I recently came across a Reddit post that really stuck out to me—it described a marketer stepping into a role at a custom home construction company tasked with everything from growing their social media to mastering PPC and SEO. This situation is so common, especially for marketers joining small-to-mid-sized companies that are new to in-house marketing. The challenges are real, the scope feels overwhelming, but the opportunities to make an impact are huge. Let’s break down how to approach this role strategically, what to prioritize, and how to set yourself up for success.
Read the full post: Moving into a Marketing Role for a Custom Home Builder—Where Do I Start?


The Strategic Approach:

When you’re handed a broad marketing role with a steep learning curve, it’s critical to slow down, evaluate the expectations, and find clarity before diving in. Here’s how you can step into the role smoothly while building a strong foundation for long-term success:


Step 1: Clarify Expectations and Prioritize

Sit down with leadership to get crystal-clear answers on the following:

  • What are their specific expectations for your role? (e.g., “Grow leads by X% within six months”)
  • How do they define success for marketing campaigns?
  • Which areas of the business are their biggest priorities?

This gives you a way to turn a massive workload into a ranked list of actionable priorities. Building custom homes often has fewer, high-value clients compared to e-commerce or B2C businesses, so focusing on quality over quantity in lead-generation efforts is key.


Step 2: Master the Local Market

Marketing for a local, service-oriented business like a custom home builder means emphasizing your regional expertise. Understand your core audience (likely affluent Gen X/boomers, empty nesters, or wealthy families) and find out where they spend time—both online and offline. Here are some tactics to sharpen lead generation locally:

  • Leverage local Facebook groups and community pages for brand-awareness posts.
  • Use Google My Business (GMB) to boost your local SEO for “Custom Home Builders [City/State].”
  • Attend local events and sponsor initiatives that resonate with your target clients.

Additionally, try interviewing past clients to create case studies showcasing their dream homes and testimonials, which humanize your brand and resonate with potential customers.


Step 3: Keep PPC/SEO Outsourced (For Now)

SEO and PPC take time to learn at a strategic level, and transitioning this too early may lead to more harm than good. Continue working with the agency while observing how they structure campaigns, choose keywords, and create ad copy. If you plan to take over in the future, dedicate time to refining these skills with courses from platforms like HubSpot Academy or Google Skillshop.


Step 4: Leverage Outsourcing for Creative Assets

With so many responsibilities, outsourcing is critical to staying on top of your creative workload. Find external resources for:

  1. Video editing and photography: Consider hiring freelancers to turn your raw footage into polished marketing gold.
  2. Blog writing and social posts: If you enjoy strategy more than execution, collaborate with copywriters to churn out content while focusing on the bigger picture.

Your role should focus on high-level strategy and lead conversion rather than being bogged down creating every piece of content from scratch.


Step 5: Set Goals & Measurable KPIs

Establish clear goals for yourself to demonstrate progress to leadership:

  • 3 Months: Audit existing marketing efforts, gain clarity on priorities, and refine the brand’s online presence (e.g., optimize the website and implement local SEO).
  • 6 Months: Launch targeted lead-generation campaigns and create systems to track lead sources effectively.
  • 1 Year: Demonstrate measurable growth in qualified leads and validate a scalable marketing strategy for long-term success.

Step 6: Tailor Strategies to the Construction Industry

Custom home building stands apart from other industries because it thrives on trust, reputation, and longevity. Incorporate these ideas:

  • Showcase behind-the-scenes content that demystifies the building process and reassures clients of quality and transparency.
  • Highlight your business’s 70 years of experience as a key differentiator. Share frequent posts that reinforce the company’s trust and expertise in the industry.
  • Be strategic about growth—identify whether they’re looking to serve more clients or attract larger-scale projects, as this will dictate your effort in scaling campaigns.

Final Thoughts:

While stepping into a role this comprehensive may feel overwhelming at first, keeping a strategic, priority-driven mindset will help you not only meet expectations but exceed them. Remember, marketing for a custom home builder demands alignment with the company’s key values—trust, quality, and integrity. Focus on making meaningful connections with your audience instead of chasing flashy, high-volume metrics. Done right, this approach will make you an integral part of the company’s long-term growth.