Introduction
You build incredible homes. The craftsmanship is there. The team is ready. But let’s be honest about the part of the business that usually keeps you up at night: the pipeline.
If the right homeowners never see your work, never trust your brand, and don’t get a fast reply when they finally reach out your pipeline stays empty.
We know the drill because we have seen it hundreds of times. You might rely heavily on referrals. Referrals are fantastic, they are high-trust and low-cost but they are also unpredictable. You cannot scale a construction business hoping the phone rings.
Or, maybe you have already tried digital marketing. You hired a local agency, spent thousands on generic “brand awareness,” and got nothing but a monthly report showing “clicks” and “impressions.” But you can’t pay your subcontractors with impressions.
Here is the reality check: Traffic isn’t your problem. There are plenty of people looking for custom homes. The problem is trust, filtration, and speed.
That’s where our Essentials Package comes in. It’s not just “running ads.” It is a proven system built from over 150 builder campaigns worldwide. We use video to build trust before you ever meet, smart forms to filter out the time-wasters, and automation to follow up faster than your competitors ever could.
Key Takeaways
- Video is Non-Negotiable: Why polished stock photos fail and raw, scripted video wins every time.
- Stop the Tire Kickers: How we set up forms that automatically disqualify low-budget leads so you never speak to them.
- The 10-Minute Rule: Using automation to text and email leads while they are still hot without you lifting a finger.
- Zero Risk: We offer a 30-day money-back guarantee and a 12-month performance promise.
The Trap: Why Most Contractor Ads Burn Cash
Before we talk about what works, we have to look at why the standard approach fails. Most generalist marketing agencies treat custom home building like they’re selling sneakers or pizza. They don’t understand the high-stakes sales cycle of a custom home builder.
They usually make two fatal mistakes:
1. The Stock Photo Fallacy
They slap up a stock photo of a modern farmhouse kitchen (that you didn’t build), write a generic caption like “Call us today for your dream home,” and hit publish.
This fails because of banner blindness. Your future clients scroll through Facebook and Instagram multiple times daily. They are bombarded with thousands of ads. They have learned to ignore anything that looks like a polished, impersonal ad. They don’t stop scrolling for a logo; they stop for a story.
2. The Lead Quality Trap
The second mistake is focusing on volume over quality. Traffic and clicks are useless if your sales team gets buried in unqualified leads.
If you are paying for ads that generate calls about broken doorknobs, lightbulb changes, or unrealistic budgets, you aren’t investing; you’re losing money. You don’t just need leads. You need a bouncer at the door. You need a system that checks IDs and bank accounts (metaphorically) before letting anyone into your VIP section.
Curious how your current strategy stacks up against the competition? We analyze this in detail during our initial Growth Audit.
The Solution: Scripts, Video, and “The Owner”
We don’t guess at what works. After analyzing data from 150+ builders, one thing is clear: the video makes or breaks the results.
Think about it. A custom home is likely the largest investment of a client’s life. They are terrified of budget blowouts, contractor horror stories, and half-finished jobs. They want to see the person responsible for that investment. They want to see you.
Homeowners want to trust the builder, not stock footage and logos.
We Script Your Success
“But I don’t know what to say on camera.” We hear this all the time. That’s why we don’t leave you guessing. In the Essentials package, we provide detailed scripts and frameworks covering exactly what to say, in what order, and how to deliver it.
This is a core part of our Content Creation services. Every winning video we script includes five specific elements:
- The Hook: A bold opening that grabs attention and calls out your ideal client immediately.
- The Empathy: You must speak to their fears. Acknowledge that they are worried about delays and surprise costs. This builds an instant connection.
- Disarming Objections: We tackle the elephants in the room early so they don’t derail your sales process later.
- Credibility: This is where you shine. We mention your years in business, awards, or number of homes built to prove you are the expert.
- The Call to Action: A clear, low-friction next step.
Volume, Not Miracles
We also don’t bank on one “miracle ad.” Marketing is about testing. We launch with 5–10 different video variations, each with a unique angle. Then, we refresh that with another 5–10 new videos monthly.
This variety helps Meta’s algorithm find the winners and keeps your ads fresh so your local market doesn’t get sick of seeing the same thing.
The Process: Filtering the Noise & Automating the Chase
Once we have stopped the scroll with a great video, we need to convert that viewer into a lead. But not just any lead. We want the kind of clients we showcase in our Case Studies projects with real budgets and real timelines.
The “Smart Form” Bouncer
Basic “Name, Email, Phone” forms are dangerous. They invite everyone in. Our Essentials package uses Meta’s native lead forms with conditional logic. Think of this as a smart digital filter.
We design forms that ask qualifying questions tailored to your business:
- What type of project is this? (New Build vs. Renovation)
- Do you have land secured?
