Content Marketing
for builders & Construction

Get Attention And Become More Compelling.

Build Authority, Drive Leads, and Turn Browsers Into Buyers.

Content Marketing isn’t new, but if you’re not familiar with the name, it’s simply a way of describing any content you produce and share online. Content such as your design portfolio, video walk-throughs of completed homes, case studies, blog posts and more, which all help with SEO and brand awareness and conversions.

But here’s the truth: most content marketing for builders is a waste of money. Agencies churn out fluffy posts like “Top 5 Home Design Trends” or “How to Decorate Your Living Room,” slap them on your site, and call it strategy. It doesn’t rank on search engines, and it doesn’t generate enquiries… Meaning, you just paid for content which doesn’t move anyone closer to signing a building contract.

For builders, the core of your content marketing isn’t your blog. It’s not your social posts. It’s not even your email campaigns. So prioritising the most important content first and foremost will help eliminate wasted dollars on ineffective marketing tactics.

Priority #1: Your Home Design Portfolio is your most powerful marketing asset. Everything else you produce such as blogs, ads, emails, social, videos, exists to drive buyers to your designs, showcase what makes them unique, and get future clients to enquire.

At Building Boom, we create content marketing strategies designed specifically for builders. This is strategically built around your home designs & custom design service as the anchor, with every other piece of content working to amplify those designs, build desire, and generate qualified leads.

content marketing icon

Why Most home Builder struggle to get results with content marketing

When new home builders come to us, we usually find one of three scenarios:

  • Their design portfolio is buried or underwhelming. Designs are presented as static PDFs or poorly optimised website pages, making it hard for buyers to browse, dream, and engage. **A surprising trend is to omit floor plans from websites which is a primary content piece future clients view to serve as inspiration.
  • They rely on a blog for SEO, but the content doesn’t connect back to their designs or lead buyers down a path to enquire.
  • They treat designs as brochures, rather than using them as fuel for multi-channel campaigns such as video, social, email, and SEO.
  • They spin their wheels on developing any content, that often resonates in the decision phase or after the sale phase of the buyers journey – which is simply irrelevant to grow sales.
  • Their content is too much about them and not client centric. Take a look at builders websites and count how many times they use the words ‘our’ or ‘we’. This isn’t compelling to clients, and most lose interest in that type of content very quickly.

The result? Future clients browse competitors’ sites (where designs are engaging and interactive and the content speaks directly to them) and leave yours behind. Meanwhile, time and money get wasted on “content” that doesn’t connect to the real reason people build: the home itself.

Why Your Home Design Portfolio Is the Bedrock of Your Marketing

Your home designs are your ultimate unique selling point because no other builder can copy them as they’re protected by copyright. They showcase your companies personality, creativity, and craft. They also speak to buyers on an emotional level, far more than any blog or ad ever could.

Here’s why they matter most:

  1. Every design is a unique asset. Copyright protection means your design can’t be replicated by competitors, making your portfolio a moat around your brand.
  2. They showcase features buyers actually care about. From floor plans with functional flow, to elevation styles that stand out, to interiors and finishes that capture attention, your designs are where buyers fall in love.
  3. They create emotional engagement. A great design doesn’t just inform. It makes people imagine living in it. Cooking meals in the designer kitchen, relaxing under high ceilings in the living zone, entertaining on the outdoor deck, or watching their kids play in the courtyard. This emotional engagement is so valuable as a new home builder.
  4. They generate endless supporting content.
    • Floor plan graphics can be promoted via Facebook and Instagram Ads.
    • Walkthrough videos and design showcases can fuel YouTube campaigns.
    • Style guides and interior inspiration can build engagement on Pinterest.
    • Design-focused emails can nurture leads who haven’t yet committed to building.
  5. They’re SEO gold. Every design can have its own optimised landing page, ranking for searches like “[4-Bedroom House Designs]” or “[Luxury Single-Storey Homes],” pulling in highly qualified organic traffic.

If your portfolio isn’t being used as the foundation of your marketing strategy, you’re leaving leads, brand equity, and revenue on the table.

How Building Boom Turns Designs Into a Marketing Engine

Most agencies treat builder content as generic… a blog post here, a few social posts there… without understanding that everything works as an extension of your home designs.

Here’s how we build your portfolio into a lead-generating powerhouse:

  1. Lead Conversion & Tracking. Every design page and campaign is integrated with your CRM, so you can track which designs generate the most enquiries, quotes, and contracts.
  2. Interactive, Optimised Design Pages. We turn every design into a dedicated landing page with fast load times, SEO-friendly titles, and conversion-focused layouts (enquiry forms, brochure downloads, and deeper navigation and engagement prompts).
  3. Emotional, Conversion-Driven Copywriting. Each design page highlights the key selling points. The floor plan flow, elevations, interior options, lifestyle benefits etc… and uses copy that makes buyers feel like they’re already living there.
  4. Multi-Channel Promotion.
    • YouTube: Video tours and design highlights retarget website visitors until they enquire.
    • Facebook & Instagram Ads: Promote floor plans and elevations to warm and cold audiences.
    • Pinterest & Style Guides: Showcase interiors and exteriors to build desire and drive traffic back to your site.
    • Email: Use designs as the core content for nurture sequences, keeping buyers engaged while they’re in research mode.
  5. SEO Power. Every design page targets high-intent keywords (e.g., “4-Bedroom Family Homes” or “Two-Storey Narrow Lot Designs”) to drive free, qualified traffic.
  6. Lead Conversion & Tracking. Every design page and campaign is integrated with your CRM, so you can track which designs generate the most enquiries, quotes, and contracts.

