Outhouse

The Outsource Hub for Home Builders

digital marketing

Not Every Great Digital Marketing Idea at IBS Is Brand New

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2026 International Builders Show room floor. © Oscar Einzig Photography https://www.buildersshow.com/logos-and-photos
© Oscar Einzig Photography
https://www.buildersshow.com/logos-and-photos

Reflections from the 2026 International Builders’ Show

Every year at the International Builders’ Show, thousands of builders walk the exhibit floor looking for the next big thing: the technology that promises to sell homes faster, improve operations, or revolutionize the sales process.

If you’ve attended IBS before, you know the feeling: massive booths, flashing screens, product demos everywhere, and plenty of bold predictions about the future of homebuilding.

It’s exciting, but it can also be a little overwhelming. By the end of the week, many builders head home with a notebook full of ideas and a lingering question: Which of these technologies will actually help us sell more homes today?

I’ve always considered myself a fairly early adopter of new technology. But experience has also taught me to proceed with just a little caution. After choosing the disastrous Ford EXP (EXperimental Prototype should have been the red flag)as my first car, I developed a habit of waiting until the second or third generation before jumping in.

New technologies are exciting, but early versions often bring unexpected challenges and sometimes hefty price tags.

I remember being captivated by the first plasma flat-screen TVs. The picture was incredible, but at $15K+, they weren’t exactly flying into many living rooms. I also waited until the third generation of the iPhone before adopting. I wanted to be sure it offered more than just a cool pinchable screen.

Sometimes patience pays off.

A Surprising Placement at IBS

Kevin Weitzel, Outhouse, LLC. Michelle Smallwood, Holiday Builders. Laura Hanson, Builder Designs.

In preparation for IBS 2026, Outhouse submitted a proposal for one of the show’s Knowledge Sessions. Our topic focused on digital tools like interactive floor plans and virtual tours: technologies that have been helping builders engage buyers online for years.

The proposal wasn’t selected for the main education track. Instead, we were invited to present at the Tech Studio.

At first, we were surprised. Interactive floor plans and virtual tours don’t feel cutting-edge. But maybe that’s the point: What’s established can still make a huge difference where it counts.

But the IBS education team explained something important: they’re intentionally expanding programming that speaks directly to the needs of small and mid-size builders.

Outside of the large public builders and some high-end custom firms, many builders simply don’t have the budget or technical resources to adopt every new experimental platform that appears on the market.

And the truth is, they don’t necessarily need to.

What’s “Old Tech” to Us Is Still Amazing to Buyers

A recent episode of the Netflix series Owning Manhattan drove this point home for me.

At the grand opening of a luxury condominium project designed in partnership with Mercedes-Benz, prospects and real estate agents were blown away by VR headset tours of the building.

The interesting part?

Virtual reality tours have been around for more than a decade.

But for many buyers attending the event, it was their first time experiencing one.

We sometimes forget that most families buy only three or four homes in their lifetimes. What might feel like “old tech” to those of us in the industry, VR tours, Matterport scans, visualizers, or interactive floor plans, can feel entirely new and incredibly impressive to them.

After working with builders for more than two decades, we’ve seen plenty of technology trends come and go. But one thing hasn’t changed: buyers want tools that help them visualize their future home.

Start with the Tools That Actually Move the Needle

A closeup of users hand interacting with an interactive floor plan on a tablet.

If you’re a small- or mid-size builder using static floor plans and galleries, start with just one interactive upgrade.

A great place to begin is with interactive floor plans.

These tools allow buyers to explore layouts, select options, and even place furniture within the plan. The experience helps them visualize the home more personally, which increases engagement and confidence in the purchase.

They also provide valuable marketing insight. When a prospect saves a plan or configuration, builders gain a high-quality lead along with a better understanding of what that buyer is looking for.

Once interactive floor plans are in place, the next logical step is adding virtual tours to your website. These allow buyers to walk through model homes or completed inventory properties anytime, from anywhere.

For buyers relocating from another city or even another state, that accessibility can be a powerful selling tool.

A Welcome Focus on the Builders Who Make Up the Industry

One of the encouraging takeaways from IBS this year was the show’s renewed focus on small and mid-size builders.

After all, these companies represent roughly 99% of the homebuilding industry.

While the industry will always continue pushing toward the newest technologies, and that’s exciting, many builders will see the greatest immediate impact by adopting tools that are already proven to engage buyers and support the sales process.

Sometimes the smartest move isn’t chasing the newest technology on the exhibit floor.

It’s finally implementing the tools buyers already love.

A Final Thought

If your website is still relying primarily on static floor plans and images, you may not need the newest experimental platform introduced at IBS.

You may simply need to take the next step toward creating a more interactive experience for today’s homebuyers.

Interactive floor plans and virtual tours aren’t futuristic; they’re proven solutions helping builders engage buyers and sell more homes online right now. Embracing these tools is often the innovation that matters most.

And sometimes, that’s exactly where innovation should start.

Take the first step toward a more interactive experience for today’s homebuyers.

contact us

Mobile-First Design for Home Builders: Why Digital Tools Must Match How Buyers Actually Shop

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Interactive floor plan on mobile phone women pointing at it.

For today’s home buyer, mobile isn’t a secondary experience. It’s the starting point. Before a buyer ever walks into a sales office, they’ve already browsed communities, compared neighborhoods, checked lot availability, and shared links with a spouse or agent, all from a phone. In her latest book on social media marketing, Carol Morgan with Denim Marketing notes, “Approximately 63% of all Google searches start on a smartphone, this isn’t an audience to ignore.”

In many cases, that mobile experience determines whether a community makes the short list or gets skipped entirely. For builders, that reality changes the stakes. If your digital tools aren’t designed mobile-first, you’re not just behind on technology; you’re losing attention at the exact moment buyers are forming opinions. At Outhouse, we see mobile-first not as a trend but as a practical shift in how communities and homes are presented.

