitive promotions you're running.
Pinterest thrives on frequent and high-quality content. Aim to post 3-5 pins per day. Focus on visually appealing images of your work, infographics, and inspirational content that links back to your website.
X (formerly Twitter)
For X, formerly Twitter, aim to post 1-3 times per day. This platform’s fast-paced nature means more frequent updates can help you stay relevant. If you have an event coming up or a new promotion, create a series of updates to get the word out. Bring followers back to your website by sharing new blog content, downloadable resources, and floor plan information.
TikTok
On TikTok, posting 1-3 times per day can help you grow your audience quickly. Leverage trends, post behind-the-scenes footage, and demonstrate your projects’ unique aspects to capture attention.
Adhering to these posting frequency guidelines can help you maintain a consistent and engaging presence across all major social media platforms.
Hashtag Usage for Home Builders
A hashtag is a powerful tool that helps users group conversations or content around specific topics. By tagging a post with the # sign followed by relevant words, it categorizes and organizes content, making it easier for others to find and engage with posts that match their interests.
Hashtags are essential in the digital world because they boost visibility and encourage community interaction on social media platforms. To make the most of your social media strategy, you should research popular hashtags that relate to home building, your local market, and the content you post to your channels.
Using relevant and trending hashtags can significantly expand your reach and connect you with a larger audience. Here are 10 hashtags commonly used by home builders:
- #CustomHomes
- #NewConstruction
- #HomeDesign
- #BuildersOfInstagram
- #DreamHome
- #RealEstate
- #HomesForSale
- #PropertyInvestment
- #HousingMarket
- #FirstTimeHomeBuyer
Do some research to find out which other top real estate hashtags you should be using as a home builder to boost your presence online.
Also, adding a standard branded hashtag in your posts can help you track and analyze engagement over time. When posting on different platforms, the number of hashtags you should use can vary.
Here are some suggestions:
- Facebook: Use 2-3 hashtags to maintain a clean and professional look while still increasing discoverability.
- Instagram: Aim for 3-5 hashtags, as this platform thrives on visual content and relevant tagging to enhance engagement.
- LinkedIn: Utilize 1-5 hashtags to target a professional audience without overwhelming your posts.
- Pinterest: Incorporate 2-5 hashtags to categorize your pins effectively and improve searchability.
- X ( formerly Twitter): Stick to 2-3 hashtags to keep your tweets concise and focused.
- TikTok: Use 3-5 hashtags to tap into trends and connect with the platform's vibrant community.
By strategically employing hashtags across these platforms, you can enhance your content's visibility, foster engagement, and grow your online presence.
Recommended Image Sizes for Home Builders
To maximize the impact of your social media posts, it's crucial to use images that are correctly sized for each platform. Here are the recommended image sizes for the main social media platforms to help ensure your visuals look their best:
Facebook Image Sizes
- Profile Picture: 180 x 180 pixels
- Cover Photo: 820 x 312 pixels
- Shared Image: 1200 x 630 pixels
- Shared Link Image: 1200 x 628 pixels
Instagram Image Sizes
- Profile Picture: 110 x 110 pixels
- Photo Thumbnails: 161 x 161 pixels
- Photo Size: 1080 x 1080 pixels
- Stories: 1080 x 1920 pixels
LinkedIn Image Sizes
- Profile Picture: 400 x 400 pixels
- Cover Image: 1584 x 396 pixels
- Shared Image: 1200 x 627 pixels
- Company Logo: 300 x 300 pixels
Pinterest Image Sizes
- Profile Image: 165 x 165 pixels
- Pin Image: 1000 x 1500 pixels
X (formerly Twitter) Image Sizes
- Profile Picture: 400 x 400 pixels
- Header Photo: 1500 x 500 pixels
- In-Stream Photo: 1600 x 900 pixels
TikTok Image Sizes
- Profile Image: 200 x 200 pixels
- Video Thumbnail: 1080 x 1920 pixels
For a more comprehensive guide to the recommended image sizes across all social media platforms, we encourage you to download our Social Media Cheat Sheet. This handy resource will ensure your visuals always meet platform standards, helping you engage your audience with high-quality, impactful images.
Video Guidelines for Home Builders
Videos are an incredibly effective way to showcase your projects and engage your audience. They allow you to convey your ideas visually and emotionally, making your work more relatable and memorable. To maximize your impact, it's crucial to customize your content for each platform's distinct audience and style.
Below, you'll find the technical requirements for videos tailored to each social media platform, ensuring your content stands out and reaches its full potential. Here are some guidelines to help you create compelling videos for various platforms.
