May Builder Town Hall Recap: The 5-Part Recipe for Home Builder Lead Generation in a Bumpy Market
At the May 2025 Builder Town Hall, host Meredith Oliver delivered a fast-paced, insight-packed session focused on the real-world marketing moves builders can use right now to generate leads. Co-hosted by Kerry Mulcrone and Angela McKay and featuring guest Laura Hanson of New Tradition Homes, the session offered a rare mix of economic outlook and actionable strategy.
“Persistence is the underrated power move in a market like this. Keep grinding.” Laura Hanson
The Market Reality: High Traffic, Low Urgency
The Builder 100 Leadership Summit revealed what many of us already suspected: optimism is cautious, buyers are weary, and the word of the year is uncertainty. While website traffic is up, online conversions are soft. The takeaway? Buyers are looking, but they’re hesitant to act.
“No incentive will overcome a bad location or weak marketing. Audit everything.” Meredith Oliver
The 5-Part Lead Generation Recipe
1. Sales Happen at the House Level
Stop trying to sell communities in bulk. In today’s market, sales are happening one home at a time.
Key Moves:
- Evaluate each neighborhood individually
- Market each quick move-in home as its own opportunity
- Assign each listing a persona to guide marketing and messaging
“Every home has a personality. When you define it, you connect faster with the right buyer.” Kerry Mulcrone
2. Competitive Pricing > Deep Discounts
Forget constant discounting. It devalues the brand and confuses the buyer.
Strategy:
- Price realistically from the start
- Avoid micro-discounts ($5K here, $10K there)
- Align pricing with buyer search filters (especially on third-party sites)
“Competitive doesn’t mean cheapest. It means smart and strategic.” Laura Hanson
3. Keep Your Foot on the Marketing Gas
Now is not the time to pull back.
What Works Now:
- Maintain or increase digital ad spend (Google, Meta, Zillow, Homes.com)
- Double down on consistent email marketing
- Optimize for mobile and track performance relentlessly
“Marketing isn’t magic. It’s math, momentum, and message.” Meredith Oliver
4. Launch a Hook Campaign (Now… and Plan the Next One!)
A hook campaign is your best tool for injecting urgency when buyer energy is low.
Campaign Criteria:
- Time-limited (30-45 days max)
- Incentive with purchase, not off the price
- Plan the next campaign before this one ends
“Plan dinner while you’re eating lunch. That’s how hook campaigns work.” Meredith Oliver
5. Relentlessly Audit Your Digital Assets
Think like an Editor-in-Chief. Your job? Ensure every home shines online.
Audit Checklist:
- Photos, video, and copy for every listing
- Community pages and map pins
- Third-party listing sites (accuracy + appeal)
“A missing photo or outdated detail can cost you the lead. Don’t let stale content steal the sale.” Angela McKay
Final Thought: The Second Mile is Where the Magic Happens
The first mile is your job description. The second mile—that’s where wow lives. Whether it’s personalized follow-up, persona-based listing content, or timely incentives, the extra effort makes the difference.
“Get out of the elimination pile and into the selection pile.” Kerry Mulcrone
TL;DR – Your 5-Part Builder Lead Gen Checklist
- Market at the house level – Every home gets its own story
- Price smart – Be competitive, not cheap
- Stay visible – Don’t let up on digital
- Create urgency – Use time-limited hook campaigns
- Audit constantly – Keep your digital presence fresh and flawless
📺 Watch the Clip
Want a crash course on increasing lead generation? Watch now to learn how!
Join the conversation in our exclusive, private Builder Town Hall Facebook Group. Register for the next Builder Town Hall at https://mcomm.cc/BTHreg25.
Categorised in: Builder Town Hall, Content Marketing, Digital Marketing, Email Marketing, Home Builder Marketing & Sales, Lead Generation, Search Engine Marketing (SEM), Search Engine Optimization (SEO)