Mobile-First Design Isn’t Smaller. It’s Smarter for Home Builders

A common misconception is that mobile-first means “responsive” or “shrunk down.” In practice, mobile-first means designing the experience around clarity, speed, and ease of understanding, especially on smaller screens. For homebuilders, that means:

  • Clear visual hierarchy instead of crowded information
  • Touch-friendly navigation that works naturally on tablets and phones
  • Fast load times that don’t depend on perfect connectivity
  • Visual storytelling that replaces long explanations

When mobile-first is done well, buyers don’t feel like they’re using a limited version of your website. They feel like they’re getting the best version.

Why Interactive Site Maps Matter More on Mobile Than Anywhere Else

Site maps are often the most-used interactive tool on a builder’s website, and also one of the easiest places to lose buyers if the experience feels clunky. On a desktop, buyers may tolerate extra clicks or small details. On mobile, they won’t. We built our Interactive Geospatial Site Maps with this reality in mind. Instead of forcing buyers to pinch, zoom, and hunt for information, the experience is designed to guide them visually.

Mobile-first advantages include:

  • Wall-to-wall, immersive layouts without headers or footers competing for attention
  • Clear lot-level detail that’s readable at a glance
  • Elevation imagery that helps buyers understand location, views, and surroundings
  • A full-screen experience that feels native, not bolted on

Bringing the Interior to Life: 

Interactive Floor Plans on the go.  The mobile journey doesn’t stop at the lot line. Once a buyer finds the right community, they want to see if the home fits their life. Our Interactive Floor Plans are designed to be just as intuitive as our site maps. Instead of squinting at a static PDF, buyers can:

  • Toggle options and structural changes (like adding a 4th bedroom or a covered patio) with a single tap.
  • Visualize furniture placement to see how their current belongings fit the space.
  • Save and share their custom configurations directly from their phone. By giving buyers, the power to “build” their home digitally while sitting on their couch, you create an emotional connection before they ever set foot in a model.

Built for the Way Production and Regional Builders Actually Work

Many new digital tools promise innovation but often come with expensive software, steep learning curves, or workflows that don’t align with how production builders operate. That’s not our approach. With more than 30 years of experience, Outhouse focuses on tools that integrate with your existing processes. Our mobile-first solutions are built around AutoCAD-based workflows, because that’s what most builders already use.

What that means:

  • No need to switch to Revit or invest in costly new platforms
  • No retraining your drafting, sales, or marketing teams
  • Faster turnaround, from CAD files to sales-ready tools in days or weeks, not months
  • Budget-smart solutions that deliver value without unnecessary complexity

This isn’t about flashy technology for its own sake. It’s about practical tools that help you sell homes.

Mobile-First Benefits for Home Builder Sales Teams in the Field

Interactive site map on laptop in kitchen setting.

buyers through communities. A mobile-first site map and interactive floor plan make those conversations easier. Sales teams can quickly show:

  • Where a specific lot sits within the neighborhood
  • Exactly how a specific floor plan can be customized for a buyer’s needs
  • How elevation and surroundings impact the homesite
  • What amenities, schools, or conveniences are nearby

And with Progressive Web App (PWA) capabilities, these tools can be installed directly on tablets, providing a full-screen, app-like experience, even when internet access is spotty. For teams working on active construction sites, reliability matters.

A Better Buyer Experience, Without Disrupting Your Workflow

One of the biggest barriers to adopting new tools is fear of disruption. Builders don’t want to slow down sales cycles or overhaul systems that already work. Mobile-first geospatial site maps and interactive floor plans are designed as an evolution, not a replacement. Builders can:

  • Upgrade existing interactive site maps to a mobile-first geospatial experience
  • Incorporate interactive floor plans that sync with your inventory
  • Integrate seamlessly into existing websites and sales workflows

The result is more capability without added friction.

Why Mobile-First Digital Tools Help Builders Win in Competitive Markets

Mid-size and regional builders are often caught in the middle, too large to rely on static tools, but not positioned to chase expensive, enterprise-level platforms. Mobile-first digital assets level the playing field. They help builders:

  • Stand out earlier in the buyer journey
  • Tell a clearer story about communities and locations
  • Support both digital marketing and in-person sales
  • Present their neighborhoods with confidence and clarity

More homes sold. Less hassle.

Designed for Today’s Buyers, and What Comes Next for Builders

Mobile-first geospatial site maps also serve as the foundation for a broader view of your market. As builders manage multiple communities across a metro area, the ability to view everything on a single, geo-positioned screen becomes increasingly valuable. Imagine:

  • Seeing all communities in one market at once
  • Understanding proximity to schools, transit, and amenities instantly
  • Knowing which floor plans are offered in which communities, down to individual lots

It’s clarity without jumping between tools, and it starts with mobile-first design.

Want to See What Mobile-First Could Look Like for Your Communities?

If you’re curious how a mobile-first approach could improve your site maps, floor plans, sales conversations, and buyer experience, we’d be happy to show you. No hard sell, just a walkthrough and a practical conversation. Reach out to Kevin to see Interactive Geospatial Site Maps and Interactive Floor Plans in action.

If you’d like to learn more, reach out to Kevin.

Learn more

A Lesson for Home Builders from Disney on Customer Experience

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Out Door Christmas Gathering with Large Christmas Tree

Disney Has Great Customer Service — Until They Don’t

A recent trip to Disney World provided an important reminder about customer service and experience: The real test isn’t when everything goes right — it’s when things go wrong.

From pre-trip planning through most of our stay, Disney largely lived up to its reputation. Hotel reservations? Check. Dining reservations? Seamless all week. Assistance getting on and off rides due to a bad leg? Absolutely exemplary.

Disney truly shines when it comes to supporting guests with mobility and other challenges — and they do it in a way that makes people feel included, not like an inconvenience. That’s no small thing.

We did encounter a few issues, one of which was a major disappointment. I had booked a special room for one night through the Disney Vacation Club Store. On the morning of our stay, a cast member informed me we’d been moved due to a mechanical issue in the original room.

After explaining that I’m not a DVC member, had purchased points, and may not be returning for years, Disney stepped up. They offered a $250 gift card to cover dinner at Citricos — one of their fancier restaurants — and moved us to a replacement room in the new Polynesian Tower with a spectacular fireworks view.