Facebook Videos
- Aspect ratios: Landscape 16:9, Portrait 9:16
- Max length: 240 minutes
Instagram Videos
- Aspect ratios: Landscape 16:9, Square 1:1, Vertical 4:5
- Max length: 60 seconds
TikTok Videos
- Aspect ratio: 9:16
- Max length : 3 minutes (10 minutes when uploaded from another source)
X (formerly Twitter) Videos
- Aspect ratios: 16:9 (landscape or portrait), 1:1 (square).
- Max length : 140 seconds
YouTube Videos
- Aspect ratio: 16:9 (auto adds pillarboxing if 4:3)
- Max length: 12 hours or 128GB, whichever is less
LinkedIn Videos
- Aspect ratio: 1:2.4 to 2.4:1
- Max length: 10 minutes
Pinterest Videos
- Aspect ratio: 1:1 (square) or 2:3, 4:5, 9:16 (vertical)
- Max length: 15 minutes
For additional technical info such as file sizes, formats, and frame rates, get the Social Media Cheat Sheet. It has all the information you need.
Five Things To Do Before You Post
Here are five things you should be doing before you schedule a post on any of your social media channels. These best practices will help you create more of the content your audience is interested in while ensuring quality control and a commitment to your brand and voice.
1. Research your audience.
Understanding your audience is crucial for effective communication. Start by identifying your buyer personas—who are your ideal customers and which platforms do they use?
Consider what information they seek and whether your content is genuinely helpful to them. Ask yourself what message you aim to convey with your posts.
By tailoring your content to meet the needs and interests of your audience, you can engage them more effectively and foster meaningful connections.
2. Research other home builders.
Explore the social media channels of other home builders you aspire to be like or those with a similar audience. But look for inspiration beyond your own market as well. It's important not to replicate your competitors!
Instead, draw ideas and inspiration from builders in other markets who excel in their social media efforts. Pay attention to posts that generate engagement, comments, and shares, as these are content indicators that resonate effectively with their audience.
3. Follow your brand guidelines.
Make sure you refer to your brand guidelines for any specific design rules that will affect the social text and assets you’re creating. You should have a brand guideline that covers your visual style, tone, and voice.
4. Tailor your message to each individual social network.
What you post on one social platform shouldn’t be exactly the same as what you post on another. Your audience uses each platform differently, so experiment with text variations to see how your audience engages with your posts.
Then, review the analytics to see which posts perform better and create similar social posts using that feedback.
Instagram for example, doesn’t allow links in the text of a post. If you’re promoting a piece of content, you want to direct them to the landing page via a link in your bio or by adding a link to a Stories post.
5. Review your social updates before scheduling.
This is an important step. Sometimes, you may miss something so it’s always a good practice to review your text and any media assets before you send out a post.
That way, you can correct any spelling or grammar mistakes beforehand instead of editing posts after they’ve already been seen by your audience.
Social Media Post Ideas for Home Builders
Creating engaging and consistent social media content can significantly impact the audience who wants home builders to connect with them. It allows you to showcase your skills and gives you the opportunity to reach more potential clients.
Your social media presence serves as a powerful tool to highlight your projects, share behind-the-scenes processes, and display your industry knowledge. By carefully curating your posts, you can create an authentic story that resonates with your audience and distinguishes your brand.
Here are some effective social media post ideas tailored for home builders, aimed at captivating your followers and encouraging meaningful interactions.
Showcase Client Testimonials
One of the most compelling types of content you can share is client testimonials. Potential customers trust real user experiences much more than brand-produced content. By showcasing testimonials, you provide social proof and build credibility.
Share both written testimonials and video snippets where clients talk about their positive experiences with your company. This not only humanizes your brand but also offers authentic insights into what future clients can expect.
Behind-the-Scenes Content
This type of content can help build trust and transparency with your audience.
Take your audience behind the scenes with content that shows your building process, team members, and daily operations.
Share photos and videos that give a sneak peek into ongoing projects. Introduce your construction team, sales managers and reps, the office staff, and more. Find ways to highlight unique aspects of your building process.
Behind-the-scenes content can make your brand more relatable and give potential clients a sense of involvement in your projects.
via GIPHYEducational Posts
Position yourself as an industry expert by sharing educational content. This can range from blog posts on the latest home building trends to instructional videos on maintenance tips and tricks.
Educational content does three things:
- Gives value to your audience.
- Helps to establish your authority in the field.
- Establishes trust (because you aren’t just “selling” them)
Consider creating a content calendar focused on different educational themes, ensuring a steady stream of useful information that keeps your audience engaged and informed.
Showcase Completed Projects
Celebrate your accomplishments by featuring completed projects. High-quality photos and videos of finished homes can greatly inspire your audience and give them a clear idea of what your company is capable of.
Include detailed descriptions that highlight special features, design choices, and any unique challenges you overcame during the construction process. This type of content can serve as a powerful portfolio that demonstrates your expertise and attention to detail.
