construction

In reply to a recent blog, a reader wrote into us and asked us for a few examples of great home builder social media. First, we were flattered to be asked this question, and we are happy to give our opinion. If you’d like expert advice, you might want to check out this post by Carol Morgan and this podcast featuring Carol Morgan. I think many of us are always trying to keep current. We read the blogs of several amazing Home Builder Marketers, such as Denim Marketing, Bokka Group, and Meredith Communications, to stay current ourselves. What we’ve learned at Outhouse is that there are quite a few things that make home builder social media great and inspiring at different levels.

The bottom line is a strong social media presence is a crucial tool for brand building, lead generation, and fostering connections with potential homeowners. After years of scouting social media, there are some home builders and related personalities who are truly knocking it out of the park with their engaging and high-performing accounts.

Whether you’re a home builder looking for inspiration or a prospective homeowner wanting to see what’s out there, these examples showcase the power of a well-crafted social media strategy in the home building industry.

Home Building Companies with a Powerful Platform Presence

Larger home building companies are also leveraging social media to showcase their homes, communities, and connect with potential buyers. Here are a few examples of companies that consistently demonstrate a strong platform presence:

• Abrazo Homes (@abrazohomes): Known for their dynamic social media presence across various platforms like Facebook, Abrazo Homes consistently shares engaging content that resonates with their audience. Their commitment to storytelling is clearly a key to their success. In fact, you can hear directly from their “Chief Story Teller,” Shane Austin, in this insightful episode of the Home Builder Digital Marketing Podcast.**
• Toll Brothers (@tollbrothers): Known for their luxurious homes, Toll Brothers excels on Instagram with stunning, high-quality visuals of their properties and sophisticated design elements. Their Pinterest presence is also noteworthy, offering a wealth of aspirational home inspiration. You can find their well-organized Facebook page here.
• Lennar (@lennar): As one of the nation’s largest home builders, Lennar maintains a significant following across platforms like Facebook, Instagram, and Pinterest. They effectively use these channels to showcase their diverse range of home models, highlight community features, and share updates with their audience.
• David Weekley Homes (@davidweekleyhomes): Historically recognized for their strong Instagram presence, David Weekley Homes consistently shares beautiful, high-quality photographs of their thoughtfully designed homes. Their visual content often emphasizes architectural details and inviting living spaces.
• Meritage Homes (@meritagehomes): Meritage Homes stands out for its engaging and varied content on Facebook. They effectively blend community updates, customer stories, and behind-the-scenes glimpses into their building processes, creating a well-rounded online presence.
• KB Home (@kbhome): KB Home frequently utilizes Facebook to share important updates, company news, and valuable customer success stories. They also provide helpful home buying tips and resources, positioning themselves as a knowledgeable partner in the homeownership journey.

Individual Builders and Influencers Setting the Standard

Sometimes, the most compelling stories come directly from the individuals shaping the industry. These builders and influencers have cultivated strong followings by sharing their expertise, passion, and behind-the-scenes glimpses into the world of construction and renovation:

• Matt Risinger (@risingerbuild): If you’re interested in the science behind high-performance building, look no further than Matt Risinger. His Instagram account and incredibly popular YouTube channel, “The Build Show,” are treasure troves of information on building science principles, meticulous craftsmanship, and the latest construction technologies. Expect in-depth explanations, on-site demonstrations, and a focus on quality and durability.
• Kyle Stympenhorst / RR Buildings (@rrb_buildings): Specializing in post-frame construction, Kyle’s presence across YouTube, Instagram, and Facebook offers a deep dive into this specific building method. His content is often practical, providing valuable tips and insights for those interested in or involved in post-frame projects.
• Perkins Builder Brothers (@perkinsbuilderbrothers): Get a genuine behind-the-scenes look at home building and renovation projects with the Perkins Builder Brothers. Their engaging “Builder Brothers” series on YouTube, Instagram, and Facebook provides a relatable and often entertaining perspective on the challenges and triumphs of construction.

What Makes Their Social Media Shine?

These high-performing accounts share several key characteristics that contribute to their success:

• Stunning Visuals: They understand the importance of high-quality photography and videography to showcase the beauty and craftsmanship of their homes.
• Consistent Engagement: Regular posting keeps their audience interested and coming back for more.
• Diverse Content: They go beyond just showcasing homes, offering project updates, behind-the-scenes peeks, client testimonials, and informative tips.
• Active Interaction: They actively respond to comments, answer questions, and foster a sense of community among their followers.
• Platform Optimization: They tailor their content to suit the strengths of each platform. These builders use visuals on Instagram and Pinterest, community on Facebook, and in-depth videos on YouTube.
• Strategic Use of Hashtags: They utilize relevant keywords to increase the discoverability of their content.
• Compelling Storytelling: They connect with potential buyers on an emotional level by sharing the journey of building a home and highlighting the benefits of homeownership.

Staying Ahead of the Curve

The world of social media is constantly changing and evolving. To find the most current top performers, it’s always a good idea to explore these platforms yourself and see which accounts are generating the most engagement on their recent posts. Keep an eye on those with high levels of likes, comments, and shares. These metrics are often indicators of a strong and active audience.

By studying these successful examples, home builders can gain valuable insights into creating their own compelling social media strategies and connecting with their target audience in meaningful ways.

**Shane Austin has since moved on from a brilliant career at Abrazo Homes, but his thoughts and wisdom still ring very true.