As my friend and coworker Kevin Weitzel would say, “Not too shabby.”
Despite the disappointment, Disney made every effort to preserve the magic.

Tiki Lamp

Where the Experience Fell Apart

Everything was great… until we got home.

I had purchased a fun tiki lamp at the Polynesian Resort and had it shipped. When it arrived, it was broken. I called customer service and immediately got that sinking “oh no” feeling — the call center was clearly not U.S.-based.

The first representative assured me it would be handled and that I’d receive an email shortly with return instructions.

That email never came.

I called again the next day and was told there was no record of my previous call, so we started over. The representative repeatedly asked for a reference number I couldn’t locate on the receipt. After reviewing it multiple times, she finally asked for a screenshot.

Her first question after seeing it:
“Did you make the purchase with a MagicBand?”

I had.

And that turned out to be the issue. MagicBand purchases are apparently tracked differently than other transactions — despite charging the same credit card on file — which is why they couldn’t locate my order. Once that was sorted out, the return was processed, and a replacement lamp arrived a couple of weeks later.

Lessons That Apply Far Beyond Disney

A few takeaways stood out — and they apply just as much to home builders and their partners as they do to theme parks:

1. Technology must work — and track correctly.
If you’re using tech, it has to function reliably behind the scenes. If you have interactive floor plans on your website, for example, make sure:

  • Furniture planners are scaling correctly
  • Dynamic pricing pulls from the right database
  • Leads are routing to the correct sales team for fast follow-up

Disney isn’t alone here. I’ve had recent inconsistencies between apps and websites from Costco and Bank of America as well. When systems don’t align, customer confidence erodes quickly.

2. When problems arise, don’t hand clients to the “B team.”
Dissatisfied customers are rarely easy — which is exactly why this is when your A team matters most. Clients need to know their concerns are being handled by someone with both the skill and authority to resolve the issue.

3. Consistency prevents (and softens) problems.
This is why Outhouse assigns dedicated account managers instead of using a random project queue system. Clients know exactly who to call — whether placing an order, making revisions, or addressing an issue. Fewer handoffs mean fewer glitches, and stronger relationships mean faster resolutions.

A Home-Building Parallel

This reminds me of a new-construction home I purchased several years ago. During most of the build, the superintendent was excellent — clear communication, quick responses, and deep familiarity with our home.

About two-thirds of the way through construction, he took another job, and a new superintendent was assigned. He was fine, but didn’t have the same knowledge of the home or history of decisions.

On closing day, he couldn’t be there at all. Instead, a builder representative who had never set foot in the home — and wasn’t part of the closing team — handed over the keys. There were still major punch-list items outstanding, and while everything was eventually resolved, the confidence we’d built along the way took a hit. It was a rocky handoff at a critical moment.

A Timely Reflection

A new year is always a great time to step back and assess your customer experience:

  • Where are you excelling?
  • Where are handoffs breaking down?
  • Are your systems and teams aligned?
  • Are you building confidence — or unintentionally creating friction with clients?

The magic isn’t just in getting things right.
It’s in how you respond when they don’t go according to plan.

Merry Christmas, and cheers to you, your family, and coworkers for a happy, healthy and prosperous New Year!

If you need help with any of your home builder marketing and branding needs:

Contact US

Outhouse’s Digital Suite – We’ve Come a Long Way, Baby!

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OutHouse IFP with descriptions

Why It Might Be Time for a Refresher Demo, Not a New Vendor

Every so often, we hear from a builder client who asks, “Why doesn’t my widget ‘x’ do this or that?” Maybe you spotted something new on another builder’s website or in a demo from a competitor. We get it, technology moves fast, and digital marketing tools evolve even faster.

But before you assume your current system is outdated, there’s a good chance those new features are already available through Outhouse.

Built for Builders: Designed to Evolve

As one of the original creators of interactive tools for home builders, Outhouse has
spent more than three decades helping builders showcase their homes online. Our
Interactive Floor Plans (IFPs) and Interactive Site Maps (ISMs) are trusted by builders across the U.S. because they’re built to grow with technology, not be replaced by it.

Customized plan emailed and/or texted to homebuyer when they personalize and save a plan.
Customized plan emailed and/or texted to homebuyer when they personalize and save a plan.
 

We update our tools regularly to help you stay competitive in digital marketing:

  • Dynamic Pricing: Pricing adjusts instantly as buyers select structural options.
  • Elevation Previews: Show front-elevation changes directly on IFPs.
  • To-Scale Furniture: The most comprehensive furniture library in the industry.
  • Clickable Site Maps: Buyers can view available lots and jump directly to corresponding floor plans.
  • API Integrations: Seamless connections with CRMs, ERPs, and other third- party platforms.

These are just a few ways Outhouse technology sets the standard for builder
interactivity.

Continuous Improvement You Might Not Notice

Much like the homes you build, behind-the-scenes upgrades and changes take place to Outhouse’s interactive tools. Meanwhile, staff changes at your company, website redesigns, and evolving integrations can, over time, lead to features being missed or underused.

That’s why we recommend scheduling a refresher demo with your Outhouse Account Manager at least once every couple of years. You may be surprised at how much has changed, from new functionality and smoother integrations to updated user interfaces designed to convert more leads.

Why Start Over When You Don’t Have To?

Switching vendors can be expensive and disruptive. Data migration, reintegration, and retraining your team take time and resources that could be spent marketing new homes and communities.

A simple demo could reveal that your current Outhouse tools already include the same (or better) features than you’ve seen elsewhere without the high cost of starting from scratch.

With our U.S.-based team of CAD specialists, developers, and account managers, you’ll always have direct support from experts who understand how production builders operate.

Site map with pop out of available plans. Homebuyers click on elevations to access interactive floor plans. Site Map Platinum.jpg
Site map with pop out of available plans.  Homebuyers click on elevations to access interactive floor plans.

Let’s Take a Fresh Look Together

If it’s been a while since your last demo, now’s the perfect time. We’ll walk you through the latest IFP, ISM, and VR enhancements, integrations, and customization options so your buyers enjoy the most engaging online experience possible.

