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Best practices for builders using social media


Unfortunately for builders, there’s no “one size fits all” approach to social media marketing. What works for one builder may not work for another. In fact, marketers across industries far and wide are constantly searching for best practices as social media continue to emerge and evolve.

Still, there’s value in seeing how peers are utilizing social media for their business. That’s why Bob Schultz, president and CEO of Bob Schultz & The New Home Sales Specialists, tapped a panel of four colleagues in the building industry to share their insight on effectively using social media for business.

Head over to now to get the full read, but here’s some of the best takeaways:

  • Meredith Oliver, president, Creating Wow Communications: “Social media is best used in a balanced approach of offline and online marketing and advertising. It is one aspect of a multi-pronged approach. Social media works best when updates are timely and consistent. Posts should be conversational and light. Don’t oversell. Videos and photos always get the most comments and “likes.” Feature your fans and they will participate to a greater degree.”
  • Mollie Elkman, vice president, Group Two Advertising: “Social media is the way many people communicate and share information today. It provides an opportunity for builders to have an active presence in the conversations that are taking place and to engage in real-time conversations with prospects and homeowners. The key is to have a strategy. Don’t just post content for the sake of posting content. Establish your goals up front and make sure every post is aligned with attaining those goals.”
  • Tim Kassouf, vice president, G.1440: “A good strategy will be unique to each builder. Start by considering your market, plan opportunities to reach that market, test, measure results, and test again. Here are some things to keep in mind: Consider the time spent in any social strategy. Be sure to dedicate enough time to be effective, but be careful not to waste time that could be better spent in other areas of your business. Consider your long-term and short-term goals when planning your strategy and use these to measure results.”

Do you use social media for your building company? What’s the best insight you would share with your colleagues?