Real Talk About Reels: How Builders Are Winning with Short-Form Video
At the October Builder Town Hall, we got real about Reels—those short-form videos that dominate Instagram, TikTok, YouTube Shorts, and now even Google search results. What was once optional is now essential. If your marketing strategy doesn’t include short-form video, you’re missing one of the most powerful tools available to boost visibility, traffic, and leads.
Hosted by Meredith Oliver with co-hosts Kerry Mulcrone and Angela McKay, this lively discussion featured two talented guests: Connie Duvall, Marketing Manager at Classic Homes of Virginia, and Alli Hoffer, Social Media and Digital Marketing Manager at Eastwood Homes. Together, they shared their proven strategies, creative ideas, and practical tips for using Reels to drive engagement and sales in the home building industry.
🎬 Why Reels Matter More Than Ever
Short-form video isn’t just trending—it’s transforming the way home buyers discover, explore, and engage with builders online. From model home tours to behind-the-scenes clips, Reels allow builders to show their brand personality and connect with buyers in authentic, visual ways.
As Meredith put it, “It’s not new—but it’s no longer optional.”
Both Classic Homes and Eastwood Homes have seen real results:
-
Eastwood’s ASMR home tour reel generated 22 leads and 9,000 website visits, all from organic traffic. Follow Eastwood on Instagram!
-
Classic Homes’ team-building reels have boosted brand awareness and engagement, proving that culture content converts, too. Follow Classic on Instagram!
💡 Tips from the Pros
1. Be Authentic, Not Perfect
Both Connie and Alli agreed: Real beats polished every time. Show your team, your homes, and your personality. Audiences connect more with genuine content than overly produced videos.
“Don’t take yourself too seriously,” said Alli. “It doesn’t have to be perfect—it just has to be real.”
2. Consistency Builds Momentum
Commit to a realistic posting schedule. If one reel a week is all you can manage—start there. Over time, consistency strengthens your presence and builds trust with your audience.
3. Repurpose Everything
Reels aren’t just for Instagram. Upload them to YouTube Shorts, TikTok, and even embed them on your website. Meredith noted that builders are seeing excellent SEO and AI search visibility from YouTube Shorts, especially since Google now indexes short-form videos in search results.
4. Capture Both Orientations
When you schedule professional photography or videography, request both vertical and horizontal shots.
As Connie advised, “Ask for a zoomed-out version so you can crop later for multiple uses.”
Vertical video fits social platforms and mobile-first websites; horizontal works for YouTube and galleries.
5. Equip Your Team to Participate
Encourage your sales and marketing teams to get involved. Use praise, friendly competition, and rewards to motivate content creation. Simple tools like phone grips, tripods, and clip-on mics can make a big difference—most under $50.
6. Use the Right Tools
You don’t need expensive software to edit. Try:
-
Canva – beginner-friendly, great for quick edits and brand consistency.
-
CapCut – easy transitions and templates.
-
SubTitle (with a Z) – adds branded captions and fonts.
-
Or use Instagram’s built-in editor and captioning feature.
🔄 From Culture to Conversions
The biggest takeaway? Creativity + consistency = results.
Whether it’s a playful office challenge, a model home tour, or a “Gen Z edit,” short-form video gives buyers a reason to stop scrolling and start connecting.
Connie summed it up perfectly: “Give your audience multiple ways to connect—with visuals, sound, and emotion.”
✅ Builder Action Items
-
Add short-form videos to your SEO and AI search strategy using YouTube Shorts.
-
Update your website templates to feature vertical video alongside photography.
-
Encourage your team to brainstorm and film content regularly.
-
Reward creativity and celebrate success with company-wide shoutouts.
Watch the Full Episode
Catch the complete discussion with Connie Duvall and Alli Hoffer on demand:
👉 Watch the October Builder Town Hall Recording »
Categorised in: Builder Town Hall, Content Marketing, Digital Marketing, Home Builder Marketing & Sales, Video Marketing