Schedule your refresher demo today.

Schedule Here

Because sometimes, the tools you already have are more powerful than you realize.

Why the Smartest Builders Won’t Miss the Home Builder Digital Marketing Summit

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If you want to walk away with real strategies, fresh ideas, and actionable insights to grow your home building business, then the Home Builder Digital Marketing Summit, September 24–25 in Atlanta, GA, is the place to be.

“Why this event?” you ask. With so many conferences competing for your time, here’s what makes the Home Builder Digital Marketing Summit stand out:

HBDMS Image showing down town, and attendees raising hands and taking notes.

Scale That Works

Bigger isn’t always better. Sure, massive shows like IBS or mega-hotel events can be exciting, but they’re often overwhelming—too many distractions, too many sessions, not enough takeaways.

The Summit flips the script. With a smaller, more focused setting, you’ll actually get the answers to your burning questions, without being rushed out the door the moment a session ends. It’s all about connection, clarity, and conversation that sticks.

Hosts With Energy

Keeping things engaging are Kevin Weitzel (Partner, Outhouse) and Greg Bray (President, Blue Tangerine)—the same dynamic duo behind the popular Home Builder Digital Marketing Podcast. Their mix of energy, humor, and know-how guarantees no dull moments.

Specialized Tracks

This isn’t a one-size-fits-all program. In addition to the main Marketing Track, you’ll find:

  • OSC Track – Led by Leah Fellows of Blue Gypsy Inc., designed to sharpen online sales counselor skills.
  • Leadership Track – Guided by Kimberly Mackey of New Homes Solutions Consulting, focused on leadership strategies that drive sales teams forward.

Each track is powered by industry experts who live and breathe these roles every day.

Industry Voices You Want to Hear

You’ll also hear directly from some of the brightest minds in home building marketing. A few names lighting up the stage:

  • Patrick Johnson, Head of Home Building Experience / Rilla
  • Melinda Byerley, Founder & CEO / Fiddlehead
  • Heidi Schroeder, Senior Consultant / ECI Lasso
  • Brian Kernohan, Chief Revenue Officer / Lumin AI
  • Sylka Millner, Director of Business Development / Zonda Homes / New Home Source
  • Chris Thornton, VP Digital Marketing & Technology / Ashton Woods Homes
  • Matthew Wilson, Executive Vice President of Innovation / Mironda Homes
  • Jamie Godwin, Director of Marketing Communications / Kolter Group
  • Courtney Stewart, Vice President of Client Services / Denim Marketing
  • Plus many more seasoned voices bringing insights you can apply the moment you return home.

Roundtable Power

Sometimes the best ideas come from the builder across the table. That’s why roundtable discussions are built into the Summit, giving you a chance to swap stories, share challenges, and uncover peer-driven solutions.

Summit Round table: Outhouse Partners leading fun conversation


Real Value, No Gimmicks

At the Summit, your investment goes straight into learning and growth. That means no nickel-and-diming, no “time-share-style” sponsor pitches—just pure education and insight you can put to work. Our goal is simple: send you home armed with fresh ideas to elevate your marketing, OSC, and leadership game.

And because we know great learning happens when people connect, your registration also covers breakfast and lunch both days, plus a lively evening mixer on Wednesday with heavy hors d’oeuvres and drinks. Oh, and one more perk: this year, we’ve secured rooms for just $125/night—so you can enjoy Atlanta without breaking the bank.

Your Call to Action!

The countdown is on! You’ve got 30 days to lock in your spot, arrange travel, and make your way to Atlanta. Seats are filling quickly, and this intimate setting means space is limited.

Don’t miss the chance to connect, learn, and elevate your marketing game. Reserve your seat today – your future marketing/sales/leadership self will thank you.

Dip Toes or Dive In? The Case for Going All-In On Digital Marketing

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Lady diving into a pool with Kitchen image in the background

A phrase we frequently hear following a demo of our digital marketing tools is, “We’d like to dip our toes in the water.” While this may be a good idea in some instances, say testing the water temperature before stepping into a hot shower, it doesn’t make sense when it comes to your website.

In today’s technology-driven world, your website is the front door to your business. So it is imperative to have one that is attractive, cohesive, easy to navigate, and COMPLETE. With many smaller builders competing in markets dominated by big public builders, professionalism is critical. So, if your website still mainly features black and white drawings and you are gradually replacing them with 3D renderings from random providers, and/or photos of built homes taken with a cell phone, you may want to reconsider that process. Black and white stick renderings captivate no one, and photos, unless professionally shot like ones by Chad Davies, rarely do your homes justice, especially when new landscaping consists of a few small shrubs and twigs for trees. Buyers are looking for their dream home, not one that screams, “weekend projects ahead!”

3D photoreal rendering. Nothing says “dream home” more than a sultry in dusk shot.

Think Like the Big Builders

To see what homebuyers expect when they visit your website, it pays to look at what the bigger builders are doing. A few of the top sites like Toll Brothers and Taylor Morrison include an abundance of professionally shot photographs and videos to create visual interest, meanwhile the individual model pages feature 3D photoreal renderings for consistency. Their sites also include interactive floor plans allowing potential homebuyers to select structural options and oftentimes space plan with a furniture planner.

The top digital lead generator: An Interactive floor plan with elevation previews and furniture planner.

The Small Builder Advantage

Where you can stand out from the big guys is by personalizing and streamlining. Even the most thoughtful big builder sites are rather convoluted due to an excess of homes and communities. With fewer homes to showcase, smaller builders have a distinct advantage. Professional renderings and virtual tours need not break the bank, and they allow homebuyers to explore your homes from anywhere in the world.

View of desert valley from living room of a home on a hill
Still image taken from a virtual tour. The view outside the windows is real.

Smaller inventory encourages deeper exploration of your models, especially when they feature engaging virtual tours, visualizers, and interactive floor plans. And studies show the more time spent customizing a home with digital tools, the more likely the prospect is to purchase that home.

