When associations ask members what they value most, many builders say the same thing: they want help growing their business and getting more clients. Not education. Not lobbying. Not parades of homes. Meaningful leads.
That makes sense. For a small builder juggling bids, schedules, supplies, and crews — marketing often falls to the bottom of the list. They might know they “should” have a website or post on Facebook — but they rarely have time for it.
Here’s what small builders need from their association:
1. Marketing support that doesn’t require expertise or extra effort
They don’t want another seminar or webinar. They want something plug-and-play. A ready-made blog post, a simple social media set, an email newsletter template they can copy-paste — something they can actually use during their lunch break.
2. Opportunities to stand out online
Small builders compete with bigger firms and national brands. What they need is local visibility — being the builder who shows up when someone Googles “custom home builder in [county]” or “basement remodeler near me.” It’s not glamour — it’s business.
3. Real value from membership dues
Most small builders are spending limited money on association dues. If the HBA can help them get even a single new lead, that’s return on investment. If it helps them stay busy through slow seasons — that’s worth their membership fee and more.
4. Credibility and professionalism they’d never manage alone
A builder might be great at carpentry — but poor at writing, marketing, or organizing web content. An HBA-backed content program gives them a professional voice, polished messaging, and marketing assets they can’t easily produce themselves.
What that means for HBAs
If you design association benefits around business growth and marketing support, you position yourself not as a trade club — but as a partner in their success.
You give small builders a tangible reason to join or renew: not discounts or events, but results — leads, visibility, and real business wins.
Builder Playbook’s role
We deliver monthly content packages so builders don’t have to. You provide the distribution channel and credibility. Together you give small builders what they want but rarely get — professional marketing without the work, and visibility without the hassle.
In other words: you become essential to their bottom line — and that’s a membership benefit that resonates.
Timothy Dahl
Founder, Builder Playbook
LinkedIn