Why Building Boom Is Different

We’re not a content mill or a generalist agency. We’ve been inside the building industry for over 30 years.

Building Boom was founded by Steve Fitz, who’s been in the new home building industry since 1991. Steve has run building companies as a GM, and prior to that worked in different roles throughout construction and sales before moving into marketing full-time.

Since 2010, we’ve performed content marketing for for builders across Australia, delivering millions in contract value. Because we understand your clients, we know how to:

  • Make your portfolio the hero of your website and marketing.
  • Tie every blog, ad, video, and email back to your designs.
  • Use emotional, direct-response content to drive more enquiries.
  • Deliver measurable ROI, not just traffic and likes.

custom Homes won with digital marketing

  • Oustanding custom double storey luxury home
  • Luxury narrow lot home design with limestone cladding
  • Reverse living 2 storey luxury home
  • Modern narrow 2 storey home with raking ceilings
  • Luxury corner block 2 storey
  • Luxury single storey in classic design
  • Traditional single storey custom home

    • What Our Content Marketing Packages Include

    When you work with Building Boom, your content strategy isn’t just filler. It’s a revenue-generating system. Here’s what we deliver:

    1. Portfolio Optimisation

    Interactive, SEO-friendly design pages with copy and calls-to-action that convert.

    2. Content Calendar

    A monthly plan tying your designs into blog posts, social campaigns, videos, and emails.

    3. Lead Magnets & Guides

    Style guides, floor plan comparison tools, and “How to Choose the Right Design” resources to capture email leads.

    4. Email Nurture Sequences

    Automated campaigns showcasing designs and offers to keep leads engaged.

    5. Cross-Channel Promotion

    Repurposed content for YouTube, Meta Ads, and Pinterest to amplify reach.

    6. Reporting & ROI Tracking

    Reporting that shows how content is driving traffic, leads, quotes, and contracts.

    Your Building Company Needs an expert team to help you grow.

    Grow sales with digital marketing by engaging and agency that lives and breathes building and construction.

    Get your proposal today

    Why Content Built Around Designs Works

    When your content marketing revolves around your home designs, everything works harder:

    • Your brand feels bigger and more polished, making it harder for competitors to steal buyers.
    • SEO traffic grows because every design page ranks for high-intent searches.
    • Google and Meta Ads perform better because you can retarget design viewers with offers.
    • Email nurture sequences stay engaging, with designs as the primary hook.

    Builders who’ve worked with us

    • Frequently Asked Questions

    For $10M–$20M Turnover Builders

    If this is you, chances are you don’t have a full time marketing manager. You’re probably working with multiple contractors; a web developer, a freelancer for ads, maybe a “marketing consultant” who sends you ideas that you have to figure out how to implement and often discover they made no tangible difference.

    We take it all off your plate. We manage the campaigns end to end, build the landing pages, and give you a clear insights showing exactly what’s working. No babysitting, no chasing, no jargon.

    For $20M–$40M Turnover Builders

    You’ve got a marketing assistant who can “do,” but not “lead.” Campaigns are running, but they’re just tactics and not part of an overall strategy, meaning they are disconnected and not tied to real KPIs.

    We step in as your Fractional Marketing Director. We build the plan, oversee the campaigns, and mentor your marketing assistant so they learn how to execute at a higher level. You get strategic leadership and measurable results without hiring a full-time senior marketer.

    Content marketing is not a set-and-forget activity.

    Instead, it’s a continual process that should make up the core of your marketing actions.
    Everything else you do in marketing uses your content as the foundation.
    So no, it’s not too late. Today is always the best time to start.

    For one main reason, above all else; We speak builder.

    We understand your clients, better than any other marketing agency. That’s because we’ve worked in new home sales and we’ve sold new homes from the initial sales call through to signing design agreements, working through pricing and specifications and ultimately signing building contracts. Plus we totally understand your home designs, floor plans and specifications, because we’ve been builders ourselves. (Heck, we’ve even read the BCA cover to cover!).

    This means we don’t need weeks or months of hand-holding. You won’t be frustrated trying to explain the difference between your ideal client and someone who is obviously searching for a first home. You won’t spend money, so an agency can learn what they need to do to generate you high-quality leads.

    Best of all… Building Boom’s pricing is as competitive as any other agency, but with all the extra benefits of being in the new home building industry since 1991.

    Looking for more than a single service?
    Check out our service packages

    Our Growth Packages are tailored to suit the home building industry and maximise performance and sales.

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