The Best Time to Upgrade a Website is…

NOW is the perfect time to add digital assets or make other upgrades to your website. Yes, the market is down and budgets are stretched, but we know housing will come roaring back at some point – it always does – and builders need to be prepared. Website upgrades also have a small price tag compared to other marketing ventures like building a model home, or even TV ads. So, take some time during this downturn to be thoughtful, strategic, and intentional about website upgrades that will attract homebuyers and generate solid leads as the housing market begins to turn.

Laying Out The Welcome Mat

In summary, as your website is your online front door, be sure to lay out the welcome mat. Draw in prospects with a clean, easy to navigate site, with stimulating imagery and engaging interactive tools. Remember, consistency is critical. Get all renderings from the same provider. Ditto for interactive floor plans. Better yet, use the same vendor for all digital marketing assets for peace of mind and the best results. Hence the reason Outhouse offers CAD services . For all-in clients, assets are automatically updated across all digital product lines when a change is made in the CAD files. This not only ensures accuracy and consistency, but also reduces costs. And, finally, check out big builder sites for inspiration, but be sure to keep an open mind on ways to make your site easier to navigate and more compelling.

Build It & Post It

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Traditional listing vs tiktok homebuilder search

TikTok is Now Essential Marketing for Homebuilders

If you think TikTok is just for teenagers, think again. It’s rapidly evolving into a powerful search and discovery engine, and yes, that includes finding new homes. Consider this foundational statistic highlighted by Atlas RTX: “84% of home buyers use the internet as their primary research tool…” In today’s digital landscape, TikTok represents a significant and growing slice of that online activity, particularly for demographics crucial to the future of homebuilding. For builders aiming to connect with modern buyers, establishing a presence on TikTok isn’t just a novelty; it’s becoming a strategic marketing imperative.

Showcasing Properties in a New, Dynamic Light

Static photos and full-length virtual tours have their place, but TikTok’s short-form video format demands a different approach – one that can be incredibly effective for showcasing homes. Builders are using engaging, fast-paced videos to:

  • Offer Quick Walkthroughs: Highlighting key areas and features in under 60 seconds.
  • Spotlight Unique Selling Points: Zeroing in on a stunning kitchen island, a spa-like bathroom, or energy-efficient windows.
  • Use Trending Sounds & Styles: Making property tours feel current, relatable, and shareable.
  • Tell Visual Stories: Capturing the feeling of living in the space, not just the dimensions.

This dynamic format grabs attention quickly and allows builders to convey personality and key features in a way traditional marketing often struggles to match.

Reaching the Next Generation (and Current Buyers Too)

While TikTok initially gained fame with Gen Z, its user base has significantly broadened. Millennials, now the largest cohort of home buyers, are active on the platform, as are increasing numbers of Gen X. Builders can use TikTok to:

  • Build Brand Awareness Early: Connect with potential buyers long before they are actively searching.
  • Target Specific Demographics: Utilize TikTok’s algorithm and ad tools to reach relevant audiences in specific locations or with particular interests (e.g., first-time buyers, eco-conscious consumers).
  • Humanize the Brand: Show the faces behind the company, share construction progress, and create a more relatable image.

Leveraging Trends and Influencers

Smart builders on TikTok don’t just post, they participate. This means:

  • Highlighting Trendy Features: If home offices are trending, showcase your best office spaces. If outdoor living is hot, feature your patios and decks.
  • Engaging with Comments: Answer questions and interact with potential leads directly on the platform.
  • Considering Influencer Collaborations: Partnering with local home decor or lifestyle influencers can expose a builder’s projects to a large, engaged, and relevant audience, generating buzz and credibility.
Construction workers doing their jobs. One man on a ladder, woman putting her gear on
Behind the Scene images courtesy of Canva Pro

Building Community and Trust Beyond the Sale

TikTok offers builders a unique channel to build relationships, not just generate leads. Sharing behind-the-scenes glimpses of the construction process, introducing the build team, offering quick home maintenance tips, or answering frequently asked questions in a casual video format can foster trust and community around the brand. This authenticity resonates with modern consumers.

Log In or Lose Out

The way people discover, and research homes is evolving rapidly. TikTok is no longer a fringe platform but a major player in the online attention economy. Homebuilders who embrace it, mastering its unique style and leveraging its reach, are positioning themselves to connect effectively with today’s buyers. Those who ignore it risk becoming invisible on a channel where their future customers are increasingly spending their time. In the current market, being active and strategic on TikTok isn’t just marketing; it’s essential business development.

Need help with digital assets for your website to use in your home builder marketing?

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Like Iconic Brands and Well-Designed Homes, Skilled Craft Never Goes Out of Style

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Fajitas cooking on a flat iron skillet.
Bill Gelbaugh brings the same precision and visual appeal to camp cooking that he delivers at Outhouse.

In today’s world of ever-increasing automation, the role of the craftsman may no longer occupy the center stage it once did—say, during the Renaissance—but the need for skilled craft has never gone away. Whether it’s clothing, jewelry, furniture, or homebuilding, there is still something deeply human—and deeply valuable—about a well-built item. A custom home, for example, with thoughtful design elements and finishes shaped to a buyer’s personality, has a presence and soul you can’t replicate with mass production.

My dad was one of those rare craftsmen. He started a one-man remodeling business at the age of 40. While technically his own company, he served just three clients—two prominent Phoenix attorneys and Rex Maughn, the founder of Forever Living Products. Rex owned properties like Mormon Lake Lodge in Flagstaff and Southfork Ranch in Dallas—yes, that Southfork Ranch. These clients didn’t shop around. They didn’t ask for quotes. They trusted my dad implicitly and paid him hourly, not because it was cheaper, but because they knew he’d deliver something unique, beautiful, and lasting. I’ll never forget the time he was asked to saw down the legs of a $10,000 antique table just to make it fit below a window with a view. That level of trust only comes from knowing the person doing the work is a true master of their craft.

Technology and Craftsmanship – A Winning Pair

Here at Outhouse, we still believe in that kind of craftsmanship. Much of our work is technology-driven, but it takes more than software to create the kind of visual clarity, consistency, and brand integrity our clients expect. It takes a trained eye, experience, and people who genuinely care about what they’re making.

