Why Owned Platforms Should Be Your Priority in 2025

This year it’s essential to take a step back and think about where we’re investing our time and resources when it comes to reaching potential customers. If you’ve been focusing most of your marketing efforts on social media platforms like TikTok, Instagram, Facebook, or X (formerly Twitter), you’re not alone. But today, I want to talk about why owned platforms—like your website blog, newsletter, podcast, or YouTube channel—should be your top priority this year.

For the past several years, I’ve invested my time and money into building owned platforms for my clients and businesses. This has meant a smaller social media audience compared to others, but a far more engaged and loyal reader and subscriber base across my own platforms. And it’s been worth every ounce of effort.

Here’s why this strategy works for me, and how you can benefit from it as a home builder.

Owned Platforms vs. Rented Platforms

Let's break down the difference:

Rented Platforms:

• These are platforms that you don’t control, like Instagram, TikTok, Facebook, and X.

• You’re subject to algorithm changes, platform policy updates, and the whims of social media trends. Also, government intervention as in the case of TikTok.

• You can’t directly control how your content is distributed or how your audience engages with it, and your reach is often limited without paid ads.

Owned Platforms:

• Your website, blog, email list, podcast, and YouTube channel are all owned platforms. YouTube falls in between, but I treat it like an owned platform as the algorithm is more consistent.

• You control the content, timing, and messaging. You’re not dependent on an algorithm to get in front of your audience.

• You own the data—your subscribers, readers, and followers belong to you, not to a social media platform.

Why You Should Invest in Owned Platforms as a Home Builder

1. Greater Control Over Your Content
   With owned platforms, you control everything. You decide when and how to publish your content. If you want to send a newsletter, you choose the timing and the topic. You’re not at the mercy of Instagram’s algorithm that might limit your reach. Your website is a space where you decide the narrative and the customer experience.

2. Building Long-Term Relationships with Your Audience
   Social media is great for quick engagement and broad exposure, but the relationships tend to be shallow. By focusing on email marketing and a regular blog or YouTube channel, you create long-term, meaningful connections with potential buyers. People who subscribe to your newsletter are actively choosing to hear from you—they’ve already expressed interest, which means they’re far more likely to convert into leads.

3. Ownership of Your Audience
   One of the biggest mistakes home builders make is relying too heavily on social media platforms to drive engagement. If Instagram or Facebook decides to change its algorithm or shut down tomorrow, where will you be? Building your own email list and growing an organic YouTube or blog presence means you own the relationship with your audience. You’re not just renting space on someone else’s platform—you’re building your own media channel that you control.

4. Better Engagement and Conversion
   Social media can be hit or miss when it comes to actual engagement. Most people scroll through their feeds passively, so your message can easily get lost in the noise. However, when someone opts in to receive your newsletter or subscribe to your blog, they’ve shown an active interest in your content. This means higher engagement and better conversion rates—your subscribers are already invested in what you have to say.

5. Building Authority and Trust
   Consistently providing value through owned platforms allows you to build authority in your industry. Whether it's through blog posts that share helpful home buying tips, a YouTube video showcasing your latest projects, or an insightful podcast on home building trends, your audience will start to see you as a go-to resource. This is critical for home builders looking to stand out in a crowded market.

How to Start Investing in Owned Platforms Today

Now, you might be wondering, “How do I start making this shift?” Here’s how you can implement the strategy of owned platforms for your home building business:

1. Start a Blog on Your Website
   Focus on creating informative content that speaks directly to your ideal customer: homebuyers. Write about topics like design trends, construction tips, home buying process, or share your origin story. Over time, your blog will become a resource that attracts organic search traffic.

2. Build an Email List
   Invest time in building an email list of potential buyers, leads, and even past clients. Offer incentives like free guides or exclusive content in exchange for email sign-ups. Use your newsletter to regularly engage with your subscribers and offer valuable insights.

3. Leverage YouTube or Podcasting
   If you're comfortable with video or audio, YouTube and podcasts are excellent ways to connect with your audience. You could create video tours of your homes, behind-the-scenes content, or interviews with experts in the industry. The content can be repurposed across multiple channels, but you control where it lives.

4. Consistency is Key
   Whether it’s posting blog articles, sending newsletters, or creating video content, consistency is essential. Building an engaged audience takes time. The more regularly you deliver high-quality content, the more trust you’ll build with your potential buyers.

A Final Word

At the end of the day, owned platforms give you the autonomy to control your message and build long-lasting relationships with your audience. While social media is essential for getting started, don’t rely on it as your primary source of lead generation. Instead, build something that will outlast trends and algorithms—invest in content marketing through owned platforms.

In 2025, let’s make this the year you take control of your marketing and start building a more engaged, loyal customer base that will lead to more home sales and business growth.

Send me a note if you'd like to meet up at the shows! If you can’t make IBS this year, I’m happy to connect anytime on the phone or via Zoom. We can chat about content marketing strategies, editorial content, and what you can do to keep your business moving forward in 2025.

Also, please feel free to email me with what you’d like to see from the Builder Playbook this year. Your feedback is key to ensuring that I’m delivering the best content to help you succeed.

Here’s to a prosperous, strategic, and successful 2025! Let’s make it happen.

Best regards,
Timothy Dahl
Founder, Builder Playbook

About Me

I have more than 15 years of experience leading editorial teams and managing content and product marketing campaigns at Lowe’s, Hearst Magazines, Time Inc., and various startups. I founded Charles & Hudson, Bob Vila’s favorite home improvement blog, and Built by Kids, a Webby-nominated and New York Times favorite.

My current focus is on content marketing, delivering results for Lowe’s, Samsung, Hearst magazines, and home builders across the country. Outside of work I enjoy spending time with my family, training in Brazilian jiu-jitsu, and wrenching on my 100 Series Land Cruiser.

My LinkedIn to see professional me.