7 Content Marketing Pitfalls Home Builders Can’t Afford to Make

Content marketing is one of the most powerful tools home builders have at their disposal to connect with potential clients and generate leads. Yet, many builders are spinning their wheels, investing time and money into strategies that aren’t delivering the results they expect.

If you’re struggling to see the payoff from your content marketing efforts, chances are you might be making some of the same mistakes that I’ve seen time and again in the industry. In this issue, I’ll outline the most common pitfalls home builders face when it comes to content marketing and show you how to avoid them.

Let’s dive into the top content marketing mistakes builders make—and how you can avoid them.

1. Over-Investing in Social Media That Doesn’t Deliver Results

It’s easy to get caught up in the idea that social media is a must-do for marketing, but not all platforms are created equal. Too often, I see builders spending valuable time and resources on platforms where their audience isn’t actively engaged.

For example, if you're a home builder focusing heavily on TikTok or Instagram when your target audience consists mostly of older home buyers or developers, you may not be reaching the right people.

How to Avoid It:

• Focus on platforms where your Ideal Customer Profile (ICP) is actually spending time. If you’re targeting home buyers, platforms like Facebook or Pinterest may be more effective.

• Be strategic with social media: Don’t waste energy on channels that won’t move the needle for your business. Instead, channel your efforts into platforms where your audience engages the most.

2. Writing Blogs Nobody Cares About

Blogs are a fantastic way to drive organic traffic and position your business as an authority, but only if you’re writing about the right topics. Too often, builders focus on writing blogs that are either too general or don’t address the real concerns of their target audience.

Example: A builder writes a blog titled “How To Clean Your Driveway,” which is a basic and overcrowded topic with little to no specific value.

How to Avoid It:

• Do your research: Understand what your audience is actively searching for. Use tools like Google Trends or Answer the Public to find the topics your potential clients care about.

• Focus on topics like financing options for new builds, custom home trends, or choosing the right materials for energy-efficient homes.

• Make sure every blog post has a clear purpose and provides actionable value.

3. Not Knowing Your Ideal Customer Profile (ICP)

This is a critical mistake. Without a clear understanding of who you’re creating content for, you’ll end up creating material that doesn’t speak to anyone. Homebuyers, contractors, and real estate developers all have different pain points, needs, and questions.

How to Avoid It:

• Define your ICP: Take the time to define your ideal customers in detail. What are their demographics? What problems are they trying to solve? What content do they need to make an informed decision?

• Once you know your audience, you can create content that resonates with their specific needs and builds trust over time.

4. Failing to Do Research on What Your Audience Actually Wants

It’s easy to assume you know what your audience wants, but not doing the research can lead to wasted time and resources. If your content isn’t answering their questions or addressing their pain points, you’re not going to see the engagement you need.

How to Avoid It:

• Use tools like Google Keyword Planner to discover what people in your industry are searching for. Look at competitor websites, social media, and forums to see what content is resonating with your audience.

• Ask your audience directly: Use Survey Monkey to extract data from your customers or ask them for feedback on what topics they’d like to read more about.

5. Sending Paid Traffic to Irrelevant Content

One of the biggest mistakes builders make when running paid ads is sending users to content that isn’t aligned with their message. You can’t spend money on paid ads and expect to convert leads if the content they land on isn’t relevant to what they clicked on.

Example: Running a Facebook ad for a new custom home model, but sending users to a general blog about the home buying process instead of a dedicated landing page showcasing that particular model.

How to Avoid It:

• Ensure that your landing pages match the content of your ad. If you’re running ads about a specific service or project, send users to a dedicated landing page that directly addresses that service or project.

• Align the messaging across your paid ads, emails, and landing pages to create a seamless experience for the user.

6. Not Positioning Yourself as an Authority in Your Field

Home builders often overlook the opportunity to showcase their expertise. By not positioning yourself as an authority, you miss out on the chance to build trust with potential clients who are looking for someone they can rely on.

How to Avoid It:

• Share industry insights, success stories, and expert interviews in your content. Write case studies on your most successful builds, or offer advice on best practices for sustainable home building.

• Use your experience and knowledge to become the go-to resource for homebuyers, real estate agents, and others in your market.

7. Being Too Impersonal

Your content should reflect the personality behind your brand. If you come across as too corporate or impersonal, it’s hard to build a relationship with your audience. People want to work with builders they trust and feel connected to.

How to Avoid It:

• Show the human side of your business: Share behind-the-scenes looks at your projects, introduce your team members, tell your origin story, or post updates on your day-to-day operations.

• Engage with your audience: Respond to comments on your social media, ask questions in your content, and show that you care about the needs and concerns of your customers.

Avoid These Mistakes and Start Seeing Results

If you're making any of these mistakes, don't worry—you're not alone. The key to overcoming these challenges is to refine your content marketing strategy so it truly speaks to your audience and delivers value at every step of their journey.

Start with small, quick wins like narrowing your focus on the right platforms, researching the needs of your ideal customer, and aligning your paid ads with your landing page content. Once you’ve got those basics in place, you can focus on long-term strategies like positioning yourself as an industry authority and creating more personalized content that builds deeper connections.

If you’re ready to take your content marketing to the next level, I can help. Get in touch with me for a content marketing audit, and let’s discuss how to avoid these mistakes and start driving real results for your business.

From blog posts, ghostwriting, and case studies to SEO strategies and content calendars, my productized services make it easy to drive results without the hassle.

Schedule a free consultation to explore the best solution for your content needs.

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See you at the Builders’ Show! Vegas weather has been amazing!!!

Best regards,
Timothy Dahl
Founder, Builder Playbook