Man in forest leaning over a camp stove
Bill preparing a meal in the Northern Arizona forest.

A Print Department Founded by Craftsmen

Over thirty years ago, the Outhouse print department was founded by three such people: Bill Gelbaugh, Dorian Boese, and Doug Ills. What they built together wasn’t just a production team—it was a workshop, grounded in artistry, precision, and pride in the finished product. Bill brings a meticulous sensibility to everything he touches, from client branding to color theory to campsite organization. He takes camp cooking next level, creating sumptuous, vibrantly colored vegan meals prepared with bespoke cookware . Doug, a lifelong graphic artist, is also an avid photo restorer who brings old memories back to life with an almost reverent attention to detail. And Dory—well, Dory is a man who appreciates nuance. As a devoted bourbon aficionado, he shares weekly tastings with friends, each pour accompanied by storytelling and quiet discernment. These aren’t just hobbies: they’re reflections of character. Together, the three of them infused Outhouse’s print department with the integrity and intentionality that still defines our work today.

Man sharply dressed in pink blazer and driving cap next to bright red antique convertible sportscar.
A man with style – Pressroom Manager Dorian Boese at the Barrett-Jackson Auction.

We Elevate Builder Brands

That same care is evident in how we treat your brand’s visual details. Bill, for instance, often catches inconsistencies in logos or brand colors that others miss. He’s been known to zoom in pixel by pixel to ensure a logo prints cleanly on a brochure or displays clearly on a touchscreen. It’s the kind of attention that doesn’t just protect a brand—it elevates it.

man at computer touching up a vintage photo.
Doug Ills restoring a vintage photo

Brand Consistency Is Paramount

And that brings us to a critical point. Brand consistency matters. You may recall a time, a couple of decades ago, when fast-food chains raced to trademark color combinations. Red may dominate the landscape, but it’s the specific hues, pairings, and logo integrations that make each instantly recognizable. Homebuilders are no different. Your brand guidelines: the way your colors appear online, in print, and in your sales environment are essential to how buyers experience your brand. That’s why you need partners who not only understand that but obsess over it.

At Outhouse, our team of visual professionals ensures that your interactive floor plans, site plans, and renderings reflect your brand precisely as designed. Colors are accurate across platforms: website, brochures, signage, and more. Each run of printed material is consistent. Every rendering and virtual tour carry your identity forward with integrity and impact.

An assortment of cookware and food om a pistachio-colored camp table next to an orange-colored ice chest.
A delicious meal prepared in a meticulously curated setting created by Bill.

Proudly Made In the USA

We take pride in that all our digital marketing tools: interactive maps, renderings, virtual tours, kiosks, visualizers, as well as our print collateral and sales center signage are produced by our team right here in the USA. Our home office in Phoenix, AZ houses the print facility that started it all.

Legs and shoes next to small pistachio-colored camp table with a pair of hand carved coffee mugs. View of mountains across a field.

Don’t Retire Print Marketing – Reimagine It

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Brochure of a K. Hovnanian Homes house

People often ask us why a print company specializing in print for home builders is necessary. Heck, today, builders sometimes ask us if print marketing is still a valuable sales tool! The answer to both questions is a resounding “Yes!” We explain why in this post.

The Role of Print in New Home Sales

In a recent episode of the Digital Velocity Podcast, co-hosts Erik Martinez of Digital Velocity and Tim Curtis of NaviStone talk with Alex Kupski and Jake Hoffman, co-hosts of the Millennials in Print Podcast, about the Power of Print in the Digital Age. They conclude, “The more channels you’re present on and the more channels you’re marketing to people on, ultimately, the more effective you’re going to be. Print, just like social, just like email, just like your website, just like a commercial on TV, is a channel for you to market on. It’s another arrow in the quiver. It’s another way to reach people you might not have before.”

…the ubiquity of digital media has given print media a strange new power.” –Brandon Ortiz, Salesforce.com

Print marketing works best when paired with digital marketing. Digital marketing is often the most effective way to draw people in. With interactive site plans, interactive floor plans, renderings, virtual tours, visualizers, and Matterport tours, your website is arguably a home builder’s most potent marketing tool. But it is only effective for a home buyer’s few precious moments on your website. Print collateral, on the other hand, has a much longer life span. Brochures and floorplan/elevation minis often sit on a potential buyer’s countertop or table for weeks or months, a lasting reminder of your homes and communities. Not every prospect immediately purchases a home, so print is a great way to keep them focused on yours. 

David Weekley Homes brochure with cactus front cover, and homes on the back

Data shows that print used in tandem with digital marketing is one of the most effective sales strategies as the two mediums strengthen and reinforce each other. A study by InfoTrends found that 66% of direct mail is opened, and 56% of consumers who respond to direct mail go online or visit a physical store. A recent article in SFGate offers some great tips to sync your print and digital marketing efforts:

  • Place QR codes on print materials.
  • Provide digital opt-ins for direct mail.
  • Include social media reviews and comments on print materials.
  • Include hashtags and calls to action on print materials.

Although digital and print marketing take different forms, They work together to engage customers and keep your brand at the top of their minds.

It isn’t game over for print marketing. The game has only changed.”

The game has changed regarding print marketing strategies. When you discover the power of fusing “low-tech with high-tech,” you will separate yourself from the homebuilders who made the mistake of transitioning to 100% digital marketing.

Print is particularly effective where there is a physical customer presence – In industries where customers interact in person, such as model home sales offices, print materials provide tangible takeaways. Homebuilders can leverage brochures, direct mail, and high-quality printed floor plans to keep their homes top of mind for buyers who may not be ready to purchase immediately.

Print Remains Relevant in the Digital Age – As digital marketing becomes more saturated, print marketing offers brands a way to cut through the noise. As digital marketing becomes more easily ignored, physical marketing materials command attention, creating a lasting impression.

Moreover, print campaigns should be fully integrated with digital efforts. Rather than treating print as an afterthought, homebuilders can maximize impact by designing campaigns that blend the strengths of both mediums. Brochures, mailers, even print ads should include QR codes, personalized URLs, or augmented reality elements that direct potential buyers to interactive experiences online. Instead of evaluating print and digital separately, builders should use KPIs that measure how both contribute to lead generation and engagement.

