I don’t know if I’ve chatted about it on the pod yet, but I love getting out for a fish. Not that I catch much… but I’ve caught a few customers in my time.

Not everyone wants to talk about marketing, but you probably know me well enough now that I do. I get it though. You didn’t start your business to fiddle with Facebook ads or figure out what SEO stands for.

But if your phone’s not ringing or worse, it’s ringing with tyre-kickers and time-wasters it might be time to stop and think: are you fishing in the right pond?

Here’s the thing. Most builders don’t need more leads. They need better ones. And the way to get those isn’t through fancier ads or a bigger spend. It starts with knowing exactly who you want to talk to and where they hanging out or what they are looking for (bait). 

Think of marketing like fishing.

You wouldn’t chuck a line in the ocean and hope for the best. You’d figure out what fish you want, head to the right spot, and use the bait they go for.

It’s the same with marketing your building business. You can’t be everything to everyone and you don’t have to be. In fact, that’s the fastest way to get ignored.

According to the HIA, 70% of home buyers say understanding their specific needs is the most important factor when choosing a builder. That means your message needs to feel personal, not broad.

If you’re just boosting posts on Facebook or throwing money at a Google campaign without a plan, you’re probably wasting your coin.

Here’s what happens:

• You get enquiries from people who can’t afford your homes.
• You spend hours quoting jobs that go nowhere.
• You feel like you’re working harder, but not getting ahead.

It’s exhausting. And avoidable.

A couple of pointers

This article shares a bit more from our practical guide: Marketing Essentials for Any Home Builder. Over the coming months, we’ll walk you through each part of the guide, with practical advice, builder stories, and input from specialists who help businesses grow through better marketing, systems, and service.

A few simple truths are worth holding onto:

• Millennials are now the biggest group of new home buyers in Australia. They care about affordability, smart features, and location. (CoreLogic).
• 89% of buyers start online; that’s your website, Google, and social media. (Domain).
• Referrals are gold. 92% of people trust recommendations from mates more than any other kind of ad. (Nielsen).

If you know who your ideal customers are, you can meet them where they are and speak their language.

Start by asking yourself: Who do I actually want to build for?

Are they young families looking for their first home? Or are they cashed-up clients who want something custom?

Once you’ve got that picture clear, think about:

• What’s important to them?
• Where do they spend their time?
• What kind of content gets their attention?

For young families, talk about:

• Affordability and government grants
• Kid-friendly designs and nearby schools
• How the build process works (without the jargon).

For high-end clients, talk about:

• Bespoke design, craftsmanship, and energy efficiency
• Working one-on-one with an experienced builder
• Premium materials and award-winning architecture.

Then, choose your channels:

• Website and SEO – Still the best way to get both high and low-intent leads.
• Social media – Use Instagram or Facebook to share builds, progress shots, and stories.
• Google and Meta ads – Great for targeting users already searching or showing interest.
• Local print and partnerships – Old school, but it works if your clients read the local rag or attend community events.
• Referrals – If you’ve got good relationships with mortgage brokers, agents, or designers, lean on them. They can send you top-quality leads.
• Events – We’ve spoken about open homes under construction before. Holding these are great ways to chat to potential clients.

If you’re getting the wrong kind of leads or none at all, don’t just spend more. Get sharper.

You don’t need a fancy agency. You need a clear message and a bit of discipline. Track what’s working. Talk to past clients. Ask why they picked you.

You don’t need 100 leads. You just need a few good ones.

Happy Sunday.

Az

Author: Aaron Ng

Aaron has worked for some of the nation’s largest developers and home builders in the marketing arena, before founding one of QLD’s largest construction focused marketing agencies. He is passionate about all elements of marketing and customer experience across the industry.