Social media and social selling for homebuilders | Build Up Ep #10

Build Up is a homebuilder podcast where we interview homebuilders, industry insiders, and experts covering all things branding, marketing, sales, customer experience, and more. A week or so after each episode, we publish the show notes here on our blog. To listen to the episodes right when they're published, subscribe on your favourite listening platform here. To get these show notes delivered straight to your inbox, sign up here.

Hi there,

I can't believe season one is already at its end. We've had so much fun and learned so much from our guests these past few months — we can't wait for season two. We appreciate you joining us in this journey! Now, onto episode 10 show notes.

In this episode, we met with Logan Widdicombe from ZGM to talk about utilizing social media as a homebuilder. Below are our top highlights from the conversation. 

Here are the top takeaways from the episode:

Social media is a 24/7 job

The world of social media never stops, so it's important to have a dedicated social media manager rather than a general marketing manager who can only focus on it part-time. Your social media managers will know your demographic in and out, so they'll be able to build authentic relationships between your brand and audience.

Social media is a place to be authentic and casual with your audience

Social media is where you can build a digital community and tell your brand story. If your audience is following you on social media, they most likely already know about your brand. Social media is a casual place, so this is your opportunity to chat with them like friends. Speak to your audience how they speak to you - and make sure you match their tone on each platform. Don't be afraid to use emojis (but watch out for the cringe ones) and have some fun!

How to speak to Gen Z

Ahh, Gen Z, an audience like we've never seen before. This generation is very interested in social justice, environmental impact, and whether or not your brand has the same values they hold. If your brand does, it's a really great opportunity to target and speak directly to them. On the flip side, they can see through your words if you're being inauthentic, and they aren't afraid to call you out when you don't live up to their expectations.

If you're called out, own it and learn from your mistakes

Being called out on social media isn't necessarily "cancel culture" knocking at your door - it's being held accountable for your actions. If you are ever called out for something, use it as an opportunity to look internally and correct whatever you were called out for. To make sure you're prepared for this possibility, have a crisis communication plan ready to go, whether that's having a PR person on staff or hiring a contractor to develop crisis messaging so you won't be caught off guard.

If you haven't started making video content, you need to

One of the biggest shifts in social media over the last few years has been the rise of video content and its weight within the algorithm. It's imperative that you start making it now if you haven't already. It doesn't have to be high production value, it just has to be authentic to your brand (unless that is your brand aesthetic). As a homebuilder, your products are FULL of content just waiting to be filmed and shared with your audience. Does your showhome have interesting lighting fixtures or vaulted ceilings? Soft close drawers? Solar panels on the roof? Luxury finishes? The list goes on and on.

Get ready for the next big phase of social

Social media is constantly changing, so keeping up with the latest trends and updates to the platforms is always important. The "next big thing" emerging on the scene is social selling. Facebook, Instagram, and TikTok already feature some kind of shop function, with Twitter rumoured to be joining in as well. And while a home might be a bit too expensive to sell on social right now, think of how you can sell your product anyway - show off how quiet the dishwasher is, slam doors and cabinets, or host a live session where you talk about the benefits of the community. Social is your brand's personal playground - now go play!

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