Why Use a Builder-Specific Printing Company?

The challenge builders face that is unique to our industry is the weekly sales cycle. From week to week, home prices may change, lot availability changes, and options may vary. The typical strip-mall printer is not equipped to automate this process. Outhouse built their business to serve a single industry – HOME BUILDING. We do all work in-house, from CAD for your construction documents to print materials for your sales centers. This allows all teams, including architectural, rendering, graphics, interactive, and print, to work in tandem. By doing so, we create accurate, up-to-date print materials that are consistent and coordinated with your digital marketing assets. Utilizing the latest technologies, we print and deliver materials on time every week, on the builder’s schedule. Challenge solved – you send us your edits, and we coordinate these changes across all platforms.  

Professional Artwork Creation: Outhouse provides clients with the considerable advantage of having drafting and rendering services on-site, allowing coordination with the development of their artwork for all printed materials. This coordination offers clients superior accuracy, faster turnaround times, and lower overall costs.

Coordinated File Management:  Another advantage is the ease of managing and coordinating all created artwork with professional digital file and asset management. All artwork is kept up-to-date, consistent, and coordinated between city design reviews, printed sales materials, large format displays, and interactive web products and services.  

Superior Print Quality:  Superior brand standard quality and consistency every time on every product is only possible with the coordination, color calibration, and production of all graphics, printing, and display under one roof. Unlike a mass-market printer like Vista Print, Outhouse is not a WYSIWYG (What You See Is What You Get) printer. We believe that good enough is never good enough, and we have the magnifying glasses to prove it! On rare occasions when colors are incorrect or print quality is not up to snuff the first time off the press, we recalibrate and rerun the job.

Builder-Specific Delivery:  Unlike many industries, home building has a weekly sales cycle, and having your print delivered on time is critical. Outhouse understands this. We meet your deadlines your way on your weekly sales cycle.

Woodside Homes brochure with three homes

The bottom line is print marketing still plays an integral role in new home marketing and sales. There’s a reason the Outhouse Interactive Floor Plan has a save button. It allows prospective homebuyers to save their customized floor plans and print them out for further review. 

What about younger generations? Retail Focus Magazine tells us that print is 30% more memorable than digital. This applies to all age groups. You need look no further than nightclubs which hand out leaflets advertising upcoming events, and university welcome packs to know that print still appeals to young people. The magazine also notes the best campaigns are when print and digital work alongside each other instead of trying to compete. A younger audience may be digitally savvy, but they still appreciate a well-thought-out hard copy campaign.  

Although any printer can give you a halfway decent brochure, only a company like Outhouse coordinates your CAD, rendering, and interactive projects with your print materials and sales office displays. Even if our print pricing is a bit higher, you will save significantly more overall through efficiencies in coordination.     

Woodside Homes floor plan
When you update a plan, Outhouse coordinates the changes across CAD, print, and all digital marketing assets.

From Income Tax Accounting to Web Design: Navigating Career Shifts and New Opportunities

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Accounting Female to Video Editing Female Courtesy of Canva Pro

During the global pandemic, many of us found ourselves reevaluating our career paths, seeking new opportunities, and embracing change in unexpected ways. My journey from being an income tax accountant to venturing into the realms of web design and social media coordination is a testament to the transformative power of adaptation and seizing new avenues for growth.

As a former income tax accountant, I never imagined myself delving into the creative realms of web design and digital marketing. Honestly, web design was my husband’s area. However, the pandemic presented unforeseen challenges and opportunities that compelled me to explore alternative career paths. With the traditional job market feeling dangerous to an immunocompromised woman, I decided to leverage my skills in finance and analytical thinking to venture into the digital landscape.

One of the most rewarding aspects of this transition has been the opportunity to collaborate with small businesses and the people that run them, particularly in the realms of homebuilding and trail racing. These industries, often operating on tight budgets and with limited digital presence, were initially hesitant to entrust their online presence to a relatively inexperienced designer and marketer. However, through open communication, dedication, and a willingness to learn, we embarked on a journey of growth and success together. Three years later, we continue to work together and implement new technologies and data to strengthen their strategies.

Shendo Cat Racing Home Page

A reader might be thinking, “Homebuilding and trail racing? What do these two markets have in common? How did this woman end up working in two markets that are so completely different?” The truth is twofold. First, I was a little bit lucky. The first project, the home builder marketer, fell in my lap through social connections. The second project, the trail race event coordinator, came by word of mouth after an employee from the home builder marketing company admired what I was doing and recommended me to a friend. But second, the heart of the businesses was the same. Both businesses want to help customers live happier, healthier lives. To achieve this, they needed to generate leads. They need to get their service offerings seen online.

Small and medium-sized homebuilders, in particular, stand to benefit immensely from embracing digital transformation and investing in a robust online presence. A well-designed website serves as the virtual storefront, offering a platform to showcase past projects, highlight expertise, and engage potential clients. Moreover, leveraging analytics and SEO practices can significantly enhance visibility and attract qualified leads, ultimately driving business growth and expansion.

Many people, new to web design and social media believe that having a digital presence will be cost prohibitive, but that isn’t true. The addition of a website and social media often pays for themselves. Especially, if you find a designer or coordinator that is the right fit for your company. Don’t be afraid to outsource to a designer or marketing firm that can help you grow.

According to a survey by Clutch, 46% of small businesses still do not have a website, representing a significant untapped market for digital growth.  Although many small builders have a website, some include little more than a logo, a couple of pictures, and contact info. By harnessing the power of web development and digital marketing, homebuilders can differentiate themselves in a competitive landscape, reach new audiences, and establish credibility in the industry.

Outhouse – The outsource Hub for Home Builders Home Page

In my experience, working closely with homebuilders and race coordinators to develop and optimize their websites has been immensely gratifying. By incorporating user-friendly design elements, compelling content, and strategic SEO tactics, we have witnessed tangible results, from increased website traffic to higher conversion rates. Moreover, the ability to track and analyze data enables us to refine our strategies continuously, ensuring maximum ROI.