- What is your estimated budget?
- When are you looking to start?
Here is the magic of conditional logic: If someone selects options that don’t meet your criteria like a budget that is far too low or a timeline that doesn’t fit the form quietly routes them as lower-priority.
Your team focuses strictly on serious projects homeowners with land secured, realistic budgets, and actual timelines.
The 10-Minute Rule (Speed Wins Deals)
Here is a painful truth: if you wait 24 hours to call a lead back, they have likely already moved on to the next builder. The first ten minutes are critical yet most builders don’t have a system to respond that fast because they are on the job site.
That’s why the Essentials package includes a full CRM and automation setup inside GoHighLevel. We configure this for you, so you don’t have to be a tech wizard.
When a new lead comes in, the system takes over:
- Instant SMS: The prospect gets a text message within minutes acknowledging their inquiry.
- Human Email: A natural-sounding email follows up, providing more info and building trust.
- Self-Booking: The system sends a link for them to book a discovery call directly into your calendar.
We also set up a Unified Inbox, so every Facebook message, text, and email flows into one place. You get a Visual Sales Pipeline to track exactly where every deal stands, from “New Lead” to “Proposal Sent” to “Closed Won.”
We are also official partners with JobTread, ensuring your marketing data flows seamlessly into your construction management software.
The Result: You Own It All (Radical Transparency)
We hate how some agencies operate. They try to trap you. They build the ad accounts in their name and the landing pages on their servers. If you ever try to leave, they hold your data hostage. You lose your history, your leads, and your assets.
We do the complete opposite. You own everything we build.
- Your Ad Account: The Meta campaigns are built inside your own ad account.
- Your CRM: The GoHighLevel setup is your account exportable and movable at any time.
- Your Intellectual Property: All funnels, automations, pipelines, scripts, and creatives remain 100% your property.
If you move on, you take everything with you. We want you to stay because we are getting results, not because you are trapped. This philosophy is at the core of our company mission.
Our “Put Your Money Where Your Mouth Is” Guarantees
We are confident this works. To prove it, we offer two levels of security for you:
- 30-Day Money-Back Guarantee: If within the first 30 days you decide Essentials isn’t for you, request your money back. We’ll refund you, no questions asked.
- 12-Month Performance Guarantee: If you commit to a 12-month partnership, maintain the minimum ad spend, and don’t sell even one project that covers our cost and more, we work for free until you do.
Is the Essentials Package Right for You?
This isn’t for everyone.
The Essentials package is designed specifically for builders who focus on custom homes, large renovations, or major additions. It is for the builder who wants a steady flow of qualified inquiries and is tired of wasting time on price shoppers.
It is not a fit if you only want small service calls, aren’t prepared to invest consistently in ads, or can’t follow up with serious homeowners who raise their hand.
If you are ready to become the obvious choice in your local market, we are ready to help you build the system to do it.
Schedule Your Free Consultation with Home Builder Marketers
Frequently Asked Questions
How much does the Essentials package cost?
The service fee is $450 USD per week. This covers everything listed above ad strategy, creative direction, campaign builds, CRM setup, and ongoing optimization.
What is the recommended ad spend?
In addition to the service fee, we recommend $1,500–$2,500 USD per month in ad spend. This is paid directly to Meta (Facebook). This budget ensures the algorithm has enough data to test creatives and find your best audiences.
Do I have to film the videos myself?
Ideally, yes. Homeowners trust owners. But you aren’t alone. Most clients record in-house using our scripts and coaching, or have their video team shoot using our direction. In select cases, we can even coordinate on-site filming.
Will I get flooded with low-quality leads?
No. We design forms with qualifying questions and conditional logic specifically to filter out low-value inquiries. You’ll see serious projects with realistic budgets and timelines, not tire kickers.
Do I have to learn GoHighLevel to use this?
No. We configure everything for you. Your team primarily uses it to view leads, track pipeline stages, respond to messages, and see appointments. It’s designed to be simple for busy builders.
Do I really own everything if we stop working together?
Yes. The ad account, GoHighLevel setup, creatives, and automations are all built in your accounts. You keep full ownership of everything.
About the Author
The Home Builder Marketers Editorial Team We are a specialized digital marketing agency exclusively serving custom home builders, remodelers, and general contractors. With a physical presence in Kelowna, Winnipeg, and Miami, our team has managed over 150 builder campaigns worldwide, generating significant revenue for our clients.
Led by Nicholas Cormier and Seth VanDaele, we combine deep construction industry knowledge with advanced “StoryBrand” marketing strategies. We are official partners with JobTread and GoHighLevel, ensuring your marketing integrates seamlessly with your operations. Whether you are in North America, the UK, or Australia, we help you dominate your local market.