Seasonal Tips and Updates
Take advantage of the changing seasons by sharing timely tips and updates that help your audience maintain their homes year-round. Whether it’s preparing for winter, spring cleaning advice, or summer garden maintenance, seasonal content keeps your social media current and relevant.
Additionally, it demonstrates your commitment to being a useful resource for your clients long after the building process is complete.
By incorporating these post ideas into your social media strategy, you’ll be better positioned to create engaging, relevant, and high-quality content that resonates with your audience and enhances your brand’s online presence.
Other Social Media Marketing Best Practices to Follow
When it comes to social media marketing, home builders must employ a range of strategies to amplify their reach and engagement. Beyond the basics of post scheduling and audience research, here are some additional best practices that can make a significant difference in your social media success.
Showcase Your Work Regularly
Consistently post high-quality images and videos of your completed projects, ongoing construction, and behind-the-scenes activities. This not only demonstrates your craftsmanship but also keeps your audience engaged and informed about your latest work.
Engage with Your Audience
Respond promptly to comments, messages, and inquiries from your followers. Engaging with your audience fosters a sense of community and trust, making potential clients more likely to choose you for their home-building needs.
Utilize Customer Testimonials and Case Studies
Share positive feedback and success stories from your previous clients. Testimonials and detailed case studies can highlight your expertise, reliability, and the satisfaction of your customers, making your social media presence more credible and persuasive.
A great example of this is Copper Builders in Charlotte, NC. Take a look at one of their client testimonial videos:
Schedule Updates in Advance
Planning your content in advance allows you to maintain a consistent posting schedule without the stress of last-minute scrambling. Use social media management tools like Post Planner, Hootsuite, Later, or HubSpot's social tool to schedule posts ahead of time.
This ensures your audience receives regular updates and keeps your content pipeline flowing smoothly. Scheduling in advance also provides the opportunity to review and refine your content, ensuring each post aligns with your brand voice and strategic objectives.
Follow The 80/20 Rule
Use the 80/20 rule for content distribution—80% of your posts should be informative or entertaining, while 20% should be promotional. This balance keeps your audience engaged without overwhelming them with promotions and sales pitches.
Use Effective Calls-to-Action (CTAs)
Whenever you share brand-specific content, be sure to include a specific call-to-action. A good home builder CTA could involve posing a question or guiding your audience to a landing page. Other ideas include directing them to a specific section of your website or inviting them to subscribe to your newsletter. You have plenty of options!
3 Essential Home Builder Social Media Marketing Tools
When it comes to social media marketing, it's essential for home builders to leverage the right types of tools to maximize their reach and efficiency.
Online Graphic Design Tool
First and foremost, you need a robust tool for creating images, branded graphics, and premium content to share across your social channels.
High-quality visuals are crucial for capturing attention and showcasing the aesthetics of your projects. Look for tools that offer versatile templates, intuitive design features, and the ability to produce content that aligns seamlessly with your brand identity.
Social Media Planning and Scheduling Tool
Equally important is finding a comprehensive social media planning and scheduling tool. This kind of tool allows you to manage and post to multiple social channels from one centralized platform. It allows you to streamline your workflow and ensure consistent updates.
Scheduled posts help maintain a regular posting frequency, which is vital for keeping your audience engaged. The right scheduling tool will not only save you time but also provide analytics to measure the performance of your content, enabling you to refine your strategy for better results.
Video Creation Tool
When it comes to creating compelling social media content, videos are an important part of any home builder’s strategy. Whether it's a walkthrough of a completed home, a time-lapse of a construction process, or client testimonials, videos can significantly enhance your storytelling capabilities. That's why finding the right tool for creating professional-quality videos is essential.
A good video creation tool should offer a range of features to help you produce high-quality content, even if you lack extensive video editing experience. Look for options that provide easy-to-use templates, intuitive editing features, and the ability to add special effects, music, and voiceovers.
Get the Social Media Cheat Sheet for specific recommendations on tools that can help you create social assets, plan and schedule your content and more.
Get Serious About Your Social Media Marketing
In conclusion, effective social media marketing for home builders involves a multifaceted approach that includes showcasing your work, engaging with your audience, utilizing customer testimonials, and maintaining a consistent posting schedule.
By following best practices such as the 80/20 rule and including clear calls-to-action, you can build a strong online presence that resonates with potential clients and highlights your expertise in the industry.
To further assist you in mastering social media marketing, we encourage you to download our Social Media Cheat Sheet. This valuable resource includes more detailed recommendations on image sizes, video guidelines, suggested tools, best practices and more.
Our cheat sheet also has links to other social media guides and resources designed to help you maximize the potential of each platform. Take the cheat sheet with you as you get serious about elevating your social media strategy and achieving greater success in your marketing efforts.