As we navigate an ever-changing post-pandemic world, the importance of digital presence and online visibility cannot be overstated. Small companies that embrace innovation and adaptability stand poised to thrive in this evolving landscape. By partnering with skilled web developers and digital marketers, small businesses can harness the full potential of the digital realm, driving growth, and success in the years to come.

My journey from income tax accounting to web design symbolizes embracing change, adaptation, and accepting new opportunities. By collaborating with small businesses, I have not only found success but also forged meaningful partnerships built on trust, creativity, and mutual growth. As I look to the future, the potential for innovation and transformation in the digital sphere is limitless, offering boundless opportunities for those willing to seize them.

Tabitha Warren was an Income Tax Accountant for 15+ years.  In the first months of the pandemic, she took a chance and re-careered to freelance in Marketing.  She currently, and very happily, works with video and photo editing, social media marketing, website building, and now blog writing.

Year-End Takeaways for the Home Building Industry

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As we approach the end of another eventful year in the home building industry, it’s the perfect time to reflect on the key lessons and takeaways that can guide us into a promising future. Despite the challenges and uncertainties, there’s much to learn from the experiences of the past 12 months. Here are some crucial year-end takeaways for the home building industry:

  1. Adaptability Is Key: The year 2023 highlighted the importance of adaptability. Home builders who quickly adjusted their strategies in response to changing market conditions were better positioned for success. Flexibility and the ability to pivot in the face of challenges have become valuable assets.
  2. Digital Dominance Continues: The digital transformation in the home building industry is no longer a trend; it’s a necessity. With homebuyers relying on online research and interactive tools like never before, having a robust online presence, including virtual tours and interactive floor plans, is essential. There is some good news here: the costs of these digital technologies are dropping. This is an excellent opportunity for smaller homebuilders seeking a competitive advantage. Builders who want to stay ahead of the curve in 2024 should consider implementing digital assets they may have believed to be out of reach. Pricing has become much more competitive in recent years. Putting some digital tools in place could mean the difference between staying in the game and being unable to remain competitive.
  3. Supply Chain Management: The global supply chain disruptions served as a reminder of the significance of efficient supply chain management. Home builders should build resilient supply chains to prevent delays and maintain construction timelines. Resilience is essential in every part of the supply chain, from labor to subcontractors to materials and technology. 1
  4. Sustainability Matters: The demand for sustainable and energy-efficient homes is rising. Incorporating green building practices appeals to eco-conscious buyers and helps reduce long-term operating costs. The home building industry is waking up to the importance of green building. Even NAHB and IBS are getting involved by funding a Green Building Scholarship. Please find out more by visiting their website: https://www.nahb.org/advocacy/industry-issues/sustainability-and-green-building/sgb-scholarship-for-ibs
  5. Quality Over Quantity: Prioritizing quality over quantity is becoming the mantra of successful homebuilders. Delivering superior craftsmanship and focusing on customer satisfaction can lead to lasting success in the industry. For an interesting read about improving housing in America, check out what the Joint Center for Housing Studies of Harvard University found about the impact of COVID-19 on our current market. They have some interesting statistics on home repair ($420 billion spent in 2020), DIY vs professional, and the demand for quality housing. https://www.jchs.harvard.edu/improving-americas-housing-2021
  6. Teamwork and Talent: The importance of a skilled and motivated workforce cannot be overstated. Investing in employee training and well-being can improve productivity, retention, and overall company success. Continuing education for your Online Sales Counselors and Marketing team is imperative. The digital landscape is ever changing. Marketers need help to stay current. Summits and conferences can pay 100-fold. Online Sales Counselors are only as good as their sales experience and education. Help them by ensuring they have all the tools in their toolbox.
  7. Customer-Centric Approach: Home builders who put the customer at the center of their operations tend to thrive. Excellent customer service and transparent communication go a long way in building trust and loyalty. More and more builders are discussing that a customer-centric approach might involve having transparent online pricing. Just listen to what Reilly LePage of Logel Homes had to say on The Home Builder Digital Marketing Podcast: https://www.buildermarketingpodcast.com/episodes/190-elevating-the-online-home-buying-process-reilly-lepage Builder Online thought this was such an important topic that they featured the podcast this month on their Builder 100.
  8. Risk Management: With uncertainties in the market, effective risk management strategies are crucial. Planning for potential disruptions and having backup plans can mitigate unexpected challenges. Conducting market analysis before starting a project, having a robust financial reserve, and securing contracts with backup suppliers are just a few ways to mitigate risk.
  9. Local Market Insight: Understanding the unique dynamics of local markets is essential. Tailoring strategies to meet each community’s specific needs and preferences can make a significant difference. Home builders can always hire an independent market research team. If that is outside the budget, local home builders associations, real estate associations, and chambers of commerce often publish market reports, housing data, and economic indicators for specific regions. Additionally, the U.S. Census Bureau, local planning departments, and housing authorities publish data providing demographic information, building permits, and economic data. If all else fails, there are the good old real estate platforms Zillow, Realtor.com, and Redfin to peruse for statistics, pricing trends, and property listings.
  10. Continual Learning: The home building industry is constantly evolving. Those who commit to ongoing learning and staying updated on industry trends and regulations will remain ahead of the competition. Educational events like the National Association of Home Builders International Builders Show (IBS) and The Home Builder Digital Marketing Summit are key. Summits and Conferences help builders keep up with the ever-evolving industry. Monthly learning like that provided in Builder Town Hall by Meredith Communications is also a great way to keep your ear out.

As we bid farewell to this year, let’s carry these valuable takeaways into the future. The home building industry’s resilience and adaptability have been on full display. With the right strategies in place, the opportunities for growth and success in the coming year are boundless. Cheers to a promising and prosperous future in the world of home building!

Tabitha Warren was an Income Tax Accountant for 15+ years.  In the first months of the pandemic, she took a chance and re-careered to freelance in Marketing.  She currently, and very happily, works with video and photo editing, social media marketing, and now blog writing.

  1. https://buildertrend.com/blog/construction-supply-chain/

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